Owning a hairdressing salon and other services is not an easy business, which can bring as much revenue due to the demand for services, and be almost unprofitable due to serious competition.
Every owner of this type of business should know how to promote the beauty salon , if it only gets on its feet or for some reason ceases to bring a good profit.
With investments in the promotion of business it is better not to delay, even if there is no extra money for it.
There are enough ways to make your child more popular with consumers, and accordingly - and increase your income without spending too much money.
Why do I have to think about how to promote a beauty salon?
There are various reasons why you have to think about how to promote a beauty salon:
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It was opened only recently.
Any new business needs promotion.
You have been going a long time to open your business. Invested in full, gave all the strength and money to the project, now you want to give.
Returns( especially - financial) will not, until you unwind the salon and do not get permanent customers. To achieve this, you need to invest in advertising.
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You lowered the bar.
People came to you, because only here they could get wonderful services at reasonable prices from good masters.
Weakened by the fact that things are going well, you did not notice that the ratio of price and quality has ceased to be balanced, and therefore the outflow of customers began.
Immediately take action, otherwise all will scatter.
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You have a serious competitor.
It is very important to perceive competition not as a source of problems, but as an impetus to development.
Rival with other salon for visitors, you can unleash your offspring.
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No regular customers.
The main profit is not given by random customers that ran past, but permanent.
To keep the beauty salon firmly on its feet, it is enough to have a hundred buyers who are constantly serviced by you.
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Errors in management.
Errors can be very different, but each of them is unforgivable:
- uncomfortable atmosphere;
- lack of discipline;
- work according to old methods;
- concealment of income from staff( masters or administrators);
- dirt in the room;
- too high prices;Substandard services, etc.
Without which you can not promote a beauty salon?
Do you know what kind of business does not need promotion( well, if only at the initial stage)?
The one that offers the consumer goods / services of high quality at affordable prices.
If you give it to the client in your salon, people will come to you thanks to word of mouth. Special costs for advertising in this case will not be required.
1) The availability of good specialists is a guarantee of fast promotion of the passenger compartment.
The consumer goes to the beauty salon just for the services: to cut and dye his hair, to make manicure and pedicure, to enjoy massage, to rejuvenate with the help of cosmetic procedures, etc.
These services are provided by masters who can do their job remarkably, leaving the client completely satisfied.
But they can work very badly. In this case, the dissatisfied client will never come to you again.
| Correctly | Wrong |
|---|---|
| Hire professionals. | Do not pay attention to what specialists of what level work for you. |
| Constantly improve the skills of craftsmen. | Allow masters to ignore exhibitions, forums, master classes that are constantly held in the beauty industry. |
| Respects all employees with respect. | Show that you are a king and a god, so you should be afraid. Rude employees. Terrorize them. |
| It's good to pay those who work well and are in demand among consumers. | Save on the salary of good specialists, provoking them to go to another showroom with their list of customers. |
| To award the masters that bring you the greatest income. | Do not encourage those who in fact make the cashier of your salon. |
As you can see, there are plenty of requirements for masters.
If you find wonderful specialists who quickly form a list of regular visitors, keep them by yourself( by legal methods, naturally).
According to statistics, from 40% - up to 70% of customers leave the showroom , if their master changes their place of work.
But the salon is not only a master. This and other employees.
I'll tell you a story.
Irina Pavlovna opened a beauty salon in a small regional center 15 years ago. It was just a showroom with a wide range of services, a pleasant atmosphere, lots of bonuses, etc.
For 5 years he became the best in the city. From customers there was no release, because the best specialists worked here.
And then something happened - the outflow of people from the client base began, although the masters remained the same, prices did not rise sharply, new services were introduced.
Irina Pavlovna spent a year to find out the reason.
It turned out that for the years of work the specialists had grown huge crowns. They sincerely believed that they were the main ones, that's why they criticized the administrators, they did not put the director in any way, interfered in their own affairs and even set up the visitors against other representatives of the collective.
Attempts to settle the matter by talking did not give anything. I had to dismiss two instigators of this outrage.
Yes, when they left, they took with them a number of clients. Yes, I puzzled Irina Pavlovna and her beauty salon, but the situation gradually leveled off.
Irina Pavlovna also realized that it is impossible to untwist the beauty salon and keep it at a high level without:
- The coordinated work of the whole team, from the director to the cleaner.
- Delineation of duties. The business of a hairdresser is to cut and dye your hair, and not to teach the administrator to keep a record.
- Firm director's hands and authority of the leader.
- Understanding that one can not elevate and reward others, but others gnobit and tell them "There are no irreplaceable".
- Concerns about the microclimate in the team, joint celebrations, trainings, etc.
2) Acceptable prices and other components that will help promote the beauty salon even without advertising.
Of course, not only experts help to promote a beauty salon. There are other factors:
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Price.
Your beauty salon should work in its price category.
If you are targeting wealthy people, prices can be high, but the main thing is that they correspond to the quality of the services provided.
Do not be afraid to raise prices when circumstances require. The main thing is that the increase should not be too frequent( not more than twice a year) and sharp( no more than 15%).
You can not raise prices when you set out to promote the business.
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Location.
Do you think it is easy to promote a salon that is located outside the city in the distance from residential buildings? I'm sure you understand that the answer will be negative.
Choosing a place to open your beauty salon, make sure that it was convenient to get to it. Optimal option - the city center or densely populated sleeping areas.
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Services.
If your establishment is called a beauty salon, then you should provide the widest possible range of services:
- haircuts, dyeing, hair care;
- cosmetology;
- manicure / pedicure;
- massages and other type of body care;
- tattoo;
- body piercing;
- solarium, etc.
If the client can find all the services in one place, what he needs, he will not go to other beauty salons.
If he has such a need, then the risk is high that sooner or later he will start visiting another salon not only because of the hairdressing services, but will start there to do other procedures, leaving you.
And I think there is no need to explain that the quality of your services should be impeccable and satisfy the needs of even the most demanding consumer.
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Pleasant bonuses.
It can be:
- various promotions and discounts;
- free tea and coffee;
- wi-fi in unlimited access;
- opportunities for entertainment: TV, fresh magazines, children's corner and more;
- services, such as "remind the day before about the record", "take a seat in the parking lot", "help get dressed", etc.
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Security.
There are two components of this concept, which will help promote your institution:
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First, the safety of consumer health. Sterilize all instruments, process them with "Bacilli" or an analog.
If you infect one client with a fungus, say goodbye to your business.
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Second, reputation security. Customer data must be confidential - do not distribute it.
Everything that the buyer tells the master during the procedure should stay between them.
You do not need to tell the subsequent client what procedure the one who was in front of him did, especially if it's about something intimate( removing warts, depilation and the like).
Prevent masters from gossiping about customers, especially with other visitors.
If people do not feel safe in your salon, you can never unleash it.
To promote an advertising campaign means to make your beauty salon popular
The most optimal way to promote a beauty salon is to conduct an intelligent advertising campaign, the components of which are:
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Signboard.
If the theater starts with a hanger, then any business in the service sector - with signs.
The sign of your beauty salon should be stylish, bright, attractive, noticeable from afar. Then chances are great to attract casual customers.
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Advertising in the media.
The media of your city( newspapers, magazines, TV channels, radio stations, Internet publications) are perfect for promoting business.
If the beauty salon does not bring a very good profit, you can attract customers through a high-quality advertising campaign.
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Advertising on the Internet.
Advertising beauty salon on the Internet consists of:
- high-quality site of the salon, where there are contacts, description of services, prices, information about masters, etc.;
- contextual advertising;
- commercials on Youtube;
- advertising banners and ads on profile sites;
- promotion in groups of social networks and on the city forum.
If the main clientele of the salon is young people, then it makes sense to hire a specialist to help you promote your institution on the Internet.
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Promotions.
This can be any stock:
- presentation of a new service;
- annual celebration of the foundation day of the beauty salon;
- social day - all preferential categories can get a service with a 30% discount, etc.
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Other ways of advertising.
If the goal is to unleash a business from scratch, then you need to use all kinds of advertising tools. For example:
To this list you can add:
- calls to potential customers;
- outdoor advertising on special billboards, house facades, balconies( banners, posters);
- advertisements in public transport, if you are targeting a low-income clientele and so on.
5 inexpensive ways to promote your beauty salon
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Sell gift certificates.
I still wonder why many shops, salons and other institutions from the service sector will not agree on how profitable it is to sell gift certificates for their goods and services.
With their help it is easy to increase the number of customers and promote the business. And the costs are minimal - print cartons.
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Highlight regular customers.
It is on regular customers that your salon keeps. Therefore, your task cares not only about their beauty, but also to do everything to make them feel special:
- give them discount cards;
- make them small gifts, for example, for the New Year and March 8;
- congratulate them on their birthday cards;
- address them by name / first name;
- spoil small bonuses during the procedures, for example: "Today you have a hand massage, as for our beloved client, for free."
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Remind yourself about yourself at any opportunity.
If you consider the huge level of competition in the field of beauty, it becomes clear that to promote the salon - a little. We must not let him get lost among other institutions.
Constantly remind you about yourself using:
- holding an open day, master classes, presentations;
- promotional articles and broadcasts in the media;
- various actions, both advertising( for example, a rally of some services), and charitable: "Pay a course of massages - you will help the children's center", etc.
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Establish partnerships with those companies that can help increase the number of customers.
You do not have to try to unleash your business alone. Form partnerships with those who will help you with this:
- cosmetics shops;
- manufacturers of products in the beauty industry;Wedding fashion salons, etc.
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Continually improve and listen to the opinions of your customers.
Remember, the main thing is not whether you are satisfied with the work of your salon, but whether it satisfies the client, who brings you money.
Carry out mini-surveys to find out:
- is everyone happy with the consumer;
- what are his wishes;
- that he would like to change in the work of the salon;
- which services can be added to the price;
- how you can improve your work, etc.
If the visitor expresses dissatisfaction, do not dismiss it. Try to understand what exactly and why he did not like.
This will help to avoid mistakes in the future.
Invaluable advice from the owner of the beauty salon!
How to untwist your business competently, what you need to pay attention to:
Every owner of such a business should know how to promote the beauty salon .And he needs to understand the importance of an integrated approach to solving the problem.
One only advertising campaign, albeit expensive, here you will not help.