BeautyMark has created a list of key goals and intentions below with our Q1-Q3 salon marketing evaluation. As the end of Q3 rapidly approaches, we find the last two weeks of September the optimal time to access your salon’s marketing routine. As the busy season approaches, reflect and review the previous 9 month’s marketing objectives to create a refocused and robust marketing strategy for the next 3 months and into the new calendar year.
BEAUTYMARK’S Q1-Q3 EVALUATION
SALON IN-HOUSE MARKETING
Marketing is vital if you want to attract new clients, increase salon profitability, and capitalize on business opportunities. It makes business sense to give marketing the importance it deserves. Take an honest assessment of your salon’s Q1 – Q3 marketing endeavors. Was there an investment of time, energy, or money? If the answer is no, start out by blocking out one afternoon each week devoted to salon marketing objectives or hire a professional marketing agency to focus on promoting your salon for you.
Is your brand identity looking a little tired? Are your business logo, fonts, colors, and photography looking dated? What first impression does your salon create in the minds of your clients? What lasting impression does it make?
To play a real role in the beauty industry, it is imperative that guests perceive your business highly. How would clients rate your salon? How do they perceive your salon brand? Do they have an opinion on the level of service provided? Will they stick with your salon? Details can make the difference between mediocrity and megastar status in the minds of your clients.
WHAT IS A “BRAND”?
“Brand” is the definition of a business in shorthand, because you can’t explain the who and the what of your business to everyone (that would be exhausting!). Your brand is your beacon, it signals and calls out to your potential purchasers so they can find you. What does your brand say about you? It speaks volumes without saying a word, good or bad. In a world littered with marketing noise and branding buzzwords, distinguishing your brand from the rest of the crowd is paramount to success.
Branding is a lot like flirting. Imagine the power of a brand that can genuinely flirt and connect with people. A brand is the combination of creative communications tools that say who and what you are in a visual snapshot. These tools communicate your salon’s identity in the form of mediums such as font, color palette, pattern, images, and verbiage (voice). Branding is the creation of charm. How well is your salon brand communicated, does it leave a lasting impression on clients and guests?
An up-to-date, well-designed website sends out the right message about your salon, spa, or beauty business. Take an objective view of your salon website. Is it looking tired and dated? As technology, design, and fashion/beauty trends quickly evolve a website designed over 5 years ago is considered antiquated. Images should look contemporary, the navigation clear with an easy interface, and online gift card purchasing and online booking apps make websites money makers.
> Is your salon website mobile-friendly?
> How does your site compare to local competitors’?
> Has the site design or images become dated?
> Is site copy easy to read and professionally written?
> Are you ranking high on Google so new clients can find you?
If your salon’s website is in need of a makeover hire a professional agency that can customize the perfect website for your salon brand.
SALON MARKETING MATERIALS
Spread all your current marketing materials (brochures, graphics, price & treatment guides, etc) on a table and take a long, hard look at them. Are they professionally copywritten and designed? Are they on-brand and great selling tools or in need of a major refresh?
Have lots of marketing materials to makeover? Don’t tackle them all at once, instead, pick the worst offenders and work through them one by one. Updating your brand collateral is best handled by a professional design agency so all pieces are consistent and beautiful.
SALON SOCIAL MEDIA
Now is a good time to re-evaluate your salon’s social media pages. The message is clear, many users who follow you on social media hunting for great hair salon offers and promotions. Take your social marketing to the next level by hiring a professional marketing agency with the ability to mix up the perfect combination of posts that include special offers, beauty trends, hair trends, tips, and tricks.
9 MONTH EVALUATION
A goal without a plan is just a wish. Investing a few hours at the start of the year to write a marketing plan for your beauty salon or spa can have a huge impact on profitability for the year to come. Before looking to the future, take a look back, and appraise your business achievements in order to approach the new year with fresh objectives.
Don’t be tempted to skip the evaluation step, taking the time for analysis allows for more informed planning. At the end of this evaluation, you should have a greater understanding of your business objectives and opportunities.
> Did your business meet its financial goals in the last 9 months/last year?
> Did most of your revenue come from existing salon clients or from new ones?
> What percentage of clients only visited once, never to return?
> Which are your most profitable salon services?
> When did you last increase your prices?
> What salon promotional activities did you do?
> What worked?
> What didn’t?
> Why not?
SALON MARKETING CHANNELS
When you deliver your marketing message using a variety of marketing channels you increase the likelihood of reaching your target audience.
Remember repetition works.
> What marketing channels are you utilizing?
> In-Salon Signage?
> Email Marketing?
> Social Media?
> Marketing Materials?
> New Client Recruitment?
> Loyalty or Reward Programs?
> Have you grown your email database over the last 9 – 12 months?
> What incentives have you given guests to sign up?
Tip: Don’t forget email contacts are one of your most valuable marketing assets.
SALON NEW GUEST
LOYALTY, & REWARD PROGRAMS
> Do you have salon marketing systems in place for retaining new guests?
> Are new clients documented and followed up by your team?
> Have you set up a loyalty or reward program?
Analyze your top 3 competitors.
Review their salon website and their social media, and read their online reviews.
> How do they compare to your hair or beauty business?
SALON GUEST SERVICES
> How do your guest services compare to your competitors?
> What is the quality of the recruitment and training you provide your team?
> What do your clients think of your guest services and salon services?
> Take a look at look at complaints and feedback.
BRICK-AND-MORTAR INTERIOR & EXTERIOR
> What message does the appearance of your salon send out?
> Creating an atmosphere where your clients feel relaxed and valued is the most important part of being a beauty boss. Determine a “look” for your beauty business and express it by choosing decorations and retail products that tell a story in your special branded way.
What about your own marketing skills? Are you up to the task?
Make marketing a business priority this year, and invest in professional marketing services.
BeautyMark Marketing offers stylish, professionally crafted, agency-quality marketing at a small-business price. Click here for more information about our Digital Marketing Services or if you have questions you can Schedule a Chat with Me here.
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