How to promote a beauty salon: traditional and original ideas

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The location of a beauty salon is one of the decisive factors in the beauty business. Its concept, pricing policy, design, advertising and other important components of the business model depend on the location of the salon. If you are thinking about how to open or how to promote a beauty salon in a residential area, then this article will help you figure it out.

What to pay attention to when opening a salon? Where to attract visitors and how to keep them? Let's look at it in more detail below.

Theory

A beauty salon cannot exist without clients, and if people do not show interest in it, then very soon this enterprise will be declared bankrupt. The director must think through a development strategy before starting work.

How to promote a beauty salon from scratch? There is nothing complicated about this, and it doesn’t require much expense either. First you need to decide on the audience that will visit the salon. Which clients will become regular visitors.

It is also very important where the beauty salon is located. This could be the center, an elite or residential area. Depending on this, the future work of the enterprise can be determined.

It is desirable that the salon has a twist. His services must be original. If there are any, then it is likely that customers will travel from other areas.

How to attract visitors

It’s worth noting right away that the promotion of a salon in a residential area should be careful. This means that it is necessary to collect one or more images of the ideal visitor: young mothers, older women, housewives, etc. It is necessary to know this information, if only because the residential area is not a center - there cannot be high traffic and random visitors. Careful consideration of all factors will allow you to create a competent advertising campaign and accurately define the concept of the salon, which implies both its general philosophy and design.

Ideally, it is necessary to use all the most striking methods: distributing leaflets, advertising in a prominent place, word of mouth, etc., but first things first.

Promotion of a beauty salon via the Internet

How to promote a new beauty salon via the Internet? Very simple. To get started, just use social networks and launch a promotion. For example, for advertising on a page on some network, you will be offered a haircut at a big discount or a manicure at half the price. This method works great only at the initial stage and requires virtually no costs.

The next stage will require small financial investments. Opening your own website will help you quickly promote a beauty salon. It is necessary to place detailed information about the services provided; it is also advisable to post a price list, photographs of the craftsmen and their work. A very effective method is a “before” and “after” photo report.

It is worth noting that when developing a website, it is advisable to use the services of professionals who already know what a certain group of visitors wants to see.

“25 WAYS TO ATTRACT CLIENTS TO YOUR BEAUTY SALON”

There is a famous saying in business: “No customers - no sales, no sales - no business, no system for attracting customers - no customers themselves.” The circle is closed."

Therefore , clients in any business are “our everything”.

At business trainings at MAEM we often conduct an exercise. We ask cosmetologists to draw their workplace. More than 90% of cosmetologists draw inspiration from a cosmetology couch, table, chair, vases, hangers, etc. And very, very few people have a client in these drawings. But in life it’s the other way around, only clients give cosmetologists the opportunity to work and live, and acquire everything that they depict in such detail in their drawings.

The most important question for cosmetologists, and business in general, is where to “get” clients, how to attract them to your salon or company, and then... then, according to the dominant number of beauty specialists... then everything will work out by itself. But that's not what we're talking about now.

We are talking about the main thing, or where to find and how to attract a client to the salon.

1. Properly design a sign for a beauty salon , as, for example, they did it in this salon.

We found an example on Twitter of the famous marketer Igor Mann, for which we thank him very much. Agree that a client simply cannot pass by such a salon.

2. Make outdoor advertising in the near area of ​​the salon

Such advertising can be expensive, but it doesn’t have to be. If you manage to find a truly original approach, then you can save on material, work and get the maximum effect from such advertising.

It’s hard not to notice and appreciate such advertising as, for example, in this salon. It covers a large number of people, it is difficult to miss, not notice or not pay attention. See how you can attract customers with an interesting picture.

3 . Invite the client to come into the salon for a cup of coffee or tea and give a tour of the salon

4. Register a corporate or personal car with a mobile advertising offer

5.Place print advertising of the salon in shopping centers, cafes, offices near the salon

This, of course, is not a new tool for attracting customers; the approach to its creation, the essence of the formulated proposal and the visual range may be new. For example,

6. Agree on a partnership program with nearby organizations that may have common clients with you (cafe, bank, dentistry, etc.)

For example, advertising with a cafe. Print discount coupons together. Your salon and cafe provide a coupon when the client checks out. This way, cafe clientele can come to your salon - and vice versa. There are a lot of options and benefits from partnership cooperation.

Think about what might work for you.

7. Carry out regular and one-time promotions and get a large number of new customers

8. Collect information about your customers (name, phone, email, date of birth) for further communication with them

If you don't know who your customers are, this will inevitably lead to lost profits. Communicate with clients, but carefully - do not bother them.

9. Organize an email newsletter to your client base

Almost every Internet user has email. Therefore, Email distribution is an effective tool for marketing and working with clients. With its help, you can notify your customers about your innovations and various promotions. You can send them useful information and offer your paid products. Well-constructed email marketing makes sales more and more, and customers become more and more loyal.

10. Conduct targeted SMS messaging

11. Organize a club of regular customers

12. Offer new and regular clients a subscription to your services

This will definitely help to position and bind clients to the salon. For example, in parallel with the subscription, nano bouquets with predictions were offered.

13. Organize a WOW event that will attract attention to your beauty salon. Find and collaborate with event companies. For example, there is this one:

14. Offer to a local newspaper or on- line channel to run a column about beauty

For example, readers of the popular weekly magazine 7days.ru love the column of Alexander Vasiliev, a world-famous fashion historian. Thus, the host of the TV show “Fashionable Sentence” successfully promotes both himself and his program.

15. Ask clients to recommend your beauty salon to family, friends, and colleagues

Recommendations from your customers are considered a fairly effective way to attract customers without additional advertising funds. In fact, the principle of “word of mouth” brings results in almost any industry of business. In order for clients to recommend your beauty salon, you need to ask them about it and don’t forget to thank them.

16. Carefully monitor reviews of the beauty salon on the Internet

17. Be sure to create a company website

This could be a business card site or a site tour of a beauty salon. Today it is much easier to do than a few years ago. On the Internet you will find many templates for such sites, which you can not only see how the site will function and look, but which will also be easy for a freelance programmer to fill in with your information.

But here is a site where you can definitely find a version of “your” site that is suitable only for you.

18. Place a button and widget for the online booking service on your website

This will allow your clients to make appointments around the clock. According to statistics, in the absence of such an option, salons lose up to 30% of clients who could find your business via the Internet. In addition, such services make it possible to clarify the recording process for both the client and the administrator.

In addition to all of the above, resources such as GBooking can also place a “Sign up!” button. on Yandex, 2GIS, iTop.ru, Zoon.ru, flamp.ru, which allows you to get an additional influx of clients and other popular sites. The beauty salon instantly receives a notification about the registered client. So, if it is convenient for you, you can work with the system without a computer and respond to a client’s entry promptly.

19. Promote your website through contextual advertising

This is a type of advertising that shows ads according to the context. Here is a clear example of it.

The user will see you immediately on the first pages of the search. Where your ad appears does not depend on where you rank in the search results.

20. Keep a salon blog or a personal blog, because content marketing rules today

Indeed, today all leading experts talk about the primacy of content marketing at all stages of working with clients. Before you start actively working with your own blog and its publications, identify a range of topics that will be important to your target audience. Think about what experience and knowledge you can share with readers.

And remember: if the quality of your content is high, your readers will certainly appreciate it. Constant work on content is hard work that does not bring “quick wins,” but it pays off handsomely: subscribers and clients attracted in this way have every chance of becoming the core audience of buyers of your services.

21. Promote your beauty salon and your services through social networks: VKontakte, Facebook, Instagram, Twitter.

Groups on social networks are a source of new customers. Post photos of your work, announce promotions, share your secrets for face and body care. Offer discounts for checking in at your salon.

22. Create your YouTube channel

YouTube is a great place where you can attract clients and exchange ideas and experiences with them. It is still relatively easy to find new customers and retain old ones. There are many reasons why YouTube can be beneficial for your business. Let's highlight the main ones . He -

1.easy to use, 2.free, 3.mass audience is targeted.

Your channel will work and attract many new clients to you if you

• shoot videos regularly and make useful and interesting videos
• design your YouTube channel with taste, work on the description of your channel
• you will add links from social networks
• use keywords in your account settings and video descriptions (it’s better to search for them on Yandex. Wordstat or Google Adwords
• make interesting titles for videos.

23. Register a beauty salon on niche aggregator sites

For beauty salons, aggregators of cosmetic offers are an additional sales channel, and often a channel for promoting their own services, since aggregators often offer marketing support to their participants, both on a commercial and non-commercial basis. Often aggregators become not an additional, but the main sales channel.

The peculiarity of aggregators is that the services offered by beauty salons are often the same as those offered by competitors.
Therefore, if you represent your salon on such a site, stand out from the crowd with your unique selling proposition .
24. Use banner and teaser advertising

Banners work well on local territorial portals. Portals can be either with or without a potential audience. But it is better to choose, of course, the first option. The chances of getting a return will be much greater.

Teaser advertising is a small message that is placed with an original picture. For example, if you want to advertise your new service, then place teaser advertising, for example, on different information portals.

A message that comes along with an enticing picture will be able to attract the attention of many users. A simple feeling of interest is triggered and the person clicks on the advertising link. This is a fairly cheap and effective form of advertising.

25. Participate in sponsorship programs

Perhaps you know some other cool tools for attracting and working with clients that are not included in the selection?

Write about them in the comments.

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The important role of advertising leaflets

How to promote a beauty salon in a residential area using simple leaflets? This advertising method is inexpensive and very effective, but only if it is in a specific location.

When ordering advertising leaflets, you should pay special attention to their design. It is important that they are very bright, colorful and interesting. Flyers that are boring and tasteless can have the opposite effect and discourage potential clients from visiting a beauty salon.

It is best to order the design and production of leaflets from a printing house. Specialists will competently develop a design, approve it, and only then put it into print.

Ready-made flyers are best distributed in places where there are very large crowds of people. These could be shopping centers or large entertainment complexes. You can also place them in mailboxes, but you should not make this type of advertising too intrusive.

Internet page as an additional method of attracting customers

To attract visitors, a new salon needs to create a website. This is an excellent method for advertising and saving a company's budget. Today, many people use Internet resources for their needs, as it is very convenient and fast. The client, literally without leaving home, can always familiarize himself with the working conditions, all the services provided and the salon’s pricing policy.

The web page should be lightweight and easy to use and should be professionally designed. Licenses, well-deserved certificates of the salon and working staff, as well as photographs of the masters (various haircuts, coloring, manicure and pedicure designs, etc.) should be posted on the website. In addition, informational articles related to style, fashion and trends should be published on the website.

How to promote a beauty salon on the Internet? To quickly promote your site, you need to place bright advertising banners on social networks, blogs and well-known forums. All this will ensure a good flow of customers.

Don't forget about word of mouth

Recently, word of mouth has become the most popular method of promotion. How to promote a beauty salon during a crisis? This advertising method will help, because it:

• practically free;
• attracts only active clients;
• has a positive effect on the reputation of the establishment.

These are just the main advantages of word of mouth.

This type of advertising spreads very quickly from a satisfied client to a potential one. This means that when a new client comes to the salon, he is already preparing for a positive result, and if his expectations are met, he will, in any case, recommend it to his friends and acquaintances.

It is on the basis of word of mouth that most of the permanent customer base is formed. Visitors always come in a good mood, and this has a very good effect on the reputation and environment in the beauty salon.

How my wife and I promoted a beauty salon

Reader's story.

A beauty salon has been a long-time dream of my young wife. My ears are buzzing so much that I can work there myself. I rented a suitable small room, purchased furniture, a bunch of equipment, massagers, and a host of trinkets and little things. And so we opened.

The place where we rented a room is quite decent, not far from a large market with good turnover, many supermarkets nearby. But there were no clients. To be honest, I couldn’t understand what it was and how to fix it.

First, I resorted to the help of the World Wide Web, posted an announcement about the opening on the Internet, wrote on the city forum and on VKontakte. As if calls began to come in, but there were very few clients and mostly for trifles.

While studying economics at the university, I remember very well the expression “live advertising”.

And then the most fun and interesting thing began, first they held a competition to select advertisers, as they are also called “pitchmen”, who hand out leaflets for the salon, but you don’t just have to give the leaflet, but try to start a conversation and interest the person. so that he himself wants to enter into dialogue.

As an incentive, each distributor was given good percentages from each referred client. And here I can say that things have picked up and are very active. Our young and charismatic advertisers really began to bring in a large number of clients.

At the same time, we launched a couple of bright advertisements on the windows regarding the salon’s promotions, which also played a good role in revitalizing our salon. And my wife started Instagram, which completely loaded us with work to capacity.

Now our main part of visitors are regular customers.

Customer incentives

How to promote a beauty salon in a business center? Stimulating your potential customer base will help greatly with this.

If such an enterprise is located in some center, then you can organize so-called sampling, that is, part of the procedure is carried out for free, and if the client likes it, then he will have to pay extra for the rest.

Incentive methods also include bonuses, promotions and coupons. Coupons are especially good for a business center; upon presentation, they provide some kind of discount. The coupon not only serves as a source of a profitable offer, but also informs potential clients about the procedures performed in the salon. Bonuses may be offered in the form of free treatments subject to regular attendance.

It is worth noting that a salon in a business center almost never has a permanent base, but there are always a lot of casual visitors there. Therefore, attracting customers with this location should occur constantly. It is also worth paying attention to the quality of procedures. It is important that the specialists working in the salon are true professionals.

Stimulating methods for promoting an establishment

You can promote your beauty salon with the help of additional bonuses and incentive methods. A few examples to stimulate clients:

• Coupons.
• Promotions and bonus programs.
• Sampling is a free distribution of samples. The purpose of this method is to familiarize the client with the services and professional qualities of the establishment.

Promotions and discount coupons also work effectively for customers. People tend to want to save money and use inexpensive services. Even if it’s a simple promotion: “get a haircut and receive a sample of a hair mask as a gift.”

Bonuses are an incentive for clients to continually use salon procedures. For example, after nine visits to the massage room, the tenth visit is free.

The main mistakes that are made when opening a beauty salon

It is not enough to simply answer the question of how to promote a beauty salon. It is also important to analyze the main mistakes that are made when opening a business, and also take measures to prevent them. So, there are only seven main mistakes, namely:

• mistakes in business planning;
• errors at the initial stages of work;
• management errors that arise due to the director’s inexperience or lack of education;
• advertising errors (lack of flow of new clients);
• errors when working with an existing client base;
• mistakes when hiring new employees that spoil the salon’s reputation;
• mistakes in business development. Constant change of strategy and plans.

Any “miss” must be corrected. Before answering the question of how to promote a beauty salon, you need to think about possible mistakes that can lead to bankruptcy at any stage.

Correct selection of personnel

How to promote a beauty salon and take care of its image? To do this, the entrepreneur must understand that it is necessary not only to select the right personnel, but also to train them to comply with the relevant rules.

Professional employees must have appropriate certificates and diplomas. For example, only a worker certified as a cosmetology nurse can perform cosmetic services. Employees must comply with sanitary and hygienic rules when serving customers. In addition, we must not forget about medical books for staff. Even the director, when performing medical services, must have an appropriate diploma.

Most clients make a choice not between salons, but between masters. The fame of the establishment will depend on the qualifications of the master. Therefore, the salary of each master should depend on his professional qualities and the number of regular clients.

Importance of Market Research

Marketing research is a very important stage in the life of any enterprise that makes money by providing services. However, high-quality research is usually very expensive and sometimes it is simply unjustified for a small-scale business.

How to promote a beauty salon and at the same time spend a minimum of money? Is it possible to save money on marketing research? These are the questions that interest a novice entrepreneur.

Of course, you can save money, but only the salon director must remember the responsibility and the risk of possible ruin. Most often, entrepreneurs choose one of two options:

1. Marketing research is not carried out at all. Business “floats” with the flow. It's completely free, and some salons still succeed.
2. Marketing research is being replaced by expert assessment. A good expert can easily point out to an entrepreneur the strengths and weaknesses of his business. Of course, this is not a full-fledged study, but in the absence of extra funds, expert assessment can also help.

How to stimulate visitors

Stimulating customer flow works at all stages of business - both at the initial and later stages. The only important thing to take into account here is that this should not be a loss. The main goal of a business is to make a profit, so let’s look at what the classic stimulation scheme is (Table 1).

Stimulating clients is an important stage, since this is where loyalty to the salon is formed. However, one should not assume that without them visitors will not develop an appropriate attitude - stimulation is just an addition.

How to avoid mistakes, watch the video:

If your business is at risk

Sometimes, to save a fading beauty salon, it is not enough just to conduct market research or an advertising campaign. Sometimes the director decides to completely change the concept.

When one concept is replaced by another, it will be a completely new beauty salon. Sometimes it is useful to carry out renovations and even change the name and sign. Such actions will greatly help if the beauty salon does not have a very good reputation, for example, due to unqualified employees.

Also, if the situation is not too advanced, it is good to gradually introduce new services, setting an attractive price for them. This way you can improve the situation and stand out from other competitors.

How does CRM increase customer loyalty?

In general, CRM is a universal tool for sales management. CRM helps to maintain a database of clients and transactions, sign up clients for services in an interactive calendar, record all telephone conversations, segment clients depending on the services they are interested in and send them letters and SMS, etc.

Alexander Stepanov, creative director of the advertising agency DON'T PANIC, specializing in promoting companies in the beauty industry: - Three main problems in the salon business that are solved with the help of a CRM system: returning the client, improving relationships and seeing the overall picture of the business.

All this can be implemented in most modern CRMs. However, their functionality is different, and what one program is capable of cannot be done by another. Therefore, next we will talk about the capabilities of a specific program - SalesapCRM.

1. All customer information is at hand

In SalesapCRM, customer data is stored in cards: work history, contacts, call records, letters, visit history, documents, invoices and payments. The more information you collect about clients, the easier it will be to understand their needs: write down contacts, date of birth, preferences for visiting time, frequency and list of services, favorite masters.

2. Registering clients in an interactive calendar

SalesapCRM allows you to maintain a calendar for recording clients. It is available to masters, and everyone sees their work schedule. If you have several salons, then one administrator will be enough to manage the recording: the data is automatically updated, and at any time all users see the current schedule.

3. Constant contact with each client

SalesapCRM allows you to segment customers based on any criteria in order to pay attention to everyone in a timely manner:

● the program automatically sends an SMS reminder about the visit; ● if the client has not been in the salon for a long time, the program will task the administrator to call the client and offer the service on favorable terms; ● if you noted in the client’s card that he refused the service due to the high price, then when discounts appear on this product, you can find the client in two clicks and send him an e-mail about the promotion; ● if a client left a request for a call back on your website or signed up for a service through an online calendar, CRM will instantly notify the administrator and assign him the task of calling back; ● on the client’s birthday, CRM will remind you to call him or automatically send an SMS with congratulations and a gift discount, etc.

4. Analyze sales

Online CRM displays visual reports, graphs and charts on the sales funnel, the number of new clients, the amount of transactions, the number of calls, sources of applications, and so on.

All this and even more is available in the SalesapCRM CRM system. Order an audit from our specialists: they will analyze the business processes in your salon and tell you how CRM will help take your business to the next level!

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External advertising

Before a visitor sees how good a beauty salon is inside, how beautiful and stylish it is, professional hairdressers, a friendly attitude and a cup of coffee, something must lead him to this salon.

1. Billboards. It would be good to indicate on them about the promotions taking place in the salon, and it is better to name specific prices, and not percentages of the amount of the service.

2. Leaflets and booklets. It all depends on your imagination, what can be described and depicted in advertising materials, but you definitely need to “hook” a potential client with something. Let it be promotional days or hours, a discount on a certain type of service or package of services.

3. Bonus cards. A good idea would be to place them in the mailboxes of nearby residents or distribute them through neighboring stores (for mutual benefit).

Thus, small expenses can attract many customers, but they must also be retained for a long time.

How to advertise your hair salon to existing clients

An effective way is SMS messaging. Ask visitors to fill out a form with a phone number.

• Invite to events:

Maria, take part in the “Bring a Friend” campaign. Only in January. Recommend the Venus hair salon to your friend and receive a permanent 5% discount.

• Inform about new services:

Maria, we invite you to a new procedure - eyelash lamination. All January - 5% discount only for regular customers!

• Give bonuses:

Maria, for you a personal 10% discount on haircut and styling. The offer is valid only until January 31st!

All examples of SMS texts for advertising a hairdressing salon are built according to a single scheme: personal appeal, the essence of the promotion and a time limit. Don't send out newsletters too often - 2-3 per month will be enough.

Why are there few clients in hairdressing salons?

One of the main reasons for the lack of clients in hairdressing salons is high competition from private hairdressers who dump prices. As a rule, these are young girls who, having gained the required experience in salons, decide to work for themselves. Therefore, if, due to the desire to save on employees, the bulk of your team is formed from graduates of schools and courses, you are making two serious mistakes at once:

1. You run the risk of suddenly being left without any craftsmen or a significant portion of them, and, consequently, without clients. As soon as experience is gained, your masters will leave the hairdresser and high wages will not save you, but will only spur their interest in private practice.
2. By hiring people without experience, you offer clients a low quality service, which turns them off.

This means that when hiring staff, it is necessary to choose specialists who have work experience and are also dependent on their own expenses (for example, young mothers who cannot risk a stable income). You shouldn’t ignore young masters either, but there should be no more than 30% of them in the team.

If you have just opened, the lack of visitors can also be explained by the fact that potential clients simply do not know you. At the same time, it is important not only that the target audience knows where you work and notice your new sign, but also understands well what exactly you are offering them and why they should leave their favorite master. To do this you need:

• Evaluate the list and cost of services from the nearest hairdressing salons.
• Find a new technique or service that you can offer in a similar price range . Many hair salon owners choose the most modern and expensive techniques as a unique offer, for which your clients may not yet be ready. Such services must be gradually introduced into an already established business. If you don't have clients yet, investing in expensive equipment or cosmetics will be a serious mistake.
• Formulate your proposal and convey it to the target audience . The most common distribution of leaflets and flyers, as well as advertising in elevators of nearby buildings, cosmetics or women's clothing stores, is suitable for this.

Paid methods

If you're on a budget, try paid advertising :

• Advertise on the radio or order the development of a video for television/YouTube . But be careful not to get your target audience and marketing message wrong.
• Place audio advertising in shopping centers . A shopping center is always a crowd of people, and such advertising will receive maximum coverage. The cost depends on the number of scrolls per day.
• Place a sign near your salon. Sometimes people don't look around. An unobtrusive sign with the inscription “Good haircut here” and an arrow in the direction of the door increases the chance that they will notice you , come in and buy something.
• Order outdoor advertising . A well-made billboard or banner is a good chance to attract attention and get new customers.