Friday June 8th, 2018
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It’s not enough to be a professional in your field and open a salon with good craftsmen. You need to make sure that they know about you and that they want to come to you. But how to advertise a beauty salon? What should be the most effective advertising for a beauty salon?
There are so many methods to attract customers that it is very easy to go to one of two extremes: use either too little or too much advertising. Either limit yourself to just booklets at the metro and customer recommendations, or scatter yourself with all possible methods and waste a lot of money.
As you might guess, neither one nor the other works. Effective advertising of a beauty salon is not a very complicated matter, but it needs to be approached systematically.
Let’s roughly divide advertising methods into online, offline and referral programs. Next, we will look at the most important of them and give recommendations on how to advertise a beauty salon and increase the effectiveness of the actions taken.
We also recommend reading the article “Introducing online booking in a beauty salon: step-by-step instructions”
An entrepreneur's dream
It would be great if everyone knew about the new establishment right away. But, alas, you will have to work hard so that even the neighbors on the street know about the new product. In particular, beautiful advertising of a beauty salon determines the success of the enterprise and its profitability. Most often, such establishments are visited by representatives of the fair sex, and for them the most important thing is the picture. Therefore, they will not go to a salon without advertising, even if the best specialists in the world work there. The logic is simple - without advertising, the audience simply will not know who works here and how. Another thing is that advertising should not be intrusive. This is the beauty industry and you have to live up to it. You will have to tailor the advertising campaign to the chosen name, to the potential audience and to the range of services offered. Can you do it? Decide for yourself, but remember that by refusing advertising, you lose the lion's share of customers.
What advertising does not work for solariums
- Advertising in print media. Despite the fact that newspapers and magazines are still relevant and popular media, publishing advertising modules or articles in them does not make much sense. Such promotion is expensive, and significant benefits are unlikely to come even from advertising in local publications.
- Advertising on radio and TV. Unless you are opening a chain of tanning salons, advertising on television and radio stations will most likely simply destroy your budget and not even bring significant benefits. Those who go to the solarium rarely watch local TV, and most drivers who listen to the radio are not always interested in a beautiful tan.
Photo idea
Start with the simplest thing - establish contacts with the media, photographers and bloggers in your area. This is a really strong channel of influence. With such acquaintances, you can immediately win the population of the city to your side. Talk to local photographers and offer them mutually beneficial cooperation. After all, photographers constantly need clients, reviews and portfolio additions. Offer them the services of your makeup artists and cosmetologists. Such services are paid, but you can order colorful and juicy photographs as payment. This will be the best advertisement for a beauty salon, since your work and real clients will be at the center of the story. A sincere smile is immediately visible and advertising of this type is attractive and really attracts.
You can also try organizing outdoor photo sessions with the services of a hairdresser and makeup artist. At the same time, the cost of the photo shoot will be higher, but the result will be guaranteed. Do not spare money on a juicy advertising project, and also give your clients professional photographs.
A good idea might be a “star gallery” that will find a place on the walls of your salon. Here post photos of clients in a certain image.
In return, clients will post reviews about the work of the salon and specialists. But be sure to post backstage footage from photo sessions on your social media pages.
You can agree with the photo studio on the mutual placement of business cards and advertising. Reinforce your connections regularly and be mindful of your business partners.
Printable advertisement
Leaflets
Flyers are the most important advertising tool for tanning salons. Even before opening a tanning studio, you need to order a batch from the printing house. To ensure a serious flow of clients even at the start of your business, make flyer subscriptions - the bearer gets 20-30 minutes free. Set a condition - you will be able to receive the leaflet service only until the end of the month. This way you will fill the studio and secure an initial client base, because some of the people who visit the solarium based on the flyer are guaranteed to return. Leaflets can be distributed in areas with the highest pedestrian traffic, near sports centers, higher educational institutions, and shopping centers. It is also worth leaving leaflets in the mailboxes of nearby houses.
Business cards
From the same printing house where you ordered the leaflets, order a batch of business cards. Give them to each of your clients - they will serve as a tangible reminder of your studio. Of course, business cards should include all contact information, as well as the website address and links to solarium groups on social networks.
What to do to remember?
Advertising of beauty salon services should be visual, and therefore you can get a lot of benefit from good photography. In particular, take care of creating a portfolio. It can be digital or paper, but it is better to present both versions for each service presented. Yes, it can take up a lot of space and take a lot of time, but you won't have to spend a lot of time telling your client how great she will look.
Always keep a camera handy and be sure to take pictures of clients before and after the procedure. Create a beauty wall in your salon with a pleasant background. After the procedures, the woman feels like a queen, and she will be happy to pose for a good shot.
Don’t forget to post the shots you take on social networks and on your website. The best photos can be used for discount coupons from your salon.
Internet advertising
Website
You need to order your own business card website and optimize it for Yandex and Google search queries. The last task is also best left to professionals. Despite the fact that creating your own resource is not cheap, its availability and proper promotion guarantees that a potential client looking for a tanning studio in your city will definitely see a link to your site.
If you decide to create a website on your own, be sure to read our articles:
Here we have laid out our experience and opinions on the use of various tools that you will simply need in your work. This will allow you to reduce the time it takes to select the necessary resources for its creation and get profit from the site as quickly as possible.
Groups on social networks
Unlike a website, groups on social networks do not require material investments (with the exception, perhaps, of advertising the page in larger communities of the city), but can bring a lot of benefits to a business. Active work on such popular resources as Vkontakte, Facebook, Instagram, Odnoklassniki will allow you to promote your services, inform clients about special offers and promotions, as well as maintain direct communication with visitors, conduct special surveys, etc. However, in order to retain subscribers, you will need to not only publish information about yourself, but also dilute the content with interesting and educational articles, funny pictures, etc.
Advertisements on classifieds sites
Find all the free sites and forums in the city and use them as free advertising platforms. The more mentions of you that remain online, the better for business.
Take entertainment!
Update content on your website and on your social networks more often. Communicate with bloggers and exchange mutual advertising messages. A blogger can pay a visit to your salon, and you, in turn, offer him a tour of your domain. Don’t be afraid to offer discount coupons or take part in city festivals. For example, at one of them, organize an outdoor table for a cosmetologist who will give express advice on the skin condition of eligible women. This is a very effective advertisement for the services of a beauty salon, since you can give business cards to everyone who is interested and offer a list of services that are available in your salon. You can also immediately arrange an appointment for a consultation in the salon. Don’t forget about a photographer who can work for your salon during the event and then post photos with original hashtags.
Watch yourself!
If you need high-quality advertising for a beauty salon, a photo of the owner should be present in it at least sometimes. The fact is that being at the head of such a business is a serious responsibility. You must be an example, a worthy model and practically a style icon. It is not necessary to have a model appearance, but you need to be able to attract attention in your figure and in your image. Down with modesty and universality of appearance! Be creative and constantly improve your image. Well, a client won’t get his hair cut by a hairdresser with an unkempt “bump” on his head! How can you trust a makeup artist with a vulgar tattoo and scary eye makeup? Organize a beautiful uniform for all salon employees, which will differ from the robes of Soviet hairdressing salons. Let it be white dresses or robes with the salon emblem. After all, a beauty salon master is practically a doctor who restores your beauty. So let him look the part. This will greatly raise your status, as you will visually show how important the client is to you.
Point design
Facade
Showcase
If your budget allows, you can design display windows, which will also become an element of outdoor advertising for the solarium. As a rule, owners of tanning studios prefer to either leave the windows open (so that every passerby can appreciate the interior design of the salon), or cover them with beautiful patterns, images of luxurious tanned women, etc. In general, both options are winning, the main thing is that the showcases look harmonious with the rest of the outdoor decor elements.
Establish contact with the client
Effective advertising for a beauty salon is not perceived by the audience as advertising. This is the main secret. So promote your salon through communication. For example, start a personal blog where you write about work and personal experiences. Also post photos there. Here you can post photos of haircuts and videos from filming. Your blog posts will be personal, yet compelling and relevant. Make regular entries and try to include some zest in the text. You don’t have to think about words and style. Simplicity, sincerity and spontaneity are in fashion. Make plans for mandatory materials on the blog, do not miss holidays and dates that are significant for your salon. When you write about personal things, clients become friends. And we all love to visit our friends. So who will they choose when they want to spruce up their appearance?
Outdoor advertising
Billboards
It should be noted that in general, advertising boards, such as billboards and others, can seriously contribute to the promotion of solariums. However, this advertising method is still more suitable for large networks than for small tanning studios, because renting one billboard costs from 10 to 20 thousand rubles per month. However, if you plan to quickly enter the market and quickly build up a good customer base in a small city, such an expense before the opening or during the period of stunning promotions may be justified. In any case, you will need to carefully weigh the pros and cons and decide whether billboards will really help your promotion. If you still decide in favor of billboards, remember, the more interesting the idea and the brighter the slogan, the more likely it is that you will not spend money on advertising in vain.
Advertising banners
Signposts
Signboards are a mandatory element of advertising for all salons of a similar profile. It is better to place concise, enticing phrases and slogans on these structures and/or describe attractive promotions and discounts. Remember, your main goal is to get the client interested in your services, while phrases like “excellent service”, “amazing results”, etc. have long become boring to customers. Abandon them in favor of more creative slogans, or simply indicate basic information about the solarium on the sign.
Advertising in elevators
Advertising in elevators can only be effective if in your studio you can not only tan, but also, for example, get a manicure or haircut. In other words, such advertising is not relevant for narrow-profile studios, but is perfect for salons with a solarium.
Signposts
Illuminated and regular signs are necessary if your premises are located on the same line with many other shops, salons, and companies. These small, bright structures can be placed on the corners of houses in close proximity to the solarium.
Be trendy
Advertising for a beauty salon should correspond to fashion trends. So you need to constantly keep your finger on the pulse. Regularly create online competitions for the best model, haircut, makeup artist, manicure and the best salon specialist. Involve clients as judges. Let them rate and give reasons for their opinions. Be sure to award prizes at such competitions. Such beauty salon advertising creates activity around your salon and attracts new customers. By the way, discount cards for new customers can be given as consolation prizes. People naturally love to socialize, so make your salon a social hub to build loyalty and motivate customers.
Take care of your clients, notify them about new trends in coloring and manicure. Follow fashion exhibitions and programs. Invite customers to try new products. Often clients themselves do not know what they want. Therefore, the advice of the master will greatly help them.
Build a base
Advertising for a beauty salon must be creative, and for this a whole team must work on it. Images should be bright, text should be succinct and catchy. And don’t forget to analyze the effectiveness of your work. Everything is quite simple here - if the advertising method is effective, then in a couple of days you will see a clear influx of customers. If there is an increase in traffic on the site, but these site visitors have not turned into real clients, then the advertising is effective, but you need to work with the page, since its poor conversion is at a loss. If advertising does not produce an effect, then conduct a deep analysis before abandoning the method completely. Perhaps some changes will change the situation for the better, but if attempts are in vain, then storm new horizons. Actively invite people to your salon, both online and offline. Establish contacts with professionals and improve your staff of craftsmen. Don't waste money on advanced training courses.
We write beautifully
So, how is an advertisement for a beauty salon created? The text (example) could be: “Looking for your master? We are waiting for you at the Aphrodite salon. On the eve of the summer season, a monthly subscription to the solarium is only 1000 rubles! Stikini as a gift!” The main decoration of such a text is simplicity and conciseness. Do not write banal phrases about the professionalism of your specialists and the quality of the cosmetics used. This goes without saying. It’s better to indicate your highlight, for example, describe the current procedures for the season and offer a promotion as a gift. Indicate the cost and those cosmetics that indicate the advantages of your salon. A good move is information about bonuses, a consultation with a stylist, or a discount.
When there are already clients
If your salon has already gained momentum, then this is by no means a reason to forget about promotion. Now you need to maintain the interest of the audience and build friendly relations. The easiest way to do this is via SMS. To do this, ask clients to fill out forms with contact information. In the same way, you can invite people to various thematic events. Here is an example of an advertisement for a beauty salon of this kind: “Anna, you can become a participant in the “1+1=3” campaign. Only in March! Bring a friend with you for a massage and get a 20% discount on all facial treatments.”
Do such mailings no more than a couple of times a month so as not to bore your customers. The main thing in advertising is not to overdo it with offers.
