In today’s market, hair and beauty salons have to accept that many businesses are targeting our client’s money - not just other salons. Competition comes in the form of entertainment, dining out, clothing, shoes, and nightlife.
Most salon advertising budgets are set between 4-7%, depending on the salon organization and size. Advertising is expensive, yet necessary to create the best global awareness of your salon brand, whereabouts, services and products. Salon’s need to find “the” perfect percentage of advertising dollars necessary to maintain the required stream of new and repeat clients.
Controlled repetition is key. Work out an “awareness rhythm” that will continue to keep your salon fresh in the minds of your current and potential guests. Analyze your clientele. What age group do you want to attract to your salon, and what age group are you attracting? More of what you have is easier to attract, but awareness to new markets can expand your market.
What interests your clients? Gift with purchase (ex: free treatment w/service) -Discounts – Rewards – Bonuses? Focus where you are going to get the strongest response.
Don’t forget: Your advertising is only as strong as your staff. What promotions will your salon team support naturally? Promotions that are easy to communicate are more successful. Does your staff have enough appointment cards for networking?