Marketing Lessons From A Salon

Here are two great marketing ideas to steal from the clever owners of a hair salon

Cross marketing
Most salons offer hair, makeup and beauty therapy. Think of this as three separate services to cross market. Their software system has built in bulk SMS messaging. They ran a campaign sending 500 (SMS) texts to hair clients saying if they use a makeup or beauty therapy service they get a gift voucher of equal value for themselves or a friend.

Lesson:  You have targeting. Cross marketing. Inexpensive, easy, Immediate and personal value added communications. The result is 300 out of 500, 60% took up the offer. That is 300 non-discounted new pieces of business. The fact most gave the voucher away means a fabulous inexpensive source of new clients. Further by giving discounts on services rather than cutting prices means generating revenue rather than cutting income and creates a higher perceived value for all clients than the actual cost.

Raising the dead
Each Monday they print two lists. The prior week’s clients and those that have not returned in four to six months. The receptionist telephones both lists. The first a customer service follow up ‘how was your appointment?’ The second a ‘we miss you, how can we bring you back’?
Lesson: This raising the dead list gives you a great vehicle for feedback and tweaking service – they get 30-40% of the clients to return again. If you look at the average lifetime value of a client, let’s say $2500 here, this simple exercise is a significant revenue generator conducted during a quiet time.