l want to share with you the pros and cons of targeted salon marketing verses mass salon marketing and then you can decide which is best for you.
Mass Salon Marketing (Radio, Television or Large City Newspaper which cover a wide area.)
Pros…
• You get your business in front of a lot of different people
• It’s easy to implement this salon marketing strategy
• You get to see and hear your name on radio and TV
• Done often enough will give you name recognition
• You can attract a wide variety of clients
Cons…
• Hard to track results
• Reaches a large audience that doesn’t need or want your services
• Very Expensive
• Not a good return on investment (marketing dollars)
• Reaching prospects that are to far away to justify the commute
• The producers control what you can, or cannot do in your marketing
Targeted Salon Marketing (Postcards, Sales Letters, Fliers, and Small Targeted Area Newspaper.)
Pros…
• Spend less to get your message in front of a specific prospect
• You can track results and make adjustments quickly and easily
• You get to decide exactly who receives your message
• Better return on investment
• Quicker return on investment
• Targeted to your specific community
• Name recognition within your community
• You can target specific carrier routes, zip codes or demographics with ease giving you a higher response ratio
• You get to place your promotion directly into your prospects hands via United States Postal Service
• You get to farm a small area which keeps your salon in front of your clients and prospects consistently and cost effectively
• You can set up a salon marketing calendar months in advance because you know exactly where your best clients are coming from, and your exact return on investment
• Easily implemented with the help of a mail house
• You get to be creative and have fun with your promotions keeping it fresh and new
Cons…
• You have to understand simple “direct response advertising strategies.”
• You have to send your marketing piece to the mail house for distribution, or do it yourself
• You have to come up with a promotion
I was asked this question many years ago by one of the best marketing minds in the world… “If you had to attract 20 new clients every week for the next 30 days, and your marketing had to pay for itself (return on investment) or you’d go bankrupt, which strategy would you employ to save your salon”?
To your marketing success,
Contact me if you need further assistance, AND let me know what you thought of this article by leaving me a comment below. Good, bad, or ugly, your feedback is important and welcome.
Helping you increase your salon sales,
Glen Andrews
http://www.AndrewsSalonMarketing.com
