1. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Chapter 8 Salon and Spa Marketing

2. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Marketing It is not so much so about what you spend, but how you spend it – first consider the branding of your salon and spa – marketing your business is multifaceted and includes your logo, style, slogan, and signage

3. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Marketing Main categories of marketing include: –Internet –hard copy (print) –multimedia –public relations –word of mouth

4. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Branding a Salon and Spa Branding is – how your business is perceived by its customers. – the proprietary visual, emotional, and rational image associated with your salon and spa – communicating your business’s attributes and qualities Consider what type of image you want for your salon and spa, and what type of clientele you wish to attract.

5. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Branding a Salon and Spa Create a compelling name for your salon and spa Create a logo and “style guide” for your salon and spa Create a slogan that defines the qualities your business has that may set it apart from the competition Install attractive signage on your building and around your business location

6. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Using the Internet/Web Over 60 percent of U.S. households are now connected to the Web An increasing number of consumers are using the Internet to find products and services Web sites, blogs, podcasts, banners, pop-up ads, e-mail, and chat rooms are all cyber platforms that allow promotional content to be available 24/7

7. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Building a Web Site Hire someone to create your Web site – the cost for developing the site can be anywhere from $299 to $2,000 (and up), depending on size and functions – this cost is a one-time investment for a tool you own and can continue to use for communication and marketing

8. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Building a Web Site Build your own Web site – there are many tools online that make creating your own Web site fairly simple – there are several free online tutorials illustrating a step-by-step guide that will show you how to create it yourself

9. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Hosting The site must be hosted on a public server so the general public can access it Hosting costs vary from $4 to $50 per month, based on the Web site functionality and the hosting provider Service varies widely The space provided for your site on the server should have ample room for high traffic (bandwidth)

10. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Domain Name A domain name is the Web address where users find your Web site (www.yourcompany.com) Domain names are unique and cannot be duplicated The cost for registering a unique domain name can vary greatly from zero cost (with a time restriction) up to $35 per year

11. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Search-Engine Optimization Search-engine optimization – improves your Web site’s position in all the major search engines, such as Google, Yahoo!, MSN, AOL, InfoSeek, AltaVista, AskJeeves, and others Organic search-engine optimization – comprises all the tricks of savvy Web design that get you “free exposure” through the regular results of the search engines

12. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. E-mail Marketing Collect e-mail addresses on your Web site or in your establishment and store them in your e-mail database Develop custom e-mail promotions to send out to all of your customers E-mail marketing campaigns are free

13. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Social Networking Sites Facebook, MySpace, Bebo, Twitter, and so forth are all forms of marketing on “social networks”

14. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Direct Mail Most of the clients usually come from an area surrounding the salon and spa Delivering to local homes/businesses can be very inexpensive A discount on first-time services may be offered Find other local businesses that may share a similar client base and do a cross-promotion mailing

15. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Yellow Pages Yellow-page marketing should be a part of your basic marketing plan. Consider the following: – are you wasting space? – are you conveying your key slogan or key quality of your salon and spa that sets you apart from the competition?

16. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Flyers and Posters Inexpensive and highly effective way to grab attention Wonderful marketing tool for new business start-ups as well as established businesses with budgetary constraints

17. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Newspaper Ads Many people are now choosing to read newspapers online Consider smaller neighborhood papers, as well as larger city (or even national) newspapers If your business or service is specific to a particular section of the newspaper, run your ad in that area of the paper

18. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Radio or Television Marketing Radio and television marketing can be expensive, but if you have several locations within a region, consider regional radio or television ads Local sales managers at television and radio stations may be able to trade their “overstock” advertisement for services You also may be able to provide services for the local anchors in exchange for advertisement

19. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Business Lunches Business lunches or morning breakfasts of such groups as the Chamber of Commerce, the Lions Club, Junior League, and Rotary are good avenues to clients A lecture on hair and nail care or spa services is good marketing

20. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Style Shows and Demonstrations Style shows and demonstrations are a great form of marketing for a salon and spa because you have the attention of an interested, captive audience Each hairstyle you create during a demonstration should be explained, and the care of it should be discussed

21. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Marketing through Conventions and Educational Seminars When a technician returns from a convention or seminar, he or she will have some new ideas, some new styles, and some new ambitions. When the technician or manager returns, an ad should be run to inform clients. A perfect place to inform clients of this type of information would be on Facebook, MySpace, Bebo, or Twitter

22. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Clubs and Organizations Join clubs when you can — your membership may stimulate your salon and spa business If employees have a chance to join an organization, encourage them to do so Always carry plenty of business cards

23. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Welcome Wagons and Newcomers’ Clubs Some communities have organizations that call upon new community members and welcome them to the area Some salons and spas give newcomers special rates on services for their first visit

24. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Charities and Donations Many small businesses are generous and wish to donate to worthy causes You may choose to offer gift cards as donations in order to get new clients into the salon and spa

25. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Salon and Spa Conversation —A Form of Marketing Speak to each customer entering the salon and spa Technician–client relations must be on a personal level Take bad public relations out of complaints

26. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Sales and Specials Salons and spas use this form of marketing to do two things: – stimulate sales – remove old merchandise from the shelves. The best time for a sale is when business is at a low during the year The best time for a sale is when business is at a low during the year Promotions should follow a specific cycle.

27. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Word-of-Mouth Marketing Always keep your clients looking their best When working on a client, give him or her your complete attention Technicians should give clients helpful hints on how to maintain a hairstyle; this should be some simple, workable advice that the client can pass on to his or her friends Never underestimate simply asking the client for a referral

28. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Record-Keeping Keep a record of all the ads that you have run; make note of: – how many calls came in from the ad – how many appointments were booked – what services were rendered and whether they prebooked any further services – what and how many retail products were purchased – a record of new customers who responded – the dollar amount spent and earned on the promotion

29. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Summary Consider the branding of your salon and spa. Create a Web site for your salon and spa Word-of-mouth marketing is the most effective and cheapest type of marketing. The more detailed your record-keeping, the more successful your future advertisement will be.

30. © Copyright 2012 Milady, a part of Cengage Learning. All Rights Reserved. Summary Five main forms of marketing include: – web – hard copy – radio/television – public relations – marketing in salon and spa