Has someone ever rung you at the salon and tried to sell you advertising space … of course they have!
 And …
I’m prepared to bet that at least once, you’ve said yes to their offer, placed an advert and then wondered whether it was worth it or not. You might have told yourself that at least ‘it got my name out there’ but you don’t know for sure whether it was money well spent, do you.
Because you’re not sure, you stop spending, which is a mistake.
Did you know that marketing and training are the two vital areas that Salon Owners stop spending on first in a recession and then they wonder why things gradually get harder for them!
So what can you do if you want to carry on investing in advertising/marketing but you also want to make sure that in future what you do … actually pays for itself!
It’s simple … All we have to do is follow a simple rule which is this…
Make sure all your advertising and marketing is ‘DIRECT RESPONSE’.
This just means, every time you do any marketing or advertising it has to include an attractive offer, which people have to respond to in a measurable way before they can have it.
You can offer
It’s simple … All we have to do is follow a simple rule which is this…
Make sure all your advertising and marketing is ‘DIRECT RESPONSE’.
This just means, every time you do any marketing or advertising it has to include an attractive offer, which people have to respond to in a measurable way before they can have it.
You can offer
Make sure all your advertising and marketing is ‘DIRECT RESPONSE’.
This just means, every time you do any marketing or advertising it has to include an attractive offer, which people have to respond to in a measurable way before they can have it.
You can offer
This just means, every time you do any marketing or advertising it has to include an attractive offer, which people have to respond to in a measurable way before they can have it.
You can offer
more information,
a special price,
access to a product or service that’s not normally available …
the truth is it doesn’t really matter ‘what’ you offer just make sure it’s something attractive that your clients or potential clients might want.
Once you’ve got them wanting your offer the next step is tell them ‘how’ to get what they want in a way you can measure.
You can include a voucher or a coupon in your marketing piece, and tell them that when they give you the voucher/coupon back you’ll give them what they want.
At the end of your promotion you count up the number of vouchers/coupons redeemed and you’ll know if your marketing worked…Here are some practical tips to help you.
Once you’ve got them wanting your offer the next step is tell them ‘how’ to get what they want in a way you can measure.
You can include a voucher or a coupon in your marketing piece, and tell them that when they give you the voucher/coupon back you’ll give them what they want.
At the end of your promotion you count up the number of vouchers/coupons redeemed and you’ll know if your marketing worked…Here are some practical tips to help you.
You can include a voucher or a coupon in your marketing piece, and tell them that when they give you the voucher/coupon back you’ll give them what they want.
At the end of your promotion you count up the number of vouchers/coupons redeemed and you’ll know if your marketing worked…Here are some practical tips to help you.
At the end of your promotion you count up the number of vouchers/coupons redeemed and you’ll know if your marketing worked…
Here are some practical tips to help you.
Phone.
If you want your clients to call you about your offer it makes sense to use a different tracking phone number for each offer (which is actually very cheap and easy to set up and still rings your normal phone in the normal way, so your staff and clients would be unaware of the difference.)
This means when you market your promotion, you can issue your special ‘promotion only’ hotline number for people who want your offer.
At the end of your promotion you count the number of phone calls to the ‘hotline’ (again easy to do) and you’ll know if your marketing worked.
This means when you market your promotion, you can issue your special ‘promotion only’ hotline number for people who want your offer.
At the end of your promotion you count the number of phone calls to the ‘hotline’ (again easy to do) and you’ll know if your marketing worked.
At the end of your promotion you count the number of phone calls to the ‘hotline’ (again easy to do) and you’ll know if your marketing worked.
Web.
If you want your clients to respond online you should NEVER NEVER NEVER just send them to your web site
If you want your clients to respond online you should NEVER NEVER NEVER just send them to your web site.
Either send them directly to a particular page on your site which has all the details of your promotion or even better use a ‘promotion only’ web page on a separate site with no links anywhere else to distract people(and again this is cheap and easy to set up.) When you market your promotion you issue your special ‘current promotion only’ web address for clients to get your offer.
When they get to wherever you’re sending them you could have a ‘current promotion only’ voucher they can either buy online or download. At the end of the period you count the number of ‘promotion only’ vouchers you’ve sold or collected and you have a measurable result.
Follow this process, and you’ll soon start collecting lots of valuable information about what works for you, and what doesn’t.When they get to wherever you’re sending them you could have a ‘current promotion only’ voucher they can either buy online or download. At the end of the period you count the number of ‘promotion only’ vouchers you’ve sold or collected and you have a measurable result.
Follow this process, and you’ll soon start collecting lots of valuable information about what works for you, and what doesn’t.Follow this process, and you’ll soon start collecting lots of valuable information about what works for you, and what doesn’t.
For tracking numbers I use a company called City Numbers but there are loads of companies that offer this service, so feel free to shop around. Just put the search term ‘Virtual Numbers’ into Google to see what else is on offer, but if you want it here’s the City Numbers web address: https://www.citynumbers.co.uk/uk-virtual-numbers.
For promotion only web pages I use a company called Weebly. Again, they are not the only company, but here’s where you can go to find out more https://www.weebly.com.If you’d like to learn more about ‘direct response’ marketing in my future articles, please let me know by clicking here, or if you simply can’t wait to apply it to your salon you can contact me here to arrange an hours FREE coaching and we can talk it through.
For promotion only web pages I use a company called Weebly. Again, they are not the only company, but here’s where you can go to find out more https://www.weebly.com.
If you’d like to learn more about ‘direct response’ marketing in my future articles, please let me know by clicking here, or if you simply can’t wait to apply it to your salon you can contact me here to arrange an hours FREE coaching and we can talk it through.
Now I’m well aware that I’ve told you these things are cheap and easy to set up, but things are only cheap and easy when you know what to do and how to do it, aren’t they, so here’s a bit more practical information for you
Simon, who is one the UK’s leading Salon Business Coaches is a big fan of the Phorest system.
