When it comes to marketing and advertising it's hard to know where you should you invest your time and budget. It can be confusing with so much to choose from in the world of social media ads, billboards and TV. Well here's the secret to marketing for your beauty and wellness business: it's not just about the amount of money you have to spend or not, it’s about scale.
I believe outside marketing is done mainly for two reasons:
Get clients in the door
I’ll break that down for you: most businesses advertise to get you in the door to purchase a product or service. So they will mostly advertise a sale, special or deal to get the customer in. The other is purely to keep their name on your mind. They will advertise why or what they do so you think of them when you need that product or service.
If you are a 2-4 chair shop you might want to do more name recognition then sales and products. If you are a larger shop say 8-10 chairs and need to get clients in the door, a mixed advertising schedule of branding your name and specials you are offering is a good way to go.
Before any decision is made on advertising, think about your brand and what it is your business is known for. Don’t advertise blindly or in desperation. That’s just throwing your money away.
Knowing your brand’s mission and long-term goals help with identifying where to put your advertising dollars. Is the clientele your trying to attract on social media, print or TV? One of the things I look for when advertising is shelf life, especially with print ads.
For example, we have great colleges in my area (and the students are usually spending their parents’ money) so we advertise with business and sports groups at the colleges.
Most things they do offer have at least a three (3) month to a one (1) year shelf life. For example, we did an ad on the men’s basketball calendar, this allowed us maximum exposure for a full year, not just the schedule of games. Parents, students, faculty and alumni keep it up all year long. That’s a huge shelf life for your ROI (return on investment).
So, before saying yes to the local paper, TV sales ad person or pushing “boost this” on social media, think - what is your brand looking to achieve and why you might need to spend money on advertising. And don’t forget: in-house marketing works just as good if not better than outside resources.
The average person needs to hear your name or see your brand’s logo twenty (20) times to remember it. So, it’s a good idea to put your brand name or logo in areas in your shop that are tasteful and unexpected. Have take away items for clients to remember you and your brand by, things like branded pins and stickers. Stickers they can put up somewhere for others to see and ask about.
Know your why and then you will know how, what, where and when you need to advertise and market your brand.
Photo: Flamingo Images
In this post, we talked about knowing the What, Why, and Where when deciding How to spend your advertising dollars. Understanding your clients and their needs will help you with the numerous choices you have and ensure maximum ROI. Need more insight into effective marketing? Check out these two online videos created to give you the skills and systems to stand out amongst the competition.
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Jes has devoted nearly twenty years to advancing the craft of men’s hair cutting and fashion grooming. Strong training in men’s scissor techniques and cutting-edge styling methods deliver modern and classic looks on his male clientele. And with a strong emphasis on styling, you know you're going to not only look good but be able to recreate your style at home. With a focus on education, Jes inspires creativity in the future of the trade and passes down his wealth of experience and knowledge surrounding cutting, grooming, and management. Through sharing his experience, he mentors fellow owners and industry professionals on marketing and promotion for their own companies and businesses.
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