Salon owners are faced with problems everyday. They are in uncertain waters with the global economy in flux, and now more than ever, are constantly looking for a new and innovative ways to market themselves. With all of the new and innovative ways to market your salon, it is important that you not make mistakes which could hurt both your brand and business.
Below are our top three marketing mistakes that every salon owner faces on a daily basis. So be sure to review them and be sure that you not only avoid these common mistakes, but you also look for new and improved ways of getting the most out of your marketing efforts.
Lack of Branding – This is perhaps the most important thing when salon owners are looking to successfully market their brand. Be sure that all of your branding is cohesive. That will not only help in propelling your brand, but will also add a great amount of credibility to your business.
Distribution of Marketing Collateral – the distribution method that you choose to implement is imperative. The method not only is perhaps the most effective way to go about your marketing, but also the way that determines who and how they receive your marketing collateral. As a result, try and look at various ways to distribute. Simply think of where your customers go, and visit them to hand out your printed collateral. In person exchange are perhaps the best as it allows face-to-face contact. By having a face-to-face interaction your prospect is able to place a face to a name.
Too Many Discounts – By having too many discounts at once, you are locked into too many different pressures. By having all of these commitments you are forced to honor all of the discounts. This cannot only hurt your business, but can also hurt your financial history as you are tied into something that is only costing you money. You might be gaining customers, but in the end you are losing valuable funds. So be sure to adequately fund your discounts and do the math on how much each service or product costs.
When everything is done, your marketing efforts for your salon are only as successful as you allow them to be. As a result, try and better understand what makes your marketing efforts stand out. Compare yourself to your competition, and see where you can optimize your current efforts. This will not only help in your current marketing efforts, but also help in understanding what you need to do.
Melanie Turner is a Business student at Columbia University. She is also a Researcher at Deloitte Consulting where she works with expert marketing teams on Fortune 500 clients. As a growing expert in the field of marketing, Melanie aims to provide insights and resources to Small Businesses.
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