3 Keys To An Optimal Salon Marketing Strategy, how to get the optimal marketing strategy from day one
Every salon in the world depends on marketing and sales, or it simply fails to exist. Most salon owners, however, have a less than optimised strategy for marketing their salon. Often they blindly follow what their competitors are doing or whatever the most recent marketing company is trying to sell them.
Optimising your marketing and sales process is vital if you wish to see the best results from your marketing, so how is that done
1) Know where you are going
Seems simple but if you don't know where you are going, it is almost impossible to plan your journey efficiently. It really is no different in your salon than it is driving your car from Point A to Point B. It is obvious but rest assured that probably less than 1% of salons have a clear idea of where they are going and a route map to get there.
- Know where you want to get to
- Start to plan from the end back to the present
- Implement the plan every day
2) Where are you
You also need to know where you are now. Not just in location but also what is currently working, what is not working so well for you and have objective evidence to prove it. Often salon owners adopt new strategies and techniques but do not put anything meaningful in place to measure whether it is working or not.
- Know where you currently are
- What's working
- Objective evidence that your current strategies are working now
3) Implementing this strategy
To implement this strategy, you need to collect detailed information about your current results. So what does your salon currently look like essentially : -
- How many locations do you operate from
- What services and products are you are selling
- For how much
- How many staff do you have
- How many of them are engaged in marketing or selling your services and products
- What are your current marketing strategies
- What are the results of these strategies
- Do you have good data that validates these results
- What do your clients say about your salon
- What do your clients say about your services and products
- How much are you selling your services and products for
- How did you arrive at this price
- What is your current turnover
- What is your profit
So once you collect this information you need to plan where you want to be preferably at the point where you wish to exit your salon business. This gives you as long a planning timeframe as possible and allows you to figuratively climb up the mountain survey the land below and plot the best path to success.
In creating this new plan, you will ask yourself the following questions:
- Will your salon operate locally or nationally?
- How many locations do you wish to operate from?
- How big will your premises be?
- How many staff will you have working for you and in which locations?
- What services and products will you be selling?
- How much of your services and products will you be selling?
- What will your clients be saying about you and what will their results be?
- How much profit will you be making?
- How will you exit your business?
Once you have these things clear in your mind, you can start the process of carefully mapping from where you are now to where you have to be. You'll be able to do a detailed gap analysis of your salon business and put defined actions in place for each week, month, quarter, half year and year. When these are in place, you will also have a very useful document to measure your success against. You will constantly have to adjust your direction as you go but you will have the big picture right in front of you every step of the way.
- What your salon currently looks like
- What strategies are currently working
- Where your salon is based
- Have a strategic plan to get to where you want to be
- From this plan create a detailed roadmap of your journey from current to planned
- Begin with your end point in mind
- Plan every detail and constantly measure against that plan
- Measure every activity and adjust accordingly
- Enjoy the trip