Beauty Salon Marketing Plan: What would you do if one of your staff did this…?

 

How ruthless would you be if you caught one of your staff members deliberately sabotaging your sales?

Some do it simply out of ignorance. Others do it because they just don’t care. Either way, it costs YOU money when your staff don’t sell your products, or worse, promote other people’s products…

But there can be few cases worse than this one, just posted on our private Members forum this week, from one of our salon marketing members in Ireland.

“Hi everyone I am very new to Worldwide Salon Marketing!! Just on the thirty day trial but I am amazed at the response I have gotten to an ad I ran last week so I think I am going to be joining for the long haul …

“I do have one dilemma that I would love some advise for…I over heard one of my staff members recommending a Clarins hand cream to a customer during her manicure and for the bad bit , “we don’t sell Clarins in our salon.”

Now to make a situation worse this staff member went to her handbag and got her Clarins handcream and used it on the client ….can you believe it ?

“I am so cross and upset and don’t know which is the best way to deal with this as she is very popular with clients. Any advice?”

Comment below if you have some advice for Maria, but if it was my money this employee was flushing down the toilet, she’d get an instant warning, and if she dared do it again she’d be out the door, with a swift boot up the backside for her trouble.

But the business owner must bear some responsibility for this. In most such cases, it comes back to a failure of the business owner to set the rules in the first place. It starts with a written Policies and Procedures manual which ALL employees must read, agree to and sign as part of a formal induction process.

And backed up firmly with a cover letter which in effect says “Here is how things are done here. If you agree to abide by these rules, please sign below. If not, go find another business to sabotage…”

If you’ve had similar situations arise, or can offer Maria some advice, comment below.

Google ads or Facebook ads – Which is Best?

Confused about whether to advertise on Google OR Facebook? 

You are not alone. Thousands of business owners are overwhelmed with the options. 

Let alone the technology itself. 

So I’ve recorded this short video to explain the differences. Watch this before you spend any money on digital advertising!

Makes sense, right?

Call me or one of my specialist digital marketing team members if you’d like any kind of one-on-one help so you don’t throw money down the advertising toilet:

+61894439327

And here’s a freebie for you: complete the form below for a FREE (Value $245) comprehensive Website Health Check of your own online presence…

What’s your Salon’s USP?

What’s your Salon’s USP?

I’ve written a lot, taught a lot, coached a lot on the subject of USP or Unique Selling Proposition. While most of our Worldwide Salon Marketing Members ‘get’ the reasoning behind all the Emotional Direct Response salon marketing ads, flyers, letters and other material in the Simple Salon Marketing manual, very few owners of salons & spas even attempt to understand the importance of having a truly unique message for their prospects and customers, and it’s effect on your salon’s income.

In 1961, famous American advertising executive Rosser Reeves introduced the idea of USP in his book Reality in Advertising.

According to Reeves, there are three requirements for a USP:

1. Each advertisement must make a proposition to the consumer. Each must say, “Buy this product, and you will get this specific benefit.” (Your headline must contain a benefit – a promise to the reader.)

2. The proposition must be one that the competition either cannot, or does not, offer. Here’s where the “unique” in Unique Selling Proposition comes in. It is not enough merely to offer a benefit. You must also differentiate your product.

3. The proposition must be so strong that it can move the masses, i.e., pull over new customers to your product or service. The differentiation cannot be trivial. It must be a difference that is very important to the reader. (What Reeves was talking about here was making a BIG promise. But not necessarily an expensive one.)

By contrast, so much beauty industry marketing, particularly among average ‘corner store’ hair and beauty salons, is so timid that it disappears, becomes invisible. “Come to us and we’ll make you look much better…” Vague, wishy-washy nonsense.) Now, big companies spend millions, billions of dollars building a strong brand.

There are lots of soft drink manufacturers, many of whom sell a ‘cola’ product. But you can only buy Coke from Coca Cola. Unfortunately, YOU don’t have the kind of money Coca Cola has to build a ‘brand’. So we use ‘guerilla marketing’ methods to achieve differentiation in a USP. One of the best methods I know to create a strong USP is when your product or service has a unique feature, one that competitors can’t boast about. Of course, if you have that advantage, it all becomes pretty easy. Okay, I hear you thinking,

“But what if I’m just an average salon doing pretty much the same kind of stuff as the competition?”

According to Reeves – and I agree – uniqueness can either come from a strong brand (an option 95% of salons can’t use) or from a claim not otherwise made in that particular form of advertising.
And that’s what you should be doing in your salon.

In other words, saying something about your business or service that others could be saying, but aren’t!

It’s called Making the Invisible Visible.

Here’s an example of that process in action:

For years, Schlitz brewing company dominated the market by ‘telling the story’ of how they made their beer. No different from the way everybody else made their beer, but they ‘made the invisible visible’.

Decades ago (there’s nothing much NEW in this concept) Milwaukee’s famous Schlitz brewing company went from nowhere to market leader when they started ‘telling the story’ of how they made their beer, in painstaking detail. Ironically, they made their beer exactly the same way every other brewer made beer, but crucially, nobody else was telling the story.

There’s another VERY large advantage to taking this approach. I call it ‘claiming the high ground’. Once you’ve done it, your competition is left to look like followers instead of leaders if they copy you. Famously, Reeves crafted a USP for M&Ms – ‘It melts in your mouth, not in your hand’ – that had the opposition chasing them for decades, and is still in use today. What could the competition do, run an ad that said “we also melt in your mouth, not in your hand”? I don’t think so.

If you’re a reasonably intelligent salon owner (in other words, one of the few who understand that the money’s in the marketing, not in the product or service) then you might have picked up on a couple of crucial lessons in this post.

Creating a USP is not necessarily about how good your product or customer service is. Everybody claims they provide ‘great customer service’. Big deal. As you can see from the examples I’ve quoted here (Schlitz and M&Ms) they didn’t talk about how good their product was. Instead, they talked about stuff that was actually peripheral to what was in the bottle (or the box). So, think: what can you say about your business that is unique (or perceived to be unique), that either cannot be said or isn’t being said about a rival salon? And remember, it’s not about you, the business, or the product – a truly ‘sticky’ USP is always about the customer, and the benefit to that customer.

Here’s ONE way for a salon to create a truly Unique Selling Proposition:

First, write a LIST of things that aggravate and annoy (your potential) customers. For example,

  • Being kept waiting
  • Getting shoved from one therapist/stylist to another
  • Dirty, unhygienic floors, rooms etc
  • Inexperienced staff
  • No parking nearby

(You can and should be able to make a LONG list of things that pee people off about salons.)

Second, pick at least ONE of these, and provide a GREAT answer to it.

Example: one of our Member salons decided that what annoyed her mostly middle-aged clients was going to a salon and being served by therapists or stylists barely out of their teens. So she came up with a cracker of a USP: “You know what it’s like when you visit a salon and you’re thrown in with an inexperienced junior? Well, at (salon name) the average age of our staff is thirty eight, with an average experience of 15 years! So you can rest assured your skin is being looked after by people who know what they’re doing!”

No meaningless blather about ‘Our customer service is exceptional’ or ‘We’ve won the industry’s top awards’. Just stuff that matters to the customer.

Is your website doing its job - being FOUND high on Google searches, generating phone calls, bookings and leads?

If not, it could have CRITICAL ERRORS you don’t know about. Use our FREE website audit report and health check tool and find out. (A $245 value!) 

Why Email Beats Social Media for Salons & Spas

Greg here, 
If you’re reading this, chances are you found it because you got an email from me, and clicked on the link in that email. 
And that’s because…after years and years of ever-increasing social media – email is still by far the most powerful form of digital marketing you can do!
People value their email inbox a lot more than they value their Facebook or Twitter inbox. Why? Because email is personal, and it is bound to remain that way. 
Still, there are many small business owners who find email marketing to be an outdated or an old-fashioned method. 
Social media is the new cool kid on the block and it is hogging all the attention. 
Which makes traditional email feel like the medium with smaller reach. 
But I’ve been doing a lot of research. Social media has not dethroned email. Not at all. 
While social media marketing has its own place, it is yet to catch up with email in terms of marketing power. It has a long way to go. 
Every major social network knows this and understand the importance of 
email. Donʼt take my word, try signing up with Facebook or Twitter without an email address. You canʼt. 
Because even social media sites know the importance of email. 

Seven years ago, Wales-based jeans company Hiut Denim was on the brink of collapse. 

Co-founder David Hieatt got the idea to start a thoughtful email newsletter full of content people would like whether they were buying his jeans or not.

Today, these emails include tastefully curated roundups of the articles, videos, products and quotations that Hiut employees found fascinating that week, and his email campaign has become incredibly successful, creating a loyal band of followers…and buyers. 

“If you ask me, would I want a mailing list with 1,000 people on it or 100,000 followers on Twitter, I’d take the 1,000 emails all day long, because the business you get from 1,000 emails will be much more than you get from 100,000 people on Twitter or Instagram,” says Mr. Hieatt. 
 According to a study by the Direct Marketing Association in the US, email marketing can give your business a whopping 4,300% return on investment. 
Thatʼs a number that social media marketing hasnʼt even come close to. 
Still not convinced? Here are some stats to turn you into an “email believer”: 
More than 65% of  US. Internet users (online consumers) have bought something after receiving promotional emails. 
A staggering 91% of online consumers visit their email inbox daily. 72% of purchases made via mobile were motivated by marketing emails. 
When compared to popular social media sites like Facebook and Twitter, email marketing campaigns yield a 50-100 higher click through rate. 
47% of Internet consumers prefer being communicated about products/services via email.
As my colleague, friend and mentor George Slater has been nagging for years: 
“The real money is in your list. Your list of customers, clients and prospects. Because you have their contact details, you can communicate with them directly, over and over again.” 
Here’s something that few small business owners ‘get’: 
You don’t have control over how you communicate with your followers and fans on social media. 
Facebook, Instagram and Twitter have that control. Not you. 
A targeted list of email subscribers who have given you permission to email them is often seen as huge asset. 
Because these subscribers know you and trust you, which makes them qualified leads that you can convert. Right from getting repeat traffic to repeat sales, marketing suddenly is a lot easier with a quality email list. 
How well you monetize your email list and drive revenue from it depends on how you well you manage your subscribers. 
The relationship you share with them matters to a great extent. Which means building a quality, responsive email list can be challenging if youʼre not careful about developing and maintaining your list with care.
Hereʼs Why Email List Building is Important for Your Small Business 
Your website may already be getting consistent traffic that you work on converting into clients or customers. 
You may already have an audience that is familiar with your brand and products. 
This current audience of yours may comprise of potential customers, new customers and as well as the ones who have bought from you before. 
They could be at any stage of the buying cycle. However, if they donʼt have a way to maintain their relationship with your business, you may not be getting the most out of your customer base. 
When you give your prospects and customers a way to stay connected to you through a medium like email, you have the opportunity to give them value, build a relationship and take your business to the next level. 
You Cannot Solely Depend on Social Media 
You donʼt control your Facebook page or your Twitter followers the way you control your email list. 
At the end of the day, you are at the peril of the social media network youʼre on. Do you have access to the contact info of your fans/followers? Of course not. 
Which means, regardless of how big your followership is on social media, you donʼt own it. 
In the earlier days, you could reach out to almost all of your fans on Facebook with a simple post. However, with time, the organic reach on Facebook has dwindled. 
Today, you can only reach out to a very small percentage of your fanbase, unless you are willing to shell out advertising dollars. Even though you put in the effort to grow your list of social media followers, you are restricted unless you pay to play. 
Coming to your email list, thereʼs nothing like it. Because your list is yours in the truest sense of the word. Youʼre free to contact your subscribers at any time. The only expense you face is the cost of sending out your emails. 
But HOW do you build your email list? 
Well, the easiest way is with a lead magnet. 
 
At Worldwide Salon Marketing, we build, optimize and maintain hundreds of websites for salons & spas all over the world. (We’re currently in the process building sites for salons in Michigan, the United Kingdom, Melbourne, New Zealand and others.) 
And on ALL of these sites, we install some kind of lead magnet that encourages visitors to hand over their name and contact details in exchange for some kind of free gift. 
And the easiest free gift any salon or spa can offer for first-time visitors is a Gift Voucher. 
Take a look at this one, on a site we built for Allura Hair Boutique in Berwick, a suburb of Melbourne. 
See that easy and neat technique, right on their home page? 
In the last 12 months alone, more than 1,000 prospective clients have filled in that form. 
Those details go straight into the salon’s email list. 
And the salon has turned more than three hundred of them into regular clients!
Your subscribers will be happy to hear from you, given that you are delivering value-oriented information to them.
They wonʼt mind learning from you, buying your products or taking up any relevant offers, because they have given you explicit permission to contact them.
Last but not the least, your social media message may not reach each of your fans. But with email, thatʼs simply not the case.
You can rest assured that your email message is being seen by your target audience. Because youʼre connecting with them in their inbox, their most guarded place on the web.
Email list building can change the way you do business. With access to a responsive email list, you can experience increased sales, better feedback, and freedom from spending big money on advertising.
Is YOUR website set up to give you the best chance of capturing leads? 
Enter your website address into our free analyzer tool and see what it discovers…
[Video] Advertising on Google & Facebook – The Dumb Way, and the Smart Way

[Video] Advertising on Google & Facebook – The Dumb Way, and the Smart Way

You can flush a LOT of money down the toilet doing paid advertising on Facebook and Google, if you don’t know what you’re doing.

And one of the biggest mistakes many businesses make is throwing money at a digital marketing campaign, without thinking through the process from end to end.

And by that, I mean clicking on your own ads and seeing what happens from the prospective customer’s point of view.

Google and Facebook are the biggest publishers in the world. They make ALL their money from advertising, so advertising DOES work, obviously, otherwise…why would anybody be constantly spending money on it? 

In this video, some basic ‘sales thinking’ before you spend a dollar on any digital marketing: 

 

Makes sense, right?

Call me or one of my specialist digital marketing team members if you’d like any kind of one-on-one help so you don’t throw money down the advertising toilet:

+61894439327

And here’s a freebie for you: complete the form below for a FREE (Value $245) comprehensive Website Health Check of your own online presence…