Last year Microsoft shelled out $26 billion – yes, that’s twenty six billion dollars – to take over LinkedIn. Just think about that for a minute – $26 billion is greater the entire Gross Domestic Product of more than half the countries in the whole world.
And why would Microsoft do that? LinkedIn’s total revenue in 2015 was a paltry $670-odd million. So Microsoft is hardly interested in LinkedIn for its profits.
Nope. Microsoft is prepared to make the biggest purchase in its 40 year history to get hold of LinkedIn’s 350 million members. And most of that 350 million are high-value professionals of some kind.
Microsoft recognises that the real money is in the list of customers.
So how does this relate to your small salon or spa in Downtown Anywhere? For exactly the same reason – the real money is in your list of customers, clients and prospects.
Last week, veteran WSM member Nicole Panayiotou, owner of a successful salon in the Victorian country town of Sale decided she wanted to boost sales for June, and at the same time clean up her large database of several thousand clients and former clients.
Here’s what she did:
1) At my suggestion, she shot a short video on her mobile phone, sent it to one of my team at Worldwide Salon Marketing, and we loaded it up onto her salon’s website. You can see that video here.
2) Next, she made a list of 150 clients she hadn’t see in a few months, and wrote them a cute letter – a variation of our famous Rupert the Dog letter – except in this case the letter was ‘written’ by her baby daughter Billie. (WSM members can download a copy of that letter from the Salon Marketing Resources Library here.)
3) At the same time, she used her database – her list – to find another 400 such ‘missing in action’ clients with mobile phone numbers, and sent them a text message that read as follows:
“Want a FREE $50 voucher? Click the link to redeem it! We miss you at Blush x. http://www.beauty-salon-sale.com/we-miss-you – Reply stop to opt out.”
The link in the SMS took recipients to the new video on her website here, and under the video, a simple form to fill in and get the gift voucher.
“I sent 150 letters, got 3 clients back off the first letter. Sent 400 texts, got 11 opt outs and 7 clients back in! Still got more to send so extending it (the offer) thru till end July. Great chance to clean up data base so I’m happy.”
Now, before you dismiss that as a poor result, think about it; with a simple, easily-implemented promotion using just a tiny section of her existing list of clients, she resurrected ten ‘missing in action’ clients, with the chance to turn them once again into regular buyers. At say, $1,000 a year per client, it’s a cheap way to regenerate $10,000 a year revenue.
That’s the value, and the money, in a well maintained list. And that’s why Microsoft is spending $26 billion to get hold of one.
Want results this like this? Sign up for the Lite program now, just $59, no ongoing costs.
You’ve no doubt read many articles telling you what to do to become successful in your personal and business life. This is all very well and good, but I’m sure you have also figured out by now that there is no magic trick to win this race.
There is no quick fix or shortcut to the fame and glamour most of us dream of. So where does that leave us?
As part of my role at Timely salon software, I frequent many expos and networking events. Just recently I attended Beauty Expo Australia, and the highlight this year was talking with Julie Piantadosi. She is a no-nonsense type of gal, with a highly contagious and positive spirit. Her wealth of business experience makes her a powerful and effective speaker. As I chatted with her and listened to all the amazing things she does, I couldn’t help but wonder “How does Julie do it!?”
Check out Julie’s website here!
Nina Murray joins us from the little lakeside town of Moses Lake in Washington State, about a three hour drive east of Seattle.
“I graduated from Massage school, top of my class, in 2009 and started my business, Knot Release Therapies (www.knotreleasetherapies.com), as soon as I had my license in my hot little hand. I worked by myself for a couple of years, until my oldest son was 14 then I had him working as my receptionist. Two years ago I hired my first employee.
“I had worked with a business coach for a couple of years. I’m always on the lookout for the best way to market my business. That is when I found your book (The Big Salon Marketing Blunders and How to Avoid Them) and really enjoyed what I was learning from it because it was so different from what I had been told or even from what I was used to when I worked in marketing,” says Nina.
So why did you join Worldwide Salon Marketing?
“I try to be cautious when it comes to doing marketing online, so I did a lot of research to make sure that your company was real. I liked what I heard and read, so I thought I would give it a try.”
“I’ve learned that emotional marketing really works! I didn’t realize how powerful it is. Thursday I decided to try the massage template. When I called my receptionist, and told her the deal we were going to do, she got all excited and said that is such a good deal…even though all I had done was raise my price by $20 and put a value on all the included things that we already do!
“We sold $300 the first day. I have one client who is going to let me know tomorrow how many of the packages she wants for stocking stuffers!”
There’s no doubt about it, the few weeks leading up to Christmas is THE big trading opportunity for the year for almost all salons & spas.
But…if you’re going to wring every last dollar out of it, you have to plan your promotions and marketing with military precision.
Here’s a short excerpt from a webinar recorded today (October 5, 2015) with two of the most experienced and successful salon marketers in the southern hemisphere.
When Toni Cunningham bought her salon in Palmerston (North Island) it was turning over a measly $700 a week. Within 12 months, she’d turned that into $8,500 a week, and climbing. And when Nicole Panayiotou started her salon in the country town of Sale (Victoria) she had just two rooms…now, she has 11, and is by far the biggest and most profitable in her town.
I asked them how they make the most of Christmas…
MEMBERS: Login to the Members Only Million Dollar Resources site here to watch the rest of this webinar.
NOT A MEMBER?: Find out how to join here.
Rupert the Dog…famous for retrieving ‘lost’ clients back into the salon.
How much ‘hidden’ revenue are you leaving uncollected, just sitting there, just for the sake of asking?
For Queensland salon owner Anita Clements of Twisted Desire hair salon in Corinda, it amounted to no less than $12,000. And all she had to do was ask for it.
Two weeks ago, Anita signed up for a two -week free Test Drive of the popular ‘Lite’ salon marketing program. She downloaded a series of special, carefully written letters, and quickly edited them to suit her salon’s offer.
Last week, she sent the first letter to just 54 of her ‘missing in action’ clients. Ones she hadn’t seen in a couple of months or more. Within a couple of days, 6 of those clients had phoned to book appointments.
Today I asked Anita how much each of those clients would be worth to her in a full year.
“Well, I’ve never looked at it like that,” she said, “but I guess say $200 a visit, say 10 times a year….”
Her voice trailed off as she mentally did the sums. Six clients, spending roughly $2,000 a year each, and she’d suddenly injected $12,000 annual revenue into the business.
But it gets better.
“The clients were telling me they were so amazed by those letters, they were leaning over their backyard fences, showing them to their neighbours!” says Anita.
Sign up for Salon Accelerator here – and get these famous client-grabbing letters and hundreds more proven, done-for you templates!
Letter #1 of the famous Rupert the Dog series…the ‘lost client’ retriever for salons all over the world
All for the sake of a few envelopes, a letter, and some stamps. And that’s before she sends out Letter #2 in the series, to the 48 who didn’t respond.
Those letters are the famous ‘Rupert the Dog’ series, one of the better known of our templates to hundreds of our Worldwide Salon Marketing salons all over the world. For many of those salons, Rupert the Dog has been responsible for bringing back as many as 40% of ‘lost’ clients. If you could get even 20% of your lost clients back, at say just $1,000 a year…well, do your own sums.
Here’s a handy tutorial video put together by Chris Sanders of WSM New Zealand on exactly how to use these letters to bring back your ‘missing in action’ clients:
Are no-shows costing you a fortune? Terrified of taking deposits?
Lots of our Members have faced, and solved this precise problem. Before Kim Susskind (Ebony Beauty, Noosa) took action and implemented a deposit policy, no-shows were running at 20 a month. Now, they’re down to…three!
In this video, Kim reveals the fear she and her staff had to overcome – and the letter she gives to clients that clearly sets out her deposit and cancellation policy.
Want the actual two-page letter that sets you up to take deposits from clients? WSM Members can log in here to the Members Only Million Dollar Resource section and download it in Word format.
NOT YET A MEMBER? Go here to find out how you can get this plus literally hundreds of other proven marketing & business templates for your salon or spa.