Chris Burkinshaw
Salon Marketing: $300 Hair Salon Ad Turns Into $9,200 in new Sales and 15 New Customers
Inner Circle member Chris Burkinshaw of Turning Heads in Wagga, New South Wales, reports terrific success from a cheap little ad he ran in the free newspaper in his town last week.
Chris took a salon template from the WSM system (see My Social Salon here), modified it to suit his salon, and booked space in the paper last Wednesday to test the offer.
Within two days, 7 bookings. By Monday of this week, another 8 bookings. And still coming in.
Ad cost: $330
Total sales so far: $9,200! (In a week.) That’s a gross return on investment of 27 to 1.
Plus, at a new to frequent client conversion rate of only 50%, and average annual client value of $1000, his salon marketing adds up to an extra $7,500 of extra annual revenue. Do only that every week, and you’re adding $390,000 to your annual turnover, in a year.
As Chris says, “We’ve never, ever had this kind of response from our newspaper advertising before.”
Now, only Inner Circle members will find this salon marketing ad in their email in-boxes in the next few days, but I will tell you what the ad DIDN’T have in it.
It didn’t have glossy pictures of glamorous young things sporting impossible-to-maintain hair styles that only have a place on the catwalk. It didn’t have vast acres of blank space, or clever tag lines. What it DID have was LOTS of text, a great OFFER, a simple, compelling headline, a guarantee that would make most salon owners vomit with fear, a Call to Action – and the name and contact number of the salon at the bottom of the ad, where it belongs, not the top of the ad, where most business owners would put it.
(NOTE to Members: watch out for this ad in your in-box. Feel free to use it.)
