Salon Marketing tip: how to be different, not better

Salon Marketing tip: how to be different, not better

Salon Marketing tip: how to be different, not better

Air travel has become so routine these days, few regular flyers (like me) pay much attention to those same-same safety videos the airlines play on the overhead screens just before take-off.

Look around the cabin, and you’ll see a sea of heads buried in magazines or books, while the flight attendants stare stonily down the length of the cabin, clearly as bored with the whole ritual as the passengers.

But in New Zealand, they do things differently.


On my last flight down to Queenstown, there were hoots of laughter at Air New Zealand’s brilliantly innovative and hilarious new in-flight safety video.

With tongue firmly in cheek, the company uses a sharp wit combined with the country’s borderline-insane adoration of anything to do with the national All Blacks rugby team, to focus passengers’ attention on safety-with-a-twist.

There’s a lesson here.
Being boring in your marketing is the only real sin. But how do you make the commonplace stand out? In their terrific book ‘Made to Stick’, authors Chip and Dan Heath write case study after case study on simple ideas that rose above bland, every day ordinariness.

Air New Zealand looked for, and found, a way to get their customers to focus on an important, but routine safety message, by creating a ‘sticky’ idea.
The lesson is simple: look around at what all your competitors are doing. Now look at what you’re doing. Is it the same, or is it different? If the same, what can you find that turns the common into the uncommon, the ordinary into the extraordinary?

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About The Author

Greg Milner

Greg Milner, CEO & Founder, Worldwide Salon Marketing. Greg is a writer, marketing consultant, direct response advertising expert and former TV producer. Since founding WSM in 2004, he's coached and guided more than 4,000 salons & spas all over the world in all aspects of marketing, both online and offline. The tools and templates he and his team have developed are used by salons & spas on every continent. He is the author of the industry-standard direct response marketing manual, Simple Salon Marketing, and the e-book Rich Salon Owner.