Unaddressed Direct Mail – it STILL works!

Hair Salon Template: NZ Salon Marketing Superstar, Toni Cunningham’s Autumn Mailbox Drop Reaps Fantastic Rewards!


If there is a common theme amongst our successful My Social Salon members it’s that they ALL take massive action to get the results they want for their business.  And Toni Cunningham of Decadence Salon in Palmerston North, New Zealand is one of those MASSIVE ACTION taking salon owners.

Toni Cunningham, Owner of Decadence Salon in Palmerston North, NZ

Toni joined the program back in December 2009 and has seen her salon’s weekly turnover increase by significant 20%  in that time.  And the great thing about Toni is that she doesn’t get deflated or defeated when she does a campaign and doesn’t quite get the results she wanted, because she has so many other successful salon marketing campaigns on the go that she is always getting great results from different areas.

When I get calls from ‘non inner circle members’ telling me that their marketing isn’t working, I normally ask them what marketing they have done, to which the response is something like,

“Well I delivered 37 flyers into mailboxes 8 weeks ago and I haven’t heard back from anyone yet…”

It is simply not enough, and the results will show that.

Many Salon owners have been slaves to their business and staff, not paying themselves a wage for 1, 2, 10 even 20 years and most of these people have the perception that marketing is a waste of time and has to be expensive, but it isn’t.  There are so many low cost strategies if not FREE ways you can market your salon.

Read on below to see how a low cost mailbox drop brought in $4158 for Toni Cunningham in the month of April…

“Hi Chris

Just wanted to let you know that April was our best month (even bet Christmas) it’s fantastic to see the salon growing continuously every month. I have to say couldn’t have done it without WSM.

I have to say it’s really rewarding after my husband and I have dropped 500 flyers to go into the salon and see 10 messages on the phone and then the calendar just fills up, its great.

The team gets such a kick out of seeing the calendar fill quite rapidly.

I have only been in the program since December and have seen some great results, have made a part timer full time ,and we are in the process of hiring another stylist.

If this is what we have achieved in the last 6 months I say bring on the next 6 months.

Last month we took massive action, we did our monthly newsletter, Kids Free Hair Cuts Flyer (in school holidays), Autumn Flyer, along with all the New client letters, birthday letters, Raise the dead letters.

By far the Autumn package was the most successful,  we are dropping 500 every week and getting amazing results. It cost $45 for flyers and envelopes and we booked 42 packages at $99 and what is even better, is 34 were new clients.”

And from chatting with Toni recently she dropped another 500 flyers around the neighbourhood in the first week of May and got another 9 bookings (49 in total so far).  And of course these results do not include all the new and existing clients she got from her other marketing campaigns.

So Let’s break things down.

500 Flyers plus envelopes cost Toni $45.

She delivered 2000 flyers over 4 weeks in April, so the total cost for the flyers and envelopes was $180.

Each of those 42 clients spent $99, so an immediate income of $4158 (this does not include any retail sold).

Let’s say on average each new client is worth $1000 per year to Toni and that half of the 34 new clients became regular clients.  That would be an increase in annual turnover of $17,000.

Not a bad return for a $180 investment.

Well done Toni and keep up the excellent work!


Free Salon Price List Template Marketing Superstar of the Week – a 312% increase in sales for Inner Circle members Peter & Amanda Rickman’s Hair Salon

Amanda Rickman (left) and her team at Making Waves Hair Design in Kirwan, Queensland - celebrating a massive increase in business thanks to the Toolkit

Amanda Rickman (left) and her team at Making Waves Hair Design in Kirwan, Queensland – celebrating a massive increase in business thanks to the Toolkit

Free Salon Price List Template Marketing Superstar of the Week – a 312% increase in sales for Inner Circle members Peter & Amanda Rickman’s Hair Salon


“Hi Greg, what a year we’ve had at Making Waves Hair Design.

Thanks to you & your team’s ideas, the continued support and the information within the Inner Circle membership that we can access, we took massive action, coupled with staff teamwork and a whole new aspect on how we should run and work on building a profitable salon business.

Between Dec ’08 & Dec ’09 we have had a massive 312% increase in profit, all because we took action by joining WSM and getting our Essential Salon Owner’s Marketing Toolkit® in Oct 08, listening & learning to what has been successful to others in the circle.

As for “what a month”, this past December has been extraordinary! Gone from $13,500 in ’08 to $21,799 in ’09. The voucher sales in 08 = $0, in ’09 = $2500 which was mainly due to our Dec newsletter and great work & salesmanship of our dedicated staff.

Not only that, the New Year has started off with a BANG, already we have a 21% increase in revenue from the same period last year, and this increase does not include the $3500 worth of vouchers & gift cards redeemed by our clients so far.

We are looking forward to a MAMMOTH year and especially the upcoming academy events.

Looking forward to more success…

Peter & Amanda
Making Waves Hair Design”

Salon Marketing Tips: “I took an extra $9,500 in the next 72 hours!”

 Salon Marketing Tips: “I took an extra $9,500 in the next 72 hours!”

Yes, the tortoise WILL get there...eventually. But you don't have to do it at a crawl.

Yes, the tortoise WILL get there…eventually. But you don’t have to do it at a crawl.

Being part of the Inner Circle program and using the tools and strategies in the Toolkit is NOT a ‘get rich quick’ scheme. It does take work.

But there’s nothing inherently good about ‘getting rich slow’ either.

It’s always a mystery to me how it is that despite having exactly the same tools and support, the speed at which some Members implement those tools and strategies – and therefore the speed at which they reap the rewards – varies so greatly. Some leave the Toolkit sitting on their shelf, or tucked away under the reception desk, for months before actually bringing it out and using it. (One member recently told me that it was a full year before she actually got off her backside and put the ads, flyers and letters to work…lo and behond, in the next 12 months she increased her salon’s takings by a full $109,000 over the previous 12 months!)

But others do it at warp speed. Just last week, salon owner Lidija Siskopoulos of Enigma for Hair (right here in my home town) was so excited about getting into the Inner Circle program she refused to wait till the courier delivered her Toolkit, she jumped in her car and drove to our office to collect it herself.

This week she told me

“I took an extra $9,500 in the next 72 hours!”

Lidija is clearly one who understands that success is about Massive Action.

In other words, that massive action paid for Lidija’s entire first year Membership of the Inner Circle program in a single swoop.Now, to dismiss Lidija’s story as a flash-in-the-pan, as something out of the ordinary and quite unachievable for the average salon owner is akin to insisting that the earth is flat, and that she must somehow have gotten ‘lucky’. Success is all about taking action… not just in one area, doing ONE thing, sending out a single flyer or placing a single ad, but doing many things, all at once, rapidly. And luck has nothing to do with it. It’s simply planning meets opportunity.
As you’ll see and hear in this video, recorded at our recent Inner Circle Members Only Closed Door Mastermind session after our Road to Riches seminar in Sydney last week, those salon & spa owners who combine action with the right tools (eg the Toolkit) get a disproportionately-large result compared with merely putting the same amount of effort into just ‘doing the thing’ eg cutting more hair or applying more facials.