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 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…
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!