by Greg Milner | Apr 30, 2008 | Increasing Retail Sales
A Salon Marketing Plan: How Galleria Hairdressing Tripled Their Retail Sales
WSM member Ann Stone of Galleria Hairdressing in Port Macquarie, New South Wales, tells me their sales of retail product have tripled over the past 12 months with a salon marketing plan.
In the year to April 2007, the salon sold only $9,667 worth of product. In August 2007, Galleria joined the Worldwide Salon Marketing marketing & mentoring program. Ann began making some radical changes, including getting rid of their old product line and installing a completely new range.
Then they began implementing the simple in-salon sales strategies detailed in the Inner Circle toolkit (specifically, ‘Selling Like Crazy’ instruction manual.)
In the 12 months to April 2008, sales more than tripled over the previous 12 months, to $31,847.
by Greg Milner | Apr 9, 2008 | Getting Salon Clients Quickly, Salon Advertising Tips
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.)
by Greg Milner | Mar 25, 2008 | Salon SMS Marketing
Salon Marketing: How A Text Message Made a HUGE Difference
There’s a saying I like that goes like this:
”Little Hinges Swing BIG Doors.’
Inner Circle member Emma Grossman of Escape Day Spa in Sydney discovered the profound truth of that just last week… and took action which turned a dismal week into a blockbuster at her day spa…
Here’s how Emma (left) explains it in this interview – and, for Worldwide Salon Marketing members only, the actual text message Emma used to such devastating effect….
“Last week (Tues – Fri) was our quietest week ever, we were only about 20% booked and I was going to tell some of my girls to take time off. Last Wednesday I decided to text to just 800 clients (we have 12,000 on our database so 800 to me is very small) with a special offer – and all I can say is WOW! We are now 120% booked out, I had to bring another therapist in and we have so many people on a waiting list.
It (the text message) cost us $120 and brought in 26 more bookings valued at $2,859 in facials only (not including retail and additional services).
“Next week we’re sending out a similar offer to 5,000 clients!”
“..we are 120% booked…”
Note for WSM members: the actual salon marketing text message Emma used can be found in a separate email with the subject line ‘Emma’s text message’.
