It’s less than 2 weeks in to 2014 and our Worldwide Salon Marketing members are already out of the blocks with a roar with emails and phone calls coming in to our office from excited salon owners telling us about their successful campaigns.
This morning I spoke on the phone with Maree Hoare, of Red Hair in Palmerston North. Maree joined us just one month ago and has shown immediately what it takes to be a successful marketer of her business.
She hasn’t sat around waiting for the phone to ring, instead she’s got straight down to business, is creating her own success and taking complete control of her business.
When Maree opened her salon this morning she noticed some gaps in the booking system later in the week. So armed with the tools she needed to fix that problem, she opened up her computer, visited the members only template website and found an SMS example that she could adapt for her own salon.
She sent the message out to just 400 people of her SMS list and within 30 minutes had no fewer than 12 bookings.
“With schools being on holiday it gets a bit quiet around this time of year in Palmerston North, I need to keep my team busy and so at this late stage it seemed a text message to my clients would be the quickest option to fill the gaps later in the week. It took me a few minutes to put the message together from the examples on the website and then I sent it out and within minutes the phone was ringing hot! The system says the SMS’s are still being sent out so I am sure I will get even more calls than the dozen we have already had in the last half an hour. But I am really happy with the result.”
The hair offer Maree sent out by text was for $79. Given that a text will cost about 10c per message that’s a $40 cost for a return so far of $948. I would call that a great return on investment.
And the message also saw at least 2 long lost clients make a booking in the salon.
Since joining WSM in December, Maree has already put in to action steps to help her work more as a marketer on her business. Could you imagine earning $948 in 30 minutes if you were cutting someones hair or doing a facial? Not likely unless you are the hairdresser to David Beckham. So Maree is already seeing the value of her time spent marketing rather than being a technician cutting hair.
And in addition to Maree’s amazing SMS campaign she also launched her mini memberships last week which she has already sold 7 bringing in and extra $1400 in income.
A massive congrats to Maree for her great start to 2014 and we can’t wait to hear more from her as the year progresses.
If you are not a member of one of our WSM programs but want to kick start 2014 the way Maree has done then click here now to apply and one of our team will be on the phone to you immediately. Or call one of our worldwide offices to speak with someone now.
Over the last 5 years since starting Worldwide Salon Marketing in New Zealand we have seen and heard many success stories from salons owners, some of whom prior to joining WSM have been close to closing their doors, and others that already have successful and established salons but just want to know how to improve their businesses even further and make more money.
It’s fantastic to be part of helping salons achieve great success and reach goals, so when that success is recognized by a third party its even more satisfying.
Which is exactly what happened to Margaret Walsh of Face & Body in Titirangi.
At the recent New Zealand Beauty Gala Awards at the Pullman Hotel in Auckland Margaret and her team at Face and Body in Titirangi, picked up the ‘Runner-up’ prize in the category for Marketing Excellence, an Award sponsored by Worldwide Salon Marketing NZ.
Worldwide Salon Marketing wants to congratulate Margaret for her achievement. Marketing is always evolving and Margaret has shown that her salon has used a great blend of traditional media, whilst embracing new media like apps and social media.
WELL DONE MARGARET WALSH & THE TEAM AT FACE & BODY TITIRANGI!!!
And I also want to extend a MASSIVE congratulations to the winner of Marketing Excellence, Nicola Quinn from Nicola Quinn Day Spa in Christchurch.
There’s a funny story behind this also. Nicola is not a member of WSM, however I have always been an admirer of Nicola’s salon, even more so since the terrible things that have happened with the earthquakes in Christchurch over the last couple of years.
Whilst in Christchurch visiting some of our WSM members I popped in to say hello to Nicola who was unavailable. So I left her a hand written note encouraging her to enter the Marketing Excellence award, which she obviously did. When presenting her award on the night Nicola told me she still has my note, which I thought was great.
So a BIG CONGRATS to Nicola Quinn and her team at Nicola Quinn Day Spa.
Finally, Worldwide Salon Marketing NZ also co-sponsored the ‘Best New Business’ category to which we would like to congratulate Louise Dickinson of ‘Chrysalis’ in Browns Bay, Auckland.
Well done to ALL the finalists from the Team at Worldwide Salon Marketing!
Christopher and the Team at Worldwide Salon Marketing New Zealand help salon owners chase the dream of becoming more successful and profitable. If you like the sound of that then click here to find out more – obligation FREE. We have packages that can fit ALL salon types and sizes!
If you are part of the statistic that shows Australia and New Zealand salons lose an estimated $423 million per annum (ouch!) in customer no-shows then you will want to read this report.
Stop banging your head against a wall because there are solutions to the problem. In this 15-page in depth report you will find:
The ‘You and Us – A Beautiful Partnership’ letter, laying down the ground rules and expectations between the salon and customer from the word ‘GO!’
The actual words you and your staff can use to communicate your salons cancellation policy effectively and confidently to a customer.
And some great advice on the best ways to remind your customers about their appointments so they don’t forget.
Plus the report also shares our complete findings from the survey.
And the report is already proving to be a HIT with salons who have read it so far, like Trish House from Esthetica in Dargaville, NZ…
I just want to say how much I appreciate the help with reducing No-Shows in our clinic. This is something I’ve been “meaning to get to” for ages but just haven’t sat down and nutted out a strategy for it. I finally got the facility for accepting credit card payment over the phone last month, and now with the report I have the impetous and direction to implement this policy properly once and for all!”
The No-show report is available now on the Salon Finder App website. To claim your FREE copy of the report it’s quite simple.
First, click hereor visit www.salonfinderapp.com Second, either register if it’s your first time here, or log back in if you are a returning user. Third, once registered and logged in you will see the report on the left hand side of screen, you can click on it to download.
I hope this report goes someway to helping you reduce costly no-shows!
There are some really crucial elements to any successful salon marketing ad or flyer, an attention grabbing headline, a strong offer, guarantee, use of scarcity and of course a call to action.
So when Lynette Adams of Glory Salon in Thames, Coromandel recently put together a Mothers Day campaign using a Worldwide Salon Marketing template, to run in her local paper using all the above marketing elements, she was excited about what results she would achieve.
But her excitement soon turned to anguish when the paper arrived in her letterbox only for her salon PHONE NUMBER to be missing of her ad. She checked the original and the phone number was there, but the paper had accidentally deleted it when converting the file to a PDF. The call to action was completely gone.
Now you’d expect the salon phone to be quiet as a mouse. Instead, what happened completely amazed and amused Lynette. Here’s what she emailed to me…
“I have sold 19 of the ‘out of order’ Mothers Day packages already!!! + when I saw the ad they had left off my contact details (somehow they had got deleted from bottom when converted to pdf) so they are going to run it again this week for free! Kinda cool that still got response from people without the number as they would have had to look it up.”
You see, what happened here was that the other parts of Lynette’s ad where so strong and enticing that people actually took the time to find her salon’s number in the phone book or on the net and call her to book. Her customers simply didn’t want to miss out on what was on offer. That’s pretty amazing and goes to show how incredibly effective and powerful the Worldwide Salon Marketing templates are, even when they are not used 100% right!!!
And there was one other thing that really made her ad stand out. She got the paper to print the ad upside down. Yes that’s right, upside down…except that bit was done on purpose.
Now I am not saying you should all leave your phone number off your ads from now on, but just imagine what would have happened if the phone number was on the ad!!! It will certainly be interesting to see how Lynette’s follow up ad goes with the phone number on it.
And Lynette went on to tell us how she had done in the last 12 months since joining Worldwide Salon Marketing…
“So happy just looked at figures up $4000 on last March!!! + I started WWSM end March last year so from 1 April to 31 March this year increased my turnover by 50% AMAZING!!! Sold $5000 more in vouchers as well =) Thanks so much for all your help really appreciate it! Lynette x”
Keep up the great work Lynette! And make sure the paper send you a proof next time!
If you want to achieve results like Lynette then call me now on ** *** **** (haha, just kiddin 09 476 1592) or email me email@example.com – or if you prefer you can click here to fill out a contact form and we’ll be in touch within 24 hours.
New Survey Reveals the Shocking Cost of ‘No-Shows’
Hair & Beauty salons are losing hundreds of millions of dollars a year because of no-shows, and the lack of deposit-taking policies for fear of upsetting clients.
In a new survey conducted by Worldwide Salon Marketing, the vast majority of 130 salon owners questioned revealed they had no policy of taking deposits to secure appointments, and even it they did have a cancellation policy in place, it lacked ‘teeth’.
Telling figures that show most salons are letting clients get away with murder
According to WSM founder & CEO Greg Milner, the results are a wake-up call to the industry. “If salons want to be taken seriously by their clients and stop hemorrhaging money, they have to take the lead from industries like travel, hospitality and entertainment, which simply refuse to take bookings without payment,” he says. “Customers accept those policies completely. Try booking a concert ticket and telling them you’ll pay when you get there. It just doesn’t happen.”
The survey of 125 salons reveals
88% do not take deposits.
The average annual loss through no-shows is a whopping $10,000 per salon, with one salon reporting a staggering $52,000 – even though fully 80% of salons claimed they sent appointment reminders by text message.
Extrapolated across Australia’s approx. 25,000 hair & beauty businesses, the losses represent $250 million annually.
Of the 12% of salons who insist on deposits for appointments, the average annual losses dropped to less than $2,000
Asked ‘How many times must a client ‘no-show’ before you no longer take bookings from them?’, 31.5% said three times, while another 32% said “I always let them book another appointment because I’m too scared to lose the potential business.”
It appears the industry is beset by fear. According to one respondent,
“We do have a cancellation policy, but rarely enforce payment, as so few other beauty clinics do so. Clients will not come back.”
And this from a salon in Melbourne:
“I would like to put a cancellation thing in place but I don’t have credit card facility nor any way of safely storing peoples numbers. And yip I am scared of scaring people away.”
But that fear appears largely unfounded. Said another salon owner,
“We started taking credit cards or a cash deposit on February 1st this year, for the first time. It works a charm, no more no shows, the clients now know we’re serious.”
The survey shows that among those salons which insist on deposits or pre-payments, the rate of no-shows drops dramatically across the board. “It also positions the salon as a business to be respected,” says Mr Milner. “It’s just plain rude to book a one or two-hour appointment and simply not turn up. You wouldn’t dare do that to your doctor or dentist because you respect them too much. It’s about time hair & beauty professionals swallowed a small teaspoon of cement, and hardened up,” he said.
Those who have ‘hardened up’ and imposed a strict cancellation policy backed up with deposits report dramatically-improved results.
“We’ve had a 100% Cancellation Policy in place for almost 6 years. It has virtually eliminated no-shows and forces clients to respect our business. EVERYONE in this industry should do the same – it will educate clients that they are visiting professionals whose time is valuable,”
says a Sydney salon owner. And a West Australian salon owner agrees, with impeccable logic:
“It should become common practice in all salons to take deposits, like the hotel and holiday industry, people will just accept it as common practice. Nothing is gained from those who are scared, and just end up hurting the industry with their fear. Even Spreets and other common daily deal sites do it, so why not the salon itself?”
Here’s how veteran WSM member Marnie Kallmeyer describes her deposit-taking and cancellation policy:
BONUS GIFT for salon owners who want to eliminate ‘no-shows’ forever!
Want to stop no-shows? Join the Lite marketing program and get this proven client letter FREE – a Bonus Gift valued at $297 – but PRICELESS!
This is the first page of a 2-page, proven client letter that stops no-shows dead. Carefully setting out what your client can expect of you, and importantly, what you expect of your client, this letter has been used successfully by hundreds of WSM member salons around the world – and you can easily edit it to suit your own salon.
Join the Lite program FREE for the first 14 days – and you’ll get to download this letter as a Bonus Gift worth $297 – but priceless when you consider how much no-shows are already costing your business every year!