ask the expert

Licensed Cosmetologist 30 years
Advertising and Marketing 15 years
Owner of Advertising & Design company 12 years

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Q:	What can I do to increase new client business?
A:	Reward your clients for their referrals! You've heard it said that the highest compliment someone can give is the referral of family and friends. So why not accentuate that process? You can customize your referral offer as you wish, but the overall idea is that each card gives your client a dollar off or a percentage discount on their next service and the person they give the card to gets the same discount as a new client referral. And... as the salon owner you benefit by creating goodwill and appreciation to your existing clients and benefit from the new clients they refer to your salon. It's a win-win-win! For helpful referral card designs please look on page 20 of the Salon & Spa Marketing Catalog.

Q:	What can I do to reward loyal customers?
A:	There's nothing better than repeat customers. Except frequent repeat customers! Frequency can equal currency in contributing to an increased cash flow. So motivate your customers to maximize the flow. Suggestions for Frequent Client Rewards Promotions Order our frequent client rewards cards to support any programs you develop. Below are just a couple of suggestions to get your promotional brain ticking. Choose any of our designs which can include your logo, then clearly spell out your offer on the back side. Cards can be hole punched, checked or initialed. You decide based on what services they order how many points to award and what the final reward will be when they achieve a fully "punched" or "checked" Frequent Client Rewards card. Reward customers for adding on a service during the same visit. Reward customers for scheduling services on certain "slower days." Simply offer a reward after a certain number of visits -- perhaps five visits, could be as many as 10.

Q:	What should I consider when creating a marketing plan for my salon?
A:	First of all, identify your target market. If your profitable market are women between the ages of 45-60, then focus your efforts in marketing to that specific market. If families and children are your profit center, then focus on that specific market. Remember...not everyone is a profitable client for you. Look at your appointment book and decide who are the most profitable clients for you then target that specific market. 2. Designate your brand. All your collateral (brochures, business cards, rack cards, frequent client rewards cards, referral cards, etc.) should have a cohesive look/brand. Your printed collateral should show clients and prospects how your services and products meet and exceed their expectations, as well as create your niche in the market. 3. Develop your goals and objectives. Do you want to increase your referral business? Do you want to do services that are more profitable, ie. colors? Make a list from the services you like to do and the services that are your most profitable then make a decision on what will best acheive your goals. 4. Set your budget. Most salon owners shy away from setting money aside to promote their salon however you are doing a diservice to your business. Re-investing in your business consistently is the key difference between salons that exist and salons that are prosperous. 5. Evalutate. Periodically, review your goals and objectives are you on track or slacking off?