Kitty Tierney What advice would you give to improve a salon’s promotion planning strategy?
“The first piece of advice would be to Strategize,” says Kitty Tierney, owner of Impressions in Mequon, Wisconsin. “Marketing momentum requires consistent work over the long term and is best handled by the creation of an annual marketing calendar. It is also the best tool to schedule before you decide on direct mail, Twitter or Facebook or other social media avenues. You must adopt and commit to a marketing strategy by determining and narrowly defi ning your ideal client or introduce a new service or product. Creating and communicating some key point of differentiation.
“Then you need to Implement your plan. Just remember; you cannot be all things to all people. Saying you offer good service isn’t a differentiator, it’s an expectation. Are you trying to grow a new service, add clients, products or discount? Choose carefully and consider a value-added promotion for best results. Lowering your prices too much will not obtain new guests but only lure price shoppers. What is the expiration? When will it start? Create and market. Timing is essential. Start about six weeks before the event. The average time between visits for your guests is the perfect allotment for each campaign.
“Then Reward—track, celebrate and review. Engage the staff for best results. Post the progress in the back room or e-mail results. Reward successes with prizes at your wrap-up and team meetings. Having everyone onboard for the challenge is essential for maximum results. A logo inspired hoodie, Starbucks card or educational dollars are perfect prizes. And, of course, a larger paycheck is always the best reward!”
Eric Fisher What salon promotions are most effective in driving client traffic?
“E-mail has proven to be one of the most successful promotion tools to drive client traffic. At Eric Fisher Salons, we offer a coupon to clients for 15 percent off one retail item if they sign up to receive our e-mails,” says Eric Fisher, owner of Eric Fisher Salons and Academy. “We e-mail our clients on a regular basis with product promotions and announcements on in-salon events such as client appreciation days, make-up guest artist events and spa events. E-mail is a great way to bring in clients because it reminds the client to book their next appointment. We include on all of our e-mails a link for clients to book their next appointment online and the address and phone number for each salon location so they can easily call to schedule their next appointment.