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SEARCHHow you market to your clients has changed since the pandemic. Beauty 360's Allyson King shows you three strategies to capture your client's attention, energize them into action and boost your retail sales.
How we market post-pandemic has changed, and we have to be more involved in how we craft our message across all parts of our business. We are being bombarded with digital, especially with so many people working from home.
To Rise Up, we have to be thoughtful and focus on three key components of marketing: Relationships, our Core Client and Relevant Sincere Offers
FOCUS ON BUILDING LIFE-LONG RELATIONSHIPS
Marketing today is no longer purely transactional. Our mission is to create a seamless experience in-store and online.
“Servicing clients today, and tomorrow, means finding the best ways to streamline the customer experience, via technology, and by delivering the warmest, most genuine human-to-human customer experience possible. This isn’t easy. Adapting your mindset to successfully serving new and rapidly changing clients will take attention, creativity and hard work.”--Micah Solomon
This isn’t just about getting to know them personally, it’s about perfectly orchestrating wants/needs and opportunities before, during and after the client thinks about it. Why???
55% of clients trust companies less than they used to
69% of clients don’t trust advertising
Cost of gaining a new client +50%
81% of clients trust family or friends over businesses
KNOW & FOCUS ON YOUR CORE CLIENT
The cost of attracting a client has skyrocketed, we can’t win trying to grab everyone. We have to know who our core client is. I mean think about it, you’d speak to college students, a professional man or woman, or families all a bit differently. Dial in to which clients are your biggest opportunity to win in growth and profits. Then, ask yourself…
Who is your bread & butter client?
What is your mission… how do you appeal to their hopes, dream and pains?
Use data & profile your client
What are their values?
What’s their spending attitudes?
What makes them excited and tick?
Posting isn’t enough, find your sweet spot and get personal, bringing their wants and needs together with your brand's culture and vibe. Use this knowledge to target your digital & email marketing to your best client. It’s all about how your craft your story to help them connect deeply with your brand.
REACH OUT WITH RELEVANT SINCERE OFFERS
Black Friday Sales don’t work. Clients do want to be rushed, but clients are spending when they feel they are getting a great value. Value doesn’t have to be a discount, if fact we recommend creating added value and charge more for it. Whether it’s simplifying your color menu to an all-in approach or bundling retail or offering a gift with full-priced purchase. Think differently. Here are a few of our favorites…
The client divorce rate is at its highest ever post pandemic, but it doesn’t have to stay that way. Clients are looking for something new and shiny. By taking the time to dive into who, how and why you promote your business and services you’ll invest in the right places, stabilize your existing clientele while increasing their frequency and grow new client your business.
Interested in a coach, check out www.beauty360consulting.com for your business and technical development needs.
Discover how to create a true “WOW experience” for every client by first building a culture where your team feels engaged, empowered, and inspired. Drawing on Calvin Stovall’s Iconic Framework, this blog explores how salon, spa, and clinic leaders can strengthen culture, elevate customer experience, and build a business that stands out for the long term.
Sponsored by Phorest Salon Software
The wellness industry is growing fast, and salons and barbershops already are an important part of it. In her first blog, Tracy Rado shares where the wellness dollars are heading, and how salon's can grow with this movement.
While salon sales are increasing, owners often feel they're working harder for the same or less profit. Leverage Q2 data from The KIM Report, Alain Audet reveals some of the structural changes that are dampening your growth and why your region and your salon size matters.
Weaknesses in your business are amplified during the Holiday Season. Spark Pro Global's Lucy Randall shows you five things to do now to have the strongest holiday season yet.
In Kati Whitledge's latest blog, she shares how salons have moved away from dress codes and embraced appearance standards. But by removing strict dress codes, some businesses may have unintentionally lowered their appearance standards. Whitledge helps you explain to your team why an appearance standard is important and how to smoothly implement a new appearance policy.
The Small Business Health Care Tax Credit is a non-refundable tax credit for for-profit businesses that provides a financial incentive for eligible employers who offer health insurance coverage to their employees. Leticia Skrabut, Esq., walks you through how to claim that credit.
Developing strong work habits early in one's career supports long-term success in the salon industry. Jesse Linares offers new stylists his top five tips.
Most salon owners have no idea what these numbers are. You can hit record sales and still have a profit problem. The difference comes down to four numbers almost nobody was taught to track.
Sponsored by Strata Salon Systems™
A five-area audit every owner-dependent salon needs to run. You built something that looks successful. Now find out if it can survive without you.
Sponsored by Strata Salon Systems™
Every month you put off fixing the problem, it gets bigger, more expensive, and harder to solve.
Sponsored by Strata Salon Systems™
At Janet St. Paul Studio for Hair and Beauty, Director of Operations Natasha McMillen helps bring her wife Janet St. Paul's vision to life, elevating every system from education to operations.
Expand your color service menu with the Pinstripe technique. Brooks and Brooks' Marlon Hawkins walks you through the technique.
The strongest salons, spas, and med spas know which numbers tell the real story of their business. In this practical guide, Phorest breaks down the five essential KPIs every business should track to improve retention, boost revenue, and make smarter decisions with confidence.
Sponsored by Phorest
At Bella Style Salon in Slidell, Louisiana, Director of Operations Angela Meyer tackles inventory, team management, and guest relations. Read all about her in our latest Meet the Manager.
Starting at Impressions front desk in 2006 when he was 19 years old, General Manager Paul Petrowsky is a seasoned professional who owner Sarah Taylor says is responsible for much of her own success.
Planning is in full swing for the most anticipated events and promotions for the 2026 holidays. As owners share their favorite ways to celebrate, they prove that a carefully planned event can also build culture, increase client loyalty, boost sales, and set a business up for a successful 2027.
When things run amok at Mane Attraction Salon, Owners Chris and Jenny Knudsen say General Manager Sami Hernandez is their go-to resource and ultimate sounding board. Meet Sami in this installment of Meet the Manager.
