A marketing plan can make or break your new salon business. While a good and meticulously drawn up one can take your salon quickly to the next level, a badly structured one can deliver a telling blow even before you have opened the doors for business. So how do you go about it?
First, unless you are a businessman cum marketing wizard, get a consultant on board who has experience in drawing up suitable marketing plans for the salon industry. You will be assured of definite and guaranteed results in this area while you attend to other core activities vital to setting up shop.
A good marketing plan will be categorised into sections. The first part will have your goals and objectives and a mission statement that will define your business. The second will include action after inaugurating your salon. There will also be a call to action section that will have the ways and means to be employed to publicize the presence of your salon.
It will be relevant to start off with the last part. In the modern digital age, more and more people are searching for products and services over the Internet before arriving at a purchase decision. It is therefore essential that your business has a strong online presence. Get a reputed digital marketing agency to create an attractive and user-friendly website for your salon and have that SEO optimised. Once your website ranks high on results pages of major search engines, you can be sure of good volumes of traffic and sales to start off.
You should also take the traditional route of advertising on the print and electronic media as well as distributing flyers and pamphlets to local residents.
Next, set your goals and incorporate them into your marketing plan. Start off with the services that you will be offering both in the short term and long term after you have strongly established your bearings. For example, the point to start is with conventional services such as haircuts and styling, bleaching, waxing, facials, manicures and pedicures.
Work out the receivables and expenses of offering these services and when you find, maybe after a year or two that you have a tidy pile of cash accruals, go for high end equipment that offers specialised treatments. These include permanent hair removal and skin rejuvenation procedures, microdermabrasion and tattoo removal with laser IPL machines and microdermabrasion machines. Choose the best machines as your reputation depends on the quality of services. Install state of the art equipment imported and distributed by Universal IPL and you can be sure on this score. For detailed information in this regard, visit universalipl.com.au.
A very important aspect is to have marketing goals in the plan. For example set off with a target number of clients say, 100 per day or 700 per week, with an objective to increase the same by about 30% per year. Make necessary provisions for this increase by allotting adequate resources for consumables and additional staff in the long run.
Pricing is also a vital part of your marketing plan. Do not fix charges so high that it will take you out of the competition. On the other hand, if you charge too low aspiring clientele will have doubts on quality of services. Study the trend in your local salons and act accordingly.
As soon as your salon gets off the block, focus on increasing revenue per customer. Offer additional services at discounted rates initially. If a customer is satisfied, he/she will repeat the services on the next visit at normal rates. Hire highly qualified and trained staff even though their salaries will be above average. The goodwill you will create through superior quality of services will more than make up the increased expenditure.
It is always advisable to remember that a good marketing plan is the backbone of any fledgling venture. Have a good one in place before you take the first step in your salon business.