But there’s another way to view a marketing mishap. The public is giving you some very good feedback.
Every failed or so-so ad has a story to tell if we will only listen.
If your advertising isn’t working, ask yourself these 3 important questions:
•Are my ads designed to get the phone ringing?
Most ads are nothing more than a glorified business card or discount coupon. Neither works very well for bringing in qualified customers.
•Is your ad responding to customer demand or just what you want to sell?
Trying to cut the salon costs of getting new people in the door by promoting a service that doesn’t have a lot of value to the consumer is just plain shortsighted and wasteful.
So is discounting. It’s just a money pit for spas and salons, breeding only discount customers. Get rid of it! Instead, pile on value with your offers.
•Are you constantly chasing after new customers and neglecting the pot of gold in your own spa/salon?
Most spas and salons have very poor follow-up systems. That means they spend wads of cash on chasing after new customers. It costs 5-7 times MORE to get a new customer than it does to keep one. So, if you’re going to market to new people, you better have a tracking system in place.
But what’s more, there’s more money to be made with existing clients. They already love and trust you! Why not sell them on a monthly membership or upsell them on a current service? Using value-add offers will get them back in the door more often.
And you don’t have to work as hard or spend as much money catering to your current clientele.
The key to keeping and building a good clientele is to create a salon or spa experience worth having, value-adding your services and through regular communication with your customers. Giving people information that’s important to them is one of the best ways to keep them connected to you and buying regularly.