Man oh man! There is a lot of confusion out there in the salon/spa world about marketing. Now don’t get me wrong. I’m not saying you’re confused; however if your marketing isn’t focused on at least one of what I call, “THE BIG THREE,” then I recommend you put your marketing to the test.
Why am I saying this? If your marketing is not focused on three things, it isn’t working for you, and that’s a shame. You work too hard for your money to invest it in fluff. You don’t need me to tell you this. However, sometimes you need to hear it from a third party because you may not be able to see the forest from the trees. To have marketing that’s not working hard or pulling its weight is a waste. Moreover, who has money, time, and energy to burn? I haven’t run across anyone like that lately. Have you? You may know this already since you are a savvy owner. However, I’ll say it anyway. Sometimes we have to get back in touch with the basics. So here it is: In business (whether it’s the salon/spa business or not) nothing happens until you get a client or customer. Without them, your business has little value. If this is true (and it is), why don’t most owners and managers focus on THE BIG THREE? Why do so many of them spend so much of their time, money, energy, and attention in areas that have little to do with attracting (and re-attracting) clients? OK, maybe they are working on their marketing. But if they are working on their marketing, (which one of my mentors, Eben Pegan, calls “the science of getting prospects and turning them into profitable customers”), why are they still in the red rather than in the black? So exactly what type of marketing bleeds businesses to death rather than drops dollars into their bank accounts? The type most people in advertising and marketing try to sell you. I call it “vanity plate” marketing. What’s vanity plate marketing? It’s the same old type of marketing most salons/spa owners are talked into. Who talks them into it? It’s those silver-tongued sales people, of course. I only wish the marketing
they sold were as silver-tongued as they are. Whether they are selling you on-line or off-line marketing, they will tell you that you need to get your name out there. You need to build an image or brand. Why? Because without an that your business is nothing. It has no value…blah, blah, blah. When you ask them how to do that, they tell you that it’s through image, advertising and publicity. They will throw a bunch of numbers around and probably some slick Power Point presentation. They might tell you all about frequency and size of the ad; about reaching X number of households, etc. You know what I’m talking about, all that fancy stuff. Now to be fair, image, or branding activities indeed may enhance your image. Sure it may give you some recognition, but it doesn’t call for a client response. In addition, they fall short in getting people to respond; to bringing people into your doors. What’s the use of putting money, time, and energy into something when it doesn’t do what it’s supposed to do? So what are your marketing activities supposed to do? They are supposed to do one of three things.
- Help your target identify or clarify their need for your service or product (so they’ll buy).
- Help them become more knowledgeable about your offering (so they’ll be clients who return again).
- Get them inspired by your service (so they’ll send others to you).
These are the BIG THREE. Pretty simple isn’t it? Therefore, what you’ll want to do is this. You’ll want to put your marketing to the test. Simply ask, “does this piece of marketing do one or more of the BIG THREE?” If the answer is “Yes” then proceed with it. If not, then dump it and try something that meets the criteria.