1. Promote your passion and personality.
Features and benefits? They only go so far. What sets your Salon Suite apart from competitors is you. Not just your skills and abilities, but your passion and personality, too. These elements explain why you chose to become a beauty professional, the commitment you have to your clients and how much you truly care about the results they achieve.
You can package them into marketing messages displayed in your Salon Suite in station and point of sale signage, and you can also use them on your website, email marketing and social media in the form of:
- A mission and vision statement
- Client promises
- Your Salon Suite startup or brand story
Even your most loyal and long-time clients might not be able to put into words what makes your Salon Suite, or its products and services, different or unique – but you can. You should be able to identify and explain what makes your business special, which aspects of the client experience are most meaningful to your clients, and what differentiates the products and services you offer.
Call these mini-scripts, if you will. They are talking points that you can include in your marketing collateral online and in your Salon Suite’s signage, menu, new client offers, loyalty reward programs and so on.
3. Align everything to your target market or ideal client types.
Taking your new Salon Suite from startup to success hinges on attracting new clients – and specifically on attracting new clients that fit within your target market, or match up directly to your ideal client types. Your ideal client types will be those that you have defined as the best match to your services and products who are also a good fit with your passion and personality. These will be the clients who most-appreciate your Salon Suite, and translate their preference into loyalty, retail and service purchases, and referrals among their friends, loved ones and colleagues.
4. Hope for the best but plan for contingencies.
If you’re bringing a local client base with you as you startup your Salon Suite, cash flow might not be an issue. If you’re growing your salon business from the ground up, then you need to plan ahead. You might need to build a nest egg to help meet initial operating expenses or supplement your salary while you build a book of business. A great way to be prepared for the early phases of being a business owner is to talk to people who have successfully built Salon Suite businesses themselves. These types of mentors can help you lay out a plan and anticipate the challenges that go along with starting a new business.
5. Promote your Salon Suite consistently and systematically.
A lot of people think of “great marketing” in terms of exciting campaigns or events. One-and-done marketing tactics might create temporary buzz, but they don’t really build strong brands.
Strong Salon Suite brands have successfully packaged their passion and personality into their marketing, they have identified what sets their business apart, and they have clearly identified their target markets, and aligned their marketing accordingly. In addition, they have a marketing roadmap – a system for how they will consistently promote their salon business to their target audience, how they will motivate members of their target market to take action, how they will keep their clients engaged, and how they will turn client engagement into more sales and referrals.
MY SALON Suite and Salon Plaza Salon Suite owners have access to many tools that better enable them to start their new salon business and grow it to the next level, and the next, including financial planning tools and a systematic marketing plan they can work day in and day out. If you’re considering whether owning a Salon Suite could propel your beauty career forward, visit one of our local Salon Suite locations and meet other beauty professionals who have gone from Salon Suite startup to success story.