Salon Marketing 101: a lesson in how to waste money on advertising By salonhowto.com – Call Us Now On 618 9443 9327

Salon Marketing 101: a lesson in how to waste money on advertising By salonhowto.com - Call Us Now On 618 9443 9327

It’s with ill-conceived and poorly-executed advertising like this that so many salons & spas waste so much money

Salon Marketing 101: a lesson in how to waste money on advertising By salonhowto.com – Call Us Now On 618 9443 9327

Do you make these mistakes in your salon marketing?

Here’s a salon flier that lobbed in WSM coach Marnie Kallmeyer’s mailbox in the first week of November. Apart from the ‘Rule 1’ advertising layout mistake of using multi-colored text on a black background (hard to read), this effort is almost devoid of even a single compelling message.

It’s littered with basic marketing mistakes, I’ll point out just a few… and the nail in the coffin from the salon’s active and dedicated Sales Prevention Department…

1) If the very best this salon can say about itself is that it’s a ‘Unisex Hairdresser’, they’re in deep trouble

2) A list of bullet points that talk all about the salon, nothing about the customer. Where are the benefits?

3) ‘As seen on TV’?? Where? When? Which program?????

4) Who is the guy sporting bedroom eyes in the picture? Is he the owner? A model? A customer snapped in a hurry as he rushed to leave the place? A caption would have helped.

Then I looked for the most essential ingredient of any salon marketing piece – the offer – and found the Sales Prevention Department had worked its magic.

There, at the bottom of the leaflet, a stunning piece of dumb thinking.

‘10% off your first visit with presentation of this flyer – excluding the months of November, December and January’

Remember, this was being delivered in the first week of November. Now, close your eyes. Can you really imagine Margorie, having excitedly and tenderly retrieved this masterpiece from the mailbox, elbowing Norm aside so she can get to the fridge and stick it up there with one of those nifty little magnets, fervently declaring

“Don’t you dare touch this Norm, I’m going to keep this safe till February next year, ‘cos I want that 10% discount and by crikey, you’d better make sure you leave the damn thing right where it is!”

I don’t think so. And how a salon, a spa, in fact any business can spend money on this kind of rubbish and somehow expect a stampede of eager customers is a mystery to me.

And it’s precisely these kind of Advertising Victims who complain wearily to me, when I question them on what kind of marketing they’ve been doing, complain bitterly that

“Oh, I’ve tried advertising and ‘it’ doesn’t work. It’s a waste of money.”

If they’re using this kind of crap, no wonder.

Salon Marketing 101: a lesson in how to waste money on advertising – Call Us Now On 618 9443 9327