. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Business - Expert Panel
passing trade intomy salon? “
How can I attract Liz McKeon
Beauty Business Expert
Jennifer Rock
Beauty Tutor at Bronwyn Conroy Beauty School and Trainer for iiaa
“Start from the outside and look in! If you are in a pedestrianised area, get to know who passes by your salon.”
“Literally, sit outside and assess the demographic of who comes and goes. Do they window shop, and if not, why not?
“Take an objective look at your signage and window display – does it appeal to your target market or buyer? Think of ways to optimise your merchandising and window display to attract more buyers.
“One of the best ways to increase foot traffic is to host a community or charity event locally. A great way to do this and get noticed is to link it to a local topical event. Consider teaming up with other businesses nearby to boost the event. Feature the event ahead of time on your website and social media. If possible, contact local media outlets such as radio channels and email flyers out to all your contacts.
“Additionally, host a seminar or workshop. Both retail and services can generate increased footfall traffic by educating potential clients about all that you have to offer, even if you don’t make a sale that day.
“Use location-based services to attract passers-by. You don’t have to be a tech wizard to promote your small business using mobile apps that target consumers in the vicinity of your salon.”
”
“The shop front can tell a million stories and may be painting a picture we may not wish to see!”
“Ask yourself the question, what would sway you to physically walk through the doors as opposed to just looking in as you dart by? The obvious answers are attractive promotions, décor, the atmosphere, if it appears busy etc….but look at simple tips and tricks that can often be overlooked.
“The shop front can tell a million stories and may be painting a picture we may not wish to see! Have posters / advertisements professionally done, and ensure they are hung straight in the window. Do not use ‘blobs’ of Blu-Tack or bent sellotape to these stick onto a window; it is a bad reflection of our attention to detail – an aspect we often claim our industry is based on.
“What is the theme in the salon? What mood do you wish to convey to passing trade? Introduce this from their first impact, a.k.a your shop front, doormat, doorframe and so on.
“Place testimonials, either visual or text, in the shop window to highlight and boast your own credentials. Have before and after pictures of your own work, your name and the product label you work with attached to it.
“And ensure your therapists / or yourself always appear busy when on public view, an idle therapist filing her nails chatting to a colleague would deter many a client.”
Sarah Beirne Sales & Marketing Manager at French Cosmetics Distributors
“Make sure your premises are inviting to the passer-by.”
“When targeting the passing trade, promotional offers that are eye-catching and grab the attention have the best impact. Simple, clear messages on vivid posters, window stickers and handing out promotional leaflets can work well also.
“Go into local businesses and chat with them and give them a staff discount offer to get them to try your treatments, and in the end this will promote more word-of-mouth for your business. The location of your beauty salon is equally as important, as if the area is busy then you will have more potential footfall.
“Make sure your premises are inviting to the passer-by as this to many will determine whether they will pop in to see what’s available or not!”
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