marie-louise costerwrites
january sales
Marie-Louise Coster offers advice onmonthly salon promotions
I ama great believer in offering in salon promotions to reward your loyal clients and entice new ones through the door.
Treatmentsmay be discounted or something free offered, done in a cost effective way to reward loyalty and encourage new clients through the door, all the while ensuring that you are covering your expenses and turning a small profit.
Personally, I run a promotion everymonth. I will either tie it in with the season or a national event at the time, such asMother’s Day, Christmas etc., or perhaps use it as a way to promote a new treatment or a treatment that has waned in popularity. The key thing with a promotion is that it is:
Interesting – Try andmake your promotion a bit different, give it an interesting name.
Alluring –Make the promotion something that is very appealing, this will be done by the way it ismarketed and talked about as well as the promotion itself.
Exciting – Keep it fresh and different. If it is the same promotion as lastmonth but with different treatments, or the same as the salon down the road it is hardly exciting is it?
Desirable –What sort of promotion or offer entices you? Do you only buy certainmake- up brands when there is a free gift? Do you drive further for your petrol because it is cheaper? Do you only shop in certain stores where you get loyalty points? For some people it will be the free gift, for others it will be amonetary discount, for some itmay be a loyalty scheme;mix it up a little and see which promotions you run are most effective – there will probably be a pattern.
Don’t be repetitive – If you are going to run a promotion eachmonthmake it completely different to the last.Youmay find some promotionsmore effective than others, and by allmeans you could repeat these annually or so but not too often as they will lose their impact.
Promotions are a cost effective way to encourage new clients while ensuring you are turning a small profit.
GUILD NEWS 41
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