business: your 2017 marketing strategy
making your mark
Whether you want to offer new treatments to your clients, or form new partnerships with brands, you’ll need to craft a well thought-out marketing plan to keep your business on top form.
A new year is the perfect time to take on new challenges and really push your business to the next level. Before you start to think about the year ahead, you should spend some time reflecting on
the year we’re leaving behind.
“What worked? What didn’t work? What were the most popular promotions? Can the successes be recreated and tweaked to make them new and exciting but just as successful – if not more so?” asks Marie-Louise Coster, salon owner and beauty trainer. “Don’t just dismiss what didn’t work – look at it and try to work out why it didn’t work. Was it rushed? Was it not well promoted? Could you have done something differently? Be honest with yourself and take what you learned from last year and implement that into next year’s plan. Looking back is the basis for planning forward.”
In order to achieve the goals you set for yourself and your business, you’ll need to get a better understanding of how your clients perceive your salon and your brand. Their opinion is the one that matters most, so take things back to basics and ask for their input.
You may decide to do this via word-of- mouth; asking clients questions about their visit as they’re having their nails done or booking in for their next appointment, or you may wish to take an alternative approach.
Ewa Johnson, Head of Communications for the iiaa says: “Send a ‘Thank You’ card [for all of their custom in 2016] and ask no more
than three questions about what they would see as additional brand value. For smaller businesses, ideas generated by existing clients can put a real spotlight onto quick and simple promotional activity. The fact that the ideas have been put forward by clients for clients can be a very powerful message of customer centricity.”
get planning
The start of any business venture requires a business plan. Planning your marketing strategies for the year ahead should be like a mini business-plan, thinking about the key things you wish to achieve in the next 12 months. Don’t
set your goals too high that they’re unrealistic, but also keep things a little out of your comfort zone so that it’s a learning experience for yourself and your salon.
Remember to consider how you and your staff will be able to promote these new values. Think about the simple things such as the aesthetics of your salon, the physical appearance of your staff and their uniform, and the content you’re putting out onto your websites and social media channels. These are all important pieces to the puzzle of your brand identity, and consistency is key.
As 2017 approaches, there’s no better time to look towards the future of your salon with a carefully devised marketing strategy, explains Olivia Slack.
96 GUILD NEWS
Image ©
istock.com/Dean Mitchell
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