marie-louise costerwrites
Be wary of discount sites and promotions. Although I am a strong believer that promotions that highlight specific treatments and services within the salon in order to increase their popularity are a great idea, likewise promotions to reward client loyalty are also great, but I am not a fan of massive discounts or discount sites.
There are many salons near to me that use these discount sites very regularly and have now become known as the ‘offer’ salon with clients waiting for the next offer to become available. Such discounts create a false economy because if you can only get people through the door when you have an offer on there is something very wrong with your brand.
Dedicate your time and efforts to re-creating your brand so as people see the salon for what it truly is – this is the only way you will create longevity for your business, I’m afraid there are just no shortcuts to being busy. Branding is on-going, you will
not create a perfect brand overnight and you will always be reassessing, refining and improving what you have created – that is only natural. Redecoration, printing and so on will be more costly and may take a little time to complete. The most important thing that you can do first is to establish what your salon stands for and get your team on board – this is free and easy to do.
The way in which the treatments are delivered and the standard of service the client receives are instrumental to your brand and will create maximum impact for very little cost, and if this means further training or workshops, invest in it. It is all very well having glossy brochures, a lovely website and beautifully decorated treatment rooms but if the client is pulled in by all of this and the treatment or service doesn’t meet their expectations, all of your expense and time creating a brand on paper will fall apart at the key hurdle.
Marie-Louise Coster is a Beauty Therapist,
Trainer, Lecturer, Beauty FeaturesWriter and Business Consultant, running the All About
Mi Beauty Boutique and Training School and has over 15 years’ experience in the industry.
t: 07881 533 530
w:
www.allaboutmi.net @allaboutmi1
GUILD NEWS 177
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