January is a great month for salons to review and refresh business. I hope you have all managed to generate some good income over this holiday period and will come back to your businesses with energy, passion and a fresh plan to tidy-up any failing areas and increase sales!
Let's get it done in 2011! We are here to help...
Happy New Year!
Ego, Margaret, Bethany & all the Miss Salon Associates xxx
Tuesday, 28 December 2010
Wednesday, 22 December 2010
Why are specialist salons a good idea?
There are two points of view here, the salons and the clients. There are also two types of specialist salons to consider: the ‘one type of treatment’ ones and the ‘one type of client’ ones. I am a big fan of the salons that specialise in one type of client. These are the businesses that have taken the time to figure out what need they are trying to fulfil.
From the salons point of view, specialising in one type of client helps to create focus. Focus is crucial for marketing. Marketing is crucial for success. How many salon owners will answer the question “Who is your salon for?” with the answer “Everybody!” This is a mistake. I strongly believe that creating a business, a salon business, that caters for a specific need is a crucial key to success. A specific need could be to ‘look like Jordan or Pamela Anderson’ or to be able to combine a lunch meeting with a pedicure or to unwind. The first one would specialise in hair extensions, fillers, false eyelashes, eyebrows and nail extensions. The second one would be a city salon specialising in high quality speedy combination treatments in open spaces. The third would be located out of town specialising in massages and detoxifying treatments. They are all salons but they focus on different and very specific markets through their treatment menu, locations, price points and premises. Doing this makes finding and marketing to ‘the client’ a lot more straight forward with a higher chance of success then planning for ‘everybody’ to come in.
From the clients point of view there should be a sense of familiarity, almost joy at being ‘where you belong’. “Yes, this salon is for me!” This is what happens when you spot your favourite brand on the supermarket shelf. Choosing is made easier and as long as the experience is all that was expected will continue to be made.
Something to think about...
Merry Christmas,
Ego
From the salons point of view, specialising in one type of client helps to create focus. Focus is crucial for marketing. Marketing is crucial for success. How many salon owners will answer the question “Who is your salon for?” with the answer “Everybody!” This is a mistake. I strongly believe that creating a business, a salon business, that caters for a specific need is a crucial key to success. A specific need could be to ‘look like Jordan or Pamela Anderson’ or to be able to combine a lunch meeting with a pedicure or to unwind. The first one would specialise in hair extensions, fillers, false eyelashes, eyebrows and nail extensions. The second one would be a city salon specialising in high quality speedy combination treatments in open spaces. The third would be located out of town specialising in massages and detoxifying treatments. They are all salons but they focus on different and very specific markets through their treatment menu, locations, price points and premises. Doing this makes finding and marketing to ‘the client’ a lot more straight forward with a higher chance of success then planning for ‘everybody’ to come in.
From the clients point of view there should be a sense of familiarity, almost joy at being ‘where you belong’. “Yes, this salon is for me!” This is what happens when you spot your favourite brand on the supermarket shelf. Choosing is made easier and as long as the experience is all that was expected will continue to be made.
Something to think about...
Merry Christmas,
Ego
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