What does sending flowers to your significant other have to do with making your salon business wildly more profitable?
This month’s marketing lesson could be one of the most important one you’ve read to date. If you read and apply it, I can virtually guarantee that it will boost your profits for years to come. The women who read this will probably “get it” right away and for married men, it will be an instructive life lesson.
Most salon owners incorrectly believe that when their customers are in need of a tan or related service, they will automatically come back to their salon. The problem is, you have lots of competition out there constantly fighting to steal your customers. The average consumer is bombarded daily by hundreds of marketing messages and they’re also on the lookout for something new, better and different.
So, to assume your customer will always think of you first is an unfortunate mistake. It’s not your customer’s job to remember you; but rather, your job to remind them of you. Read that last sentence again. It will make you a lot of money once you understand its importance. Here’s an instructive analogy. If a guy gives a gal a dozen roses, it will be appreciated and make a positive, but relatively short impact on her. However, what would make an even bigger impact would be to give her one rose a month for the next year. Most men are now saying to themselves, “Hey … one dozen roses now or one rose a month is the same thing – 12 roses.”
But women realize that one rose per month has 12 “touches”, 12 opportunities to make an impact, feel appreciated and remind her of your feelings toward her. Your marketing should be doing the same thing. Successful, highly-effective, profitable marketing is the result of a consistent process (one rose a month) and not a one-time event (the dozen roses).
Successful, highly-effective, profitable marketing is the result of a consistent process (one rose a month) – not a one-time event (the dozen roses).
For example, clients of my salon will receive a minimum of 26 “touches” a year from us. It is literally impossible for them not to remember my salons because we keep in constant contact with them. And these are not just email touches. Since 85 percent of emails never get opened or read, we send a lot of physical mail which has a 96 percent open rate. Only relying on email is, of course, inexpensive but will bring you the lowest amount of revenue compared to an effective direct mail piece.
Salon owners sometimes question me with regard to why I mail so frequently to my clients. The short and easy answer is because it works. My marketing system always gives me a trackable, measured return on every dollar invested.
The bigger, more important answer is that many of your clients only tan at certain times of the year. They have a moving parade of interest, which means they may not need you this month, but they may require your services next month. Since you (most likely) are not psychic and cannot predict when they need your services, you need to be effectively reminding them all year long.
The marketing messages and offers you send them will change throughout the year, but you still need to be sending quality touches all year long. It’s the proven and best way to keep existing clients; but more importantly, to maximize the monetary value of all customers.
If you’d like to receive a FREE report showing you how to maximize your salon’s revenue all year long, visit TanningSalonMarketing.com and I’ll mail you a copy right away. It will transform your salon into a money-churning machine.
owns a chain of successful tanning salons and is a salon marketing expert, consultant, speaker & author. He teaches practical, reliable, cost effective & measurable systems that get more new customers & keep them spending more money in your salon, more often. Visit TanningSalonMarketing.com.
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