How to place an advertisement for a beauty salon. Effective advertising for a beauty salon

How to attract clients to a hairdresser

For the successful conduct of any business, along with the methods of retaining regular customers, it is necessary to constantly develop strategies to attract new visitors.

“How to attract customers?” - for hairdressing salons this question has its own specifics, according to which you can organize a successful marketing campaign and bring your business to a new level.

Hairdressers and beauty salons have a very wide target audience, but often the circle of visitors is limited by the location of the salon. This must be taken into account when developing a strategy for attracting new customers.

For example, in the area where a hairdressing salon is located, organization of promotions with an emphasis on profitability in comparison with competitors, a description of the discount system and the distribution of business cards with a guarantee of receiving a bonus on the first contact.

To expand the reach of the target audience, you can use methods such as

• internet advertising
• cooperation with other businesses
• referral system for attracting clients

But, perhaps, the most effective method will be to attract attention. new unusual servicewhen the well-known WOW factor comes into play and simply forces the consumer to take advantage of the new offer. The first flow of customers generates a wave of talk new service, as a result of which the number of the second and subsequent waves increases exponentially (while, of course, the service remains exclusive).

Also, one cannot fail to use the services of sites for sale popular now discount coupons, having agreed in advance the minimum number of clients brought from the site, and the rest will be done by professionals who know exactly how to attract clients to a hairdresser.

Tattoo is a potential partner

"There is never enough service", - there is popular opinion, and if you pay the necessary attention to the friendliness of the administrator, the skill of the staff and the general friendliness of the hairdresser, the result will not be long in coming. This method will especially show its effectiveness on the female half of the contingent, which comes to the hairdresser to satisfy a whole range of aesthetic needs. There are cases when a woman can travel for years to the opposite end of the city to the master corresponding to her requests.

mannequins attract

Raise the level of service, and they will start talking about you at work, at home, over a cup of tea with your friends, and sincere admiration will be transmitted at lightning speed through word of mouth, and this, as you know, is the most working advertisement.

Use individual registration of regular customers, give them gifts as additional services and give out bonuses for attracted visitors.

Create a welcoming atmosphere and competently decorate the interior, paying attention to detail and harmonious correspondence of each element of the structure of the hairdressing salon to the overall concept of your business.

Do not forget to make a business card site for the salon with a description of the services and opening hours.

Sergey Berdachuk
Customer acquisition specialist

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When opening your own hairdressing salon, it is important to remember that the competition in this area is very high, and it can only be successfully resisted with the help of a competent and thoughtful advertising campaign. At the same time, the main factor that must be taken into account when developing an advertising strategy is your target audience. Moreover, you need to focus on two main types of advertising: outdoor advertising and online promotion. The main types and methods of advertising hairdressing salons are described in detail below, taking into account the characteristics of the client base of the salons, the material capabilities of the owners and the feasibility of one or another advertising method.

Point decoration

Facade

Showcase

Pavement signs

Pavement signs are an effective tool in the advertising of hairdressing salons. Their installation and manufacture are inexpensive for the owners, especially when compared to the cost of installing advertising banners in crowded places. However, if placed correctly, they can bring a lot of benefits: a pavement sign should be installed near the hairdresser itself in crowded places - near shopping centers, supermarkets, bus stops, etc. It is at such points that the maximum number of people living in a given area will pay attention to the pillar.

Advertising in elevators

Advertising in elevators can also be classified as territorial. Placing an ad in houses located in the same area as a hairdresser will attract clients who do not want to waste their time traveling to salons located on the other side of the city.

Pointers

Pointers can also be an effective advertising tool. They can be placed on the walls of houses, bus stops and even on the pavement signs themselves. The latter option, perhaps, is the best, because it will save you time and money and combine the two types of outdoor advertising.

Internet advertising

Website

Having your own website is a huge plus. However, it should also be borne in mind that it will have to be constantly maintained, and this will also require material investments. The site is also required if you plan to display banner ads on various sites. In general, the main advantage of its development is that it will be displayed in search engines (with some effort and optimization), and will also contain information that is important for customers: schedule, description of the qualifications of the craftsmen, phone numbers, etc.

If you decide to create a website on your own, be sure to read our articles:

Here we have laid out our experience and opinions on the use of various tools that you just need in your work. This will allow you to reduce the time spent on selecting the necessary resources for its creation and maximize the quick profit from the site.

Catalogs

It is definitely worth adding a hairdresser to the catalogs of salons. For this, there are many services that work to attract new customers. However, again, if you open an economy class hairdressing salon in a small town, this measure may not be justified.

Banner advertising

Banner ads can be placed on thematic resources, for example, on women's forums. However, you should take into account the territorial factor: if your salon is located, for example, in Samara, placing advertisements on a site with subscribers from all over the CIS will be an ineffective measure.

Groups in social networks

Group presence in social networks is also a serious advantage for a hairdressing salon. However, it should be borne in mind that at the initial stages you will probably have to "wind up" subscribers. The advantage is that on such a site you can post information about promotions and discounts, as well as post photos of works already made by the masters, and if they are of high quality, this is guaranteed to attract new customers.

Printable advertisement

Leaflets

If you strive to reach the widest segments of the population, or do not rely too much on promotion on social networks, you should come to grips with handouts, namely, flyers. The task of such a material is to interest as many people as possible. The leaflets should contain basic information about the hairdresser, and they should be distributed in the most crowded places. Offer a discount to flyer presenters and it will attract a significant number of clientele to you. But whether she will stay with you after the visit depends only on the quality of the services provided.

Business cards

After visiting the salon, hand out business cards to customers that include basic information about the salon and its website. This little thing will serve as a constant reminder for the client and make it easy for him to get in touch with you.

Booklets

Booklets essentially perform the same functions as the flyers and business cards described above. However, they contain not only information about the hairdressing salon itself, but also a detailed list of services. Despite its obvious usefulness, booklet printing is not relevant for every salon - for example, if you have a small hairdresser and a limited budget, it is better to spend money on printing leaflets or installing a pillar - in such a situation, these measures will be much more effective.

Publications in newspapers and magazines

If you can afford to publish the module in women's magazines, it will be an effective advertising method for your salon. Placing ads in newspapers is ineffective, as people rarely buy them in order to find a hairdresser. Moreover, even free newspapers will not help this.

TV ads

Video clip and creeping line

The effectiveness of such advertising will depend on the territorial factor, its cost and the specific TV channel. So, if you open a hairdressing salon in a small city, there is no point in spending huge money on advertising on regional television, while a video and a running line on a local city resource may be more than justified. In general, you shouldn't pay big money for such advertising; it is better to focus on smaller-scale, but more effective projects.

Radio advertising

Announcement announcement

Radio advertising can be relevant if it is placed on a local resource and does not require significant material investments. Otherwise, you'd better save money and spend it on promoting a website, a group on VKontakte or an Instagram account.

Other

Carrying out price promotions

Discount and various promotions are one of the most effective ways to promote any business where money is charged for goods and services. Your task is not only to organize such a system, but also to notify your customers about special offers. For this, some of the above types of advertising can be used: leaflets, website, banners, ads, etc.

Participation in show events

The specificity of the hairdressing business involves participation in various competitions and shows. If you are sure that your masters work at a decent level, they should be sent to such events, since you can post photos and video materials on the website and on pages in social networks, and if your employees win one of the competitions, this will become a huge plus for your hair salon.

The main problem with advertising, which is used by most salons (if any) is its low effectiveness. You invest your money to attract new customers, but at the same time you do not know at all what result to expect. It turns out that there are several important things that can make your ad really effective.

1. marketing proposal, advertising text;
2. delivery channels (how the message reaches the potential customer);
3. target audience (match the marketing proposal to your target audience).

Each part is very important, and if one is missing or poorly designed, then the effectiveness of the advertisement is greatly reduced. You can draw an analogy with a chair with three legs instead of four: if you remove one, then it will be impossible to sit on it.

In this material, I want to help you learn how to write working advertising texts, correctly create marketing proposals.

• The name of the salon (they highlight the most, as if this is the reason why you need to go to this particular institution).
• List of services (what is unusual here, and why is it better than in other hairdressing salons?).
• Phone, address (just data that "does not work").

Let's walk through the main parts of a good ad copy, which consists of:

• header,
• offers,
• restrictions on the offer,
• call to action
• guarantees,
• reviews,
• photos of the result,
• perhaps your photo with a caption.

1. Come up with a catchy headline

The name of the salon is not a headline, it will not "catch" the client's attention (unless you are a local celebrity, at the mention of whose name people immediately have some associations). Only brands and large corporations can use the name of a business as an advertisement, they invest a lot of money in their name and therefore get a return. For small businesses, this does not work and is a big and very common mistake.

But what should you write in the title then? The answer is very simple: talk about the benefits.

Benefits vary.

1. Qualitative benefit:
   • "Instant restoration of your hair";
   • "Clean skin with a procedure ...":
   • "Tightened silhouette with apparatus ...";
   • "Long-lasting manicure without chipping and loss of shine."
2. Quantitative Benefit:
   • "Perfect manicure that will last up to three weeks";
   • California Tan in Thirty Minutes;
   • "In just two weeks you will look five years younger thanks to the procedure ...";
   • "Minus 3 cm in the affected area after each body shaping procedure."
3. Benefit on a "better than competitors" basis (lower price, longer warranty, master-champions, etc.):
   • "Unique techniques, the best specialists and an individual approach to your beauty in the clinic ...".
4. Side benefit:
   • "Coloring and improving hair quality in one step";
   • "Hair is not only smooth, but also restored."
5. Derivative benefit:
   • "Regular pedicure cures the problem of an ingrown toenail."
   • Multiple benefit statements can be combined in a single heading.

2. Check the title

A great indicator of a good headline is that it is self-sufficient, so to speak. The headline should replace all ad text. Leave only one headline in the ad, remove everything else, and if the ad continues to work (it is clear from the headline what you are offering, and it attracts attention), then the headline is good.

Another technique that can be used in ad testing is focus group testing. You can show the headline to a person who belongs to the target audience of the salon. If the "client" expresses his interest in the proposal, then you can test the headline in real conditions. You can show the headline for a few seconds, then distract the "client", and then ask to tell what he learned and remembered from this heading. If nothing else, then you need to redo the text.

3. Use only unique offers

Let's say you are interested in a client and he drew attention to your ad. What's next? You make him an offer he can't refuse (joke ... or not at all).

Why should a client go to your beauty salon and not to the next one? How are you better than your competitor? What can you offer that is so special? You must answer all these questions in your proposal. To do this, you must have a so-called USP - a unique selling proposition.

For example, a client sees fifty different salon ads in front of him and they are all similar. Which beauty salon will you choose? The one that is closer to his house or in which the price for services is lower (depending on his needs). For him, it makes no difference where to go, because the ads give the impression that all the salons are similar. And if there is no difference, then why go somewhere or pay more ?!

Your task is to show the potential client this difference, these reasons why he needs to go to you, the USP is responsible for this!

A Unique Selling Proposition is a message you want to lure a customer with. It can be presented in absolutely any marketing materials of your beauty salon: in advertisements, flyers, business cards, booklets, brochures, the Internet, etc.

But alas, in reality, practically no one has a USP, all sentences are similar to each other, like twin brothers. But there is also a plus: it is quite easy to stand out against such a background!

How to create your USP?

The first option: you need to choose a narrower market, take into account its specifics and serve it. If you are an expert in a particular field, it increases your value and the value of your services. For example, a hairdressing salon focuses on color, a clinic specializes in hair removal or body shaping, a nail salon focuses on podology, etc.

If you look at the statistics of beauty salons, it turns out that most of them are “salons for everyone”. Only a small part has its own flavor and somehow stands out (hairdressers for children, barbershops, etc.).

So what can a beauty salon specialize in?

• Direction of services (or additional services / service).
• Client type (single or family people, etc.).
• Client gender.
• Client's age.

Here are some examples.

The owner of Bishops Barbershop in Portland, USA, focuses her business on youth. She created an alternative to conventional hairdressing and expensive salons. Among the services of the salon are haircuts and hair coloring for men and women, stylist services. Moreover, customers can choose from the general list what they need (for example, washing, conditioning or styling). If desired, the client can drink a glass of cold beer and just chat about life. What do young people like? Have a good time. This is exactly what allows them to do the unusual atmosphere and style of Bishops Barbershop: get quality service at an affordable price, relax in a relaxed interior, listen to your favorite music or live performances of local artists, talk about life ... This is just what a young person needs. generations. Judge for yourself: the owner has already opened seven such hairdressing salons, and also invites others to do this through her franchise.

The owners of the Percy & Reed salon in London offer their clients, in addition to haircuts and styling, a delicious and healthy breakfast. This saves time for especially busy clients. All they need to come to work or a meeting well-fed, beautiful and satisfied is to order their favorite dish via the Internet, which will be delivered directly to the hairdresser's chair. And there is no need to spend extra precious time on food, which they always lack. By the way, this idea is already actively exploited by Russian beauty salons.

Second option creating a USP is about finding the benefits you can offer. There is a simple algorithm, with its help you can find your USP.

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