Ever convinced you “had to market salon” and without giving much thought transfered hard earned cash into hairdressing magazines, radio or other expensive online salon advertising? only to find out that you only made media rich, spent all your resources and were left with little but nothing?
When it comes to salon marketing, very few, if any understand the purpose behind running a salon advertising. Your salon advertising has only one task – to stimulate direct response in a form of direct enquiry in your salon, sales call, visit or instant sell. No other result justifies for paying money in beauty and spa salon advertising.
Yet, surprisingly most salon owners would hand in cash to run an expensive ad, blindly hoping to see customers coming in and out as long as the money is spent. Why is so?
Good news is, your salon advertising can be measured and monitored to see if it is going to produce desired return on investment. SO let’s take a look.
There are TWO type of salon ads:
ONE: Institutional – non effective, non-trackable, non-measurable and consequently not effective, and
TWO: direct response ads, that are designed to produce instant desired response from your prospects.
The difference is simple…institutional ads are not designed to track and measure, it only has one (useless I would say) purpose, to put your salon name in front of mess public.
On the other hand direct response advertising, asks the reader to respond in any way form, either call, make a booking, enquire, visit or sell instantly. It can be tracked by coupon, special promotional code or any other means.
Having a well designed, and thought through direct response ads will stop you from burning your cash into unknown, because you can measure whether or not your ad is effective. After all if your ad is not bringing you customers for the dollar amount of your cash invested, you might as well stop running an ad.
Advice? Until you understand the purpose of an ad and how to construct and run the entire salon ads campaign, hold on to throwing your cash away. You will see how in our future blog posts, but if you want an answer right now, how to make the most from your ads investments, just get in touch, email email@example.com or submit a form from below.
Team Salon Punk