We are living in a media obsessed world. Some good, some bad. The truth is, we are completely seduced by it! This applies to the salon industry as well. In fact, those salons, funky barber shops and blow dry bars that are experiencing significant growth take media marketing very serious. Why? Because new customers are responding.
Eden Sassoon Commercial from Jeff Saylor on Vimeo.
Consumers today are attracted to thought provoking images and messaging. However, many salons today have not evolved into this growing trend. In fact many salons media strategy involves little more than hanging a manufacturers poster in the window, offering outdated gossip magazines in reception and possibly a reckless Facebook page. If a salon expects to grow and stay relevant, they must find innovative ways of media marketing.
#1 – The 90 second “Commercial”
A quick YouTube video presenting the salon and teams best features. From a warm greeting, to a luxurious shampoo and technical service, the salon is presented in a modern and thought provoking way. The Commercial is “narrated” from quick interviews with the owner and staff, showing the environment as fun, relevant and professional.
#2 – Meet the Team Video
Many salons today have Staff pictures and Bio’s on the website, however most consumers shopping your brand won’t take the time to read them all. However, if you present each of the team with quick 30 second videos, the consumer will likely enjoy meeting everyone in the salon. This is particularly valuable as each hairdresser says a bit more about “why” they personally love the salon- ongoing training, clean environment, friendly team, etc.
#3 – Career Opportunities Video
Even the most successful salons are challenged by a lack of staff and parking. Unfortunately, a video can’t help with the parking, but works wonders in recruiting potential hairdressers. Why? Because like many of your best clients- potential staff are attracted to salons that match their personality and style. Salons also present their business model (commission/rental) ed. training, benefits, etc.
Author Bio: Jeff Saylor
Jeff Saylor, CEO of Salon Hero, has spent a lifetime developing potential in both people and brands. From directing the education and business departments for the salon industries largest manufacturers, to consulting the worlds best salons, Jeff has a unique ability to recognize opportunities that others often miss. Most salons open with big dreams and goals, however many fall victim to the "rent a chair" evolution. Why? Because they failed to discover a resource that could provide ongoing marketing ideas and support. Sadly, most salons only resource for information comes from their supplier, which is focused on selling more retail or color, but rarely offers business strategy. Jeff is an expert in developing growth through innovative marketing and training, which focuses on three primary goals: • More Clients • Coming more often • Spending more money Salons that work with Jeff- within a surprisingly short time, double their yearly profits. Jeff maintains the result comes from relating to hairdressers and challenging them to focus on their business, marketing and the soft skills that allow for greater potential.
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