We're often focused on operational issues within the salon and leave all the marketing to chance or last minute.
Businesses do not just grow by themselves - you have to be proactive in order gain new customers.
There are many elements that will affect your year on year growth::
Your Email campaign
Events in and outside the salon
Your Social Media
In salon activities
Where to start and how to follow through with your campaign can be very confusing. Remember - too many messages kill the message. So it's important to be focused and consistent with both your message and the flow of your communication.
It is crucial you're completely organised with what you generate.
Here are 7 tips to be extremely efficient in planning your activities:
- CREATE A YEARLY PLANNER WITH MONTHLY THEMES
Ensure you look at the year ahead. January is detox month - New hair New you that type of thing. February is Valentine month, November you have Black Friday etc. You can generate activities around these themes in order to keep current.
- PLAN DETAILED ACTIVITIES FOR ALL YOUR CHANNELS 3 MONTHS AHEAD
This is where you set yourself apart from your competitors. What else can you create in or out of your salon in order to generate a buzz?
The more prepared you are, the easier it is. In January for example, if everything is set and organised, all you need to do is ensure your plan is implemented.
- SPEND 1 DAY A WEEK ON MARKETING
In order for you to be efficient in your Marketing activities, you need to ensure you set aside 1 day a week for organising, tracking and delegating your Marketing (and PR for that matter).
If you don't set the time aside, it will not happen. If you don't need the full day - that's fine! There are plenty of other things to get on with! But if you don't make it a priority, it will not happen. It takes time but you will reap the rewards.
Maybe you cannot do a whole day, maybe its 2 half days, but the magic happens when you set yourself time out to think of your business as a whole. Therefore, ideally you need to be outside your business to have a fresher thought process.
- CREATE A THOROUGH TO DO LIST
Your to do list is your magic tool. Organise it as you wish but make sure you have a detailed plan for each activity so nothing goes amiss.
- DELEGATE AS MUCH AS YOU CAN
You cannot do it all on your own - delegate! There's always someone who's organised and likes to do something different.
If you're on your own, then delegation is not an option. However, have you considered friends, family, intern, work experience?
The key to delegation is the follow up. Ensure you have a weekly catch up and check that everything on your to do list is getting done.
The team need to be informed about marketing a month ahead. Confusion can set in otherwise. It's important to keep them focused.
- MEASURE THE SUCCESS OF ALL ACTIVITIES
It's important that the success of each activity is measured. Do not assume - figures talk for themselves.
Sometimes it’s not about the £'s so ensure you take a broad view of the success.
- ASSESS WHETHER YOU WANT TO DO IT AGAIN
If it’s good, do it again. If not then stop and move on! Although sometimes it’s simply a case of tweaking the activity.