By Grant Miller, salon consultant
The first, most important thing to understand about your marketing is, “Effective marketing is not a one-time event; it’s a well thought out, planned, ongoing system.”
I’d be extremely wealthy if I had a dollar for every time I heard a salon owner ask, “Hey, Mother’s Day is in three days, what should I do to promote it?” But unfortunately this is exactly how many business owners treat their marketing. It’s an afterthought and something that they know they need to do but just tend to put it off until later.
In order to give your marketing efforts a decent chance of being effective, the first step is to actually plan for it well in advance. With the salon owners that I consult with, we will, for example, talk the first or second week of January to plan for February.
Step number two is never rely on just one or two types of media. Far too often, I see salon owners using only one or two media because they want to use the one that is the easiest or cheapest. Well, being cheap and easy will most often give you lousy results.