Remember that commercial that pops up all the time, and you wonder how on earth a commercial that bad could keep running? It runs because it works.
As much as we hate to admit it, most things simply aren’t marketed directly to us.
Following this example, it’s important that we remember the simple fact that we’re not marketing to ourselves, or even to people that are necessarily like us. We may be very much in tune with what our target market’s wants and needs are, but by default--we aren’t the same people we’re marketing to. They have different wants, needs, life experiences, and a very different understanding of the messages we are trying to convey.
Make sure all the messages you develop are created in a way that they appeal to the people you want in your salon. Think of the core messages you are trying to convey, think of your actual audience, and go from there.
And remember, if you love it, that doesn’t mean anyone else will.
About the Author:Zane Hagy is a PR and marketing professional, with a focus on the beauty industry and premium products. When it comes to the world of beauty, Zane’s niche is simple solutions for complex problems. Experience includes salons, schools, product lines, and individual artists. His agency, z11 communications, has also represented Intercoiffure America Canada since 2014. Email him at Zane.Hagy@z11communications.com or visit z11communications.com.
(reprint of a blog, originally published in Salon Today on October 16, 2019)
Time will pass. The things we worry about will pass. Some of the things we want desperately will come our way, and some will not. Things we aren’t worrying about will blindside us and leave us temporarily devastated, this too will pass. The good is never as good as we imagine, and the bad is never as bad as we fear. Our health may hold, it may not. We may have 50 years ahead of us, we may cease to exist before the day closes. We have to make decisions we can live with, whether others understand them or not. Let one of these decisions be to buy the good whiskey. Trust me, there is a difference. When your days are gone, know you’ve helped others…but also done a few things for yourself.
Do you know what the client experience is like in your salon or spa? You likely think you do, but do you really know? What about your competitors? Do you really know what goes on with the competition? Do you excel or fail at phone services, front desk, pre-booking, product sales, consultations? Where can you improve? Mystery Shoppers are a wonderful way to gain a little additional insight. This can be very complex or a rather simple and straightforward process. It just depends upon how much data you’re trying to gather and compare. There are many professionals you can hire to help with this, but if you have time, you can also keep it simple and do it yourself. Just be sure to keep the scope of the study to what you and your mystery shoppers can actually handle. Don’t overlook the value of this process. Don’t just do it once, either. Repeat the process regularly and make sure you’re performing the way you think you are. About the Author: Zane Hagy is a PR and ma