Salon Marketing Report - More Clients, Visiting More Often, Spending More Money - The Salon App Salon Software

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Salon Marketing Report - More Clients, Visiting More Often, Spending More Money - The Salon App Salon Software
Salon Marketing Report

             Salon Marketing
                 Report

     More Clients, Visiting More Often,
         Spending More Money

       Engage                  Nurture          Reconnect            Promote

   Attract, Impress &       Build Rapport &   Make it Easy for   Maximise Potential
   Retain New Clients       Optimise Client    Ex-Clients to         Every day
                             Relationships        Return

 thesalon.app - simplifying salon marketing
Salon Marketing Report - More Clients, Visiting More Often, Spending More Money - The Salon App Salon Software
Salon Marketing Report

                           Report Overview
   Segmenting clients using these categories will ensure your marketing is targeted and precise.
   Ensuring that your messaging is always relevant to an individual client resulting in consistently
   higher response rates.

   For example welcoming a new client only when they are new and saying we’ve missed you to
   clients who have visited several times is a more authentic approach.

   At Salon App we segment clients into three main groups; New, Active and Non Returning which
   makes it simple to keep our messaging fine tuned and specific. Evidence shows that clients
   respond more positively and are more likely to take action when they feel that they are being
   spoken to personally.

   Promote is an approach that may well communicate with clients in each of the three client
   groups

       Engage                    Nurture                Reconnect                Promote

    Attract, Impress &        Build Rapport &         Make it Easy for       Maximise Potential
    Retain New Clients        Optimise Client          Ex-Clients to             Every day
                               Relationships              Return

 thesalon.app - simplifying salon marketing
Salon Marketing Report - More Clients, Visiting More Often, Spending More Money - The Salon App Salon Software
Salon Marketing Report

                                                                            Engage
                                                                           Attract, Impress
                                                                            & Retain New
                                                                                Clients

    Engage

    This is the start of your client's journey with you and your actions at this point will
    directly affect how many new clients you get and whether they return and for how
    long.

    We break the engagement process into three parts: Attract, Welcome & Follow up.

    Attract - is how to maximise the number new clients who visit for the first time.

    Welcome - is how to show new clients a higher quality salon experience.

    Follow up - is how to maximise the number of new clients who revisit & progress
    into active clients.

 thesalon.app - simplifying salon marketing
Salon Marketing Report - More Clients, Visiting More Often, Spending More Money - The Salon App Salon Software
Salon Marketing Report

                                                                    Attract

   Attracting New Clients

   The most common ways Clients will hear about you is Online and In Person.

   Online will be a combination of web ranking (where you appear in Google) and your
   presence on social media and In Person will predominantly be footfall (passing
   trade) and referrals from existing clients.

   Regularly posting social content will increase the amount of clients and potential
   clients that become your business.

   Keeping this content focussed on your client type or “niche” will achieve greater
   engagement and attract the right type of clients. This will outperform a broad
   stroke approach.

   For example if you specialise in a balayage or nonsurgical facelifts post contempt
   around this consistently and become known for that.

thesalon.app - simplifying salon marketing
Salon Marketing Report - More Clients, Visiting More Often, Spending More Money - The Salon App Salon Software
Google Reviews

      Google Reviews
      Positive Google Reviews build social proof.

      The quality and quantity of reviews on Google is one of the most important
      ranking factors for local search engine optimisation. And, when a person
      scans the search results for a local salon in Google, the profiles that include
      customer reviews present greater credibility.

      Example: If your search result listing shows a 4.8-star rating with 75
      reviews (and your competitor listings show less), that’s strong social proof
      that your service is trustworthy.

      Google Reviews demonstrate your clients are confident in you and trust
      you. They are prepared to take time to promote you which is a genuine
      compliment.

      It's free and will raise your profile so when a potential client googles “salons
      near me” or something similar Google will promote salons with recent
      positive reviews. If you do not already have a google profile sign up here
      https://www.google.com/intl/en_uk/business/

      How to get Google Reviews:

      Start by asking your clients to give you a 5* review after their visit. This will
      increase your reviews and your online reputation. Prepare a story or script,
      something like: "5* Google reviews have a really positive impact on the
      number of new clients we get. I'd be really grateful if you would take a
      minute to help me?"

      Salon App customers have client rating feature. Each time a client leaves
      the salon they receive a message asking "How did we do?" Any clients who
      click 4 or 5* get asked for a Google Review ensuring that only very satisfied
      clients are asked and the maximum number of 5* reviews are received.

thesalon.app - simplifying salon marketing
Salon Marketing Report

                                                               New Client
                                                                Retention

      New Client retention

      On average 15% of clients visiting a salon are new.

      Your clientele would increase by 50% in just a year if only half of your new
      clients came back*. So you can lose half your new clients and still do really
      well!

      Imagine having 50% more clients in one year. What impact would that have
      on your livelihood?

      The majority of these will be walk-ins or passers by. Because of this they
      are often seen by your team members most likely to have last minute
      availability and they tend to be colleagues with less experience or are
      maybe a new to the salon.

      New clients are valuable potential assets BUT also the most likely to not
      return. They lack the same connection and rapport as a regular client yet
      get often get placed with the least established people on our team. Having
      processes that give new clients a stand apart experience will speed up
      establishing client relationships and increase client retention.

      #Tip - Give new clients to staff when they have a rebooking rate of over
      50%. Reward them for being excellent as opposed to available.

      Your new client needs to be impressed enough to return. Rebooking before
      they leave is ideal but following up if they do not improves new client visits
      by almost 100%.
      *assuming an average frequency of 8 weeks

thesalon.app - simplifying salon marketing
3 Part New Client Marketing Campaigns

      3 Part New Client Marketing Campaign

      Message #1 -The Welcome Message

      Send a follow up message soon after your clients first visit (including
      clients already re-booked). Thank them and ask for a quick satisfaction
      survey. How did we do? ⭐ ⭐⭐⭐⭐

      # Tip - Follow up on poor ratings & request a 5* Google review from clients
      rating you positively.

      Message #2 - First New Client Chaser (sent when no next booking is made)

      New clients re-book less often so if no next booking is made after a few
      weeks (4-6) send a message including a small incentive or gift to
      encourage them to re-book.

      Message #3 - Second New Client Chaser (sent when no next booking is
      made)

      To new clients not rebooked after a longer period (10 - 14 weeks) send a
      more generous offer. This client group typically need a more generous
      incentive to respond.

      # Tip - Clients who have visited twice sometimes still need persuading you
      are the place for them. Do something to ensure that staff know a client is on
      their second visit. For example a different colour gown or towel or add the
      #bookings to their appointment. Ensure they are remembered & thanked.

thesalon.app - simplifying salon marketing
How to Get Referrals

      How to Get Referrals
      Recommendations are solid gold, not only do you get a new client but you
      get one who is warm: looking forward to meeting you (as opposed to being
      a bit nervous). Immediately there is common ground as you both have at
      least one other person in common which helps build rapport quickly.

      #Tip - Ask for Referrals.

      Most of us enjoy helping people we like; when you explain to a client that
      you are trying to build a larger clientele and would be very grateful for their
      recommendations they will often recommend you. Most of us rarely ask for
      this so making it part of your routine will quickly see more recommended
      clients coming through your door.

      Automate referral requests

      Salon App customers can send automatic text and emails asking clients
      for recommendations. This will always see an increased number of
      referrals.

      #Tip Say Thank you

      Get the name of the client who recommended you from your new client and
      send a message or card thanking them for their help. Make a note and
      endorse this the next time they come in.

thesalon.app - simplifying salon marketing
Salon Marketing Report

                                                                     Nurture
                                                                    Build Rapport &
                                                                    Optimise Client
                                                                     Relationships

    Nurture

    Once your client has visited at least three times categorise them as an “active”
    client.

    Your job is to keep them feeling continually appreciated and visiting for as long as
    possible. How many times have you seen a client in a supermarket or restaurant
    only to realise they have been somewhere else?

    It is impossible to remember all clients which is where marketing comes into it's
    own.

    Maintaining regular contact leads to increased frequency, higher average spend,
    more referrals and a longer client lifetime.

 thesalon.app - simplifying salon marketing
Loyalty Reward Schemes

      Loyalty Reward Scheme
      Giving your clients loyalty points increases both frequency and client
      lifetime. When clients has valuable rewards they are more inclined to
      remain loyal to your salon and team, therefore less likely to stray or graze
      between salons.

      Example Rewards

      Products gifted in exchange for points mean clients leave with a physical
      thing. Done well this will expose them to a little bit of luxury which could
      easily result in them becoming a convert and purchasing that product
      another time. Another benefit is that your staff are more likely to prefer this
      over a discounted service.

      #Tip - Gift wrap rewards and make them feel luxurious and special

      Services / Treatments can add to your clients experience. For example a
      relaxing head massage or free manicure feels indulgent and high value.
      When rewarding with services or treatments make a big deal of it. Describe
      what is happening throughout and ask how it was afterwards. Do Not just
      “throw it in”, make it something worth having.

      #Tip - Remember its a reward! Make it special.

      Reducing the cost of a service or product can enable your client to
      experience something new (and ideally luxurious) that they might otherwise
      not try. This too can result in future full price purchases for the rewarded
      service or product

      Vouchers and Gift cards are often popular rewards. Clients sometimes
      "gift" them which can lead to new clients.

thesalon.app - simplifying salon marketing
Bundles

      Service and Product Bundles
      Packaging Services, Treatments & Products together will encourage clients
      to upgrade bookings. By adding services and products sold for one simple
      price.

      They can be used at the same time or spread over several appointments.

      Extra value can be given to clients who routinely book for the same services
      in exchange for an upfront commitment. (Beauty salons would call this a
      course)

      Marketing bundles to various client groups can add the feeling of being
      highly valued, for example "only available to VIP clients."

      Here are some ideas to get you started:

      Blow Dry package - Buy 10 Blow Drys and receive 11

      Gents - Buy 6 Cut & finish and get 7. Gents sometimes graze between
      salons and getting upfront commitments makes this less likely.

      Luxury Colour package - Bundle up a root application with a non permanent,
      a conditioning treatment and home care products for one simple price.
      Your staff only need mention one additional thing now instead of several
      which makes it easier for them to upgrade.

      Cut and Finish Package - Pay for ten and receive twelve. Get people
      committed to you and your salon and generate revenue upfront.

      Pamper Day - Sell your clients the full beauty experience and package up
      the perfect day for them. Let your imagination run wild and provide your
      guests with the perfect day.

thesalon.app - simplifying salon marketing
VIP Clients

      VIP Clients

      People love being made to feel special!

      Use a Tagging system to identify your clients as a VIP. When they reach a
      number of visits give them a card or a code so that each time they visit they
      get special treatment.

      Very established salons have “100 Club” for clients who reach more than
      100 visits.

      These highly prized clients are invited to events and get priority booking
      allowing them first refusal on bookings in the run up to Christmas. One of
      our customers sends100 Club clients a bouquet of flowers on their
      birthday.

      The incentives you choose may vary but the most important thing is your
      VIP's know how important to you they are.

      Incentives may include:

          Christmas cards / gifts

          Birthday cards / gifts

          Event invitations

          Preferential rates

          Preferential appointment times

thesalon.app - simplifying salon marketing
Happy Birthday!

      Happy Birthday!

      Store your clients birthday date and create a wow factor every year!

      A simple text or email just saying Happy Birthday! Will let your client know
      you care.

      You might prefer to send a card through the post, maybe include a gift card
      to spend at your salon. For VIP clients you even send a bouquet of flowers.

      Segmenting clients will enable you to filter this process. For example a
      client who has visited less than ten times might receive a text or email,
      when they have visited more than ten times you might send a card and
      when she has visited more than 50 times a bouquet of flowers can work.

      How would it make you feel to be remembered on your birthday?

      This simple process takes little or no time, is inexpensive but speaks
      volumes about you and your business.

thesalon.app - simplifying salon marketing
No-Shows and Cancellations

      No-Shows

      We all forget things. Clients “No Show” & when they do they are far more
      likely to not come back.

      No-Shows are infuriating and it's only natural to be annoyed by them.
      However some clients can feel extremely embarrassed for having let you
      down and would prefer to just move on than feel the discomfort of seeing
      you again.

      Then; not only have you lost the time booked out for this No-Show but
      potentially a client who may well have visited for years to come spending
      hundreds or even thousands of pounds.

      Start contacting No-Shows and politely remind them they missed a
      booking. Explain that you understand and offer to rebook them. Make it OK
      for your client to return without embarrassment.

      Salon App customers often automatically message clients after a No-Show
      making it easy for them to rebook with no discomfort. Salons doing this
      retain more clients than those that do not.

      Cancellations:

      When cancellations occur and a client has not re-booked after a couple of
      days implement a process to follow up, thank them for letting you know and
      attempt to book another appointment.

      Even if this client visits just a week or two sooner than they would, the
      compounded impact over a year will is significant.

thesalon.app - simplifying salon marketing
Next Appointment Due

      Next Appointment Due

      How many times has a client arrived telling you they have been meaning to
      book for weeks and have just not got around to it?

      One of the simplest and best performing campaigns salon app customers
      run is to ping a message reminding a client that their next booking is due.

      Salon App has algorithms that will trigger based on individual client's actual
      frequency. So a client who visits 4 weekly will receive the reminder sooner
      than a client visiting every 10 weeks.

      If you don't have average frequency by individual client send time to book
      messages after 7 or 8 weeks but ensure clients do not have a future
      booking in the diary.

      No incentives are required here the call to action is simply to book.

      Typically between 20% to 30% of clients book within a week of being
      contacted making your efforts well worth your time and giving your client
      frequency a good nudge in the right direction.

thesalon.app - simplifying salon marketing
Salon Marketing Report

                                                                 Reconnect
                                                                  Give Ex Clients
                                                                    Reason to
                                                                      Return

    Reconnect

   Inevitably some clients move on. Sometimes they may be dissatisfied with you; but
   other times they may well just fancy a change.

   Reconnect marketing campaigns detailed in this section typically achieve between
   20% and 40% response. So up to half of your lost clients may well not be lost at all!

   Start with small incentives to encourage your clients to respond. Sometimes
   clients fancy a change so make it clear that not only you would be delighted to see
   them again but they are welcome to swap team members without any
   awkwardness.

   Remind them you have you appointment history & colour notes that will take time
   to establish at a new salon.

 thesalon.app - simplifying salon marketing
Reconnect Ctnd

      Reconnect Continued

       Occasionally established team members can be hesitant about offering
      incentives to non returning clients. They might perceive it as having a
      negative impact on their performance. It's crucial they realise this is an
      opportunity to reestablish a very profitable client relationship. By allowing
      them to take care of this client is a privilege and you are trusting them to
      put your salon on a stronger footing.

      Reframe the opportunity

      Reframe looking after non returners to your team. Explain that a client is
      choosing “them” and this is a compliment. After all she would not want to
      reconnect with a team member they associate with not doing a great job.

      Create a “red carpet” policy for these clients. Tag them so everyone can
      see they are responding to your invitation and ensure they get your best.

      Something as simple as different coloured towels or gowns can work well
      to returners to your team. After all you may only have one chance to win
      them back.

thesalon.app - simplifying salon marketing
Reconnect Marketing Campaigns

      Reconnect Campaigns

      Non Returning Client Chaser #1

      It is really important to identify when a client has stopped returning to avoid
      sending promotion to a client that just visits infrequently. Send The first
      chaser campaign when your client is 50% overdue.

      For example contact a client who visits every 8 weeks after 12 weeks.
      Mostly these clients are thinking about going elsewhere or already have.

      If you are unable to calculate frequency by client then send your initial Non
      Returning Client Chaser at between 12 weeks and 15 weeks.

      Use a friendly warm tone to show you have noticed they have stopped
      coming and you have missed them. Include a call to action that will grab
      their attention. A discount, voucher or a gift often work well. Make it
      something you would like to receive. Often we think about what we want to
      give (or how little). You want your client to respond.

      Non Returner Client Chaser #2

      Repurpose this campaign to clients who are 100% overdue or after 26
      weeks when this information is not available.

      Be more generous at this point. In most cases this client has started
      visiting elsewhere. Your call to action will need to be attractive in order to
      get a response.

thesalon.app - simplifying salon marketing
Salon Marketing Report

                                                                   Promote
                                                                      Maximise
                                                                      Potential
                                                                      Averyday

    Promote

   Promotions will always enhance salon performance. The challenge is finding the
   time to get started.

   We call this a Capacity, Capability, Content and Discipline problem.

   You have to find time to get started (but you are probably one of, if not the busiest
   team member in your salon). Then you need to work out how to do it, what to say,
   what will get the best response and how much will this cost? And then you need to
   build the time into your daily or weekly routine to get the most from it.

   The chances are you know more than you think. Because salon life gets so busy
   we tend to find ourselves responding to as opposed to predicting situations.

   Invest a couple of hours into filling in a plan and reap the rewards time and again.

 thesalon.app - simplifying salon marketing
Reconnect Marketing Campaigns

      Salon Promotions

      There are always “last minute” reasons for there being unexpected space in
      your diary or threats to overcome, and yes, you may not know when they are
      going to occur but you have probably been in business long enough to
      know that they will.

      For example how many salon owners have not had a team member “ask for a
      word” to be presented with an envelope containing a resignation letter?

      Having a template ready for contacting someones clients means you
      already have a plan. It may not be great, but it is far better than having
      nothing prepared and a full column of clients to take care of before you
      can.

      These together with seasonal opportunities happen repeatedly, for example
      Christmas bookings, January Colour Sale or Gift Cards for Valentines Day
      and many others can all be created and planned ahead of time so when
      your team member asks “for a word”, you will be ready!

      The next page contains an annual marketing planner with some campaign
      suggestions entered. Planning salon campaigns in advance takes all of the
      last minute stress out of your salon marketing. A simple planner is a great
      place to get it out of your head and onto a page. Enter campaign ideas into
      each month. We have added some suggestions to the first and the second
      is blank for you to create your own.

thesalon.app - simplifying salon marketing
Campaign Calendar

thesalon.app - simplifying salon marketing
Campaign Calendar

thesalon.app - simplifying salon marketing
Next Steps

                                      Next Steps - Book a
                                      Free Marketing
                                      Strategy Session

       Salon App Global are all about
              Salon Marketing
      In this Salon Marketing session we'll discuss
      how to engage, nurture, reconnect with
      clients. We will share some campaign
      strategies to implement.

      Come away with proven templates and
      ideas for using customised targeted
      messaging to make the most of every day.

                      Book Now

thesalon.app - simplifying salon marketing
Salon App Global
      Build salon software your hairdressing & beauty professionals.

      Our mission is to make it simpler for salon professionals to achieve their potential.

      All of the suggestions in this document are features that can be completed very
      simply or even automated using Salon App.

      We would love the opportunity to demonstrate our software to you.

      For more information contact us:

      W: thesalon.app

      T: 01273 074977

      E: hello@thesalon.app

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