Salon Marketing Report - More Clients, Visiting More Often, Spending More Money - The Salon App Salon Software
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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
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
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
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
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 marketingSalon 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 marketing3 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 marketingHow 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 marketingSalon 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 marketingLoyalty 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 marketingBundles
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 marketingVIP 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 marketingHappy 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 marketingNo-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 marketingNext 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 marketingSalon 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 marketingReconnect 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 marketingReconnect 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 marketingSalon 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 marketingReconnect 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 marketingCampaign 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 marketingSalon 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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