Non-negotiable client details
Posted on 20th February 2013 by Debbie Miller
Beyond the obvious name, address, phone, or email address are the interesting demographic facts that can help you flex your marketing muscles.
- Knowing your clients’ age can be important for marketing. For example, how you market to the 18 - 35 group will be very different than words and images you choose for 45 - 65. Knowing birth dates also gives you the opportunity to make a big deal about their birthday, which is a great opportunity to present a client with “something special” and yes, you should make a big deal about it.
- Zip codes can also give you some groupings of clients that are in areas that may or may not be in close proximity to the salon. For example, if you are doing an SMS blast at 1:00 in the afternoon to drive in haircuts from 2 - 4PM that day, you would want to know who is within 20 minutes of your business. It may not be wise to market to clients who live or work beyond 30 miles of your salon.
- Knowing the occupation can help appeal to people by fitting into their busy lives and giving them what they need in life – a break! For example, find all your single moms or dads and give them a parent appreciation event. Or target teachers, healthcare workers, professionals, small business owners and make a night to celebrate all the hard working individuals in your community.
- Marital status also can help you target people appropriately… think gift cards! The number one day for gift card purchases is on December 24th and you know who’s doing those last minute gift purchases!
- Don’t forget their gender as you will occasionally want to promote services or products that are male/female oriented. (Mother’s Day, Father’s Day, etc.)
If you are serious about customizing the client experience and offering top-notch customer service, document what they like to drink while in service. And yes, you can store that information in Shortcuts and put it to use on the client profile travelers!
Also, don’t forget to ask what their preferred contact method is. Home phone, cell phone, email, SMS, pigeon, smoke signals? You don’t know if you don’t ask, and they won’t know why unless you tell - so let them know why. The answer should not just be to “complete your records,” but to better serve your needs.