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Take a fresh look at your marketing in 2017

Hit refresh on your marketing in 2017 with a new strategy that will really pack a punch!

The salon, spa and grooming industry is going through such rapid change that keeping up with the latest business crazes, and knowing the good fads from the bad, can seem almost impossible!

If you’re going to pay attention to one salon management trend in 2017, make it “omni-channel marketing”.

Ok, it’s not exciting as that new styling tool or product range you’ve got your eye on, but it’s actually a pretty straightforward concept that is going to be crucial to the success of your business this year.

What is omni-channel marketing?

Omni-channel marketing is all about providing your guests with a consistent, flawless experience.

It’s pretty simple – if you can speak to your guests in the same way, about things you know they like, via the channels you know work for them, they will be so much more likely to listen and take action.

Picture this: one of your best clients visits every six weeks to have their brows done. It’s now been eight weeks, you know they are way too busy to call you to make an appointment, and you know they are just a teeny bit addicted to their mobile phone.

If you wanted to coax them back, would you send them a special offer via snail mail to get their hair cut? Of course not!

You would send a message straight to their mobile phone, offering them a free brow tint with their next brow sculpt, and you would include a link so they can book then and there via your mobile app.

What are the benefits for my guests?

An omni-channel approach makes it easier for your guests to interact with your business.

Everything from visiting you in-salon, to purchasing products and extra services becomes more seamless, and more rewarding.

With every positive interaction, your guests will feel a stronger connection to you and your business. They will love you all the more because you have shown them at every turn that you really care about what they want.

You’ll create a sense of belonging that is absolutely priceless.

What are the benefits for me?

The beauty of omni-channel marketing is that it lets you create a thriving business without your guests ever feeling like they are being sold to or marketed to.

Whether they realise it or not, guests will be subtly but firmly encouraged to spend more money with you, because you have gently led them down the exact path you know will appeal to them the most.

By carefully crafting this seamless and engaging experience across every touchpoint, you will be able to gain your guests’ trust, create a competitive advantage, and ultimately generate more revenue for your business.

Sounds good, what now?

Start small – think about the different ways your clients interact with your business. Are you consistent across all the different marketing channels you use? Is your logo always present? Do all of your different touchpoints “feel” like you, or are some a little bit off?

Once you’ve got everything nice and matchy-matchy, think about the individual journeys your guests take. Do they visit your website, never to return? Do they follow you on Facebook, but rarely purchase a product? The more you know about them and their habits, the better.

Finally, use this knowledge to create your own unique omni-channel approach. The right software will help you create targeted campaigns, make the booking process easy, and let you monitor your results as you start to reap the awards of your fresh new approach to marketing.

Fleur Murphy

Fleur Murphy is a strategic thinker and marketing expert with a passion for the hair and beauty industry. With her drive to build strong brands, Fleur has helped businesses across Australia achieve tangible results from their marketing activities. At Shortcuts, Fleur focuses on strategies to help salons, spas and clinics get the most out of their business technology.