When creating your marketing strategy for your salon, it is important to outline the key ways that your business stands apart from other salons, this could be a treatment/ product or pricing you are offering or etc. also known as Unique selling point (USP). Whatever your USP, always ensure you are precise and to the point on all your advertising, sending the same message regardless of media, always under promise and over deliver.

 

Here are a few ways to help define your salon’s USP: 

Price and Value – Everyone loves a bargain and this can encourage new clients to try your salon but remember a cheap price is not always an indicator of quality so emphasize that your services are affordable luxury. If your salon is more high-end, targeting affluent clients a cheap price may not be your best USP, concentrate on quality of products, treatments, salon environment e.g. salon furniture and service.

Client Experience – if your USP is more luxury, indulgent, pampering etc. treatments, ensure this message is delivered in your marketing strategy, by the salon environment (music, scents, lighting etc), salon furniture, products and staff.

Trend setting – offering the latest, most up to date effective treatments. Attend trade shows, conferences etc. and ensure your clients are aware that your salon is ‘in the know’. Many clients are looking for salons that are one step ahead of the latest trends and can offer them some of today’s most-coveted services e.g. latest in nail, waxing and facial treatments.

Brand Image – this may take a little more time to develop to ensure local people become aware of your business and what services you offer. Make use of different advertising media to include a website, blog, twitter, facebook, local papers, magazines, radio and leaflets alongside with shop signage, staff t-shirts, collaboration with local businesses etc. to get your brand out there and recognizable.

Specialists – find a gap in the market and fill it, whether this is with a treatment that you have expertise in e.g. expert in waxing or nails etc. or maybe its using a particular brand e.g. tanning product.

 

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