Do you leap at the chance of some “free or cheap” marketing?
You know the sort of thing – just £xx a month to sponsor the local sports club or the chance of a freebie advert in an obscure magazine none of your clients have heard of .
Beware. Before you jump in, stop and think. Ask yourself:
- is this really free or cheap? What are the hidden costs in time and money?
- is this honestly the best way to promote my salon business?
Do this before anything else and you may just save yourself hundreds of pounds on the wrong salon marketing idea.
But if it’s a freebie promotion how can I go wrong?
In rushing to take up a cheap marketing opportunity you may well end up spending more money than you’d anticipated and not getting the results.
Think about it. “Free” adverts still have to be professionally designed. Leaflets too need designing, writing and printing – not to mention the costs of distribution.
All of this will be wasted money if you end up promoting your hair or beauty salon to people who would never visit you anyway.
Choosing the best promotion for your salon
Don’t choose your promotional opportunities based solely on the up-front cost. Instead ask:
- Will this get me in front of my ideal client (target market)?
- Will this help me achieve my number one salon goal?
Is it the best marketing route for you?
Answered ‘no’ to either of these questions?
Stop right there. Pass on this particular “free opportunity”.
Answered ‘yes’ to both? Then calculate the true cost of this salon promotion to see whether it’s worth the effort and cost. Here’s how.
- Work out how much time will it take you or a team member to put everything together. Time is money. How many clients could that therapist/stylist have serviced in this time? That’s what it’s actually cost you.
- Now add in any professional services like website design, copywriting, printing or graphic design to complete the marketing project.
Only now will you know the true costs of this salon marketing opportunity. And I bet it’s more than what you were thinking when that “cheap or free” advert, editorial or promotional opportunity first came your way!
Having weighed it all up you may decide it’s a great opportunity for your salon and proceed. Not a problem, as you now know exactly what this promotional “freebie” is really costing and what it is delivering in return.
The bottom line for your hair or beauty salon
Never make a marketing decision based solely on cost.
After all which is more expensive? A £900 campaign that brings in 20 new salon clients who each spend £150 over the year (total spend £3,000 and profit of £2,100). Or a “free” opportunity that really costs you £500 to create but does not bring in any new clients at all?