Do you leap at the chance of some ‘free or cheap’ marketing?
You know the sort of thing:
- Donate a free beauty treatment as a raffle prize.
- A freebie advert in a tatty local magazine no-one reads.
- Just £xx to sponsor a nearby sports club.
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 salon, spa or clinic to people who don’t need your service and 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.
- 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. And pass on this particular ‘free opportunity’.
Answered ‘yes’ to both? Then calculate the true cost of this promotional opportunity to decide whether it’s worth the effort and cost.
- 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 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 business and proceed. That’s great, 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 costs you more:
- A £900 campaign that brings in 20 new salon clients who each spend £150 over the year (total spend £3,000 – £900 marketing spend = gross profit of £2,100)
- or a ‘free’ opportunity that actually costs you £300, but doesn’t bring in any new clients, and leaves you out of pocket?