How to run the best New Client Salon Marketing Campaign online
Attracting new clients can be one of the biggest challenges for a Hair Salon, and all your local salons will be competing for the attention of the same group of people.
So how do you plan an online Salon Marketing Campaign that will grab their attention and bring you lots of new Salon clients?
These are the actual results from a salon marketing campaign we ran in late 2011 – and the results are remarkable.
The Salon Offer
The salon attracts a lot of Students from 3 local universities and normally has a stand each year at the Freshers Fair for new arrivals. The exhibition is quite costly and requires a lot of staff. This year they chose instead to run an well-planed online salon marketing campaign.
Students always get a standard 20% discount on Salon prices – so for new student clients that was increased to 50% off the full price for their 1st visit on any hair service.
The Salon Marketing Campaign
Over a number of years the Hair Salon has invested in their Salon Facebook Page and their Salon Website – and so they had the ability to reach the maximum number of people -
- their Facebook Page has almost 13,000 Fans. It has taken almost 3 years to grow from a starting point of zero to this impressive Fan count
- their salon website gets over 12,000 visitors a month. Very effective search optimisation mean they are ranked number 1 on Google for every salon related search phrase in their area
Ranked 1 and 2 on Google for Student Hair Discount and also Student Salon Discount
How the Salon marketing pushed the New Client offer
Starting on the 20th September they put a banner advert on their Salon Website Home Page (shown at the top of this article) which linked to a Salon website page that allowed New Clients to enter their name and email and receive an automatic email response: Tis email was the voucher to be brought into the salon and also detailed any Terms and Conditions.
The same week they started heavily promoting the offer on their Facebook page and changed their Facebook logo with a “Student Discount” splash message.
They also placed large posters in their salon windows to promote the offer.
The results of the New Client campaign
The campaign ran for almost 10 weeks, from 20th September to 27th November.
A total of 1,472 New Client Vouchers were downloaded
Income generated by the offer was just under £24,000 or US $37,000
Facebook produced 15% of the vouchers downloaded, the Salon website 85%
The name and email captured was used for follow-up reminder emails before the offer closed
Summary of the Salon New Client promotion
The campaign produced incredible results over a short period, but it was able to do this because of the Salon’s investment in a a “well-liked” Facebook page and a very busy Salon website.
About the Author:
MD of Salon Guru. My experience - worked with computers 30 years+ and designed websites for almost 20. Director of a Salon chain for 10 years with responsibility for Marketing & Performance. Wrote a winning entry in the Global Salon Awards for Salon Marketing Excellence.