subject: 4 Fundamental Concepts in a Salon Marketing Plan [print this page] When one is working with salon advertising they have to follow some basic rules that ensure that they are not putting the customers off the purchase or creating unnecessary problems. These fundamental rules are what make advertising such a lucrative business and they are the reason why some salons are making it very big in the industry while others are not having any luck with the business. One has to look at the salon advertising as a means of connecting with the customers in terms of their work on the different planes of the industry. These are some of the issues that are related to salon advertising:
The salon market is very complicated and therefore the salon advertising has to take account of the different complexities that are part of the work of the salon. No customer requirements are specifically identical. One has to be prepared to deal with any requests from the client as long as they are within the realms of reality. Clients should not be ridiculed for making usual requests and the salon advertising should make it clear that every effort will be made to accommodate the wishes of the client and to secure their custom.
In most things the customer is always right in as much as they are paying the money that is going to sustain the business on a long term basis. One cannot then turn around and impose their own rules on how the customer spends their money. That would be both unworkable and unreasonable. What we ought to be aiming at is a situation whereby the customers can enjoy the fruits of the salon advertising without being dictated to. One can explain to the customer the better options without patronizing them. The better trained members of staff will be able to do this quite easily.
The brand identity must be fairly obvious in the salon advertising otherwise the company might be lost in the sea of competing advertising projects. Everyone is on the market trying to get their products within the top seller range. Therefore the salon advertising has to always emphasize the unique features that come with a specific salon rather than doing the things that have been done already. It has to ensure that it is giving the customers a clear image of what the salon is like so that they can associate it with the advert.
The advertising of salon should be based on ethical integrity. The use of marketing hype will not work with the customers because they will have seen it all and will be very skeptical about the motives of the marketing hype no matter the guise in which it is presented. At the end of the day they will want to see some real results from the salon advertising and not just rely on the fond memories of what was promised. The failure to get this balance right can
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