27 May 2022

Jo Robertson: Need 2 Know Salon Marketing Tips

Does it feel like everywhere you look someone is trying to sell you something… Singles Day? Black Friday? Cyber Monday? You can’t even browse through Facebook without being targeted. Jo Robertson, Education Director at Wonderful Brands, looks at way to turn the bombardment to your own advantage!

“For me this just shows how buying habits have changed,” Jo Robertson, Education Director at Wonderful Brands, explains. “A few years ago, I would never have bought an item from an Instagram ad because I did not trust them, but now I like the convenience and the way it makes my life easier. BUT there has been a shift, where buy local and support local has become part of protecting our local communities. We don’t want to see our hometown shops disappear!”

What’s the answer?

As salon owners we should be talking about the using the correct homecare to our clients and some do buy. But why don’t more? We can keep throwing incentives to our teams and we see a little short-lived uplift but what is the answer?

Look at Facebook, Instagram or whatever you use. Why do you notice these products? It’s consistency!

To be seen you need to show up! I don’t mean a massive and costly Facebook ad campaigns. All you need to do is tell your story through your marketing and linking it to all your ways of talking to your clients.

Take lessons from your favourite stores. How many times do they email you a week? How about sending offers out via text messages? When you come to buy something, where do you shop? It’s all top-of-mind awareness. Within your iSalon tools you have all of this at your fingertips.

If you are telling your story once, no one will listen. It can take up to 20 times for someone to see and take action on your message. Tell it again and again and again until people start to notice, listen and buy. Gain feedback from your clients… Do you see our latest offers I sent to you on our emails?

Do an exit poll when your clients are leaving. Find out where they are seeing you and if they shopped your latest offer. They may not have done it but they will look in the future! Not everyone looks at social media all day every day, use all the marketing tools that you have. All you need to do is send some time putting a plan together and tell that story consistently!

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