How To Make Old School Marketing Still Work For Your Salon.

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I ran my thriving beauty business from the age of 25 and now I travel the world helping others do the same.

I don’t have a single regret about being in the industry. I loved everyday of building my business and in return it served me well.

Old School Marketing.
Old School Marketing.

Many of the marketing techniques I used back in the day are now considered old school. However, I believe many of these traditional processes still have valid function.

Traditional Marketing Is All About Influence

Nowadays we hear a lot about influencers. If you’re on not on Twitter, Instagram, Facebook etc. and not actively influencing  clients or seeking raving reviews online, then you are behind the times. You may be hurting your beauty business by not blowing your own trumpet.

That’s a blogpost for another day. Today we are talking old school marketing and how it can still rock your beauty world-and profits!

Salon or spa marketing is all about influencing people who might buy.

You have to convey messages to clients that they need the latest offerings and time in your spa.

On those days that you have done all your social media and you still have a niggling feeling in the back of your mind that you could be doing more, this might be because you simply want to connect more personally with your clients.

It’s why you came into this industry – to seek relationships with human beings, whilst helping them to become more beautiful and confident.
It’s about communicating with your clients in a deeper, different way,
the same way you communicate with them when you are doing a treatment.

It therefore makes sense to carry the personal onto your marketing to maintain meaningful contact with your current or would-be clients.

Everyone Loves To Feel Special

You can make any client feel special by offering the following marketing. You will make new clients feel wanted and existing ones feel appreciated.

* Leaflets and flyers Get out on foot and put your brochures through every letterbox in your city. This may sound a huge task, but broken down over a long period you can cover this. It’s inexpensive to have flyers printed in large amounts. Handwrite a small incentive on them too.

* Loyalty schemes Cards to give out at reception on payment with 5 treatments and get 6th free, never go out of fashion.
* Radio.  Do a live roadshow Offer treatment prizes in return for the first person to come to your salon and claim. It’s fun to do and isn’t  advertising, so is normally free.

Traditional Marketing.
Traditional marketing.

* Monthly business card draws. Get every client who visits to pop their business card into a box at reception. Once a month draw out a winner to receive a free treatment. You will have collected a stash of email contacts. Offer them all runner up prizes (small discounts).
* Cross-promote with another business. Visit bridal shops for a day and provide free make-up trials. Set up a nail table in a coffee shop and do file and paints to showcase your latest colours.
* Give talks at your local high schools and colleges. All young people are potential clients.
* Visit OAP homes and give free hand treatments. It’s a caring and friendly gesture to your community and staff and relatives will remember you.
* Ask for referrals Have a friend scheme set up and reward your clients well for helping. Don’t skimp on a reward, make it large. New clients are worth their weight in gold.
* Have a reward system for your staff in place for re-bookings. Without incentives your staff can fail miserably. Reward and recognize effort continually.
* Regular nights/days out with staff and some of your loyal clients will go a long way to building a feeling of belonging. Have these at restaurants, bars, other spas, wherever you feel the favour will be returned and they will bring business back to you.

For Double-Bubble Combine Traditional And Modern Marketing

Old-school is always effective because tried and tested techniques are used. However, modern marketing can be faster and widespread, so why not combine the two?

Tell everyone on social media you have done a leaflet drop, have a loyalty scheme, have the local radio show coming round.

Do this with pictures as entertaining news.

Do you apply traditional marketing techniques in your business?

Will you try any of the above?

I’d love to hear your comments below.

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  1. Hey there,

    I have tried talk shows in high schools and they ended up pretty nasty.

    Most heads of high school want you to pay them because they feel you are the one benefiting the most, not that I have a problem with paying.

    But most of them will ask for a huge payment, like $1,000 per session. Do you think this is fair? And what is your advise on it?

    1. Hi Dave, I have never been asked to pay to do a talk at a high school. Perhaps this was because I concentrated on career advice, where the schools loved having external advisors coming in to talk. I was based in the U.K. at the time.
      If I were to set up a stall selling products etc at a school, then yes I would expect to pay, as I would be the one profiting, but $1000 sounds way too high to me.
      I would advise against paying as much as that, and possibly contact the head of careers advise for future events.

  2. Hi Tracy, I thoroughly enjoyed reading this as you really know your stuff. You sound like you are in the perfect job for you. You really gave me some great insights into different promotions I can do for my own business (I am a sports nutritionist) but I’m sure I could apply some if your old school techniques to this. I could probably go to local gyms and do some talks and give out flyers and hold some local coffee mornings, another great idea. You are right, it is the personal touch that goes a long way. Thank you so much and I wish you every success in the future.

  3. Hello Tracy! You sound like a professional in your job and you have many ideas to offer to clients and you know clients always want to gain in any situation. You have a good business flair and being from the old school help to build faith in clients! I am happy to learn from you!

  4. Hi Tracey, you have outlined some tried and proven techniques for building a physical business and really the same techniques apply to any business. It is all about providing value for the customer and you certainly seemed to have mastered that. I think you have wisdom way beyond your 43 years.
    Thank you for sharing your proven methods of building a business.You call it influence others call it attraction but its all about building a relationship with your potential clients. You seem well qualified to talk about it.

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