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Why trust and timing will make all the difference to your marketing

Posted on 18th December 2013 by Simone Young

Mars Venus Image

When it comes to marketing, timing is essential, and earning the trust of potential clients can make the difference between the failure and success of your hair salon business.

Over the past weeks, since the doors to my new salon have opened, I’ve been faced with many challenges. One of these is the very real need to get more clients through the door, fast. If I don’t achieve this, there could be serious financial repercussions, so I need to make sure I’ve got all my bases covered.

As tempting as it is to throw caution to the wind and start advertising and handing out leaflets to everyone we encounter, I’ve forced myself to be patient and wait until our rebranding process is complete. Until the signage is up, and the new website is complete, aggressively marketing the salon would be a waste of time and money.

Our marketing approach is broad, so that potential clients will hear about our brand through a variety of different channels including e-mail, print, and also while they are out and about in the neighbourhood. This gives them the opportunity to connect with us in a way that works for them, at a time that suits them.

Since we are building the Mars & Venus brand from the ground up, I am very conscious of the fact that we have to take the time to earn people’s trust. One way I am hoping to achieve this is to showcase the creative work of our team, so people can see firsthand what we can achieve for them.

We’re going to do some street marketing for a bit of fun, at lunch time and on Friday nights when there are plenty of people around. The plan is to create some unique styles using hair models and ask people to pick their favourites. This promo work will hopefully generate some buzz for our upcoming launch event.

We will also be looking at cross-promotional opportunities with local businesses, building relationships with business, starting in the local area. We will also be offering their staff a special introductory offer so they can come in and experience our fun and vibrant atmosphere first hand.

Even with this carefully considered approach, growing our client base will take time. Marketing isn’t the answer to everything – clients want a consistent, enjoyable salon experience. To achieve this, we will take every client who walks through our door on a unique, personalised journey – and I’m really excited to see the results over time.


about the author

After two decades working in the hair and beauty industry, Simone Young is realising her dream of opening her own salon. Simone’s vision for Mars & Venus hair in Richmond, Melbourne, is to create a vibrant space where clients feel at home. Simone also works part time as an online product specialist at Shortcuts.

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