by Douglas Favors Ii

Created on: January 08, 2011   Last Updated: January 11, 2011

Hair salons are among the most versatile place to work or own in terms of promotional options.  The problem with having such a variety in choices for marketing, promotional tools, and advertising is cost effectiveness.  Some would argue that just plan effectiveness is the biggest obstacle for salon promotions.  Although, being effective can happen in a long or short-term span cost effectiveness is more important for either.  

Some of the most cost effective tools a salon owner or promoter can use are the Internet, flyers, and referral discounts.  Lets take a look at using the Internet for cost-effective promotion.  The Internet is free (for the most part) and can be used at anytime.  The unlimited amounts of free social networks are the gateway to free promotion.  Simply setting up business profiles on at least ten different sites can be very helpful with spreading the word.  Populating the profile(s) with customer feedback and success stories is a great way to promote the salon.  Most profiles are simple enough to use that anyone can update the information.  However, hiring a part-time website administrator (your son, niece, nephew, etc.) for a few bucks a week can help. 

Print is still the most used advertising tool businesses use today!  The use of flyers is an absolute must for a salon focusing on cost-effective promotion.  Printing an ungodly amount of flyers is mandatory for any salon to gain recognition in a community.  These flyers must appear everywhere paper is found (basically everywhere).  Some of the most effective placements of flyers are car windows, doorsteps, and telephone poles.  A salon that wants to compete for business is not in the competition at all unless flyers are produced.  Flyers are very cost-effective in large quantities (which is needed) from print shops.  The biggest mistake a salon owner or promoter can make with a flyer is have inaccurate information.  The key to a flyer is to make the information short and simple and always quote pricing.  Quoted pricing should be limited to the most used services.  Placing too much pricing can overwhelm the reader! 

Word-of-mouth from staff, promoters, and the owner is the most cost-effective way to promote the business.  The creators and workers of the salon have to agree on a referral discount that can be used by anyone that visits the salon.  For example, for those customers bringing an extra patron to the salon receive a 30% percent discount of total purchase.  These discounts must come with a specific guideline such as:  Patrons that use the referral rate must purchase at least a minimum $ amount of service.  In addition the referred patron must accompany and purchase service while the original patron is present.  Something like this will ensure that money isn’t lost on too many referrals.  Remember word-of-mouth costs nothing!

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