So you’ve been trying everything to get new clients in the door so you can be busy like some of the other salons you see.
You’ve done EVERYTHING. Flyers, Newspaper, radio, magazines, loyalty programs, Kudos, Living social, Scoopons and even vouchers booklets that you basically get nothing for.
You just keep spending money on stuff that isn’t working.
You’ve gotten some help awhile ago with some ideas for advertising and some of the things have worked and others haven’t. But now, even the stuff that DID work for you isn’t working anymore.
You’ve tried to do 50% off on certain days to entice people to come in. You’ve offered them a free hair cut with their colour but they still aren’t calling you to book.
You are just stuck. You’ve hit a brick wall and have stopped doing anything because you figure the money is better off in your pocket than on advertising that isn’t going to work anyway.
I get it. I totally do.
I know why you did the Scoopon/Kudos offer or the voucher card. You figured that getting your name out there and your brand would encourage new people to know about you and want to come to your salon because you are so amazing at what you do.
You figured if you got them in for this one cheap thing then once they were in there you could get them to have extra services done and pay extra.
You figured that they would come back to you after that initial coupon and then they would pay full price after that.
You figured that 100 or 200 new clients would give your salon EXACTLY what it needed to take it to the next level and make you a tonne of money.
I know you thought all of these things.
Then reality hit when those clients starting coming in, didn’t it?
Majority of them are a FUCKING PAIN in the arse!
They want EVERYTHING for nothing! They ONLY want what was on the ridiculous offer you got talked in to doing at 75% off your normal prices.
Extra services? HELL NO!
Buying Retail? YEAH RIGHT!
Rebooking? YOU ARE KIDDING, RIGHT?
Yeah ok, you got maybe 10 people out of 100 to have SOMETHING extra done. Maybe out of those 10 you got 5 of them to come back in for another visit. Maybe you keep 1 or 2 of them for 6 months, but if they bought one scoopon they will probably get back on there and buy another one from another salon before too long.
You hated seeing those clients booked in your column, your staff were so sick of doing those clients. They felt as though they were just doing everything for free and that no appreciated how amazing they are at what they do and the talent behind giving the client that amazing style and experience.
You can’t work out why it didn’t work.
You don’t know why you didn’t make any money on it.
Let me break some numbers down for you.
I’ve just gotten on Scoopon and looked at the latest hair deal they have and I have to say it’s even worse than normal.
Shampoo, Cut, Blowdry and Treatment Plus a Colour for $69 OR 2 visits for $99. So basically $50 for a full service. And THEN on top of that they are offering 15% off on Products they purchase!
Seriously, what do these people think?
But it gets better, these deal sites general payment arrangement is that they take 50% of each deal that you sell.
So that $50 for a full service is actually only a pissy little $25 that you get paid.
If you have done a deal like this, you are going to freak out when I show you how much money you LOSE instead of make on anything like this.
Basic Colour, Cut, treatment and blowdry service, including wages, overhead and product costs – bare minimum would be around $60 depending on where your salon is.
So if you sell 100 Scoopons at $99 for 2 visits that totals $9,900 but you only get $4450 of that in your pocket.
Each Client then costs you 2 visits x $60 = $120 in products, wages etc.
So for your 100 vouchers that you sold x $120 expense it COSTS you $12,000!
Scoopon paid you $4450.
That campaign has COST you $7,550!
Scary hey? Because all you were concerned about was bums on seats.
That’s why your marketing sucks.
Instead of getting HIGH QUALITY clients in the salon – you were attracting clients that you didn’t want and clients that were just costing you money instead of making you money.
The whole thing was a massive big headache and even now when someone mentions one of those deal sites – you just cringe!
All the other things that you have been doing, all the flyers and newspaper ads, the posts on facebook you just can’t seem to get them to work for you.
So you keep doing what everyone else has been doing. You try to come up with a better offer to convince the clients to come to your salon.
You tell them that you are going to give them a free hair cut with any colour. You say you have 30% off colours for the month of July. You post on facebook saying that you have 50% off ALL SERVICES for this week. You do what everyone else is doing.
Which is not working. It’s not working for anyone.
It’s exactly why your marketing isn’t working to get you new clients in the door.
It’s why you feel like you are hitting a brick wall and NOTHING is working.
It’s why your marketing SUCKS!
I KNOW this because I have been EXACTLY where you are right now!