Marketing Starts Long Before You Create a Brochure Or Ad
By Eric Gilboord
I have been talking to my hairdresser for the past two years about his marketing efforts. We haven’t actually developed any specific marketing tools yet. We meet once a month and while he cuts my hair we discuss his salon and where he wants to take his company.
Just because he has not created the standard tools (brochure, ads etc.), doesn’t mean he has not been developing and executing a marketing programme. More importantly he has been thinking about his business from a marketing perspective. He and his partner (his brother) recognized the absolute necessity for the role of marketing in the success of their business.
Last year they moved locations and took full advantage of the opportunity to create a new exciting environment for their customers. The new salon was, in fact, so interesting they were featured in an industry magazine. They regularly participate in hairdressing shows to get their company name known and have been entertaining offers from manufacturers to represent certain lines of products.
We discuss the kind of employees they hire. Their age, style of dress, and the attitude they have toward the business and customers. The partners want to make sure they are building the best possible team to take full advantage of future marketing efforts. A continuing discussion we have is about their customers; the demographic and psychographic they want to attract. Not just age but lifestyle, attitude, trust in the recommendations of the staff and appreciation for the atmosphere they have created in their salon.
We talk about the history of the salon and its past sales information. Where did they make money and where did they give it back. What aspects of the business provide the most satisfaction? Are there cycles to the business with up times and down times. Can we create promotional opportunities to smooth out the business over the year? Are they taking advantage of the latest technologies? Setting appointments online via the Internet is an interesting possibility. Where do they want to take their salon in the future?
What lessons can they learn from other salons (anywhere in the world) that are a few steps ahead of them? Can they identify and model themselves after a successful salon or chain of salons that are in a position in the marketplace where they want to be?
The brothers continually review competitive literature looking for positioning, promotional offers, target group identification and which hair product manufacturers their rivals are associated with. These small business entrepreneurs want to know all they can about their immediate competition in Thornhill and around the world.
They attend and participate in various hair shows making sure they are featured on stage demonstrating the latest in hair dressing techniques consistently reinforcing their positioning as a leading edge hairdressing salon.
All this activity and if you ask them are they conducting a marketing program yet, the answer will be they are still preparing. These two hard working, thinking entrepreneurs have recognized the importance of marketing and are determined to take full advantage. The most important lesson they have learned is preparation and building up to a well-coordinated, highly effective, multi-disciplined marketing program.
Yes they are marketing their business. Every day and through every interaction with customers, suppliers and staff they are marketing. The difference is they are aware that every day and each interaction is another opportunity to fine-tune their marketing plan. When they decide to go for it, they will be well prepared.
A few steps to your own marketing preparation.
1. Understand your target group thoroughly including their attitude toward the services you offer (is the purchase of your product or service important, fun or a necessary evil). What motivates them, excites them and makes them want to come back.
2. How are your competitors marketing? Are they over or under spending. What kind of results are they getting?
3. Determine where you want the marketing efforts to take you. Is it your objective to maintain the business you have with minimal growth, just enough to make up for any customers that leave. Do you want to develop a highly successful system that could be franchised? Or is this a quick rise for a speedy and profitable sale?
4. Review past sales figures and understand the 80/20 rule. Traditionally 20% of your customers will represent 80% of sales. As well, 20% of your effort typically delivers 80% of the results.
5. Develop a realistic sales plan and know what you want to achieve and where the sales will come from. What do you need to do in sales versus what you want to do?
6. Review industry information. Read vertical industry publications.
7. Talk to suppliers, customers and even your competitors.
8. Identify new technologies that will enhance your marketing efforts.
And that's According 2 Eric