How to attract clients to a beauty salon and keep them: pro tips

Based on the results of communication with beauty experts, we hasten to disappoint you: there are no universal ways. What works for a studio in a residential area will not be enough for a chain franchise, and the target audience for an economy class cabin is different from the target audience for a premium segment. The best option is at the intersection of offline and online tools, tailored to the individual needs of your business. Let's take a look at everything in turn.

Offline tools

An easy way to attract customers is to send them an invitation letter. Order mailing to the nearest houses and offices. Beautifully design the letter, come up with a "chip": it can be a discount card, a cosmetic product sampler or a thin fridge magnet with cats and contacts.

Many people are skeptical about this inexpensive tool because it is misused. A sleazy marginal promoter at the subway will scare away customers. You are selling beauty, so consider the image of the promoter! In addition, the leaflet / flyer should contain a useful extension, for example, a discount or a gift to the bearer.

- Our agency received an order to create an advertising campaign to promote a new barbershop. We applied an integrated approach: we used contextual advertising on Google, targeted advertising on social networks Facebook, Instagram and, of course, offline tools: creative distribution of leaflets, posting leaflets in the salon area. As part of this advertising activity, a competition was held among make-up artists for a bright image of the promoter. Result: 169 new clients per month.

Word of mouth and gift certificates

Word of mouth marketers call the beautiful word Loyalty. Loyal customers are the dream of any business, they recommend your salon to their friends, acquaintances, colleagues, purchase cosmetic products recommended by masters, willingly agree to additional services and ensure a stable client flow: according to the Pareto principle, 20% of clients bring 80% of income.

Konstantin Voronov, co-founder, marketing director of the network of salons "Chicago" (St. Petersburg):
- But according to our statistics, word of mouth provides at least 40% of all new customers.

Monetized version of word of mouth - gift Certificate. People buy certificates as gifts for friends and acquaintances. It can take a long time to get together to a beautician advertised by a friend, but having a certificate in your hands, you will probably make a decision faster ????

Online Tools

According to the WEB-Index research, the daily audience of social networks VKontakte is 22.2 million, Instagram is 9.2 million people. At the same time, 78% of the Intagram audience are women, that is, the target audience we need. Judging by the cases of our interlocutors, the pages in these social networks can bring up to 300 customers per month each. Of course, not without investment.

- To attract customers, we recommend using targeted hyper-local advertising on social networks Instagram and VKontakte. This is an advertisement that is displayed to the target audience located near our salon.

- With the help of Instagram, we attract a quarter of customers. The advertising budget for the channel is 35-45 thousand rubles, plus 45 thousand per month - payment for the services of an SMM specialist (prices in St. Petersburg). Result: 250 new clients per month. For the VKontakte group, we hired a targetologist and a content marketer, worked out the design, content, turned on geotargeting (costs about 25 thousand rubles a month). In a year and a half, the number of the group has reached 26 thousand people, and it gives us 200-300 clients per month.

Another option is how to find clients in a beauty salon through the Internet - Yandex.Direct and Google AdWords services. The ad will be shown in the search engine results (for example, on the request "get a manicure in Voronezh") and on thematic sites. You can set up showing only a specific target audience: for example, only users of mobile devices located near your salon, of a certain gender and age.

Konstantin Voronov, co-founder, marketing director of the network of salons "Chicago": (St. Petersburg):
- For about 6 years I have been setting up contextual advertising in Yandex and Google. Not as hard, just a little less efficient. But now I recommend everyone to hire a specialist, it will cost 10-15 thousand rubles a month, and the effect of saving time and budget is much higher. But this is relevant only if you spend more than 30-50 thousand rubles a month on advertising itself. If less, then paying 50% of the total budget to a specialist is stupid.

How to keep customers

Most salon and spa owners make the mistake of focusing all their marketing efforts on winning new customers. But retention is just as important as acquisition, and it costs significantly less.

Pam Stellema, beauty industry expert for the Salon savy portal (Australia):
- Retaining an existing customer is 91% cheaper than attracting a new one. At the same time, only 1 out of four new ones returns to the salon after the first visit.

An important point - the longer the client will return to you for services, the higher will be his LTV (LifeTime value), or the life cycle of the client. This indicator determines what total check you will receive from each specific visitor for the entire time of contact with him.

Alexey Liger, director of Beauty Marketing, which specializes in the comprehensive promotion of beauty salons on the Internet:
- Successful beauty salons work primarily on the return of current customers and the LTV indicator (the company's profit from each client for the entire time of cooperation with him). And best of all, Direct Marketing and CRM systems help to cope with these tasks.

direct marketing- that is, direct marketing is all advertising that you send to the client directly, bypassing information intermediaries. Simply put, these are e-mail newsletters, sms messages, offline letters, auto redials, etc.

How does CRM increase customer loyalty?

In general, CRM is a universal tool for managing sales. CRM helps to maintain a database of clients and transactions, register clients for services in an interactive calendar, record all telephone conversations, segment clients depending on the services they are interested in and send them letters and sms, etc.

Alexander Stepanov, creative director of the advertising agency DON'T PANIC, which specializes in promoting companies in the beauty industry:
- Three main problems in the salon business, which are solved with the help of a CRM system: returning a client, improving relationships and seeing the big picture of the business.

All this can be implemented in most modern CRM. However, their functionality is different, and what one program is capable of is beyond the power of another. Therefore, further we will talk about the capabilities of a particular program -.

1. All customer information at your fingertips

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