"Did you know that the vast majority of salon owners won’t have a plan for their salon marketing in 2013? They’ll just make it up as they go along!" revealed Salon coach Simon Lotinga in a recent interview. He went on to say "They don’t realise that taking the time to sit down and create even a very simple plan can have a massive effect on what a salon can achieve in 2013."
According to Simon Lotinga, a tried and tested marketing plan is the ‘marketing matrix’. The first step in creating a marketing matrix is the creation of a list of the annual events that tend to bring in clients, such as Valentine’s Day, Mother’s Day, and Christmas, “Try to come up with at least ten different key points - these are the events that you then need to create some marketing for”, says Mr Lotinga.
“You then need to create a second list – this time relating to all the different types of marketing you could be doing,” says Lotinga. “Look at the sorts of offers you’d like to be doing. For example, do you want to do something simple such as create a special offer or give a discount? Perhaps you’d like to do a BOGOF (buy one, get one free).” Mr Lotinga also gives examples of his personal favourites, ‘bundling’
“So, in other words, you need to write down all your different bits of potential and the way you could do things,” says Mr Lotinga. “After drawing up these two lists, down the left-hand side of your matrix list all the different events that you want to create marketing pieces for; then along the top, list all the different things you could be doing. In other words, work through your different types of marketing ticking the various boxes that will help you put something together for Mother's Day.”
Mr Lotinga says that if salon owners follow the above simple steps for every event (for example, Mother’s Day, Valentine’s Day, and Christmas) the end result– in just an hour or two – is a visual guide for the year on what marketing they’re planning to do and when. “This one simple plan– in the form of your ‘marketing matrix’ - will make an enormous difference to your salon marketing over the course of the year!” exclaims Mr Lotinga.
The third step of Simon Lotinga’s marketing plan is to evaluate how well things turned out, “Once you’ve evaluated the success or otherwise of each aspect of your marketing for the previous year,” he says, “you don’t need to start from scratch the following year – you simply keep all the things that worked!”
For more marketing advice from salon coach Simon Lotinga, including the chance to claim free salon coaching, visit http://www.SimonLotingaConsulting.com.