Salon Management Tips from SalonBiz Software

Marketing is not only good design; design is a tool for good marketing. Without a functional purpose, design by itself is art. And marketing without design is just lousy marketing.

The purpose of marketing is to identify and serve your clients’ needs. Marketing delivers information about your services and products to your clients and brings information about your clients back to you. If people feel good about the design in your marketing campaign, they will fell positive about the content and message of your campaign.

So, is your marketing campaign just design? Before you hire a designer to create a beautiful mailing brochure ask yourself these questions:

• What is your goal? Setting a goal for a marketing campaign is the first and more important thing. But it should not be just “I want to sell more” or “I want more clients”. Why not? Because you probably have different kind of customers with different kind of interests in the services and products you provide. Analyze which part of your business needs promotion and set a goal.

• Who is your target market? The service/product you will promote should appeal a target demographic. Is it for women only? Older, younger, trendy, conservative? The design of your marketing campaign will be based on your target market demographics and interests.

• What is your distribution channel? Here you have to decide how is the best way to get your message across to your target audience. If your target is young and trendy, you might want to look at social media, but if your target is older and conservative, you might use mailing. Where do your target audience get their messages? Word-of-mouth, newspaper, TV, mail, email, newsletter? There are several options and if you don’t choose the appropriate channel for your audience your great design message will not reach your audience.

• Can I measure the campaign? After a marketing campaign, you will need to measure the results and calculate your ROI. How many people came in as a result of the campaign? How many people bought your services or products as a result of your campaign? How many new clients you have as a result of your campaign? Failing to measure a campaign can result in wasted money on future campaigns.

In conclusion, before starting a campaign establish the purpose of the campaign, find out who is your target market, choose the right way to connect with your target market and measure the results of your campaign.

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