2nd Half of the Year Resolutions for Salons and Spas
July 1st is 2nd Half of the Year Day, making now the perfect time to step back and analyze the professional progress you have made so far this year. Analyze what has happened so far against your professional New Year Resolutions for the salon.
Have you achieved your goals or made significant progress in any of the areas you resolved to improve? Or if you lost focus somewhere along the way, now is also the perfect time to recommit yourself to your marketing and sales goals for the second half of the year with new resolutions for salons.
Remember those new year resolutions you made for your salon or spa business back in January? Whether you made good on your 2012 resolutions or lost focus, this is the perfect time to set 2nd half of the year day resolutions in order to make the second half of 2012 successful and set the stage for growth in 2013.
Maybe you didn’t set specific, measurable sales and marketing goals back in January. With the back to school sales season looming, 2012 fall hair style trends, 2012 fall hair color trends and 2012 fall fashion trends – not to mention the 2012 holiday sales for salon and spa right around the corner – before all of this begins, take time to map out a plan (including 2nd half of the year goals for 2012) to help you make the most of 2012 salon marketing and sales opportunities.
With that in mind, here are some 2012 salon marketing ideas for ending the year on a strong note and carrying the momentum you build well into 2013:
Create a 2nd half of the year salon marketing roadmap, and put it on paper. Intentions aren’t enough, nor are resolutions on their own. To be successful you must put your goals, a communications schedule and other related details on paper.
That can be scary, right?
Once you put your plans down in writing, chances are that someone will see it, and that they (and you) will be all the more aware of whether or not you achieve your goals. Once you have committed to a schedule for marketing communications (such as that laid out in the most recent salon marketing calendar) you and your team will all know whether you are fulfilling day-to-day salon marketing basics in order to help generate more web traffic, new clients and bookings for your salon or spa.
And that’s just the point.
Other people will see it. Other people who need to see it (such as your staff) will see it.
By clearly communicating the goals you have for your salon or spa and elaborating on the tactics that you will take to achieve them (as well as how you expect others to contribute toward reaching your 2012 salon goals) you create the potential for greater unity of purpose on the part of your whole team. You lay the foundation for teamwork and the idea that “we’re all in this together.” And you give members of your team the ability to see how what they do contributes to your salon marketing goals, mission and vision.
Make your 2012 salon or spa goals measurable. This is just as scary as the first point, isn’t it? Because having goals which are expressed in measurable quantities makes us more accountable. Saying that you want a 10% increase in the number of re-booked salon clients is a lot more specific than simply saying, increase the number of rebookings. You might increase the number of rebookings by 2 or 3, measured anecdotally, and then fall right back into old habits. But if you have set a goal of increasing rebookings by 10%, you are far more likely to stick to the new procedures that you put in place to do so.
Here are some more measurable goals you might consider setting for the second half of 2012:
- Set a back to school retail sales goal or back to school service sales goal
- Set holiday sales goals
- Set measurable goals relative to a new salon service you will be rolling out, or relative to a new product or product line that you will be bringing in
- Set measurable goals relative to the manufacturers promotions that you will purchase in July-August, September-October, November-December or from manufacturer or salon distributor holiday catalogs or promotions
- Increase the number of Facebook fans (Twitter or Pinterest followers, etc.) by a certain number or percentage
- Increase level of VIP salon or spa memberships (usually some type of prepaid services and/or products) by a certain number
- Increase percentage of re-booked clients
- Increase participation in your rewards program by a percentage
- Increase number of referrals by a specific number or percentage
- Increase retail sales by a specific dollar amount or percentage
Use more marketing channels, and use them more strategically (and integrated with one another). Silver bullets are the secret weapons needed to kill monsters like werewolves in fictional stories, but when it comes to marketing, there are no “silver bullets.”
Marketing nearly always works. But one-and-done, hit or miss, “blast” and other individual marketing tactics usually don’t. Effective marketing is formulaic in that it’s a problem to be worked out using the right tools and tactics over time. And effective marketing is dynamic in that it can adapt not only to changing salon or spa business needs but is also able to incorporate new salon marketing tools or tactics in order to achieve its goals.
Here are some of the marketing tools and tactics which should be used strategically and integrated with one another in order to achieve your 2012 salon marketing goals:
- Social media platforms (Facebook, Twitter, Pinterest, etc.)
- Salon website
- Blog
- Direct mailings
- Signs, menus and shelf talkers in the salon or spa
- Merchandising displays
- Email marketing and email newsletter
- Scripts for stylists, booth renters, estheticians, salon receptionists and other team members
Watch for more blog posts on topics like 2012 back to school salon marketing, 2012 salon holiday marketing, 2012 fall makeup and style trends etc. that you can use to help build your 2nd half of the year salon marketing plan in order to finish 2012 on a strong note and position your salon or spa for greater success in 2013.
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