Lesson 1: Salon Growth Strategies: Marketing Overview

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Download Audio:
Bonus.mp3
Lesson 1 Marketing Overview.mp3


Download a Marketing Positioning Statement here: (right click and Save As)
Positioning Statement
 

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Review of Week 1:   Overview of Salon Marketing:

1. Goal of marketing is to drive leads 
2. Consider a marketing budget of 6-8%, min 5% of revenue
3. Ask for marketing coop dollars from product vendors and distributors
4. Who are your customers? What is ideal customer: age, gender, socio economic, etc
5. Must know your message and Unique Value... eg: Answer: How are you different?
6. What do you provide better or different?
7. Branding
   1. What do you think of when you think of my business
   2. If you don’t have the business and are struggling, drive customers first
8. PR (Public Relations)
   1. Creates awareness
   2. Get mentioned in articles
   3. Press release with information that others will care about
   4. Establishes credibility
   5. Press release at PRWeb.com
   6. Find a reason to do press release
9. i. Advertising
   1. Getting your name in the public eye
      1. Bill board
      2. Newspaper
      3. Radio
      4. TV
      5. Web/Online
   2. Marketing
   3. Purpose is Lead Generation

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Homework:
 Define how you are different / unique
 Answer: What makes you different or better?

 Define your current “best” customers

 Define your ideal customer (age, gender, location/proximity, income, etc…)

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NEXT WEEK:  Week 2: Direct Mail:  How to use direct mail to effectively grow your business!

     Next week we discuss the keys to effective direct mail and why it is your most effective tool to grow your business rapidly!