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The Skinny on Hair Salon Marketing
I’ve been thinking about hair salon marketing lately. Not that I’m a great marketing person. I’m not, but I do have an interest, especially when it comes to hair matters. How many times have I heard the question, “Do you know a good place to get my hair done?” I have asked myself the question many times. How do you go about finding a place that you like, that does your hair the way YOU like it, without having to tell them what to do every step of the way? After all, I’m not a hairdresser. I have little experience in this business, other than the occasional warm-up: or the few times I cut my barbies’ hair.
At the outset, let me say that finding a GOOD hair salon takes a bit of luck. Conventional marketing doesn’t come into play, in my opinion. Convenience is often the deciding factor when choosing where to wear your hair. Not necessarily a good way to choose, but a way nonetheless, and I should know since I’ve been there a time or two myself. Convenience, however, has a role to play depending on the services you want, i.e. perms, coloring or straightening; and how often you need these services. I’m just saying…
The question remains…how to find a good hairdresser? There seems to be one on every corner, like McDonald’s or Starbucks. But unlike these good tasteful institutions, there is no system that guarantees the same service every time you visit. So the topic of conversation… hair salon marketing.
The yellow pages of your local directory seems like a logical place to look. There are ads, locations and phone numbers all listed in a handy way. And I’ve used this method more times than I care to admit. One time sticks in my memory. It was a few years ago and I had young children at the time. I was in desperate need of a haircut. Life was simpler back then, before the fight against ageing: gray hair was public enemy number one. I pulled out the phone book, found a few convenient places, made a couple of calls, and went with… the hairdresser I could get an appointment with the fastest. The woman who did my hair, and if I remember correctly was the owner of the hair salon, after finishing the haircut, she hands me a mirror, spins her chair around and proclaims loudly for all to hear, “Oh , look. much better.” Did I look THAT bad? Of course I didn’t come back. When it was time for another haircut, I pulled out those yellow pages and buckled up for another random walk to pick a hair salon.
I fondly remember my favorite hair salon as I contemplate hair salon marketing and how to simplify the process. Her name was Diane. It still is as far as I know. She was a good friend of mine at the time. She was, and I say this with great honor and respect, a hair design artist; the only person until then that I could go to and have my hair done and not have to run home and change my hair immediately before anyone I knew saw me. IT WAS THAT good. The only problem I had was the fact that I didn’t like going to the salon where she worked. It was a total dump! However, luckily, the owner sold the salon to my friend, Diane, and made some changes. He made it fashionable, he made it current, he made it relevant…he made it his own. (I’ve been watching American Idol too long). It was fine, but I felt comfortable in it.
However, a new problem soon arose. She was SO good at what she did that you had to make an appointment six weeks in advance! God forbid you got the flu the day before your next appointment because you’re out of hair luck until you could have another appointment…in six weeks! We soon said goodbye to our love/hair relationship and it was back to the yellow pages. do i know right
Hair salon marketing… a topic worth pondering. My luck didn’t change and I needed a new system, preferably before the next haircut arrived. Not to mention the fact that during this time gray hair was starting to rear its ugly head. No pun, if it really is a pun.
Once again, my good friend Lady Luck was by my side. I found a gem of a hair salon. No yellow pages, no hype, no commercial marketing. I asked a friend where she was going to get her hair done. She told me. Simple as that. Don’t think I haven’t tried this before, I did, but this time…THIS time I hit the mother thread. I walked into the living room, sat in the chair, and heard those words I once dreaded as much as a high school math test I hadn’t studied for… “What are we doing today?” Those words no longer caused fear and trembling, nor did my heart beat outside my chest; I don’t sweat dripping down my back because I don’t know the right answer. No, this time I knew I could answer with a confidence, I could answer with an assurance I’d never had before…I could boldly proclaim, “Whatever you want, it’s just hair.”
When Stephanie is finished with the product she has just created, she will hand me the mirror, turn her chair around, and ask me what I think. I’ll smile and say, “Very pretty. I like it,” because I’ll have a cute, trendy, and appropriate hairstyle that will carry me through the rest of the day without having to do anything to it.
Hair salon marketing is an art form. It’s a science. Hair salon marketing at its best is word of mouth marketing and now I can shred those yellow pages and rest in peace from the salon.
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