october 008 - Stylist and Salon Newspapers
october 008 - Stylist and Salon Newspapers
october 008 - Stylist and Salon Newspapers
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The Who, What, When, Where <strong>and</strong> Why of Advertising<br />
Beauty<br />
Business Buzz<br />
Shannon Wells<br />
Advertising… any successful business<br />
owner knows there is no surviving without it.<br />
Only a few know the true secret to successful<br />
advertising, the kind that gets the<br />
results intended without paying into a bottomless<br />
pit. From where to advertise to how<br />
much to spend, let’s take a look at some of the<br />
keys to success when creating an advertising<br />
plan <strong>and</strong> what you need to know to make sure<br />
you’re getting the most bang for your advertising<br />
buck.<br />
The Who: The first thing to determine<br />
is exactly who your ideal audience is. Many<br />
companies have an idea of who their ideal<br />
client is, but you’d be surprised at how many<br />
companies do not.<br />
When determining your ideal client, you<br />
need to be specific. Age, type of occupation,<br />
income level, location, even gender are all<br />
important characteristics to nail down. If you<br />
aren’t aiming to bring in a certain type of client<br />
then you are missing a great opportunity to tailor<br />
your message, your efforts <strong>and</strong> eventually<br />
your results. Determining a list of attributes<br />
that fit your ideal client will give you great<br />
insight into how best to reach them.<br />
The What: Many people are lost on the<br />
concept of advertising. I’ve seen many salons<br />
<strong>and</strong> spas dump r<strong>and</strong>om amounts of money<br />
into various forms of advertising hoping for<br />
results, <strong>and</strong> then repeat the same thing the<br />
next year, never knowing the actual outcome<br />
of their advertising dollar.<br />
According to Michelle Bautista, business<br />
advisor for Your Beauty Network, a<br />
great place to start is to allocate a specific<br />
percentage of your budget to advertising.<br />
“We recommend businesses use 1.5 percent<br />
of their total service sales towards advertising.”<br />
This recommendation provides<br />
a specific number to use for advertising<br />
rather than throwing endless funds at this area<br />
of your business.<br />
Measuring your results is also imperative<br />
to managing your advertising dollars. Bautista<br />
adds, “A great way to manage <strong>and</strong> measure<br />
your results is to make sure your return on<br />
investment is at least three times the amount<br />
you spent on the advertising in the first place.”<br />
Use these tips to measure what you need to be<br />
spending on advertising.<br />
The When: Deciding when to start your<br />
advertising campaign depends on what you<br />
want to accomplish. Are you announcing<br />
something new? Are you attempting to win<br />
new clients or send a message to existing<br />
clients? Are you announcing a time-based<br />
promotion? Traditionally it takes two to three<br />
months to penetrate a market. Plan your advertising<br />
accordingly so you get the word out<br />
in advance of when you want to see the results.<br />
If you have a product launch or a holiday<br />
Determining a list of attributes that<br />
fit your ideal client will give you great<br />
insight into how best to reach them.<br />
special, you want to get the word out a couple<br />
of months in advance.<br />
The Where: There are so many options<br />
<strong>and</strong> mediums in which to advertise your business<br />
today. Television, radio, billboards, magazines,<br />
yellow pages <strong>and</strong> even the internet are<br />
some of the most common methods used <strong>and</strong><br />
can be very successful if there is some strategy<br />
to which ones you select.<br />
Your best choice of advertising medium<br />
goes back to who your audience is. Which of<br />
these items is your ideal client most likely to<br />
use? Where is the client located <strong>and</strong> which of<br />
the mediums will reach them there?<br />
For example, if your ideal client is a<br />
business executive, radio ads running during<br />
traditional work hours will not likely be heard<br />
by your ideal client. Make a list of the likely<br />
habits of your ideal client <strong>and</strong> it will dictate<br />
which mediums you should select as well as<br />
the specific genres of the medium. Attracting<br />
moms as your ideal client, for instance,<br />
may dictate you advertise in local kid’s<br />
activities publications.<br />
The Why: Advertising really is a<br />
matter of necessity. It is essential to getting<br />
the word out, generating interest,<br />
reaching new clients <strong>and</strong> portraying a<br />
positive image of your business.<br />
Underst<strong>and</strong>ing what you want to<br />
accomplish with your advertising <strong>and</strong> creating<br />
a planned <strong>and</strong> measurable budget is essential<br />
in ensuring advertising success. Determining<br />
your ideal clients <strong>and</strong> then going to where they<br />
already are to spread your message is an effective<br />
way to make sure your message is getting<br />
to the right people. Make your plan to find out<br />
the best fit for your business!<br />
Shannon Wells is the Marketing Manager of Your Beauty Network, a<br />
beauty industry ongoing business support service. It offers a membership<br />
based business support resource used by over 700 salon <strong>and</strong> spa owners.<br />
For more information, visit www.ybn.com, call 866-364-4926 or e-mail<br />
shannon@ybn.com.<br />
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14 | OCTOBER 2<strong>008</strong> | CALIFORNIA STYLIST & SALON<br />
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