Promotion means to boost sales, aiming to increase foot traffic and customer spending in order to enhance the overall performance of a beauty salon. It is currently the most widely used and effective business strategy.
However, many small and medium-sized beauty salons fall into several traps: promoting just for the sake of promotion without other supporting measures; insufficient or poorly designed promotional efforts lacking enough appeal; consistently using the same promotional methods and content, giving customers the impression of disguised price cuts; exaggerated promotional language from beauty schools in Ningbo [http://www.nbainisi.org], with additional fees charged during actual operations, causing strong resentment and rejection among customers. These phenomena lead to salons having promotions but little popularity, and the less popular they are, the more they promote. Operators of small and medium-sized beauty salons should focus on several aspects such as promotion planning, event design, and implementation.
Firstly, promotion planning should be systematically deployed. The focus of promotion planning is not only on the design of subsequent promotional activities, but also on the overall layout, including what time period, what event theme, and how to attract potential consumers' attention and bring them into the store. Generally speaking, fully utilizing holidays such as New Year's Day, National Day, Teachers' Day, Valentine's Day, etc., with celebratory atmospheres, and aligning with consumer psychological appeals as event themes is more effective, avoiding indifference or rejection.
For example, the ["Romantic Valentine's Day Beautiful Beauty"] event theme, promotion time February 9-15. In addition to necessary advertising methods such as flyers, outdoor banners, hand-drawn posters, it is more important to create an in-store atmosphere based on the nature of the holiday, with appropriate decorations and arrangements to resonate with consumers psychologically.
Secondly, the event design must be captivating. The design of the event content should aim at increasing new customers and retaining old ones, with sufficient strength to achieve the promotional effect. For potential customers, methods such as free trials, package discounts, or small gifts can be used, but the focus should be on how to retain these potential customers.
Case: A certain beauty salon in Federal Pure Bay designed a 38-yuan beauty experience gift pack for potential customers, including two facial aromatherapy treatments, two facial water therapies, two neck and shoulder massages, one body relaxation session, and one endocrine regulation session, completed in 2-3 sessions. This design increases the opportunity to communicate and persuade potential customers, and later the actual operation results were very significant.
For existing customers, special discounts or larger-scale profit concessions can be offered on some projects during the event period. This not only stabilizes the emotions of existing customers, making them satisfied, but also helps expand their consumption of new projects. It is worth noting that the products or projects chosen for the promotional activity can be combined with consuming the inventory of the beauty salon, attracting a large number of customers while significantly reducing the inventory pressure of the beauty salon.
Finally, the implementation of promotions should be practical. In theory, the promotional activities should be implemented exactly as designed. However, some beauty salons resort to muddling through, deceiving, or even tricking customers, leading directly to a one-time effect and poor reputation. Despite the considerable operating pressure on beauty salons, which require new customers each month to ensure continuous operation, they must not seek quick success and instant benefits, engaging in short-sighted actions. Instead, they should take a long-term view. This point relates to business ethics and does not need further elaboration. Additionally, personnel management and incentive measures during the promotional implementation period should also be introduced to ensure smooth execution and ideal results in organizational operations.
In summary, promotions should not be carried out just for the sake of promotion, wasting manpower, material resources, and financial resources without achieving the desired effect. Sometimes, due to neglecting specific implementation details, it may even have adverse effects. Related article: How to elevate beauty care to a higher level?