When you advertise your beauty salon, the chances are you’re trying to attract a large number of people to your salon. The associated cost divided by the number of people you end up getting through the door can often be high. What’s more, the advert is one moment in time. Unless you pay for another one, it’s gone.
I often think about this when I am looking to attract new business. ie. How much does it cost to acquire one new client?
The answer to that question should leave you with a value you should be prepared to give away to get new customers. For me, I simplify this as £10 per customer or 10% off.
Local Mass Markets
Armed with this realisation, I recently approached a number of large local companies offering all of their staff a 10% discount. I created a web page that is automatically updated each month (by way of a centralised offer graphic) – see example – and supplied them each with a poster that they could print off for any notice boards.
Although we are giving away an ongoing 10% of any sales, is that any different from the advertising? As for the reach, the combined number of people in the four companies we have offered the deal to is over 7000 people!
In terms of value, you’re only paying for the customer when they pay their bill. Everyone’s a winner.
And, if you are wondering how successful it’s been, we currently get just over £1,000 per month in sales (after discount). That’s a good return on investment.