Salon Business Plan
Promoting the Opening
To be sure of a well-attended launch event, start promoting early, with attractive signage outside your salon. This should be geared towards your target demographic - women for most salons. Setting up an employee on the street outside or nearby to hand out flyers in the days leading up to and during the opening event can increase visibility, especially if this is a uncommon occurrence in your neighborhood. The point is to stand out and to reach a large portion of your intended customer market with the message that your opening event will be something they don't want to miss.
Crafting the Deal
When opening, develop a clear deal or incentive for customers to attend and to try your services during the opening day, week, or month. Rather than offering discounts on different products, freebies, two-for-ones and other offers, try to find one nice offer and promote it heavily so that it is memorable both to those who hear about it beforehand and to those who take advantage of it. For example, a free pedicure with purchase of a manicure if you are a nail salon. The offer does not have to break the bank - it could be a small free gift with any service of $50 or more.
To show off your salon at its best, having a pristine and spotless store is a minimal requirement. The operations have to be smooth as clockwork on opening day, especially if appointments and walk-ins make it a very busy first day or week. Customers who use your services during this time can become ambassadors to your customer target group for you, speaking of how wonderful the experience was, or they can spread the word about how they waited forever without hearing what was happening, how staff were sloppy or rude, and how they would never return. You need the early adopters on your side, so make sure the human, computer, and mechanical systems are all ready to work perfectly from day one and that you have contingency plans for unforeseen problems.
Want more tips? Here's a related article: How to Start a Salon.
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