Advantage Success Stories #1
I spoke with Susan Hartley from Sue Jane Hair and Beauty last week regarding running a last minute campaign. They moved over from i-salon early 2013 and put Salon Advantage to excellent use.
Susan had noticed when reviewing her Projected Income Report that she had a quieter than usual couple of days Monday through Wednesday and wanted to increase bookings.
Susan said “I wanted to identify clients who were Likely to respond so seleceted clients who had their last visit from 12 weeks to 9 weeks ago and excluded clients with a future booking. I realised that in order to get an immediate response I would need to offer a good incentive for people to respond so offered 50% off a Cut and Style”
The Lookup generated 223 Clients (costing £13.38 at 6p per text credit) and during the next 3 days increased sales by £406.25 + Vat. Sue also said that although the sales increased by this amount during the 3 day campaign there were several additional clients who called and booked outside of those dates and paid full price.
Lets look at why this worked so well?
- Susan regularly uses among others Her Projected Income Report so is immediately aware of “Where they are at” and recognised that she needed to take action. Salons are essentially selling time and once it’s gone that’s it. Often I speak with Salon Owners who show concern about appearing needy when and I often ask “if someone offered to pay £5 an hour for all of last weeks unused hours would they take the deal?”
- Susan recognised that she needed to be generous in order to get a response. If you are going to restrict how easy it is for your clients to respond you need to make it worth their while! So often when promoting our business we think about what we are prepared to offer as opposed to what our clients would like to receive. I always say If you would respond its quite likely your clients will so be honest with yourself when choosing whay to offer.
- Finally she selected clients who were more likely to respond. Selecting people who were due for their next visit.
If you would like to see how to repeat this success click the links below.
Please share your success stories with us at [email protected]