GROW 4 Marketing: Engage, Communicate, Connect

Salon Marketing is about three things, 1. Attracting new clients, 2. Turning them into regulars and 3. Keeping them as long as possible. GROW 4 Marketing covers all three with a practical overview of what it takes to build a successful brand in todays highly competitive market. Any charts used in this book are downloadable from www.growmysalonbusiness.com/charts Table of Contents Chapter 1: What is Marketing? What is marketing? The 7 Ps of marketing You are the marketing department A business is a collection of individuals What is the purpose of marketing? The functions of marketing The 3Ms – Market, Message, Media… The 5 big questions… Now you know… Chapter 2: What is the concept for your salon? What is the concept for your salon? The need for market research… Salon industry trends… Down-trends Internal analysis Now you know… Chapter 3: Who is your target market? Who is your target market? If you were a magazine Choose 5 people… What are the needs and expectations of your target market? What are your brand values? Choosing a product manufacturer to be aligned with Your number 1 marketing tool is… Strategy… Now you know… Chapter 4: How do you get more clients? How do you get more clients? What is your basis for growth? Client generation internal Client generation external Advertising Key points to focus on with advertising The message and the medium… Traditional advertising media Digital marketing media Your website is the hub of your digital marketing strategy The explosion of social media The ins and outs of PR Relationship marketing The need to be authentic Develop a yearly marketing activity plan Promotional opportunities Discount versus added value Now you know… Chapter 5: How do you turn them into clients? Turning them into regulars The journey from customer to client What are you really selling The components of success Client conversion strategies Value-added and customised… Now you know… Chapter 6: Turning clients into lifelong advocates How do you keep them as long as possible? Client retention – Turning clients into lifelong advocates Now you know…