Happy Wednesday and welcome to Day Three of the 5-Day Salon Reset!
A reminder that all of these lessons disappear next Friday 31 July so make sure to watch them all before then because the last one IS. SO. GOOD.
People very rarely purchase a service for the end result only – YOU very rarely purchase a service for the end result only. So why do we focus so heavily on the end result when we promote our salons?
Today we’re going to explore the alternatives and how they can MASSIVELY impact our salons.
Plus of course, don’t forget to scroll down to win!
Let’s dive in further. Below, I’m sharing real Cover Photos from real Facebook pages.
Based on the Cover Photo alone, think to yourself –
- Which of these salons are you most likely to book with?
- Which of these salons are you least likely to book with?
- Which makes you feel the most relaxed? inspired? excited? calm?
Don’t answer in the comments or on our Facebook page as these are real salons, and although I did a search for salons in California so they would be less likely to see our posts, I would still hate any negative comments being anywhere visible. Just think the answers in your head.
Note that they’re not all cover photo ‘shaped’ because when you save the photo, the ENTIRE photo saves, not the cropped version.
Do these photos make you care about the salon? Do you want to BE there? How many did you scroll right past and how many grabbed your attention?
Explore for yourself too.
Think of 5 salons (or, to be honest, any type of business) and find their Facebook Pages.
Screenshot or save their Cover Photos (we’re just using cover photos as an example, ALL marketing should show an experience and make you feel something but cover photos are as good of a starting point as any) and think, based on the cover photos, about the experiences you expect to have when you go to each of those businesses AND what those images make you feel.
Let me reiterate – tell me what those images make you FEEL. We’re looking for a vibe, a summary of what kind of personality this business has. A literal picture of a product or service is not ideal – if we’re enticed by the possibilities in the cover photo, we will scroll to find the specifics. Look for a photo that describes an EXPERIENCE.
Now it’s your turn…
Brainstorm everything that makes up the experience you offer in your salon, starting with thinking about each of the five senses and branching out as ideas come to you. Things like floral scents, soft music, warm colours, noisy kids, bad ventilation (hey, I didn’t say it was a GOOD experience).
Here’s an example from one of our current students –
It might help to think about the experience you have at shops yourself and what you enjoy about them. What were the last 5 shops you went to and what characteristics influenced your experience? Are they similar or different to the characteristics in your salon?
For example, I most recently went to a mechanic. I couldn’t find the reception, I drove my car in and no one greeted me and when I asked someone if he worked there he seemed dubious about helping me. The entrance, the workers, the signage, the phone call during booking (where they could have given better directions), and the promoted address all influenced my experience.
When the worker told me to go through a door marked Staff Only to get to reception I felt uncomfortable and apologised as soon as I entered reception even though the lady greeted me with a smile and no hint of surprise at the direction I’d come from. This sign influenced my experience as much as her smile did, if not more.
Once in reception, I noted that the receptionist and all workers in and out were in clean, tidy uniforms. It was notable because it gave an air of professionalism I didn’t expect in a greasy workshop. The reception desk was new looking and the glass near the door was frosted with a design. These elements impacted my experience.
These characteristics all help me consider my own salon as I consider signage, greetings, uniforms, the directions I give over the phone and so on.
Once you have a brainstorm of all the characteristics that make up the experience of visiting your salon, come up with ideas on how to SHOW each one of these experiential characteristics in a video or image within your marketing.
How can you project warmth, comfort, aesthetics and so on?
WIN! WIN! WIN!
Head to our Facebook Group and describe ONE of the last 5 shops you went to and what characteristics influenced your experience. Are they similar or different to the characteristics in your salon? Make sure to use the hashtag #SalonReset to go in the drawer to win our ENTIRE suite of Salon Success courses, valued at $1705*
You can enter once per lesson, so five possible entries, but we’ll give you additional entries for posting on social media about the 5 Day Salon Reset if you use the hashtag #SalonReset and tag @MonacoNailAcademy.
The winner will be drawn next Friday 31 July after enrollments close and everyone has had a chance to watch all the videos.
*Or an equivalent coupon value for other courses if you already own these!
Salon Success: Marketing is coming back!
Enrolments re-open THIS FRIDAY 24 July for ONE WEEK ONLY.
When you enrol, you receive –
- Instant access to the first 50 primarily video-based lessons, with more lessons released every week of 2020
- Focussed challenges to implement what you learn in those lessons
- Worksheets, templates and downloads to help map everything out and avoid overwhelm
- Access to a private Facebook Group where I can work with you on each step
- Interactive group coaching sessions where we can discuss your plans and struggles in real-time via video link
- Minimum 2 years access to the course contents (12 months after the last video is released)
- Free access to all updates and changes for those 2 years
The time commitment is around 45-60 minutes per week plus implementation, which could be anywhere from 30 minutes plus, and is entirely up to you. It can easily be broken down into 15 minute blocks to do during your commute, after dinner, or during that sneaky extra bathroom break where you just hide from your kids.