Salon Marketing

I Need More Customers!

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This is the number one problem that salon spa and clinic owners face, so why is it so difficult to solve?

When a beauty therapist decides to open a salon, they are filled with optimism and excitement about the journey ahead of them. Many anticipate all of the time, money, freedom and fulfillment that they will enjoy profiting from their passion…but, then comes the reality of running a small business!

All of that optimism fades quickly when you are struggling to attract customers, retain team members and no matter how hard you try, you just cannot seem to figure out where all the money goes.

So why is reality such a far cry from the original goal? As is the case across so many industries, beauty therapists are not usually experienced business owners and operators and are unsurprisingly trained in beauty therapy, not graphic design or marketing. We know that running your own business takes up more time than you seemingly have in any given day, and can feel like it is taking you away from your original passion; making your clients look and feel their absolute best.

There is no question that most beauty therapists that open a salon or spa are amazing at performing treatments and understanding how to get amazing results for their clients. However, this is a completely different skill set to what is required to run and promote a small business.

That is why Professional Beauty Solutions (PBS) have been working tirelessly to deliver the tools required to completely transform this reality for salon owners.

Solving Your Number 1 Challenge with Marketing on a Platter

Marketing on a Platter (MOAP) is designed to take a huge load of work off your plate by doing your marketing for you! We have taken our team’s abundance of experience to create marketing assets that work to attract and retain clients. We know that salon owners do not have the man hours to spend on marketing, so we have literally spent hundreds of man hours bridging the gap.

No matter which PBS brands you stock, whether that is one brand or all 11 of our brands, we provide you with free monthly sets of marketing collateral that you can use across multiple digital channels. From Facebook to Instagram graphics, blog posts, EDMs and website images and banners, we also create compelling deals to enable you to promote different services complemented with retail promotions. Along with exciting birthday campaigns, referral campaigns, and many tips on how all of this can be easily implemented to drive new business through your door, your marketing is complete without having to lift a finger.

Hear what some of our salons have to say:

PBS have done all the hard work for us by creating all the marketing tools we need with ‘Marketing on a Platter’. Their talented graphic design team create amazing looking campaigns for us each month, including everything from in-store posters and counter displays, to social media graphics and e-newsletters we can send to our database. All the content is available at the click of your mouse. If you haven’t used MOAP then you don’t know how easy and professional your social media and marketing can actually look!
— Margaret Ottley, Ultimate Care Skin & Body Centre
As the owner of a busy salon, I have found stocking PBS brands has made my life so much easier. The ongoing support from them is unparalleled and their ‘Marketing on a Platter’ allows me to be present on social media, without taking up extra time that I just don’t have!
— Amy Marvelli, Body Wisdom
Being a salon owner is not easy. Thankfully the team at PBS are always thinking of the business, the owners and how to make them more profitable, and they’ve really made marketing so simple and easy by providing us with ‘Marketing on a Platter.’ Each month, all our marketing is created for us! It’s easy to use and everything you could possibly need is right there – from social media graphics to posters and emails. I’m so thankful for PBS for making my life so much easier with MOAP!
— Lisa Fowler, Bella Spazio

Did you know?

Your clients spend 40 minutes per day on social media.
That’s why we create new sets of social media graphics each month, from product features to seasonal trends, ready to go with a click of a button.

Effective point of sale marketing can boost sales over 25%.
That’s why we create new sets of visually eye-catching POS posters, ready to print and display in your salon the same day.

Every $1 invested into email marketing generates an average of $38 in revenue.
Email is one of the best digital marketing tactics for small businesses with limited marketing budgets! That’s why we create enticing deals and grabbing headlines in your ready-to-use e-newsletters, driving action and traffic directly into your business.

Want to know what you will get from PBS when partnering with us? Here are some examples of our monthly marketing sets, all created and delivered to you for FREE:


Contact Professional Beauty Solutions to find out how you can take advantage of this powerful business tool, call 1800 625 387 or visit www.probeautysolutions.com.au

Salon of the Month – Turramurra Natural Beauty

Whether you are seeking a luxurious treatment or need help with problematic skin, stepping inside Turramurra Natural Beauty’s (TNB) tranquil, calming and nurturing environment instantly invites you to shed your worries and surrender yourself to exquisite treatments that will rejuvenate, uplift and relax you to your core.

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Located in Sydney’s Upper North Shore, TNB offers a broad range of facial treatments that nourish, protect and transform your complexion. Guided by respected and renowned skincare specialist, Tracie Horn, their highly trained senior therapists specialise in providing luxurious facials alongside advanced skincare treatments.

TBN currently stock a number of PBS brands including Dermalux LED, Image Skincare and Bestow Beauty.

“We added Dermalux LED to our salon menu one year ago and from that moment the LED has not stopped! We have achieved remarkable results for our clients including (but not limited to) acne, anti-ageing and wound healing. However, it wasn’t until we added the second component in February 2018 which was the Image Skincare range, that we could deliver faster results for compromised skin.” said Tracie.

What makes TNB so special is their attention to every detail about their clients, using unique and specially tailored treatment approaches to each client to focus on their skin’s individual needs. “As part of our ongoing commitment to identify and address our client’s skin concerns, our dedicated team provide a comprehensive consultation that enables us to offer in-salon treatments combined with at-home products for a full 360° approach. We have a deep commitment to our customers and our brands, therefore to ensure we offer the very best in client treatments and up-to-date customer education, all staff continue with ongoing education and training.” explains Tracie.

As part of their marketing activities, TNB have run several email campaigns over the last 6 months,  including a bundle of 3 LED sessions for $99.00 which was received well by their clients. However, the real success came on the back of news that Meghan Markle had been receiving Dermalux LED treatments in the lead up to the Royal Wedding. TNB put together a “Sparkle like Markle” email campaign in June and sold an incredible 15 LED packages for $999 (which included unlimited LED for 3 months).

“These two promotions were incredibly successful for us. The initiative has increased sales as well as client visits to the clinic which gave us a chance to retail and cross-promote other services to them. Our clients have been extremely impressed with the changes in their skin through LED and by following their Image Skincare at-home skincare prescription”. said Tracie.

With four treatment rooms already in operation, Tracie is now developing a dedicated express LED Light Bar which is planned to open later this year.

Well done to Tracie and her team for their amazing results with Dermalux and Image Skincare! We’re excited to be able to be a part of their success story and can’t wait to see how Turramurra Natural Beauty continues to grow. Congratulations on earning Salon of the Month.

Salon of the Month - Simply Laser

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Simply Laser is a beautiful Medispa located in a discreet but central location of Brisbane CBD, Queensland. With their doors open for over four years, Simply Laser are devoted to providing their clients with the very latest and best technology in non-surgical cosmetic treatments and lasers, focusing their entire clinic philosophy around delivering the best they can to their clients with the highest-grade treatments and products. 

Simply Laser stock Image Skincare and heavily reps the brand in their clinic. After trialing and testing Image Skincare, salon owner Leona Gallagher new she wanted the range for her clients. “I had heard lots of great things about Image and I loved the company’s philosophy and the ingredients used in their products,” said Leona. 

What makes Simply Laser so special is their attention to every detail about their clients, using unique and specially tailored treatment approaches to each client to focus on their skin’s individual need.  

We provide every client with a complimentary skincare diagnosis and we tailor make a treatment plan for their specific needs” explains Leona. Their team also prides itself on exceptional customer service, ensuring they listen to understand expectations and talk through any concerns their clients may have.

As part of their marketing activities, Simply Laser recently held a huge VIP night, where clients could buy 3 products and get 1 free. They have also run several social media campaigns with a complimentary skin analysis and Image Peel as the prize to propel the reach of their salon into surrounding suburbs to Brisbane.

The results of these two initiatives have been “incredible”, says Leona. “Our sales increased during both promotions as we incorporated a lot of link selling with these clients in the months after, filling in the gaps in their skincare routine.” In addition to this, Simply Laser have also implemented a loyalty program for their VIP clients. Loyalty points can be earned by referring family and friends, birthday celebrations or for every dollar spent in salon and are redeemable on any product or service. 

When it comes to social media, Simply Laser are very active users, spreading the Image Skincare love to their 6000 + fan following. On top of this, they have been working closely with a number of social media influencers by performing Image Peels on them for their photoshoots.

Well done to Leona and her team for an amazing first year! We’re excited to be able to be a part of their success story and can’t wait to see how Simple Laser continues to grow. Congratulations on earning Salon of the Month!

Congratulations again to Simply Laser for being our PBS Salon of the Month!

8 Ways to Build Positive Word of Mouth for Your Salon

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Word-of-Mouth marketing is the most difficult to measure, but it's also the most cost effective because it costs you nothing.

Your customers are the best vehicle for positive word-of-mouth marketing, but how can you get them to talk about you?

Here are 8 ways you can help build positive word of mouth for your salon.

  1. Set the Atmosphere
    Use soft, fresh sheets; play relaxing music; and keep service areas organised and sanitised. Clients love familiar environments and will refer everyone they know because they’ll know you’ll take care of their referrals as you do them.
     
  2. Be Professional
    Make eye contact, greet clients by name, offer a genuine compliment, dress to impress and practice good hygiene. These small details show your clients you care about them.
     
  3. Read Your Clients
    Engage clients in polite conversation and ask about them—but don’t dig too personally. Conversations should be uplifting and never geared toward gossip or your clients will lose trust in you. Nix chatting if it seems like they want to relax or sleep. The more you do for them, the more they’ll refer you to others.
     
  4. Consult Positively
    When consulting with clients on lash or brow styles, never tell them they’re wrong, even if you disagree. Instead, let them know what your education and experience has taught you regarding what will complement their features.
     
  5. Be an Open Book (With Your Services) 
    Walk clients through the service, answer any questions they have and never talk down to them. Remember, some clients may be nervous or tense if this is their first time receiving the service.
     
  6. Respect the Clock
    Your clients’ time is precious, and disrespecting it can net negative word of mouth. Don’t be tardy, go overtime, or call or text clients off-hours.
     
  7. Create a Referral System
    Reward your clients for spreading the word with a referral system that garners them perks at your shop. Think: point systems toward discounted services or retail. The ‘If you scratch my back, then I’ll scratch yours’ mentality is always healthy in the artist/client relationship.
     
  8. Send Them Home With a Smile
    Never rush clients and always allow them to examine your work post- service. When your clients leave feeling confident and happy, they’ll keep coming back—and they’ll bring their friends.

MOAP MONDAY RECAP 2017

If there is one thing that is just as important as having hard work and passion in your role as a beauty therapist, it is constantly educating yourself and your team on the how the industry is changing and evolving!

We have had a HUGE year bringing all our salon partners 8 FREE educational MOAP Monday Live sessions via Facebook, with huge success. We were also lucky enough to have special guests Vanessa McDonald (Salon Marketing Coach) and Daynah Hamilton (Studio Matrix) share their wealth of knowledge across salon marketing, and social media and give our salon partners the tips and tricks they need to help them become more profitable in the beauty industry.

View Part 1 & 2 of Matt Williams and Vanessa McDonald's live episode discussing how to retail your Christmas packs this season:

Watch Matt Williams and Daynah Hamilton discuss the important apps, tools and tricks needed to nail your salon's social media:

Missed an episode or want to re-watch again? Visit our Profit Advantage Facebook Page.