18. What is wrong with your marketing?

Today I have two questions for you, the first is what is going wrong with your Salon marketing and secondly who do you think you’re talking to? I love our Industry, I think it’s a fantastic, vibrant industry being pumped full of youthful energy. But that disappears when it comes to our Salon marketing. I think the most common problem which brought me on to the “who do you think you’re talking to” question – is that we haven’t adequately identified who the marketing is supposed to be speaking too. How do we talk to people in a way that they understand and relate and how do you make sure that we’re hitting the buttons that our target markets are interested in - by using something called customer avatars. Customer avatars are imaginary people but they have a set of characteristics that you believe identify your target market. What I want you to do is start having a think about your customer avatars. Now the easiest way to get started on customer avatars is to have a look at the clientele that you already have. Now there is a slight caveat, if you’re trying to change your business, don’t use your current customer base for your customer avatar, have your customer avatar as your desired customer. Have some fun with your customer avatars, bring a little bit of that joy into your market. If you’ve had some good results with your marketing please get in touch – I love hearing from Salon owners. In the meantime take care and I’ll see you next week.