This is part two of my three-part series on salon marketing, and today we're diving into why most salons are reasonably good at attracting new clients but not nearly so good at keeping them. If you listened to last week's episode, you'll know that 60% of new clients never return for a second visit, and only one in ten make it to six visits. Today, I'm explaining exactly why that happens and what marketing really has to do with it.
Here's the thing most salon owners get wrong: they think marketing stops once the client walks through the door. But that's actually when the second function of marketing begins. I'm talking about the client experience, the quality of your work, and the relationships your team builds.
If you've been pouring money into advertising but still struggling with retention, this episode will change how you think about marketing forever. Next week, in part three, we'll get into the actual solutions, but today is about understanding where it all goes wrong.
IN THIS EPISODE:
[01:00] Quick recap of part one: the three functions of marketing
[02:32] Why getting clients through the door isn’t the problem
[03:20] What the second function of marketing really is
[04:12] Two main reasons clients don’t come back
[05:19] How to give clients a reason to return
[06:31] When expectations don’t match experience
[08:51] Why every detail in your salon is marketing
[10:04] The role of your team in delivering on your marketing promise
[11:12] Wrapping up and preview of part three: the solutions
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Until next time!
Antony
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