1. Target group
The wrong defined Target Group or the one undefined at all. Who are your customers? Are they students or business ladies? Mummies or careerists? You must have a separate advertisement or a promotional offer for every segment of your Target Group. Don't try to save money and make one common advertising for everyone - it will never bring to you the results you need. It will be more fruitful to make several advertisements than using a cannon to kill a fly.
2. Advertising placement.
This point can be perceived regarding to the first one. The main thing in advertising is providing the very people you need with an opportunity to hear you clearly.
A premium-class salon has no need in being advertised in the cheap stores, while the modern salon for the youth shouldn't spend money on advertising in the business-centers. Nevertheless, it is very simple to define a suitable placement for your advertising after you are done with the first point - once you realize who your Target Group consists of, you will always understand what living environment you need to use for your advertising.
You must differ from others! Do not imitate anyone, just start with the fact that you are unique! You have to work out your own UTP - a unique trade proposal, which will be your personal characteristic among your Competitors.
Let's imagine you are going to work in the premium segment - then what are the key points you should focus on?
No doubt, the main thing is customer service quality! Make sure that your specialists are always friendly and nice, wearing makeup and neat hairdos, while your salon is clean and tidy with the light music playing around. Moreover, you could offer your customers a glass of champagne! I bet they will appreciate your gesture.
So, you are going to take your place in the certain segment, most likely, it's the one above average or a premium one. You have launched advertising, but somehow rich people don't come to your salon, while most of your customers happen to be students who can't afford your services. How could it happen? You have probably presented yourself and your salon in a wrong way. Have you properly thought all the details through, created a professional logo, business cards, flyers? Do the interior and quality of services your salon offers are suitable for the premium class? It often happens that having defined the desired Target Group and having chosen the right advertising message and environment for it, you still go on working in inappropriate conditions which are not suitable for your desired TG, and as a result, the customers either deployed right at the entrance or after all stay dissatisfied with the quality of service which means they will leave the negative feedback on your salon in the whole.
5. No advertising at all.
There are some salons which are currently satisfied with the number of their customers. Nevertheless, it is vital to realize that this is not forever. Furthermore, everyone wants to develop and make more money. More customers need more hired specialists and bring more income. Even if you are really very popular - the people who just moved into the block/city/region still don't know you yet. There is always a chance that your competitors will suddenly improve their level of service and launch a loyalty program, and your constant customers will shamelessly leave your salon with nothing. One more thing which may happen - one of your employees leaves and takes a number of customers with her (by the way, there is a very simple and effective way to avoid it, but let's imagine you have no idea about it yet). As far as this article is concerned — advertising is always necessary for everyone! It's better doing it regularly through different channels and analyze the returns, which will let you optimize your costs and step by step move towards the maximum feedback at the possibly lowest price!