This weeks marketing tip is all about getting more traction for your marketing efforts.
Why not partner with your manufacturers? These companies we spend our hard earned dollars with have marketing departments that spend time and money getting their product out to beauty editors, bloggers, trade magazines and consumers. When branding your salon, partner with your manufacturers and use some of their marketing muscle. If you don’t have a one on one relationship with someone at the company send an email or better yet call and introduce yourself. Tell them a bit about your salon and that you would appreciate partnering with them to market their products and your services. Get to know their educators, establishing relationships is easier than ever with facebook and twitter. Spend some time on their websites to grab some of their press coverage. Pull a look off their website, put it in a nice frame and write the caption steal this look. Look to see if they have gotten press. Most manufacturers will post their press on their sites. If you can get a hold of the magazine, do the same. Frame it with the caption Steal this look, or from the celebrities to your nails right here at your salon. Ask If your manufacturer doesn’t have press releases ready you can go to their site and adjust the wording for your needs. Ask about artwork as well, high resolution images look best in newsletters and press releases. Look for marketing opportunities for new product releases, this is the most obvious choice but here’s a few other ideas.
Check manufacturers websites often. I often use their marketing copy for my newsletters and posts. Check the trades as well, many manufacturers put their trend releases into the magazine as an insert. Don’t just flip past it, scour it for marketing opportunities and ideas. There is already so much available to us for just the asking so why not work smarter not harder? Partner with these beauty giants and your marketing efforts can be colossal!
(Original post August 2011)