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This is the second article in a five-part series that details exactly what you need to market your salon and make it a success. One of the biggest mistakes many salons make is printing their own marketing materials. They view print marketing as an expense, when it is actually an investment in revenue generation. Desktop-printed brochures, flyers, and postcards are dull and lifeless; but the same pieces printed on state-of-the-art presses are sleek and attractive. Your salon clients appreciate appearances, so choose an affordable online printing company such as PsPrint to deliver your message with professionalism.
Business cards - Business cards are cheap and expendable. Print as many as you can hand out, and make sure everyone you meet has one. This includes your mom and your banker, and everyone in between. Postcards - Postcards are likewise extremely cost effective and are a great way to get clients to try a new hairstyle with your salon. Posters - Strategically placed posters can grab attention. Try community bulletin boards, and if you're close to a large institution such as a university, tech firm or factory, see if you can purchase some ad space in hallways and on bulletin boards and place your posters there. Maybe you have someone on the inside who can do this for your free of charge. Flyers - Like posters, flyers can be placed on bulletin boards and anywhere else your target audience frequents. Under windshield wipers in the grocery store parking lot is a good option. Booklets/guides - A rather unique yet extremely effective approach to salon marketing is to print booklets about specific hairstyles and hair care. Even better, make a hairstyle booklet that lets customers place their photo on the back to see what different hairstyles might look like on them. Catalogs - Many salons sell hair care products on site, but few distribute printed catalogs. This is an area in which you can generate some serious business, Avon-style. Brochures - Your brochure should include images, features, benefits of your salon as well as before and after shots so it's easy to see why you're the No. 1 choice. Calendars - Everyone loves (and uses) free calendars. Try a different hairstyle, tan, or other image for each month. Greeting cards - Many women maintain personal relationships with their hairstylists, so sending greeting cards unannounced can enhance loyalty. Stickers - If you sell products, make sure a branded sticker is affixed to each product. Newsletters - A formal approach to staying connected with your clients. Highlight hairstyle trends, predictions and other salon news. Write interesting, engaging articles to build a loyal reader base. Other materials you should consider producing include a website, door hangers and a corporate identity package (complete with professionally printed letterhead, envelopes, brochure, flyer, business card and pocket folder).