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Contents
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Market Research
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Hairdressing is a very competitive business, and you are more
than likely to be setting up where there are already salons
established. It is therefore essential that you have a good
marketing strategy to get yourself known in the area and entice
clientele. The name of your salon is one of the most important
things you should decide. Primarily it should be a name that
when someone hears it they never forget it. This can take a
lot of time to decide on your salon name so make sure you experiment
with it and talk to people about it before you come to a decision
(obviously make sure nobody you speak to is going to pinch your
idea!).
It is important that you conduct your market research effectively.
Work out a good sample range dependent on the population where
you will be locating your salon and make sure you ask this number
of people if they would welcome a salon in their area, as if
you come up against public disapproval this can cause many problems.
You can use focus groups to see what they will want from your
salon, for example, will it be unisex and will you provide beauty
treatments? Having this approach allows you to ask questions
but also allows for discussion of the idea. Although time consuming,
it will be hugely beneficial to get the opinions of your potential
customer base. Questionnaires can also provide highly useful
information. They allow you to ask direct closed questions that
will be answered matter-of-factly and also you can ask open-ended
questions where the respondent can expand if they wish. This
also allows anonymity and so you are likely to get honest answers
and an idea if there is great public disapproval. You could
also speak to other businesses in the area and get their ideas,
if of course they are willing to discuss.
An important decision that you will need to make when opening
a salon will be whether you want to be unisex or just for women
or just for men. There are pro’s and con’s of both. Being unisex
means potentially more customers, but you will need to have
the staff to cover a wider range of styles and services your
customers may want. If your salon catered just for women, their
cuts and styles commonly are less frequent, however they will
usually require a higher standard and therefore cost more.
For men’s and unisex salons, generally custom is obtained by
passing trade and therefore the expense of advertising is usually
minimum. However, for a women’s only salon, this is usually
operated via bookings and so it is generally essential to market
yourself well and gain custom. The cheapest and most valuable
form of advertising is word of mouth. Make sure that everybody
who comes into your salon is more than satisfied and leaves
with nothing more than good words to say about you. This can
be enhanced by having friendly staff, making the salon look
and feel comfortable and clean. Most women love having their
hair done so look into making their experience as memorable
and relaxing as possible.
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