Imagine you just created the best offer in the world that you know would make you lots of money. Well, the best off in the world does you no good at all if no one sees it. Think of a giant billboard with a great offer sitting in the basement of your house. Good media, great offer, but since only you, your family and the dog will see it, the bad placement overshadows everything else.

It’s really hard to market to customers when you don’t know who they are and where they live. Many salons do a pretty good job getting most of their customers’ contact information on their first visit. However, I’m still amazed by just how many salons don’t do this at all or thoroughly enough.

Most of your customers will have preferences for how they choose to receive your marketing messages. Just because social media may be your preference for receiving information doesn’t mean your customers will choose that same media. Some respond better to direct mail, others to radio, newspaper, email, etc. This is one of the main reasons that you should always choose multiple forms of media to deliver your message effectively and efficiently. Choosing only one platform or the cheapest option are two methods that typically yield the lowest response, and therefore yield the lowest amount of profit.

Click here to read the entire article in the latest issue of Smart Tan Magazine online.