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Step One – Attract

Attract more New Clients and convert them to Regulars

By Colin Shove

Step 1 – Attract: Relationship-Based Salon Marketing

Last week, we introduced the client relationship management framework that Salon App uses to help deliver thousands of successful client interactions, Relationship-based marketing

If you’d like a refresher course on how that works, you can go here to read more about it

Okay, ready to proceed? 

This week, we’re going to be looking at step one of that process: Attract.

So how does Attract work? And what can it do for the quality of client interactions your salon has with its client base on a daily basis? Read on to find out more. 

Attract more new clients & convert them to regulars

So, what is Attract?

Simply, Attract is part one of the three-part framework that is Relationship-based salon marketing. The core purpose of it is to help engage or reengage-a client through an exceptional interaction that is selective, specific and relevant. This helps to encourage clients back into your salon, creating repeat business and solidifying their loyalty to your brand.  


There are five key stages (plus a bonus stage) that make up Attract. The first two are all about attracting new clients to your salon.

Relationship-Based Salon Marketing

Discover more about how Salon App can help you send high performing marketing campaigns 

1. Google Reviews

Google Reviews are a game-changer when it comes to leveling the playing field against your competition. Salon App users can take advantage of the automated Google Reviews tools built into the platform. 

 

As we’ve written about before, we did a little experiment using the automated Google Reviews functionality built into Salon App. We wanted to test the commercial value of salons that ask their clients for Google Reviews, versus those that don’t. We found:

 

  • 25 salons that DID NOT request Google reviews receive ~7% new clients
  • 85% of of those do NOT revisit

 

Now let’s compare that to salons that do request Google reviews:


  • 25 salons that DID request Google reviews receive ~17% of additional new clients
  • AND 50% of those come back for a revisit

 

That’s a huge difference, right?

 

If you want to see results like those in your salon, start using Google Reviews as part of your attraction process.

2. Referrals

Another great way to introduce new clients to your team is through referrals. After a client visits your salon, Salon App customers can send an automated text message or email to their client, thanking them for their visit, and if they think they had a great experience to recommend your salon to a friend.

It can trigger this message automatically after a client leaves a 4 or 5* review to ensure you are asking clients likely to want to spread the word! 

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3. Welcome courtesy message sent straight after the first visit

Next, we naturally want to see the people who have visited your salon and had a great experience again. So, why not send them a courtesy message over text or email straight after their first visit. It should be personalised, courteous and totally time-appropriate – there’s no point sending a welcome message 3 days after the visit.  

4. If no 2nd booking made follow up and remind next booking is due

Next, we naturally want to see the people who have visited your salon and had a great experience again. So, why not send them a courtesy message over text or email straight after their first visit. It should be personalised, courteous and totally time-appropriate – there’s no point sending a welcome message 3 days after the visit.  

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5. If no second booking is made, send a further reminder and incentive

Okay, it’s time for the last chance saloon.

 

If, after an allotted period of time, your client still hasn’t made a follow-up booking, Salon App users can deliver a final message, which reintroduces your salon and encourages the client to rebook, incentivising them with a gift of your choosing.



Bonus step (6): Salon App also advocates doing this after the second visit

You’ve now seen how Salon App plans out your first rebooking client engagement. But the fun doesn’t necessarily have to stop there. We also recommend following this process after your client’s second visit. 

 

Once they’ve gone through this funnel of activity twice, you can be confident that they’re going to come back 



Next week, we’ll be running through our second of three stages in our relationship-based marketing framework: Nurture, but in the meantime, get in touch with us below if you’d like to book a demo.

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