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Communication tricks
Clinton James Hairdressing Experience has two salons in the Welsh town
of Llandudno. Over the years, we have created some unique marketing
tools that are targeted to maintain communication with our clients and
keep them coming back to the salons. Here are three key initiatives we
have found effective:
1 Every new client receives a letter after their first appointment, thanking them for choosing us and including a three-stage tear-off voucher. These vouchers encourage clients to come back for a second visit, with an initial reward of £5 off, plus a free treatment. The second voucher is good for their third visit, with a free retail styling product, while the third voucher applies to their fourth visit and gives them £10 off a cut and colour.
2 We take advantage of today’s technological advances by communicating with our clients via text. It’s a great way to reach out and let them know we’re thinking of them, without being too intrusive. We have created a frequency system, which allows us to look at the frequency level of the client and the types of services they receive. We assign an average ‘lapse’ time per client type and, if they haven’t re-booked within that time frame, they are sent a reminder text inviting them to book an appointment.
3 Events play a big part in retaining clients, too. At least four times a year, we have open evenings, where we invite clients to come to the salons to learn about the latest trends and new collections. This is also a chance for them to interact with their stylist and build a rapport away from the chair, while enjoying drinks and nibbles! It enables us to concentrate on our existing clients and say thank you for their business.
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