It’s no secret that technology has changed the customer experience for many industries, and salons are no exception. Today’s salon clients are busier than ever and are looking for ease and convenience in most aspects of their lives. How do you give your guests more of what they want? Start with your salon text club.
Reaching Your Clients on Their Terms
Given that 81% of Americans text regularly, and 90% of all text messages are read within three minutes, text messaging is one of the best ways to reach your customers. Not only will you be able to deliver your information innocuously, but you’ll also provide the value they are looking for while building a solid business relationship and long term loyalty. A Columbia Business School research study entitled “What is the Future of Data Sharing?” found that 75% of participants were willing to share personal data, including their mobile number, with companies they trust in exchange for a product or service they value. One key to earning that trust is to not abuse, and build a business relationship with that customer.
Building Lasting Relationships
Now that you know why text clubs are an excellent marketing tool, you may be wondering, “How do I build a text club in my salon?” Follow these steps and you’ll have a substantial subscriber base in just a few months.
Create an Exciting Opt-In Offer
An opt-in offer is something that will entice your guests to subscribe to your text club. They receive the first SmartMessenger offer just for joining, and receive incentive to return to the location again through future messages.
Take Advantage of Word of Mouth
Have you ever had a close friend endorse a great product or place? It’s nice to be in the know. That’s what your stylists and staff can do for your text club. Many client’s view their stylist as a confidante and trusted advisor. A recommendation to join the text club will peak the guest’s interest and encourage them to sign up. Give your stylists the goal of adding 2-3 new subscribers per day for the first 6 months and you’ll start to see real results.
Advertise, Because Your Text Club Won’t Do it For You!
It’s easier than you think to raise awareness about your text club. In the salon, you can use mirror clings at each station, color flyers or posters, and a call-to-action graphic on the printed SmartReceipt or the digital signage. Outside of the location, reach out to your followers on social media by sharing the call-to-action on your location’s Facebook page, or spread the word on other channels.
Most of All, Have Fun
There’s nothing wrong with a little friendly competition among employees to see who can get the most people to join. Reward the winner with a special perk or prize. Or incent the staff to work as a team and earn a pizza or extra cash if they meet their goal. Owners with multiple locations can run a contest between salons to see who has the most subscribers, helping drive traffic to your brand as a whole. In mobile marketing, creativity is often rewarded by customers.
Adding just 2-3 subscribers per location, per day, will grow your subscriber base and position you for success. By staying on track you’ll have at least 50 subscribers within the first month, and a few hundred in six months. The best way to ensure guests stay subscribed to your text club and to keep them interested is to send a mixture of messages and offers. If the text club doesn’t provide value, subscribers will opt-out. Try offering a monthly special product or service as a great way to increase revenue – and mixing in a discount on slower days is a good way to drive traffic and promote visits. Once you start seeing what works, and changing what doesn’t, both your salon and your guests will get the most out of your text club.