The success of any beauty salon depends upon a number of factors. In today’s article we will talk about one of those factors, your ability to identify your beauty salon target audience, and what it means to your bottom line.
We are Salon & Spa Galleria, serving the Greater Fort Worth area with twenty-three affordable and attractive salon suite rental opportunities. Call us today at 817-917-1416 for more information about pricing and availability.
Opening a beauty salon: build a solid foundation.
We firmly believe that the success of any beauty salon, hair salon, nail salon, etc., is largely based upon the steps taken long before the first customer walks through the doors on the first day of business.
One of those first steps is to write out your mission statement. A mission statement is a concise explanation of a company’s general purpose, objectives and values. It should be aspirational, memorable and written with multiple audiences in mind, including customers, shareholders, the general public and (primarily) employees.
Let’s take a look at a sample mission statement, this one from Apple:
“To bring the best user experience to customers through innovative hardware, software and services.”
Or this one from Microsoft:
“Our mission is to empower every person and every organization on the planet to achieve more.”
Why a target audience?
Included in, and implied in, the mission statement is a knowledge of who the target audience is i.e who the average customer is.
What is the target audience? A target audience is the group of people you want to purchase your products or services. Very few companies will ever have a target audience of “everyone”—trying to sell to everyone will often result in selling to no one. Instead, your target audience will be made up of people who will benefit the most from your products. This group is defined by certain demographics and behaviors, which can be segmented into specific personas. These personas give you a mock individual who represents the average person in a specific target audience.
We draw your attention to the line “very few companies will ever have a target audience of everyone.” Think about that for a moment with regards to your salon. Who is the most likely to frequent a hair salon, nail salon, or beauty salon? Once you have answered that question, once you have a specific type of individual in mind, you can then construct a marketing campaign aimed at those specific individuals, and that in turn will increase your chances of having a successful marketing campaign.
Never lose sight of your mission.
It is so easy to get wrapped up in the day-to-day operation of beauty salon and lose sight of the mission statement. This cannot be allowed. If necessary, tape a copy of the mission statement in your salon or spa, somewhere you are likely to see it daily, because that mission statement is your guiding light, your North Star, which will keep you aimed at the ultimate prize.
A final word about Salon & Spa Galleria.
Salon & Spa Galleria is locally owned and operated. Call us and ask us about our 26-step business plan, included in the rental price, and our free marketing workshops. These truly are luxury salon suites you need to see in person.
