GROW 4 Marketing
Engage, Communicate, Connect

Salon Marketing is about three things, 1. Attracting new clients, 2. Turning them into regulars and 3. Keeping them as long as possible. GROW 4 Marketing covers all three with a practical overview of what it takes to build a successful brand in todays highly competitive market. Any charts used in this book are downloadable from www.growmysalonbusiness.com/chartsTable of ContentsChapter 1: What is Marketing?What is marketing?The 7 Ps of marketingYou are the marketing departmentA business is a collection of individualsWhat is the purpose of marketing?The functions of marketingThe 3Ms – Market, Message, Media…The 5 big questions…Now you know…Chapter 2: What is the concept for your salon?What is the concept for your salon?The need for market research…Salon industry trends…Down-trendsInternal analysisNow you know…Chapter 3: Who is your target market?Who is your target market?If you were a magazineChoose 5 people…What are the needs and expectations of your target market?What are your brand values?Choosing a product manufacturer to be aligned withYour number 1 marketing tool is…Strategy…Now you know…Chapter 4: How do you get more clients?How do you get more clients?What is your basis for growth?Client generation internalClient generation externalAdvertisingKey points to focus on with advertisingThe message and the medium…Traditional advertising mediaDigital marketing mediaYour website is the hub of your digital marketing strategyThe explosion of social mediaThe ins and outs of PRRelationship marketingThe need to be authenticDevelop a yearly marketing activity planPromotional opportunitiesDiscount versus added valueNow you know…Chapter 5: How do you turn them into clients?Turning them into regularsThe journey from customer to clientWhat are you really sellingThe components of successClient conversion strategiesValue-added and customised…Now you know…Chapter 6: Turning clients into lifelong advocatesHow do you keep them as long as possible?Client retention – Turning clients into lifelong advocatesNow you know…