Promoting a business simply means getting it in the public eye as often, and in as many ways, as possible. What’s the best way to promote a salon at the least cost? The answer is different for each business and probably consists of more than one approach. Be creative and remember that it’s a numbers game–the more often the salon name is seen, the more likely it will be remembered, however you go about it.

One method to consider is guerilla marketing. What is it? Popular since the 1980s, guerilla marketing uses inexpensive and unique means of catching your target market’s attention. It can be as simple as acquiring a catchy website name and persuading all your friends to wear colorful shirts with the name plastered on it. A certain number of people will just have to investigate if the name is interesting enough, and some may become clients. Another example that many stylists have used is to take a creatively styled and colored pet for a walk–with lots of business cards in hand.

According to Vicki Lynne Morgan, certified guerilla marketing coach, pet industry speaker and president of Animal Brands, a successful marketing and consulting agency, most small business owners can and should create their own marketing plans. Marketing experts tend to apply a boilerplate format often learned in business school, which may not suit a smaller business’ needs. Creating a marketing plan doesn’t mean you need to implement the approaches yourself. There are services that will do everything from personalize a monthly newsletter (www.groomersnewsletters.com) to webmasters that will create and administer a website that is unique to the salon.

Morgan warns not to become complacent about the client list you already have. Sixty percent of the salon’s marketing budget should be spent on retaining current customers and gaining referrals. It is always less expensive to keep a customer than to gain a new one. Using a comprehensive database for this is key, says Morgan. Utilize technology that allows entering the client, his or her address, and information about the pet, including its age, color, name, breed, and what products and services it enjoys. This way, if you find a wonderful new shampoo for white dogs, a mailing can be sent to every client with a white dog.

Other promotion methods that will keep a salon in the forefront of everyone’s mind include: newsletters and social networking, charity or cause-related marketing, hosting seminars, and running photo contests and prize drawings.

Remember that none of these methods will be of any use if they aren’t backed up when they arrive for their appointment. Good and sincere customer service, top-notch pet care and styling, thoughtful public relations, good ambiance and smiling employees are all vital to a business. 

Carol Visser is a Nationally Certified Master Groomer and Certified Pet Dog Trainer. Formerly a pet product expert for PetEdge, she and her husband Glenn now own Two Canines Pet Services in Montville, Maine, which provides grooming, boarding, training and day care services to Waldo County.