The 12 Days of Digital Marketing: Day 3
Welcome to Day 3 of The 12 Days of Digital Marketing.
Every day, we’ll answer a marketing question sent in by people like you. Even if—especially if! the phrase “internet marketing” produces deep nausea or dread. We’re here to show you how it’s all about connection and authenticity.
We’re worried about marketing too heavily for our shop and not being able to meet the demand. Unfortunately, due to COVID, we lost all our barbers, so we’re very understaffed right now. How do we make the most of our marketing without taking on more than we can handle?
This is a tough spot to be in, and one we’ve seen other barber shops and salons struggle with as well. One thing you might try is changing up the experience itself for the client. Realizing you’re understaffed, is there any way you can turn the bug into the feature? Meaning: play up the fact that the client is the sole focus of your shop during their appointment. This makes them safer, of course, and that’s a huge plus, especially right now when Covid rates are skyrocketing. Your messaging could say, for instance, that you’re introducing a new protocol, and each client will have not only the safest environment possible, but also…you’ll play their favorite musical artist throughout their visit? You’ll give them a sample of their favorite hair product? You’ll have a spa-like ambience option, including an essential oil diffuser, soothing music, longer scalp massages? This could be presented as a base-level “personal attention” treatment, and you could even offer some extra touches for a slight upsell to make up for the loss of revenue due to limited availability.
You know your clientele best; the key is to find a way to give them more of what they love, and specifically more of what they love about you, in a special way that couldn’t happen if we weren’t in this extremely upside-down situation.
Keep in mind that scarcity can drive sales on its own, so keeping your scheduling transparent to clients—like using an online booking program—lets them know how in-demand you are and may motivate them to book their own appointment sooner.
One last thing: you might take a look at what other hair-related businesses are doing and offering right now; you never know what might spark an idea.
Wishing you a patient line of devotees who adore you,
-Emma & Katie
Have a burning question of your own? Email us at firstname.lastname@example.org. We’re keeping all questions anonymous, so be as upfront as you need to be, and don’t worry about feeling silly. Chances are, lots of other people need to hear the answer, too.