Advertising has a long-lasting effect, and one or two advertisements alone can't achieve the ideal effect, especially in the information society, where tens of thousands of advertisements appear every day. Lack of overall arrangement will increase advertising risk, even lead to invalid investment, causing serious losses to beauty salons.
Generally speaking, beauty salons do advertising planning once every six months or once a year, including the content of beauty salons' advertisements, the media they choose, the strength of advertisements, the prediction of investment and return, etc.
2. Choose advertising media carefully
Advertising investment in beauty salons is very limited, so we should choose advertising media carefully.
(1) Factors related to the selection of advertising media;
① Price:
Different advertising media have different charging standards, and beauty salons should consider their own affordability and choose advertising media with appropriate prices.
② Consumer groups:
Most consumers of beauty cosmetics are women, including girls who like to dress up in their twenties, students who have just entered the society, professional women in their twenties, mature and attractive women in their thirties and forties, and women who are aging in their fifties and sixties. Beauty salons should fully consider the characteristics of beauty consumers and choose the media they often contact.
(2) Rational use of media:
(1) TV and radio: TV broadcasting has a wide spread effect, but the advertising cost is high, so it cannot be used for a long time. You can cooperate with them in the form of lectures, such as skin care knowledge in various seasons, skin care, hair care, choice and use of cosmetics and so on. This can not only spread beauty knowledge, but also publicize beauty salons, so that beauty salons have a certain popularity.
(2) Newspapers and magazines: Newspapers and magazines are widely read, but now there are many kinds of newspapers and magazines, which are dazzling. It's best to choose facial make-up magazine, women's magazine, TV weekly and newspapers and magazines focusing on life consumption information, because these newspapers and magazines are easy to save and rich in content, and almost become the publications of the whole family, and the effect can last for a week or even months, so these newspapers and magazines are more suitable as beauty advertising media, and the price is moderate.
(3) Printed matter and leaflets: Printed matter and leaflets are characterized by relatively low prices and can describe beauty salons in detail. For example, the service concept and technology of beauty salons.
Outdoor advertising: Outdoor advertising includes posters, street signs, murals, light boxes and other forms of advertising, which has the characteristics of wide spread, low cost and quick effect, and is a way for the public to spread information. Its advertising language is concise, the picture is eye-catching, the logo is clear, and the forms are diverse, which is very eye-catching. Posters usually put written or color printed advertisements on the wall or hang them beside busy markets or shops and hotels to attract customers. Street sign advertisements are generally set at intersections, and murals and light box advertisements are generally set at the entrance of beauty salons. Outdoor advertising requires creativity, vivid image, bright colors, strong contrast and uniqueness.
⑤ Window advertisement: Window advertisement is window display. In the window at the entrance of the beauty salon, there are vivid patterns, posters, models, product samples and text descriptions, which give people beautiful enjoyment with the arrangement of lights and colors. This is a good enterprise display and advertisement. The most important thing in the production of window advertisements is design, which organically combines the beauty of decoration, art and the characteristics of goods to achieve the best publicity effect.
3. Grasp the strength of advertising:
The strength of advertising refers to the frequency of advertising in beauty salons, the time or space for each advertisement. A strong advertising campaign means that advertisements are published frequently, with a large layout or a long time.
Beauty salons generally advertise vigorously when they open, decorate and reopen. After the official operation, advertising will do its best. Generally speaking, the frequency of advertising can be once a week or two or three times a month, or even once a month. Adjust the page size appropriately, such as holidays, the page is bigger, and the page is smaller at ordinary times, which can not only make the advertisement last, but also save money and get twice the result with half the effort.
4. Advertising should highlight the key points.
The time and layout of advertisements are limited, and it is impossible to write as much as you want, so you should pay attention to highlighting the key points when advertising. Can be grasped from the following aspects:
(1) Emphasize the overall quality of beauty salons: This kind of publicity does not pay attention to the technical details of business services, but highlights the quality, technical ability, store size and service concept of beauty salons, which is helpful to enhance the brand image of beauty salons.
(2) Emphasize the service features of beauty salons: characteristic management.
It is a business model with distinctive personality and unique technology, such as freckle shop, tattoo shop, makeup shop, fitness shop and hair removal shop, which attracts customers in its unique way. When promoting, emphasizing your own characteristics can play a prominent role and be clear at a glance.
(3) Give prominence to one or two items and drive others: There are many comprehensive beauty salon services. If everything is covered, it will give people a messy feeling and it is not clear which one to introduce. When advertising, you can focus on one or two of them, and the others are slightly. After consumers have a deep impression on this item, they can highlight one or two other items to make a key introduction. You can also introduce key projects according to the season. For example, just after summer, you can highlight the freckle whitening project, and after winter, you can highlight the weight loss project.
5. Advertising forms should be attractive:
Beauty salons often advertise in newspapers and periodicals, but due to the limitation of printing technology, newspapers and periodicals are often monotonous. If the advertising space is not large enough, the direct visual stimulation to consumers is not strong enough, and it is not easy to attract attention. Therefore, the title of the advertisement should be eye-catching, the concept should be novel, the layout structure should be as concise as possible, and the text should be clear. For example, they are all good topics, and the advertising content should be as concise as possible. If the layout is dense, the visual experience will be more comfortable and people will like to watch it. If there are too many words, people are reluctant to read them carefully and it is easy to divert their attention. In this way, even if the advertisement is detailed, it will not play the role of advertising.
6. Collect information feedback and evaluate the advertising effect.
After the advertisement is issued, beauty salons should pay attention to collecting all kinds of information, such as telephone consultation, or customers who come to consult can ask by the way, "How did you know about our beauty salon?" You can know the advertising plan by asking. Statistics of advertising expenses and beauty salon income every month. Generally speaking, the cost of advertising expenditure is about 20% of the turnover. After advertising, the benefits of beauty salons have increased, and advertising efforts can be appropriately increased. If the advertisement lasts for a period of time and still has no good effect, the beauty salon must make appropriate adjustments to the advertisement.
Matters needing attention in advertising
1. Advertisements should be convincing, and you can't engage in some mysterious methods that deviate from science. Some advertisements blindly exaggerate the beauty effect, and as a result, customers can't see the effect at all after finishing the beauty, so they will accuse the beauty salon of making false advertisements, and the beauty salon will be punished by the industrial and commercial departments.
Don't be too extreme in advertising language, you can add words like "basic" and "general" to exclude particularity.
3. The advertising language should be concise and to the point, and the text should be high in gold content and clear at a glance.
4. The advertising language should be concise and novel, and the advertising form and content should be changed appropriately. Being dull will give people the impression of being rigid and lifeless. But if it changes frequently, consumers will not know the overall situation and main business projects of beauty salons.
5. Advertising should be continuous. You can't get cold at once. Don't advertise if the benefits are good. If the benefit is not good, try your best to advertise, or the advertising company will sell it at home. You are embarrassed to refuse, and you lack overall long-term planning. This will only lead to a waste of advertising funds.