August 2010

Lisa Kind - Editor

The Mane Objective | by Marco Pelusi


No-Cost Marketing Worth a Fortune

Is business a little down these days?

Are you looking for some great, inexpensive ways to market your salon business?

The most accessible and widespread way to get the word out is, of course, the internet. Hopefully you have your salon website up and running. Do you have a Facebook fan page? It’s free, and it’s the best marketing tool going right now.

Every salon in today’s market should have its own fan page. A fan page can easily become your showplace for salon happenings, special offers, announcements and marketing efforts. Once you have your website and fan page set up, think of appropriate organizations with which you might link. For example, your city’s Chamber of Commerce may be able to link your site / fan page with their website.

Talk to your clients openly and consistently about what you are doing with your website. You can ask your clients to write testimonials on your fan page. In addition, your clients may certainly link your salon’s website or fan page to their site if they have one. They may even be able to write something positive about you somewhere else online. Even just a few online hits can create a little marketing buzz about you.

Another great way for potentially free marketing on the net is to connect with bloggers. You probably already have bloggers as clients sitting in your chair. Blogging is another marketing area where you should speak openly and frankly with your clients.

Start surfing the net to look for blogs where you would like to see yourself mentioned or featured. There are hundreds of thousands, some better than others. Open up the conversation, your clients just might write about you. You do not necessarily have control over what bloggers say about you. However, you can most certainly request to see a copy of whatever will be posted about you before it goes live, so that you don’t have anything negative floating around online. Then, hopefully, other bloggers will see what is online and write about you as well.

How involved are you with local business and civic efforts? Are you in tight with your neighborhood Chamber of Commerce or city government? Find a local board to become a part of, whether it is the Chamber Board of Directors, or a city committee of some sort.

Any kind of local business and / or governmental participation on your part will build your business and help brand your name. Are there Business Improvement Districts in your hometown? Serving on the board of a B.I.D. is a very viable way to connect with local, grass roots marketing efforts.

Also, work to connect yourself with the local celebrities, such as the mayor and the city council. Do their hair. These folks will speak well of you in their travels. If you do not have enough free time to participate on a board, at the very least, offer a standing discount to all Chamber members in your area. Hopefully, the businesses that are involved will take you up on the offer. All of these local efforts should involve minimal to no cost.

What about charitable contributions? You should regularly gift your salon’s services or products to local charity events. I am sure that someone you know is doing a silent auction at an event, and would love it if you donated a haircut. It’s a great way to get your name out there, and perhaps the individual who gets the cut will become your client.

Do not forget your existing client base. Remember, the people involved in charity groups are often within arms’ reach. Ask your clients about groups they are involved with, possibly you can donate a gift card for hair services to one of their events.

If there are not charity events close by, then look into local churches or similar organizations. Perhaps you already belong to such a group, and can simply begin there. Even a giveaway or raffle involving your hair services would be great. Again, there is minimal cost involved, and it is an added benefit to help others by giving to those in need in your community. Finally, the gifts may be tax-deductible. Ask your accountant.

 To summarize, I guarantee that reasonably priced marketing is already available within your local circle. Take a good, hard look at the clients you speak with on a daily basis -- they may be involved with a blog, charity or civic group, and these are the places you need to connect with. If you do it right, you may not have to spend a single cent.

Cherish your current clients. They are gold, and deserve to be treated as such. Tell each one of your good clients that if you could clone them, you would. Tell them you are adding hours behind the chair, and you would welcome any referrals they have for you. Now that is no-cost marketing you can begin doing immediately that is worth a fortune.

Marco Pelusi is globally recognized as a haircolor trainer and platform artist. Marco Pelusi Hair Studio, Inc. was named Best Hair Color in Los Angeles 2007 by KTTV Fox11’s “myfoxla Hot List” competition. Pelusi created the Marco Collagen Color Guard HairCare System, the collagen system developed for color and chemically treated hair. For more information, visit



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