The main window of a salon provides a major marketing opportunity, particularly if the salon is located in a busy pedestrian area. Yet many salon windows display only the name of the business and a view of people flipping through magazines while they wait to be beautified. Create eye-catching, informative displays that will grab the attention of passersby and remind them that a good haircut can make you feel like a million bucks--you just might inspire them to walk in.
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Before and After
Borrow a strategy from diet-pill ads and late-night infomercials: the "before" and "after" shots. Now, in this case, you don't want to embarrass your client, so rather than trying to make the "before" shots look unflattering, get a quick, positive quote from the client about why she was unsatisfied with her hair, such as, "I've been wearing the same style since my son was born, and he's in second grade now. It's time for a change!" Have the photos blown up and professionally printed. Mount them on foam core along with any quotes you want to include. (Label them "Before" and "After.") Hang the pictures from wires set a little bit back from the window.
Create an educational and inspirational display that rotates monthly, each month focusing on a different aspect of hair and beauty. For example, one month could spotlight fringe and all the different ways one can wear them, from side-swept to wispy to blunt and thick. Include labelled photos of different styles, plus fun historical facts--for example, women in the 1880s often wore their fringe long and parted in the middle, according to a University of Vermont historical project. The next month could look at the classic bob hairstyle or at different shades of blond (such as strawberry blond and champagne blond).
Form a border around the main window with photos of your happy, regular customers along with cheery quotes relating to their hair--or, perhaps, on other subjects. If your salon has a quirky, "indie" look to it, ask your customers about their favourite childhood books or their very worst hairstyle. A US Small Business Administration article on marketing advises, "Stick to your own image and personality; stay with the basics of who you are. Make sure that the personality and image projected in your advertising ring true."
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