Marketing & Promotions

The Nitty Gritty Guide to Marketing Your Salon

Get the lowdown on: the dos and don'ts of website design, salon-finder sites, the Yellow Pages (printed and online), designing a great business card, placing a newspaper ad, and more.

Place a Newspaper Ad

Research local publications. Look up online to find the local newspapers in your city or town. A quick Google search including your city’s name along with an appropriate tagline like “newspapers,” is a great place to start. You can also head to your local grocery or convenience store and browse the publications there. Many smaller news publications are free of charge to consumers and full of advertisements for local businesses.

Carefully consider where your ad should be placed. You don’t want your nail salon ad to appear in the sports section, and you don’t want it to appear in the classifieds either. You want your ad located in a popular section that has the best chance of pulling a potential nail salon client. So browse through the publication you’d like to advertise in and see where you feel your ad should be.

Also, inquire about a health and beauty section. Some newspapers have a special section for health and beauty, but it may not appear in the daily editions, only coming out once a week or so. It is worth inquiring about this because placement in these sections may create the best opportunity for your ad to be seen by potential clients.

Call the newspaper to talk to a sales representative. When you find the publication you would like to place an ad in, don’t be shy about calling a sales representative and discussing exactly what you are looking for. Tell them you are interested in placing an advertisement for your salon’s services, and that you’d like to know what they have to offer. In some circumstances, a sales rep may actually visit your establishment to better understand your needs. (This is becoming more common as the struggling newspaper industry attempts to reinforce its client relationships.)

Get a price sheet. Once you have talked to a sales rep, ask them for a price sheet for the different sized ads, the different placement areas, and the rates for the length of the ad placement. You need to know all of this information up front so you can budget in how much you’d like to spend on advertising.

Inquire about zoning. Many publications have deals for advertising in certain zones. So if your city is big, a newspaper can place your advertisement so it only appears in certain areas of the city, as opposed to the entire readership. This could help save costs if you feel your advertisement will only be useful in certain areas of the city.

On the next page: Reach Out in Your Neighborhood

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