“Within our industry there are three categories with which you can choose to align yourself: budget/economy, intermediate/midsection, and luxury/top end,” says salon consultant Maxim Titter. There is no right or wrong category, she emphasizes, only the danger of not knowing which category you belong to.

If you’re unsure, then you are probably not really clear on who your target clients are.

“That’s dangerous ground, when it comes to spending money on marketing,” she says.  “I liken it to wearing a blindfold and shooting a gun in the air hoping the bullet will hit the target versus aiming directly and purposefully at the target.” Determining your target market is a matter of asking yourself some questions, according to Titter. The fi rst step is to identify who your best current salon clients are.

  • Who always shows up for their appointment or calls if they can’t make it?
  • Have they had more than one service with me?
  • Do they purchase what I recommend to them?
  • Do they refer their friends and family to me?
  • Do they love coming to see me and have they remained loyal?

Now, take a moment to quickly write down the names of the clients that come to mind.

Next, review the list and ask yourself if there is anything these clients have in common?

Clients with these qualities and demographics are your target market.  After completing this exercise, you should be better able to understand who your ideal client is and you’ll be able to direct your marketing efforts specifically at her. 

Go to Titter’s website www.fishonaplate.com/videos.aspx to find links to 30 YouTube videos explaining how to quickly grow your salon.

For reprint and licensing requests for this article, Click here.

Read more about