I’m thinking about advertising in my local paper. Is this a good idea?

Answer

You could advertise in your local paper, however, we would recommend that this be a last resort due to cost. What can be a more effective and multi-layered approach would be to do the following:

> Launch a referral contest with your existing clients. Offer them 50% off of their next service once they send you three people. (Most importantly, explain to them your situation and they will help. Sometimes technicians are apprehensive about doing this, but it is exactly what you should do.)

> Focus heavily on rebooking your clients for their next visit before they leave.

> Cross promote with other stylists/estheticians in your salon or spa.

> Visit your local gyms and create a networking relationship with personal trainers. Offer them your services and in return they send you clients and continue to save money with you.

> Create a Facebook fan page and build a following. Have all of your clients become fans and fill your page with tips, pictures of your work, etc. Brand yourself as an expert and build a following.

> Lastly, if you do advertise in the newspaper, keep your ad simple and to the point. Remember, less is more. 

— Steve Gomez is professional development manager for Milady.