Because of circumstances beyond my control, I was forced to relocate my salon twice in one year. I'm in a great location now, but we lost many of our old clients while we were closed. Do you have any ideas on how I can get the word out about our new location and build business back up?

February 02 2005 - Syracuse Post Standard

Tracy:
I believe you need to create an advertising plan and market extensively to build your business again. Contact local print media to see about advertising rates in newspapers targeting your customer base. Research costs on billboards near your business and advertise on one to draw attention to your new location. Increase visibility by using windows signage or display boards outside your building. Cold call companies in your new neighborhood and set up appointments to introduce yourself. Be an exhibitor in the upcoming Syracuse Chamber show to advertise to potential customers. I'd suggest if you are too busy to do all this marketing yourself, make appointments with a few public relations firms and discuss your issues. By hiring a good PR firm, you might get quicker results than doing everything yourself, which might help your bottom line faster.

Julie:
I would start by taking a close look at your existing clients. What do they have in common? If you can identify who they are, you can work on finding more clients like them. Have them fill out a card with some basic information and you may start to see a pattern. Are they from the same area of town or in a particular age bracket? How did they find you? Once you quantify them, you can focus your marketing efforts more efficiently.
You could also develop a program to encourage referrals from your current customers. Offer a discount on services or free products to customers who refer their friends to your salon. A handwritten thank-you card would be nice touch as well. Your happy clients can be your best "advertising".

Ann Marie: Try to come up with a really creative promotion that includes your new customers and encourages them to bring in their friends and family. Maybe a Make-Over Contest? Have clients bring in photos of friends and relatives and do a monthly contest where the winner gets made over. (Don't forget to get their contact information for your mailing list.)Try to connect with the local media or a clothing store and offer your services as part of a larger give away. It is a great way to get your name out there and increase your data base for future mailings. Display the before and after photos in the salon as well as any other places you have partnered with for your "contest". This will help get people chatting about it. Have fun with this! Your clients could all vote on the winner. I hope this help you "make-over" an unfortunate situation!