The Target Market in the Salon Industry
Many salons want to attract a variety of clients, making in-depth knowledge of each target market important when creating messages that encourage prospective customers to make an appointment. Look within a five to 10-mile radius of your business to determine what types of clients your salon is most likely to attract. Then you’re ready to identify the common characteristics each target market shares in determining how to market your salon and keep the seats filled on a daily basis.
Your salon’s location plays a big role in which customers you attract. If your salon is located near lots of corporate businesses, you may want your marketing to appeal to the professional office workers who need your services during business hours. Salons located near upscale shopping malls may want to focus on women. If your salon is located near a bustling strip mall, you may want to advertise services for the entire family with openings on weekends available.
The services and products you offer will appeal to various target markets. For example, selling organic makeup products in your salon may appeal to women who are concerned about the effects of chemicals on their skin or those who are concerned about the environment. If you cater to an older audience that wants to look younger, you may want to add anti-aging products to your lineup. Your target market may want manicures and pedicures, facials and waxing services in addition to hair styling, color and cutting, giving you more ways to attract an even larger audience. If you want to appeal to a certain culture, such as African Americans, you may need to offer hair extensions and straightening services to draw customers to your salon.
Most salons appeal to either men or to women with interior design playing a major role in attracting the right audience to your business. A high end men’s salon may be filled with dark wood and leather furniture that encourages clientele to linger, while a business that sells cheap haircuts uses functional furniture that reflects the pricing. Unisex salons must provide a look and feel in the salon that appeals to both sexes, while salons that cater to families and children may want to use bright colors and comfortable furniture that can take lots of abuse.
You may want to offer the latest trendy haircuts, styling and coloring techniques, so your audience needs to be interested in keeping up with the latest styles. If your salon is located in an area that appeals to an older population, you may need to offer styling services that help clients maintain their hair rather than introducing the most popular cuts.