Running a beauty salon in a large city such as Warsaw is a challenge that requires not only skill, but also effective outreach to potential clients. We were recently approached by a salon owner who wanted to attract new clients and increase interest in his services. His goal was not only to fill his schedule, but also to build a loyal customer base that would keep coming back for more. From the beginning, we knew that the key to success would be a well-planned marketing strategy, tailored to the beauty industry and the local market. We opted for a combination of creative online and offline activities to attract attention and encourage people to visit the salon. In this article, we will tell you step by step how we helped our client achieve their goals.

Strategy

The first step in our cooperation was a thorough understanding of the client's needs and an analysis of his previous activities. The salon owner already had some experience in promotion, but lacked a coherent plan to reach new people. We sat down together to determine what we wanted to achieve and what tools would be best for this. We proposed a strategy based on building interest through a 20% discount for new female clients, which was to be a magnet for the salon. The discount was simple but effective - it gave newcomers a chance to test out services at an attractive price, while not compromising the value of the offer. The strategy also involved a combination of social media, SMS marketing and email campaigns to reach a precisely targeted audience. The client accepted our plan, seeing it as a chance for quick results, which at the same time would be the basis for further development of his business.

Description of the ideal customer

In order for our activities to be effective, we had to determine exactly who we were targeting with our messages. Together with the client, we created a profile of the salon's ideal client. This was a woman between the ages of 25 and 45, living in or near Warsaw, professionally active, caring about her appearance and interested in beauty services such as manicures, facials and hair styling. Such a person often uses social media, especially Instagram, where she looks for inspiration and referrals. She values quality, but also pays attention to attractive offers that allow her to test a new place without much risk. Convenient appointment scheduling and a friendly salon atmosphere were also important to her. This precise picture allowed us to better tailor our activities to reach exactly those women who had the greatest potential to become regular customers.

Activities

After determining the strategy and profile of the ideal client, we moved on to concrete actions. To begin, we partnered with a Warsaw-based influencer who had a sizable group of followers that overlapped with our ideal client profile. The influencer visited the salon, used the services and shared her opinion on Instagram, encouraging people to take advantage of the 20% discount. Her posts and testimonials caught the attention of many women, who began to inquire about the details of the offer. In parallel, we launched an SMS marketing campaign, targeting the contact base provided by the client and new people who signed up for the salon's newsletter. The messages were short, catchy and included a clear call to book an appointment at a discount. To this we added email marketing, in which we sent personalized invitations to treatments, highlighting the benefits of the first visit. All these activities were synchronized to reinforce each other and build a consistent image of the salon as a place worth visiting.

Results

The month-long activities yielded results that exceeded the client's expectations. Thanks to the campaign with the influencer, text messages and emails, the salon recorded a significant increase in the number of new clients. The schedule filled up almost completely, and many people who came for the first visit at a discount came back for subsequent treatments, delighted with the quality of service and atmosphere. Within a month, the number of bookings increased by 40%, and the salon gained more than 100 new clients, a significant number of whom signed up for future visits. Importantly, the marketing efforts not only brought immediate results, but also helped build brand recognition in the local market. The client was pleased to see his business gaining momentum, and we were happy to support him in achieving these results. This proves to us that a well-planned strategy and precise actions can work wonders, even in an industry as competitive as beauty.