3 Ways You Can Beat Falling Salon/Spa ‘Footfall’
ByNow, depending on your location, you may or may not depned on ‘footfall’ for a large percentage of your business?
And I bet if you are in a local town that your footfall has been falling for about the last year??
Why?
Well…
Figures released by Experian today, show High Street footfall fell by 1.7% last year. Some areas saw falls as high as 7%+. Many local towns are becoming ‘ghost towns’ with empty units and few shoppers.
Most salons and spa rely on their location and ‘footfall’ to generate new clients.
In good times this is often an adequate way to earn a decent income. But now ‘footfall’ is falling fast, if you want to survive need to use some new strategies.
Here are 3 ways you can take positive action to beat falling ‘footfall’.
- Use Direct Marketing to Attract Affluent Clients – There are plenty of people spending money, plenty of people little affected by recession. By using direct marketing you can target specific affluent demographics with ‘pinpoint’ accuracy and either sell directly to them or use irresistible offers to invite them intoyour salon or spa. Direct marketing allows precise measurement of results and thus minimal waste.
- Make More Use of the Internet – While High Street sales are falling, online sales are rising in many categories. Any salon or spa owner can easily use the internet to both sell online (as an additional route to market) and use the internet as part of a coordinated demand generation system for new and old clients.
- Utilise Joint Venture Partnerships – A lot of small business (and large) are feeling the pinch from recession. And while in good times many are happy to ‘keep themselves to themselves’, now is the time to develop partnerships with other local business for mutual gain. For example, you could could approach a local gym and ask to run a marketing campaign to their members. They gym could benefit either through a slice of profits or by a campaign to your clients.
So… While High Street footfall is falling, you really have two simple choices.
Either get very, very busy finding new ways to generate business or ‘roll over’ and ‘give up’.
‘Giving up’ should not be an option…
Dedciated to your success,
Henry.
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