tanTALK - View Single Post - Advertising

Laney · 10-26-2005, 01:52 PM

Sunsally,
I have to agree with you on most of what you wrote but not all. It certainly does depend on your market, but I'd like to take our salon for example. We are in a small town, less than 29,000 people in the entire town, less than 50,000 in the county.

Radio:The ONLY form of advertising that seems to work for us is radio. We are a single salon. Each and every time we have advertised on the radio we have had wonderful results. In fact, we recently signed a contract to advertise on four of the local stations (all owned by the same broadcasting company) which will reach the entire county, with pop music, country, talk radio and easy listening. We will have 30 second ads and each ad has been created by a national company. Included is what they call "donuts" where we can insert items such as specials, lotions etc.

Yellow Page advertising: We've done it for going on three years with again, great results. People living in small towns really have no other way of finding out information, so they turn to the best thing they know how: the telephone book. We have had many, many clients tell us they found us in the yellow pages. This is older and young alike.

Newspapers: Has never worked for us. We've spent a small fortune placing ads of all sizes in the local newspaper and had very little response, if any. After paying close to $300 for one ad, we had one person come in and tell us they saw it in the newspaper. Even recently we had the local newspaper do a really nice writeup on us and although several people mentioned they saw the article and our picture, we didn't generate any new business from it. Granted the paper only comes out three times a week but trust me, very few people read it!

Our referral system works very good during season. We have so many people coming in and referring others during our busy times but not so much during slow season. We give $5 in bonus bucks to the referring party if their friend signs up for a package. They really like it when they send in friends because they can use their bonus bucks towards another package, lotion or anything we have retail.

All in all, the ideas you present are good.....with a few exceptions as you can see. It really does depend on your market and only you can find your market. We make our name known in the community as much as possible. Since our particular town is very big into pageants, everything from Little Miss to Mrs, we sponsor these pageants, and my husband coaches a children's soccer team where our name is on the back of the kids' jersey. Whenever there is anything going on in our town, we try to be a part of it. We have never declined the invitation to donate to any worthy cause involving our town's people. Everything from fundraising to school functions, we are there.

This past year a new movie theater just opened and we will be advertising on the screens in each theater. It is worth what we will pay monthly to have our name placed where everyone who attends a movie will see it. Just think about it, you're sitting in the theater waiting for the movie to start. What else is there to do but read what's on the screen? We'll offer free tans for bringing in their ticket stub.
I thought I would add these last few items to your list. This of course is just our opinion on what works for us and what doesn't. You have to figure it out for yourself and get to know your market. Thanks!

10-26-2005, 01:52 PM	#4 (permalink)
Laney Join Date: May 30 2001 Location: Crossville, TN Posts: 195 Rep Power: 13	Sunsally, I have to agree with you on most of what you wrote but not all. It certainly does depend on your market, but I'd like to take our salon for example. We are in a small town, less than 29,000 people in the entire town, less than 50,000 in the county. Radio:The ONLY form of advertising that seems to work for us is radio. We are a single salon. Each and every time we have advertised on the radio we have had wonderful results. In fact, we recently signed a contract to advertise on four of the local stations (all owned by the same broadcasting company) which will reach the entire county, with pop music, country, talk radio and easy listening. We will have 30 second ads and each ad has been created by a national company. Included is what they call "donuts" where we can insert items such as specials, lotions etc. Yellow Page advertising: We've done it for going on three years with again, great results. People living in small towns really have no other way of finding out information, so they turn to the best thing they know how: the telephone book. We have had many, many clients tell us they found us in the yellow pages. This is older and young alike. Newspapers: Has never worked for us. We've spent a small fortune placing ads of all sizes in the local newspaper and had very little response, if any. After paying close to $300 for one ad, we had one person come in and tell us they saw it in the newspaper. Even recently we had the local newspaper do a really nice writeup on us and although several people mentioned they saw the article and our picture, we didn't generate any new business from it. Granted the paper only comes out three times a week but trust me, very few people read it! Our referral system works very good during season. We have so many people coming in and referring others during our busy times but not so much during slow season. We give $5 in bonus bucks to the referring party if their friend signs up for a package. They really like it when they send in friends because they can use their bonus bucks towards another package, lotion or anything we have retail. All in all, the ideas you present are good.....with a few exceptions as you can see. It really does depend on your market and only you can find your market. We make our name known in the community as much as possible. Since our particular town is very big into pageants, everything from Little Miss to Mrs, we sponsor these pageants, and my husband coaches a children's soccer team where our name is on the back of the kids' jersey. Whenever there is anything going on in our town, we try to be a part of it. We have never declined the invitation to donate to any worthy cause involving our town's people. Everything from fundraising to school functions, we are there. This past year a new movie theater just opened and we will be advertising on the screens in each theater. It is worth what we will pay monthly to have our name placed where everyone who attends a movie will see it. Just think about it, you're sitting in the theater waiting for the movie to start. What else is there to do but read what's on the screen? We'll offer free tans for bringing in their ticket stub. I thought I would add these last few items to your list. This of course is just our opinion on what works for us and what doesn't. You have to figure it out for yourself and get to know your market. Thanks!