Resolved to Succeed

This is the year my resolutions will focus on finding inexpensive, fun and innovative ways to market my salon. Each month, I will try something new to promote my business within my community. This is no small task, of course, but I am going to do my best, and it might actually be easier than trying that diet again.


January
Let’s start with January… brrr. Considering how cold it is in most places, finding things to do indoors that require a little bit of focus will be good. Personally, I will be creating my grooming salon’s website and starting to collect my customers’ email addresses. Although I realize this is something I should have done a long time ago, it’s been hard to find time to sit still and get it done.

But now I’m ready, and I know you can be too. When creating your business’ website, remember to promote all of your services and use plenty of pictures. Highlight name brands of products you use and recommend; check on using their logos and even linking to their websites. Include things like bathing systems, liquid lines and anything you think your customers need. Since I carry a small retail inventory in my salon, my website will be a great place to list these items and increase visibility of my “top picks.”


February
In February, it’s still chilly out there, so let’s stay inside and start a company blog. This is new territory for me, but I feel it could be the perfect way to communicate with and engage my audience.

Write articles that your customers are interested in or on educational subjects such as coat care, ear care, nail care or handling their pets during grooming. If you do not want to start a blog, seek out and offer expert advice by commenting on others’ blog articles and in forums. This will help to get your company’s name out there.

You don’t want to sound like a commercial, but sharing good advice with your company name highlighted as a signature will work great.


March
For March, let’s try some cross promotion with other local small businesses. Put together some tiny gift bags with a business card and coupon attached with some nice lace. Fill the bag with healthy gourmet biscuits or cat treats.

Get a couple inexpensive baskets and place signs on them with your business’ name, phone number and “please take one.” Leave the baskets at your vet’s office, a local hair salon and/or your favorite restaurants. Make sure you ask permission before leaving your baskets, and to reciprocate the support, take their cards to pass out at your shop. Make up extras and have them ready to replenish. You will be surprised how fast they move.


April
In April, I would like to try and get listed on as many online directories as possible. A listing in an online directory allows our customers to find us when they are searching for products or services. Several places online will list your business for free. Google Local Business Center (www.google.com/places), Yahoo! Local (local.yahoo.com), Merchant Circle (www.merchantcircle.com), Insider Pages (www.insiderpages.com) and Yellow Pages (www.yellowpages.com).
 

May
May would be a good time to send out a quick email newsletter to customers. Email marketing is much more affordable and effective than direct mail, and you can easily track the results. You can also create documents that your employees can send to individual customers on their downtime. Personal contact with customers delivers results.

However, be sure you are sending your emails to people who opted in. Get people to sign up for your emails via a sign-up form on your website or in your store.
 

June
June’s efforts can revolve around increasing our salons’ visibility in the community. Join a local organization that provides business-networking opportunities, or start your own. Do volunteer work for a large charity. You might be surprised at the marketing support these activities can bring.

I have done a few different community activities in the past. My favorite is working with the local fire department and doing a free program called Safety Town for pre-schoolers. Different groups volunteer over two days at two locations. The local police cover gun and traffic safety. The fire department does fire safety. The Red Cross does water safety. And I do a dog safety class. With all these cool sessions, the adorable kids and, of course, my dogs, the event gets a lot of news coverage, and my shop’s name always gets mentioned.

 
July
This July, I would really like to be a part of a local parade. My good friend does a local celebration every year and loves it. This is a great opportunity to network with other local businesses, not to mention get your name out to all the people watching. My friend grooms her white standard with stars, sprays hair color on him, blue topknot, red ears, tail and colored bracelets. Kids love it, and the great groom makes parents turn their heads as well. For my first parade, I am thinking about doing a flag on one side and “USA” on the other. I have been practicing.
 

August
I will work to generate some new media coverage in August. What can we do that is new or unique? Are you hosting or participating in a charity event? How about when you go to an industry trade show? Always take pictures with dogs and event speakers. Write a little about the event and how it positively affected your business. Send out press releases to local media outlets and to online sources.


September
In September, I will start a rewards club. You too should offer an exclusive incentive to your regular customers. Notify them via e-mail or other contact methods, and direct them to bring in new customers. Consider offering a discount to every client who gets a new customer in the door.
 

October
Let’s offer non-competing business customers a link exchange this October. The more links your business has to its website, the better its search engine placement will be and the more visitor traffic it will get.
 

November
With the holidays approaching, it is a good time to donate prizes or gifts in November to media sources and charitable organizations. Raffle baskets are easy, whether they’re full of non-perishable human food items or grooming tools and pet treats, and the effort will be a positive reflection on your business.
 

December
December is easy because everyone likes a gift for the holidays. There are so many great things you can print your name on and give to a customer—mugs, pens, bandanas, leashes and so much more.

At my shop, my mom and I make Christmas ornaments, a tradition we’ve been doing together every year since opening in 1985. Some customers who have been bringing their pets to me from the beginning say they have a tree just for the dogs–pretty special! I have a friend that loves to bake. She makes dog bone cookies, places them in goodie bags and ties a magnet business card/calendar on it for her Christmas clientele.
 

2012
In the New Year, keep it simple and have fun. Never give up looking for ways to improve and get customers to act. Make sure your website and links work and feature up-to-date content. Continue to test promotions with printable coupons and other incentives. There are always new customers waiting out there, so make it easy for them to find you. The results will definitely be worth the effort.

If you have tried these ideas, challenge yourself to implement a new idea every month, no matter how small it is. If you are drawing a blank, have a meeting with your staff, order a pizza for lunch and brainstorm. Offer incentives for ideas you use. If you are a small salon, call a few friends that own other small businesses and go out to dinner. It is amazing how much you have in common. Your marketing will pay off in new sales, happier customers and an energized you.


Christina Pawlosky is a Certified Master Groomer, professional handler, breeder, and successful pet store and grooming shop owner (The Pet Connection) since 1985. She is currently is the National Training Manager for Oster® Professional Products, where she manages 19 top groomer ambassadors and travels nationwide to speak and demonstrate grooming techniques with Oster’s comprehensive line of canine and feline grooming tools. She qualified for GroomTeam USA from 1992 through 1995, earning multiple titles including: Best in Show; Best All Around Groomer; Best Scissored Poodle in Show Award winner; Intergroom Gold Medalist; and, International Pet Styling Gold Medalist. She continues to hold the record for most Crystal Achievement Awards ever won (8), recognizing her accomplishments as Groomer of the Year, Congeniality, and Judge of the Year. Christina’s latest project includes the launch of new Oster product innovations, as well as producing new grooming DVDs through her website GroomerWorks.com, in which she shares tips and techniques from her many years in grooming, competing, dog show conditioning and handling.