If you run a health and beauty business, like a hairdressers, nail salon, spa or massage therapy clinic, then one of the most important aspects of your marketing strategy is being able to isolate the people in your target demographic, so that all of your marketing spend goes on reaching the right people. There is no point in paying to advertise online if you don’t specify that only people in your geographical area should see you posts, and of course, if you provide services that only appeal to women in the vast majority of cases (such as bikini waxing, acrylic nail extensions or eyelash tinting), then you don’t really want to be paying for men to see your Facebook ads or other paid online marketing efforts.
Offline marketing can be a much easier way to ensure only the people to whom your services are relevant see the advertising you pay for. Here, we take a look at what you can do to successfully use offline marketing in the health and beauty sector:
What Is Offline Marketing?
Offline marketing is any kind of marketing that isn’t conducted on the internet. But what kinds of offline marketing are there, and which best suit the beauty niche? There is mass media, which means TV, radio and press, to begin with, but for a salon or spa generally the only one of these that won’t be prohibitively expensive is local newspaper advertising. Then there is direct marketing, which is when you have someone talk with potential customers, either out on the street or at events like exhibitions, or you do marketing by phone. For a local health and beauty business, the phone option can be a good way to get repeat business from existing customers (simply call them up to tell them about a new offer or treatment), and you can also have a presence at local events like bridal shows. The most useful offline marketing for most beauty businesses, however, is print. Read: Internet Marketing: Integrating Online and Offline Strategies
Using Print Marketing in the Health and Beauty Sector
Because a large part of what you do is about aesthetics, beautiful brochures with great photographs, well made business cards for your stylists or beauty therapists, and flyers you can distribute to customers who walk in or can hand out at events are all very good ways to do offline marketing. It is very important to ensure everything you give to clients or potential clients is nicely designed and made to a high quality, so use a good company like Print-Print.co.uk Brochure Printing to work on your collateral. Even just having a ‘menu’ style hand out of services and prices, as well as some info about the different offerings, can be a great way to sell more things to existing clients, as they can keep it and refer to it next time they are planning a pampering or getting ready for a special occasion!
All kinds of offline marketing can be useful in health and beauty, but at the very least, make sure you are including print marketing in your strategy!
