Fridays with Vicky 132
Although we’ll talk about marketing yourself as a barber in this post, many– if not all of the concepts can also be applied to any business whose niche is primarily made up of local customers.
For me, How to Market Yourself as a Barber is an informal case study of how businesses, that are more or less niche markets, operate in today’s technology-driven business environment.
Similar characteristics that I’ve noticed in these types of businesses are:
- They have small or limited staff.
- They have limited budgets.
- Staff usually perform multiple tasks.
- The Business model is normally designed around the specific skill set of the owner.
Because these characteristics are detectable in the business, I think they should also be reflective and somewhat accentuated in the marketing. Thus, giving the company an authentic look and feel.
Note, however, that we also think the marketing should reflect the scalability of the company. This will assist with managing customer expectation. A one or two-person barber shop may have a longer wait than a five-man barbershop; but if the service is great and the marketing indicates that, then patrons and customers won’t mind, and possibly find creative ways to spend the time while waiting.
If you are just starting up or have been in the business for a while and are looking for a change, consider these topics when creating or updating your brand. One crucial part of marketing yourself is having a website. If you haven’t gotten your set up yet, click here to get the help you need.
Considering Culture
When operating your shop, you may want to consider the culture and community. The ‘experience’ of going into a barbershop might be a determining factor as to whether a customer will return. Growth is an important aspect of any business so being open and inviting to new clientele is something you’ll want to plan for.
Think Local
Where’s your location? Are there other barbers around? What are your hours? Do they serve the convenience of your local community? If you can answer yes to these questions, you are well on your way to establishing yourself as a community staple. Remember, price is not always the deal breaker. Convenience and great service goes a long way!
Word of Mouth Advertising
“If you like it- let ‘em know!” should be a mantra in every business. Thank your customers for their business and encourage them to tell others about you. Word-of-Mouth advertising and marketing has been around for a long while and is still one of the best ways to communicate. It’s surprising how many other people a single person might know. And, when the right person passes a good word on about you, there could be exponential growth waiting for you and your business.
It’s surprising how many other people a single person might know. And, when the right person passes a good word on about you, there could be exponential growth waiting for you and your business.
Know your Market
Some of you might already realize this; but some of you may not. But, knowing your market is part of growing your market. I’m about to throw random questions out there that could be restructured to help you learn your market. Ready? Here we go.
What season is it? Is there a holiday coming up? Are there upcoming concerts? How many people usually come into the shop on a weekly basis? What type of haircuts do they get? Do any of them look like they could use a shave too? How many customers just want a basic haircut so they can just leave? How many customers want to ‘enjoy’ the ambiance and experience? Are there any people that come in just to hang out? How many hotels are there in the area? Do they service business or leisure guests? How many kids do we service? How many total families are customers? Are there and have there been any complaints about service or equipment, or other customers? Are my clippers to sharp? Are the others barbers courteous enough to their customers?
How many customers want to ‘enjoy’ the ambiance and experience? Are there any people that come in just to hang out? How many hotels are there in the area? Do they service business or leisure guests? How many kids do we service? How many total families are customers? Are there and have there been any complaints about service or equipment, or other customers? Are my clippers to sharp? Are the others barbers courteous enough to their customers?
As you can see, the list can get quite lone—but the more you know; the more you can potentially grow.
About Discounts and Coupons
Sometimes discounts and coupons are helpful. Sometimes they are more trouble than what they are worth. If you must try them, a simple suggestion would be to start out with a business card styled rewards card that you can either punch or ‘x’ out the number of visits. Then, after so many visits, you can reward a customer with either a free
Then, after so many visits, you can reward a customer with either a free haircut, or add on something extra so they can experience additional services you might provide.
Social Media and Website
Yes. If you can’t do it yourself. See the last segment about networking with others. But hey, with this program they make it easy.
Going Mobile
Consider adding a mobile service to your business. Determine the radius that you are willing to travel as a convenience and offer it with it does not interfere with the operation of your shop. Providing such a service may gain you additional customers who may be at a hotel and can’t or won’t pay for transportation to get to one outside of the hotel. You might also find clients in other business owners. They are often busy and would appreciate the service. After all, they still need to look good for their customers too.
Providing such a service may gain you additional customers who may be at a hotel and can’t or won’t pay for transportation to get to one outside of the hotel. You might also find clients in other business owners. They are often busy and would appreciate the service. After all, they still need to look good for their customers too.
Networking/Sponsorships and Events
There are other aspects of the Barbering industry that might need extra attention that no one has given until now. Consider hosting an industry event or show in your area. In doing so, you might gain extra recognition in being an industry leader.
Also, think outside of the box. There is a lot of real estate inside of your barber shop. Networking with bloggers, business professionals or other businesses to barter services or display their brand to promote name recognition to your customers, could lead to extra income for you both in the future.
Today you’ll need a blog and social media account. If you haven’t set that up yet, click here to get started.
Clutter is never good. But a well-placed menu from a local restaurant or a recommended car service information sheet from a local garage or dealership could be a savvy move that could earn you a few extra dollars on the side.
Just a thought…. “next customer, please.”
I liked your tip of adding a mobile service to your barbershop to make it better. My brother is wanting to open a barbershop and he was wondering how he can make his customers happy. I’ll be sure to tell him to consider adding mobile services to his shop.