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MARKETING
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SALES
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SUCCESS
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BUSINESS plan
e
26 eye
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la
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MAY/JUNE 2017
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eyelashmag.com
PINPOINT BRANDING
WITH CLIENT DATA
It's simple: Without your clients you wouldn't
have a business to operate. So when it comes
to branding, it's a no-brainer that clients—their
wants and needs—can be a key factor in helping
you refi ne your brand. Here, JB Lashes cofounder
Faith Kim offers advice on gathering client intel
and putting it into practice.
Intel #1: One-on-One Conversations Approach
clients casually and ask them why they've come in for
their service. "It should be like when speaking with a
friend, as clients don't like to be approached in a sales
way," stresses Kim. "[This information] can help with
advertisements and marketing by knowing what type
of client is doing well with you already."
Intel #2: Observation It's not polite to gawk. The
best practice for fi guring out who your clients are and
observing their likes and dislikes: social media. "You
can measure performance by screening your feed to
see what posts do well, and go through your followers
to see what kind of clientele you have and who your
branding is attracting," says Kim. Look at the imagery
that compels them. "You can refi ne your brand, story,
prices and product [offerings] based on what resonates
with them," she says.
Intel #3: Formal Surveys New clients expect to
fi ll out forms on arrival, so it's easy to incorporate a
short survey that asks about demographics, hobbies,
interests, occupations and what's important to them
regarding their products, from price to ingredients
to effi cacy. If it's not their fi rst visit, offer a perk like a
free product in exchange. "You have to think of it like
a marketing expense," says Kim. "It could also be an
introduction to the product. Maybe they'll love it and
come back and purchase it again." Use the surveys
to fi gure out the best ways to market, whether by
using social media for younger clientele or sending
mailers for older generations, suggests Kim. "You're
fi ne-tuning your voice, how to position your salon and
brand, and the price points and aftercare you offer."
—Molly Church