What are the marketing secrets that all successful salons do?
Sean Hanna discussed this very topic with HJ Business Academy delegates during the scheme, which launched earlier this year. Read more about it here.
With a wealth of knowledge and awards for his marketing campaigns, Sean looked at how to make marketing work for your salon
- Understand what marketing is
Marketing isn’t just about advertising, it’s about branding, experience, reputation, and connection. It’s the process of communicating the value of what you offer and why clients should choose you. We are bombarded by marketing messages all day, every day. - Look outside of hairdressing
We’re surrounded by great marketing practises - fashion, food, cars, music. Nike doesn’t sell trainers, it sells empowerment. Think about the feeling your salon gives clients, not just the service you offer - Think of marketing as a tool for growth.
Great marketing boosts your business and accelerates growth. Without it, even the best salon can struggle to stand out. - Three keys to growing your business
Attract new clients; retain existing clients; increase the average client bill. These are the foundations of growing your business; get them right and it will thrive. - Focus on loyalty
It costs less to keep a client than to win a new one. Make clients feel part of your journey and they’ll come back again and again. - Don’t rely on word of mouth
Word of mouth is great, but not enough in our digital age. Be proactive in telling people what makes your salon unique. Show them why they should choose you over the competition. - Sell the emotion
Clients aren’t just coming to you for a haircut, they’re buying into how they’ll feel when they leave your chair. That’s what keeps them coming back to you and not going to the salon down the road.
Meet the HJ Academy Delegates
The HJ Business Academy sees Sean sharing his business knowledge of running successful salons over the past 40 years. His guidance supports nine forward-thinking entrepreneurs in making smarter decisions and demonstrates how marketing can be harnessed as a powerful tool to communicate the value and experience they offer their clients.
The nine mentees are Alex Burt from Teddy Edwards barbershops; Emily Huggett from Guy Kremer Salon; Chloe Clavin from Editorial Hair Design; James Foster from James at Atelier 18; Corey Taylor from NOCO Hair; Amelia Todd from Frances Marshall; Jade Williams from YU Hair and independent stylists Casey Dale and Rachael Dee from Leeds.
Here's a little about each of them:
Alex Burt - In 2023, he was shortlisted as the Best Overall Barber and is committed to building the ultimate barbering experience at his three Teddy Edwards barbershops.
Emily Huggett - Emily started her apprenticeship at Guy Kremer and this year became director of the Guy Kremer Salon in Winchester along with two other colleagues.
Chloe Clavin - Chloe has been hairdressing for 13 years and opened Editorial Hair Design in 2023. She has started entering competitions and is a passionate perfectionist!
James Foster – James is third generation hairdresser, who always wanted his own business. Three years ago he opened James at Atelier 18 in Surrey.
Corey Taylor – Corey is co-owner of NOCO Hair in Bristol, and has already been a finalist in many industry awards. Now she wants to build on her business skills and strengthen the foundations of the salon.
Casey Dale - A natural curly textured hair specialist, Casey works as a freelancer with a growing clientele. With over 17 years hairdressing experience she wants to learn more about the business side of the industry.
Rachael Dee – Currently self-employed, Rachael is a global educator for Hair in Motion and with nearly 18 years of experience, she is eager to take the next step to opening her own business.
Amelia Todd – owner of Frances Marshall in Sunderland, Chloe won the L’Oreal Colour Trophy Specialist Award in 2024. Her passion is running a thriving business and transforming apprenticeships into quality stylists.
Jade Williams – Jade specialises in colour and spent four years renting a chair before opening her own salon two years ago in Queens Park, London.
Follow the delegates here:
@guykremersalon
@frances_marshall
@corey_nocohair
@rachaeldeehair
@chloeeditorial
@jamesatatelier18
@yuhair.london
@iamcaseystyles
@allex_burt
