How Would YOU Handle This?

by Greg Milner on 14/06/08 at 10:01 pm

Inner Circle members are constantly emailing us asking for advice – and of course, we give it, freely. Here’s one from a Sydney member, with a challenge that’ll strike a chord with thousands of salon owners all over the world.

Read this and think, ‘what would I do?’

Hi Greg,I have a pressing problem and do not know anyone better to solve it?

Just around the corner (from our main entry) is our entry doorway to our upstairs salon. Currently, tradesmen are fitting out the shop adjacent to this doorway (to our upstairs salon) as a Health Massage Clinic. I imagine – as they all ultimately do, they will offer beauty services as well; regardless though, I want to be prepared.

As well as 28 other beauty salons, spas, massage centres et al in the immediate area and a nail bar opposite us in the Arcade, we now have more competition about to breathe down our necks!! I feel exasperated that people don’t do their due diligence to determine whether the market can sustain yet another salon/massage centre/health clinic. Especially as just around the corner a massage centre business has been on sale for a while.

It so often appears people open a business on a romantic dream? ugh!!

My questions are

We have a huge window above street level which currently has only our name and telephone number on it and nothing else. I was thinking I should make use of this span of spare window (a good 12 metres or more) but don?t know what I should say. Judging by what?s around us, I doubt that council will allow too much tacky advertising.
Also, what would be your thoughts on an ad campaign prior to their opening? I was thinking free massage (it?s what we did when the nail bar opened (free manicures and pedicures, which worked very well). Over time, the initial flurry of attention has calmed down significantly and the nail bar has halved its staff numbers, so it ended up not being a threat at all.

If you can help out on this one, I’d appreciate it.

Thanks. (Name withheld).

IC Members can login to the Members Only ‘Sealed Section’ for my response and advice on how best to handle this situation.

Rating 3.00 out of 5

A post by Greg Milner

The odd idea, a bit of prodding, a nudge here and there, a little fun, and the occasional dose of brutal reality. Greg is co-founder and CEO of Worldwide Salon Marketing, a writer, direct response marketing consultant, specialist marketing systems adviser and coach. He (sometimes) accepts private consulting clients.