Expert: Sean Trapani - 3/20/2008

Question
I have recently opened a small full service hair salon and am being bombarded by all sorts of salesmen trying to get me to advertise in everything under the sun. Other salon owners have told me that word of mouth is the best and to ignore them. I am considering a website at this time. Is it worth it?

Answer
Word-of-mouth or peer-to-peer advertising is the hot methodology right now. And I would definitely consider a loyalty program that encourages your current customers to recommend you to their friends.

But advertising has its place. Advertising is the weapon of choice to defend your share of the market. But, since you're new, you're going to probably have to be more aggressive. I suggest you follow the advice of Al Ries (I suggest you read up on him). Ries recommends that you launch a business with publicity instead of advertising.

So if you have something...anything...that makes you different in a conspicuous way from other hair salons, I'd advise you to put the money you would have put into advertising into a publicity effort. The only advertising you really need right now is a small space yellow pages ad; and, a simple website.

The website is a must these days - unless you're only cutting hair for little old ladies and retired marine drill sergeants. Your site doesn't have to be much at first. But, it should be simple, clean and functional.

Step 1: Get a YP ad
Step 2:  See if your YP rep can give you a deal with a website (don't pay more than, say, $250 a year for site hosting). You may need more later, but you can always add on.
Step 3:  Get with someone who can develop a press release/publicity event for you. Any mention of you in the press will be worth far more than the line space you would have got through advertising (it's perceived by the public as more believable).


Lastly, beware of coupons. They can bring in some short-term business, but then people expect them - and your business can suffer.


Good luck!


Sean Trapani