“You need to spend money to make money.” That’s what most salon marketing experts will tell you.
But what if they’re wrong?
Brett Foreman’s Oakland salon, Pony Studios has earned over 1500 5-star reviews on platforms like Yelp and Google without spending a dime on paid salon marketing strategies. Today, we’ll find out how you can do the same.
Watch the short:
And play the full Episode 33 of Marketing 100 – where salon business expert Kayle sits down with Brett Foreman of Oakland’s Pony Studios—a thriving 25-person salon that generates 70% of their new clients without spending money on traditional advertising.
Continue reading for practical advice on tracking client sources, building a referral program, and using automation tools to grow your salon.
Salon Marketing Strategies That Actually Drive Bookings
Let’s be honest: we’ve all gotten caught up in the Instagram game. But Brett revealed a surprising truth in our recent talk: those vanity metrics (likes, follows, and shares) often don’t translate to actual bookings.
You’ll see people with 100,000 followers, and they’re always saying ‘hey, I have 3 spots on Friday to book.’ And you’ll see people with 700 followers that don’t even mess with Instagram, yet they’re fully booked.
For more detailed guidance, check out our guide on effective social media marketing for salon owners.
How to Track Your Salon Marketing Success
Before you can improve your marketing, you need to understand what’s actually working. Attribution means tracking which efforts lead to real results – not just likes or views, but actual bookings and revenue.
At Pony Studios, they came to a realization:
If you have 20,000 followers, how many are local people that understand the value of a good haircut? Likes mean nothing.
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Must-Track Salon Marketing Metrics
Instead of counting likes, start tracking these metrics:
- Where new clients actually come from
- Revenue generated by each marketing channel
- Client retention rates
- Lifetime client value
To get started, create a simple tracking system and add a pick list to your booking form with options like:
- Word-of-mouth
- Yelp
- Walk-in
Once you’ve collected this data, calculate the revenue generated from each marketing channel. This helps you understand which sources bring in not just the most clients, but the most valuable ones.
Set aside time each month to review these trends. You might be surprised to find your Instagram efforts aren’t paying off as much as your word-of-mouth referrals.
When trying new marketing channels, commit to a full 90-day test period. This gives you enough data to make informed decisions about where to focus your efforts going forward.
Word-of-Mouth Marketing Strategies for Salons
Here’s what really drives salon growth:
- Word-of-mouth referrals: Ask satisfied clients to spread the word
- Client testimonials: Collect and share real feedback
- User-generated content: Encourage clients to post their new looks
- Referral incentives: Offer rewards for bringing in new clients
Try these specific incentives:
- Offer 20% off to clients who refer new customers
- Give 15% off product purchases when clients share and tag you in their photos
- Create a loyalty program that rewards repeat visits
Learn more about proven word-of-mouth marketing techniques for salons.
Build Salon Client Referrals Through Simple Conversations
Many stylists hesitate to ask clients for referrals or reviews. But as Brett points out,
If you have a loyal customer, they would be happy to do a favor for you. And if you have a loyal customer, they would be happy to do a favor for you. Do it, and you will see you will make more money. You’ll be booked out. You’ll raise your prices.
Here’s a simple script to try: “It would mean so much to me if you could recommend me to your friends or colleagues. Would you be willing to do that? I’m trying to grow my business with amazing clients like you.”
Looking for more ways to grow your client base? Learn proven strategies to attract new salon clients.
Salon Marketing Automation Tools That Work
While Pony Studios doesn’t spend on paid ads, Brett told us it has been critical for his salon to invest in tools that amplify their word-of-mouth marketing. Using Mangomint’s marketing features, they’ve built systems for:
- Collecting client feedback
- Managing reviews
- Running loyalty programs
- Tracking marketing attribution
Their “tech stack” revolves around Mangomint salon software, which they use to power their automated:
- NPS (Net Promoter Score) collection
- Review generation
- Client communication
- Marketing attribution tracking
Through Mangomint, we’ve built automated NPS and review mechanisms. These systems help us weaponize our current client base and increase revenue without spending on ads.
According to Brett, the Mangomint platform helps them:
- Track where new clients come from
- Measure the success of different marketing channels
- Automate follow-up emails, calls, and texts
- Build stronger client relationships
- Manage their loyalty and referral program
Discover how the best salon software can streamline your marketing efforts.
Why Free Salon Marketing Beats Paid Advertising
While paid social media advertising might seem tempting, Brett advises against it for most salons:
Throwing $5 daily budget towards just an Oakland audience of people ages 19 through 35, that’s a waste of money. It’s good for awareness, but it’s not gonna drive top-line gross revenue.
If you do want to try paid advertising, save it for specific occasions like:
- Grand openings
- Special events
- Major salon expansions
The Bottom Line
You don’t need a massive marketing budget to grow your salon. Focus on delivering exceptional service, making it easy for satisfied clients to spread the word, and tracking what actually brings in new bookings.
Remember: One happy client telling their friends about you is worth more than a thousand followers who never book.
Start Your Salon Marketing Strategy Today
- Add the “How did you hear about us?” question to your client intake form
- Set a goal to ask one satisfied client each day for a referral
- Create a simple incentive program for client referrals
- Start tracking where your new clients come from
- Review your numbers monthly to see what’s working
Want to give your salon’s marketing an overhaul and start raking in 5-star reviews? Test drive Mangomint free for 2 months through our special link here.
About Pony Studios
Since launching Pony Education in 2014, founder Corinna Hernandez has trained more than 5,000 stylists across North America and together with Brett Foreman built one of Oakland’s most innovative salon businesses. Visit Pony Studios to experience their unique approach to salon services and education firsthand.
P.S. For even more proven salon marketing tips, don’t forget to check out the rest of our Marketing 100 series.
