Jumpstarting Your Salon’s Word-of-Mouth Marketing | Ep. 05

Ever wonder why some salons and spas seem to have a never-ending stream of new clients? It’s not just their incredible haircuts or luxurious facials.

The real magic happens when their clients can’t stop talking about them. That’s right, we’re diving into the world of word-of-mouth marketing – the most powerful (and free!) form of advertising your salon can get.

Watch the short…

…or the full video of episode 5 of our Marketing 100 series.

Now, let’s dig in.

The Impact of Word-of-Mouth Marketing on Salon Success

Before we continue, let’s talk about why word-of-mouth is the holy grail of marketing, especially for salons:

• It’s free (who doesn’t love that?)
• It targets the right people (your ideal clients’ friends are likely to be your ideal clients too)
• It’s trustworthy (people believe their friends more than ads)
• It’s perfect for businesses that make visual transformations like salons (a great haircut is its own advertisement)
  

Building Trust Through Exceptional Service and Results

The bedrock of great word-of-mouth marketing is providing top-notch service and delivering transformative results. When your clients leave your salon looking and feeling amazing, you’ve already won half the battle.

Those visible results become conversation starters – “Wow, where did you get your hair done?” is music to any salon owner’s ears.

But even with great service, sometimes we need to give word-of-mouth a little nudge. So, how do we do that?

Why Traditional Referral Programs Fall Short for Salons

Many salons turn to referral programs, offering discounts or freebies to bring in new clients. But here’s a hard truth:

Referral programs often fall flat in our industry.

Why? Because choosing a salon is a big deal. People aren’t going to switch just for a $10 discount. Your fantastic service should speak for itself.

So, what’s the alternative?

Out-of-the-box Ideas Kickstart Word-of-Mouth Salon Marketing

Here’s where we shake things up. The key to sparking word-of-mouth isn’t bribes or discounts. It’s about giving people a reason to talk about you.

And the best way to do that? Do something unexpected. Or, as salon operations expert Kayle puts it, “let your freak flag fly a little bit!“

The Viral Chili Plant Challenge

Let me share a brilliant example from my good friend Thomas, owner of the salon Samotsoh in Stockholm, Sweden.

Once a year, Thomas gives each of his clients a small chili plant to take home and grow. The idea is: They share photos of their progress, and the best chili wins a prize at the end of the season.

You might be thinking, “What do chili plants have to do with haircuts?” And that’s precisely the point. This odd little challenge is:

• Unforgettable: It stands out from the usual salon experience
• Engaging: Clients look forward to it and actively participate
• Shareable: It’s a natural conversation starter
  

The Psychology Behind Unconventional Salon Marketing Success

• It’s unique: In a sea of sameness, your salon becomes unforgettable
• It creates anticipation: Clients look forward to the next quirky event
• It builds community: Shared experiences bring people together and create memories
• It’s fun: People love to talk about things that make them smile
  

This approach taps into the power of experiential marketing. Did you know that 98% of consumers create digital or social content at experiential marketing events, and 100% of those who capture content share it across their social networks? (FinancesOnline)

That’s some serious word-of-mouth potential.

Creating Your Salon’s Unique Word-of-Mouth Marketing Strategy

Ready to brainstorm your own unexpected marketing idea? Here are some tips:

• Think outside the box: What’s something completely unrelated to hair or beauty?
• Make it interactive: Give clients a way to participate
• Keep it simple: It doesn’t need to be expensive or complicated
• Align with your brand: Choose something that fits your salon’s personality
• Be visually striking: Remember, in the beauty business, people notice what they can see
  

The goal is to create a memorable talking point. What will make your clients say, “You’ll never guess what my salon is doing!”?

Advantages of Unconventional Marketing for Salons

By implementing an unexpected marketing strategy, you’ll:

• Increase word-of-mouth referrals: People are 4 times more likely to buy when referred by a friend
• Stand out from competitors: Your service should be amazing, but your salon experience should be unforgettable
• Create a stronger bond with existing clients: 76% of consumers feel closer to brands that provide immersive experiences
• Give people a reason to choose you over other salons: People become loyal to businesses where they feel cared for, valued, and appreciated
• Attract like-minded clients: Word-of-mouth tends to bring in clients similar to your existing base
  

Implementing Your Salon’s Word-of-Mouth Marketing Plan

• Brainstorm ideas: What unexpected (and fun) things could you do in your salon?
• Test it out: Start small and see how clients react
• Refine and expand: Based on feedback, continue to iterate on your idea and grow the impact
  

The best marketing doesn’t feel like marketing at all. It’s about creating experiences that people naturally want to share.

Try to find your own unique “chili plant” – that unexpected element that gets people talking. The possibilities are endless, whether it’s a quirky competition, an unusual service, or a surprising salon feature.

Now it’s your turn to create some word-of-mouth marketing magic. What will your salon be famous for?

Lessons from the Chili Plant Marketing Phenomenon

The Annual Chili Growing Competition is just one example of how thinking outside the box can revolutionize your salon’s word-of-mouth marketing. This brilliant idea comes from my friend Thomas, owner of Samotsoh salon in Stockholm, Sweden. It’s part of his innovative approach to building client loyalty.

If you’re intrigued by this concept and want to learn more about his wild salon marketing strategies, I highly recommend checking out the full course here. There, you’ll gain access to more of Thomas’s unconventional wisdom and a treasure trove of ideas to help your salon stand out.

Are you ready to supercharge your salon’s marketing? This is just the beginning! Stay tuned for 95 more game-changing tips in Marketing 100, our top 100 Marketing Ideas series.

P.S. Don’t forget to subscribe to our YouTube channel to catch new episodes of Marketing 100 every week.