Lies Salon Owners Believe: And the Truth That Sets them Free by Lok Dan & Richoux DJ

Author:Lok, Dan & Richoux, DJ
Language: eng
Format: epub
Publisher: Advantage Media
Published: 2011-07-25T23:00:00+00:00

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LOKISM #24

“The number one mind-set shift you must make is from being a ‘doer’ of your services to a of your services”

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I’ve used postcards and direct mail to promote Sweet Nail, and I’m getting $35.31 back for every $1 I spend, I think direct mail works great. Why does one type of advertising work for one salon and not another?

The reality is: If you don’t to know how to use something, it probably won’t work.

This is a good time to introduce you to...

BRAND-IMAGE ADVERTISING VS. PROMOTIONAL ADVERTISING

All advertising can be broken into two major categories: brand image and promotional.

The first type is commonly known as institutional advertising or branding. This is commonly taught in many business schools and colleges.

It is predominantly used by banks, insurance companies, and most big corporations. You’ve seen many examples of image advertising. It may have someone’s logo or company name, maybe a clever slogan.

In their printed or online ads, you can see that they use certain positive images of the company to convey key messages to its audience.

It attempts to tell how great the company is, that it is trustworthy/ reliable and better than its competition.

It attempts to give the company a look of professionalism.

It attempts to make the prospects feel good about the company. And the focus of brand-image advertising seems to be “me” advertising.

Image ads perpetuate the false belief that if we look really good on the outside, then people are somehow going to be compelled to do business with us.

Think of your ad as your salesperson. Would you hire a salesperson to get a sale by contacting your prospective clients and just saying the company name over and over? Calling them on the phone, whispering your business’s name, and hanging up?

You wouldn’t send a door-to-door salesperson to someone’s home to hold up a sign with your company name and logo and say, “Hi, I’ve been in business for 20 years. I have a pretty logo, look at me, aren’t we great? Oh, you may have heard our name.”

You would expect a lot more than that from a salesperson. Then why wouldn’t you expect just as much from your ad as well?

Brand-image advertising makes sense for Kraft, Coca-Cola, Nike, and Sony. Huge companies have to spend money on that kind of advertising to keep their names out there in the commercial world. The idea is that when people make buying decisions, they will favor products whose names they know.

Brand-name consumer products almost always outsell generic products. Trust comes from familiarity, and familiarity increases sales. The problem is, it is very, very expensive to create a household name. We are talking about tens of millions or even hundreds of millions of dollars.

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