Beauty salons, barber shops and all aesthetics environments can have variations in target audience: women, youth, men, children, etc. However, some common attributes can help define an ideal clientele for each of them.
Identifying the target market is essential for planning a good business. It will provide a better paradigm of which form of advertising is most coherent to bring better results with less marketing investment.
It can be complicated to know what your target audience is looking for. But to make this easier and the task less exhausting for those who manage the business, there are some platforms on the market with a series of tips available for this segment.
Belasis
Among them, the Belasis tool, which provides essential tips for your salon and barber shop. In addition to providing assistance in various other ways for you to improve your business.
It is possible to get to know how the website works by trying it out for free by accessing it here. This way you can check if the benefits offered by it match the demand you currently have.
With that in mind, we will put the best tips here to help you get to know the audience of your beauty salon or barber shop better. And also to understand some methods of trying to please what they are looking for.
Audience
Gender of the audience
Although your establishment can serve people of all genders, the focus can be directed towards the target audience that is most profitable for your business, whether in services or products.
This targeted focus can vary between regions. In general, the female audience tends to be the largest consumer. But the male audience share has been growing considerably in the last decade.
Therefore, if the area you intend to open, or already have a business in, is more focused on one service, try to attract another. For example, if there is a considerable number of salons specializing in female treatments, seek to attract a male audience. This can be achieved with some extra marketing effort, but it will have a quick return if well done, because the male care sector tends to be very lucrative.
It is essential to keep in mind the gender you intend to serve, considering that your service, products, and services offered will be directly connected to this, since preferences and concerns vary greatly from one to another.
For example, from the gender, one can have an idea of what environment to provide. It is common for male barber shops to also offer beer, pool tables, a more contextualized environment, so that their audience has more attractions.
On the other side, in female salons, besides several differential services, it is common to have luxury drinks, comfortable environments, and various types of entertainment. Thus, your clients leave satisfied not only with the service but with the experience lived.
Of course, nowadays many things are valid for both. So in general thinking, try to mold yourself to meet the styles of the clients that interest you. This generates loyalty, which is very important for your profitability and business success.
Location of your target audience
Your audience may be restricted to the location where your salon is located. It will likely be frequented by people from nearby areas. Unless, of course, it is in a large commercial center (such as shopping malls and downtown areas).
This way, knowing the age group of your neighborhood, the income, and its population distribution can help determine the best place for your salon, the products, services, and prices it should offer to clients.
Location can influence mainly the trendier aspect. For example, it is common in large capitals to have bolder aspects in style, while the countryside may have less demand for this and choose a more conservative style. This way, you will already have a greater direction for your field of activity.
Local economy
This factor can have one of the greatest influences on your business. Determining the services to be provided and the products, in order to be consistent with the price you imagine earning as profit.
The economic factor can also make tastes distinct. This is not necessarily a confirmable bias, but it is worth paying attention to and studying the appearance of the residents in the region to understand what is more preferable to them.
Furthermore, understanding the income of the area allows you to know the level of demand per period, as well as knowing how to focus your advertising in a more assertive way.
Age range
It is common that what pleases a young person is different from what pleases someone more experienced. With this in mind, try to make a survey of your clients. Having their average age, you can have a sense of the type of investment that will best favor you. Whether in products, services offered, salon aesthetics, or customer service.
Target audience style
It is extremely important, because it separates the target audience, sometimes more decisively than gender. There are those who prefer conservative hairstyles, those who prefer salons specialized in different hair dyes, those who prefer more modern hairstyles, among others.
To identify your audience's style, explore all the other mentioned items and combine them with information on clients' personalities, their jobs, social interactions, favorite celebrities, etc. This way, it is possible to have a good view of the style that may be most pleasing, while maintaining the individuality of your customers.
Clients
With the information highlighted above, it is possible to have a general aspect of what your clients look for, whether in service, environment, location, services, products, among others.
Of course, there are several other factors and ways to reach the service preference of a specific target audience. For example, conducting surveys among your clients involving their tastes, their affinities with the salon, and what they could propose as an improvement to reach excellence.
Expectations
It is always difficult to meet everyone's expectations. But when dealing with a business related to aesthetics, it is necessary to try to please your clients as much as possible with the products and services offered. The higher the satisfaction of your customers, the greater the word-of-mouth. And this will result in the loyalty of regular visitors and the acquisition of new clients for the success of your business.
Do you already know the features of the Belasis App? If not, then take a look:
By accessing the Features page, you get a general overview of what we offer
Specific calendar features can be found here.
Want to sell more? There is a range of sales-focused tools, we have listed them here for you.
To run promotions, publicize services, and send campaigns, discover our marketing features.
Accounts receivable and payable, cash opening and closing, income and expenses, see the financial area.
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