HOW MELISSA TIMPERLEY BECAME THE #SBAWARDS BUSINESS SALON OF THE YEAR 2019
THE MODEL FOR A SUCCESSFUL BUSINESS IS SIMPLE – YOU NEED MORE MONEY COMING IN, THAN GOING OUT. HOW YOU DO THAT DETERMINES QUITE HOW SUCCESSFUL IT IS AND THERE ARE PLENTY OF OPTIONS TO CHOOSE FROM. MELISSA TIMPERLEY CHOSE SOME GREAT STRATEGIES AND WAS REWARDED FOR IT IN THE SALON BUSINESS AWARDS. READ ON TO SEE HOW HER SALON MELISSA TIMPERLEY BECAME THE SBAWARDS BUSINESS SALON OF THE YEAR 2019.
Marketing has diversified. No longer is it enough to just advertise in your local newspaper – while that should still be a part of your overall plan, you need to diversify.
At her Manchester salon, Melissa Timperley still adopts traditional marketing methods with great success. For starters, they had a two page article in their local magazine, The Lancashire Magazine , every month for 12 months, which brought in 60 new clients alone.
PR has always been an incredible tool for them and it’s why they always send news stories on their activities to local news outlets about award wins [ such as the Salon Business Award win in 2019 ], the salon’s birthday, shows and shoots. It saw them get a five minute BBC news story on Manchester as a Hair Tourism ‘hotspot’, which focused on a client who visited Melissa Timperley salon from Italy every two months. This coverage resulted in 20 leads from that one show alone, yet they didn’t stop there.
They create the events that people want to talk about. This included a Giant Sunflower initiative where local businesses and residents had a friendly competition to grow the biggest sunflower. Michelle says: “It was great goodwill and publicity.” They’ve also created their own quarterly 24 page, colour salon magazine Beautiful Hair with advice on haircare, styles, and products, where they can influence exactly what they share with their salon clients. It’s a great way to keep them informed about products, the goings-on in the salon and tips to keep their clients hair in the best form between appointments. It helps build a community, which is what it’s all about at Melissa Timperley.
They host numerous events, including a fashion evening with three famous Manchester bloggers, with a total of 425,000 followers, which attracted more than 50 non-clients. Of that 50, 16 made appointments. They’ve also done leaflet drops in Manchester and organised promotional campaigns with cards and flowers sent to HR Directors of Manchester businesses offering corporate membership of the salon, to great success.
They’re definitely not ones to neglect digital marketing though. They use a specialist agency, Ascensor, to ensure their website has SEO Optimisation so it appears as the top result in relevant searches. That on top, of ensuring their web content is top quality. The salon’s website works on smart phones, desktops and tablets, plus it has a live client review feed from google and a 24/7 online booking capability. Every week they also upload at least one advice or trend blog, which they then promote on their social media.
On average, twice a month they also send emails to clients on specific topics e.g. seasonal hair styles, product offers, advice for different types of hair, client transformations as well as relevant salon news. Clients are also emailed a PDF version of Beautiful Hair while SMS marketing is used for special promotions such as Valentine’s Day.
Feeling inspired by Melissa Timperley’s story and ready to enter this year’s #SBAwards? Download your packs here.