The Power of Purpose

Today, leading companies, both large and small, are transforming how they operate by adding PURPOSE in the marketing of their businesses.  Typically, the beauty industry has used paid advertising and social media marketing to reach audiences, and let’s never forget the ever-powerful word-of-mouth advertising.  But there is another effective and often overlooked method to increase the exposure of your salon and gain new clients- cause-based marketing.

Cause-based marketing is a mutually beneficial marketing partnership between a not-for-profit and a for-profit business. The relationship benefits are reciprocal; exposure and positive press for the salon business, and the not-for-profit (NFP) raises funds.  In our industry, salon owners and beauty industry professionals can easily support and partner with a NFP through donations of services or products.  

When hair salon owners use cause-based marketing to increase their visibility and exposure, they have a definite opportunity to increase their clientele and help their local communities at the same time. Your salon staff may volunteer to give makeovers to job seekers at local homeless shelters or donate a portion of retail sales to a domestic abuse shelter. The work you and your stylists do in the community helps boost self-esteem and give recipients a new lease on life, while your salon’s positive presence in the community may boost clientele numbers and sales.  A salon’s association with a NFP informs your clients, and potential clients, that your core values are rooted in the cause that you support.  

Here are three main reasons how cause-based marketing campaigns can improve your salon business:

1. Connect with your Target Population:  Did you know that Millennials are the most socially-conscious consumers in history?  If your target market is that Gen Y population, (born in the 80’s and 90’s), finding a cause marketing campaign is important to your salon’s success. I want to also mention the importance of RELEVANCE here…when choosing an organization to support, consider your industry and clientele.  A barbershop may prefer to support a local men’s shelter or a prostate cancer foundation, which is a relevant charity for that clientele.

2. Create the Conversation: Salons are a place of conversation and information sharing.  We are constantly building relationships with our clients that are necessary to keep them happy, beautiful, and returning to our chairs.  Let your clients know you care- Talk about the cause or NFP organization your salon supports.  Display information on the cause and have an attitude of a true partnership.  And remember, your clients and employees are your “brand advocates” who will spread your cause-based marketing efforts, so be clear and genuine with your message.

3. Generate Client Loyalty:  Cause-based marketing can give your salon an edge that clients will prefer when choosing between your salon and the one down the street that’s not involved with a charity or a social purpose.  The 2012 Edelman Good Purpose study indicates that 53% of consumers believe “When quality and price are equal, social purpose ranks as most important factor in selecting a brand.”

In our industry, we have the perfect opportunity to create a positive impact on our communities.  Does your salon have a PURPOSE?  Get involved and use your craft to make our world a better place!