Good Morning! It must be nice to get an unlimited marketing budget, staff to go around, and lots of time to carry out new and speculative marketing initiatives, but I think it’s safe to say that most beauty salon businesses aren’t floating in that boat.
That means it is very important to make certain we stay on our core marketing goals, and not be swayed by every shiny new object that happens down the path, usually on a daily basis! Whether it’s a new software package, a new type of marketing program, a new social media channel, it can wreak havoc on your marketing efforts if you’re not careful. Learning how to say “No” to the “Bright Shiny Object” syndrome is a skill you must master. To help with that, we’ve put together some questions you’ll want to consider whenever you’re tempted to jump in.
5 Questions to ask about “the next big thing”
- Is it needed? – Is this something your business has needed, and the time has finally come, and does it really serve your core marketing mission?
- How will this work both short and long term? – When we start to see return on this, and we will continue to see benefit long down the road? For instance, will that new social media channel even be here in a few years?
- Have you counted the opportunity cost? – What do we have to give up in order to implement this, and will these bring us closer to or further away from your marketing goals?
- Is there time, staff and expertise to make this work? – Will we actually be able to do this with our current staff, and how big is the learning curve?
- Will this be viable year after year? – This is a particularly good question with regards to social media, where there is so much hands-on attention necessary. Is it a new trend or just a craze that will soon fade?
Do your marketing budget a favor and ask these questions before purchasing the next shiny new object. You’ll be much more prepared for any eventuality!
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