How to promote your beauty business with leaflet marketing

It’s no secret that people today are willing to fork out cash to look and feel good about themselves. Women spend up to £40,000 on hair and £100,000 on make-up in their lifetime, according to hairtrade.com, and few people will book an appointment at a salon that looks shabby. As a result, it’s crucial that you convey an impression of professionalism at all times and portray your services in an attractive fashion — whichis where print marketing comes in.

However, there are lots of avenues to go down when it comes to print — will case bound book printingwork best or should you opt for roller banners? These are great options, but have you considered a professional, cost-effective leaflet?Here, we’re going to look at why this might be the perfect print marketing option for your beauty business…

Get more for your money

Direct Line for Business makes a bold claim about beauty businesses: launching and managing one is ‘not cheap’. Luckily, leaflet marketing can help you save cash. Unlike lookbooks and catalogues, a single-sheet leaflet is one of the more cost-effective print options. Similarly, a one-off bulk purchase of leaflets may work out less in the long run than the cost it takes to maintain and run a digital marketing campaign. Despite common misconceptions that claim digital to be a free-of-charge platform for effective marketing techniques, your print material may actually be more effective than anything you could create digitally. A study that looked at the efficiency of print media compared to digital platforms including online banners conducted by research firm, GfK, showed that print ads provided the highest ROI: 120%. Perhaps digital is not as useful as anticipated.

The importance of appearances

Have you ever looked at something or spoken briefly to someone and instantly took a like or dislike to them? You’re not alone. According to studies, you have just 50 microseconds to make a good first impression, so surely you need promotional material that creates an instant impact, immediately signals your USPs, and is positively and attractively presented. A leaflet, unlike a brochure or pamphlet that can feature several pages, allows you to condense the very best of your services and products into one, easy-to-read page for maximum effect.

We don’t have to tell you, as a beauty entrepreneur, that your target clientele cares about how they look. AConsumer Insights 2017 report by Cosmetics Europe found that 71% of consumers believe that cosmetic and personal care are ‘important or very important in their daily lives’, which makes offering your customers a beautifully designed leaflet all the more necessary and effective.

When you’re in the design stage, it’s recommend that you implement nice, complementary colours to create a pleasant aesthetic. As for images; make these high in quality — pixelated pics won’t cut it — and ensure you use real people enjoying a treatment. According to 3M, a science-based tech company, humans process images 60,000 times faster than text. Therefore, incorporating two descriptive photos in your leaflet is likely to improve how much about your beauty business the reader takes in — which should mean they’re more likely to consider you.

Leaflets and a direct mail campaign

It’s all well and good creating attractive leaflets that have all the features to entice customers — but if you don’t make them known to the right people, they’re futile. If you own a beauty company, women between the ages of 18 and 34 are your largest audience, as they make up the greatest part of the cosmetics market. But, how do you contact these women specifically? Make your leaflet marketing strategy a direct mail campaign! That way, you can send your leaflets directly to potential customers within a particular age bracket in key locations around your business.

What is direct mail? It’s a form of marketing that helps companies send promotional material to a targeted group of current or potential customers. Therefore, you can reduce waste, save on over-ordering at the printer, and increase the chance that your leaflet will reach the right person. To do this, either conduct your own target audience research — for example, by using social media or surveys — or purchase key data, like ages and addresses, from third-party sites.

Increase your marketing staying power

How often do your customers come to your business? You probably have certain clients that visit every few weeks, and others that drop in irregularly as a treat. If they visit often, you’ll have to continually work to win their custom. If many only come by rarely, you’ll have to create marketing material that sticks in their mind. This way, when they decide they want a beauty treatment, they think of you.

Did you know that 45% of people keep leaflets on a board or in a drawer,according to the Direct Marketing Association? While digital ads disappear, you cancreate an attractive, lightweight leaflet that your potential customer will be inclined to pin on a wall or on their fridge where they’ll have a constant reminder of your services and products.

Making your mark with direct mail print marketing

Beauty is big business, and anyone in the industry will know that competition is fierce. With new products constantly coming onto the market, fresh trends rising and dropping, and the growing influence of online beauty tutorials; you have a lot to contend with in the sector.

The amount of cash that’s in the sector makes it a popular one for start-up entrepreneurs. According to recent data, the global skincare, beauty and cosmetics industry is anticipated to reach a worth of $675 million by 2020. With a value of around £17 billion in the UK and employing more than one million people, these figures show that beauty is a lucrative and attractive line of business. So, how do you stand out?

Many people in business struggle to make a decision between opting for a print campaign and launching a digital strategy. But at a time when digital platforms seem to be taking over multiple parts of our lives — from how we pay for goods to how we speak with friends — you need an advertising strategy that sets you apart. So, go against the grain and invest in print. You probably already have a Facebook page and Instagram account to keep in touch with your clients, as well as an email database to send out deals as you wish. Therefore, opting for print marketing campaign will allow you to widen your net and reach an offline audience.

Of course, there’s also the advantage that printed content is able to stick around in people’s minds better than digital. Direct mail requires approximately 20% less brain effort to process than digital media, according to research by a neuromarketing firm, which suggests that it is simpler to understand and store in our memories. In a recall test, 75% of those taking part were able to recall the business name after viewing it on a direct mail ad, compared to only 44% who were able to after seeing it on a digital ad. Could it be that beauty brands that put all their ads and offers online are missing a trick?

Making the most of discount offers

If you go for leaflet marketing as your next campaign, you could even better your chances of attracting new customers with discount offers. 57% of shoppers are encouraged to buy for the first time when they are given the chance to redeem a coupon, according to VoucherCloud, and 80% of consumers claim to use coupons regularly. If you’re looking to advertise new cosmetics or attract new customers for a flagging treatment, a leaflet that acts as a voucher can clearly help.

We’ve already established that consumers are motivated to keep print material,therefore, could this mean that your leaflet audience will gain extra time in order to act on the attractive discount you’re offering? Is this better than receiving a pop-up ad or generic email? Giving a time limit on your offer and highlighting this with a bold, coloured fonton your leaflet will give your audience an effective reminder to act fast, too!

 

There are significant rewards to reap when investing in print marketing as a beauty business. Research ideas and print companies online to find the ideal leaflet design to enhance and promote your brand.

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