One of the most frequent questions we are asked when we’re working with our Salon Marketing Toolkit owners on their marketing strategy is, “Should I advertise in Yellow Pages?” Obviously, there is no simple answer. We look at many factors when helping our customers decide whether Yellow Pages should be an important part of their salon marketing plan. But an article from the Kelsey Group suggests one important factor you should consider when weighing up the Yellow Pages option -
How old are your Salon Customers?
The article - Yellow Pages, where Boomer money is spent - opens as follows -
“While investors and Yellow Pages pundits continue to bang the drum telling everyone that the “younger generation” isn’t using print Yellow Pages to the degree it should, and that without this younger demographic of users the book can’t deliver value to small and medium-sized businesses, they may in fact be ignoring the book’s greatest strength. The usage habits of 18- to 30-year-olds are of concern, but the reality is that this younger generation may not in fact be a significant contributor to the financial success of local SMBs.
Are we saying the Internet generation with its desire for new technology and penchant for name-brand merchandise isn’t the main driver of the local economy? The simple answer is - not to the degree that most people and marketing organizations seem to think. The real controllers of spending and the influencers of spending are the baby boomers.”
They go on to discuss the spending power and habits of the “Baby Boomers” (40 - 59 year olds) versus the younger generations (18 - 30 year olds).
So, how does this affect your decision about whether it is effective to advertise your salon in the Yellow Pages book? Well, one of the points they are making is that, generally speaking, Baby Boomers are loyal Yellow Pages users while the younger generations are not.
As you are considering the marketing plan for your salon, think about the age-range of customers that you currently serve (or want to attract). If they are 40 - 59 year olds, they are more likely to use Yellow Pages. If they are 18 - 30 year olds, they are more likely to use other methods (like internet searches) to find beauty services.
Related articles on the Beauty Salon Marketing website -
- Salon Advertising - Is Yellow Pages a dinosaur?
- Salon Internet Marketing - should you advertise your salon online?
- Beauty Salons in top 10 Internet Yellow Pages searches
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