I do think you SHOULD be able to answer those questions! maybe your friend is a marketing type who wants to show off about their job but ladies its ALL about the marketing before you open your doors.
I teach and onlt tuesday I went through those very questions - who are you in your area, who do you want to be, what kind of clients do you want. I'm sorry buyt I know what clients I do and dont want thank-you and I market my salon in a way that I can get them.

Take time out to go through The Fantastic Salon and The fantastic hairdresser books - absolutely fabulous come back and try and tell me its not all about the marketing!

Completly agree. Those that market their business do far better than those that sit there just thinking the clients will WANT to use them.

Whilst you get some chance clients etc you cannot build a business alone on these. You have to go out there and round them up and through your door.

Kate

Totally agree with both number1kitty & RedAdmiral. Since I've started spending more time on my marketing I've noticed a huge increase in turnover

It's no good being the best salon around if nobody knows you're there. You don't even necessarily need to be the best for everyone to want to use you. Do enough good (& clever marketing) & you're halfway there.

For example, look at how popular some fake tan companies are with the consumers. Nowhere near the best judging by comments on here but they've got where they are down to their marketing.

Mmmmmm, having thought for a couple of days on all the questions raised here is where i'm at...

Who do I want to aim at?
Young women- 18-40 who are either stay at home mum's, part time earners or wage earners themselves.

What sort of hair salon do I want to be?
Having looked around at the competition in the surrounding area there are plenty of very modern, very minimalistic salons offering mid range/ affordable styling. I would like to offer something slightly different with my salon- we live in a very arty, victorian, slightly bohemian village and i'd like the salon to reflect that decorating my salon tastefully and sensitively to the age of the building (victorian) but with a few very carefully chosen antique's (ie 1950's telephone) Chaise Lounge, antique mirrors etc. Mixed with very modern and professional hairdressing equipment.

What is my budget?
There are over 10,000 people in this village/small town. We have a free local paper delivered to every house. I would like to say that I could set aside at least £700 for marketing but that must include placing an ad in said paper (must find out how much it will cost)

Today I have ordered all my equipment and furniture! Getting more excited about it and feel very supported by you guys with all your responses. Thanks so much

Any feedback on the above will be appreciated.

When using the paper to advertise I recommend something called an advertorial. Its basically an editorial with pics that you pay for. It works far better than an advert as people have become quite immune to advertising per se.

You can write all about yourself and make you sound brilliant and even add in the special offers or a competition at the bottom. People fall into the trap of reading them as they look like the main body of the newspaper rather than an advert.

Even when they have advertising feature written across the top people still think its a write up on you. Worth its weight in gold and costs far less than your normal adverts.

Also please get a block booking discount with your paper too as this saves you over 40% of the cost.

And I think your salon sounds lovely by the way xx

Just another note, its worth writing a list of where your going to get these clients and do an annual planner of events and when to start marketing for them.

For example this is a few ways of getting clients....

1. Shop Window/Billboard/A Board - Walk ins - Costs FREE!
2. Yell.com - People looking specifically in your area for your services - Costs FREE!
3. Google Maps - People googling your services in your area - Costs FREE!
4. Freeindex.com - People googling your services - Costs FREE!
5. Facebook.com - Target 18-40's who will be interested in your services, add people in your area - send them messages - Costs FREE!
6. Myspace & Bebo - See no.5 - Costs FREE!
7. Leaflet drop - Target colleges, student and family homes - Costs legwork & leaflets.

there are just a few, but think where your target market hang out. Pubs, restaurants, clothes shops, weight watchers etc.

The best form of marketing these days for targeting the age group you are after is the Internet.

Kate xx