How to Recognize Your Target Market in the Salon Business By Select Salon Studios

While the salon business seems to be that industry where customers of all age groups and demographics contribute, but there are certain factors which defines a large number of clients for each salon. Being able to identify the target market when starting a new salon helps you in creating a well-thought business plan and the marketing strategies required for business growth.

Region Its obvious majority of the salon’s customers comes from the nearby area, unless your salon is set is a location prone to a thick number of travelers or is a destination salon in itself. You can further narrow down the geographical factor to specific areas or neighborhoods. By determining the profession types of the people in a particular region, you can devise your pricing strategy and decide what to include in your services portfolio.

Gender Almost every living person must have entered the salon doors once in his or her lifetime, but it’s wise to direct your business efforts to the gender which tends to invest more in salon services—women in this case. By this you can have more than a single target market. For example, if your nearby competitors are intensely focused on women, then putting some efforts in targeting appearance-conscious men can come as profitable market niche. Your target gender is also important as it decide the models you will choose in your advertisements and what type of messages will be included.

Style Style is a target market variable that may be less measureable than region and gender but is equally important. For instance, the customer base of an old-fashioned salon that excels in offering vintage or mature hairstyles will be different to the customers who prefer more of a trendy and classy look. To recognize the target market from a style’s perspective, you need to identify the targeted customers’ mindset including factors that influence their appearance such as their profession, hobbies, favorite style or fashion magazines, celebrity preferences, etc.

Socioeconomic Status Identify the socioeconomic aspect of your salon’s target market that will help you shape your startup budget, types of services, prices, level of expected demand, and the advertising and promotional efforts needed. For instance, a salon located in a big-city downtown targeting corporate clients will acquire a different set of services, prices and marketing efforts for their business as compared to a salon opened in a rural area with people residing having low income level and limited preferences.

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