“From the earliest days of retailing, merchants have rewarded customers with perks, to build loyalty. However much like the insidious effects of drugs, price discounting destroys you, your business and your brand. Let’s see why.
“The Baby Boomers were the first real consumer generation and show no signs of slowing down their spending anytime soon. Neil Osborne explains why women aged over 50 are your most valuable clients – and how to attract them to your salon.
“In the first of this series on Generational Marketing, Neil Osborne explains how, just like individual M&M’s, each generation owns its distinct differences and shouldn’t be marketed to (or eaten) together.
“What’s the ultimate question you’d ask your salon customers? Is it perhaps, ‘How likely is it that you’d recommend us to your family or colleague?’ And what, do you think, would influence their answer? Price: tick. Service: tick. People: tick. Results: tick. Yes, you’re right, it would be all those things, because boiled down together they form a sticky glue that’s called their experience with you…
“Most people believe that a great launch starts with a great product. They’re wrong. Being ‘great’ isn’t enough and a product is merely the starting point. The reality is that the overall brand experience must be so perfectly suited to the needs and desires of its customer, that it creates its own demand and very little selling needs to be done. In a new series of articles, Neil Osborne explains how to turn a product range into a brand, which thrives.