CHANGING YOUR IDEAS ABOUT ATTRACTING NEW CLIENTS! By Jenni Tarrant

One of the questions I regularly get asked is, “How do you market Bond to have such full bookings?” Like everything I do in my business, I think about what it feels like to stand in the shoes of a client rather than automatically follow the norm.

One of things that drives me absolutely nuts about business marketing is that the purpose of most marketing strategies is to attract NEW clients! Unless you are a relatively new business, WHY?!

The key to Bonds success is to put my entire marketing budget into looking after our existing clients - particularly our long-term clients. Let me explain… Think about a business you have been going to for a long time. For example: You work out a few times a week at your gym. You are really happy about your choice because of the people, the classes, the trainers, facilities etc. It’s really nice that they know your name and they treat you really well as a long-term regular.

One day you walk in and see a poster in the window saying, “Three free personal training sessions for every new member.” Hmm, so a new person walks in the door and gets rewarded while you have been paying full membership fees for years and never received any ‘extras’ for your loyalty?

One day you walk past another gym which has great reviews and have an amazing offer. As much as you love your old gym it might be cool to try something new at a reduced price, and to feel fresh in a different environment. You can always go back, right?

Do you want your clients to have this experience? I certainly don’t. I look after our most dedicated clients - the people who have contributed to me paying my team and my bills. These clients are raving fans, and they are also verbal marketers for Bond. This is worth more to my business than any other marketing strategy I have come across or been offered. When people recommend your business, they are putting their own reputation at stake, so friends and family trust their judgement. It is then up to Bond to ensure our consistent 5-star experience is given to a new client - and it is.

I have never marketed Bond by advertising to new clients or offered any type of cheaper deal. Bond has a Big Wig Club. To become a member, you need to have attended appointments on time every 6 to 8 weeks for at least three years. With approximately 550 members, these clients receive exclusive benefits including: booked appointments up to 15 months in advance at the frequency, days, times, and the stylist of their choice; a $25 birthday gift voucher they can use at Bond Hair Religion, Bond Body & Brow Bar, or Bond Barista; I also hold a fully paid for annual event - COVID allowing - for themselves and a guest. We have had cocktail parties, movie premiers, and art showings - to name a few. Complimentary sparkling wine, a host of other drinks and nibbles, are a staple at a Bond event. We have non-Big Wig clients ask us how many more visits until they can become a member!

Although not having a budget for any type of external marketing may seem counterintuitive, the proof is in the pudding for us. We finished 2021 with over a million dollars’ worth of bookings already in our system for 2022. We also currently have 12 pages of potential new clients on our waitlist eager to book in.

Some people have said it wouldn’t work in their area or business because of X, Y and Z. That’s perfectly fine of course but be aware of excuses for change. If you read my blog in the last edition of Hair Biz, you would remember that I was nearly bankrupt after my first year in business. It was through my lack of funds that I chose to put everything into retaining the clients I had, and this marketing strategy was born.

Let’s honour those who have stuck by us in our businesses, let’s show that loyalty is worth more, and let’s invest in loyalty and priceless referrals.

Jen xx