Print Marketing

How to use print marketing to attract more customers to your barbershop.

BY NICK BENDEL

In the olden days, before digital marketing became a thing, print marketing was the best way for barbers to promote their shop. Now, in the era of internet and smartphones, many barbers assume digital marketing is the be all and end all. Not true.

Sure, digital marketing is important, and every business needs an online presence. However, barbers don’t need to choose either print or digital; they can opt for print AND digital.

The upsurge in online marketing has created a clutter of content, making it tricky to stand out. Conversely, now that fewer barbers do print marketing, it’s never been easier to build brand awareness that way.

No, print marketing is not dead

Print media marketing means promoting your barbershop through tangible, physical items, like letters, flyers, postcards, posters and local newspaper ads.

“Why should I bother with print marketing when I can run Facebook ads or do social media?” you might be wondering.

Sure, it’s true that Facebook posts have the potential to reach lots of local residents if you do your targeting correctly. However, a Nielsen consumer survey of 9,000 consumers found that 62% of respondents reported that flyers and catalogues have the biggest impact on their spending decisions. The survey also found that personalised direct mail was regarded as 29% effective, compared to 25% for email marketing.

THE 10 BEST WAYS TO USE PRINT MARKETING

1. Create interesting marketing content

Howard Gossage, the legendary ad executive, once said: “People don’t read ads. They read what interests them. Sometimes it’s an ad.” So, all your print marketing needs to be interesting. If it is, customers will happily consume it; if it’s not, they won’t.

2. Target publications your customers read

Your customers are locals, so the local newspaper is a good way to reach them. One way to market your barbershop through the paper would be to run a paid ad directly promoting your services. Another would be to take an indirect approach, by submitting an interesting guest column – such as an article with grooming advice. You’d be offering the newspaper free content in return for what would effectively be a free ad.

3. Keep some brochures in your shop

Print some attractive, good-quality brochures. Make sure they include information that’s not time sensitive. For example, the brochures could offer advice about hair care, beard care and scalp health; include photos of trendy hairstyles and beard styles; and provide information about your products and services. Place the brochures in the waiting area and on the barber’s chairs; customers can read them while they’re waiting and being served.

4. Send some good ol’ fashioned letters

If you have access to an address list, send postcards or letters in the mail inviting gents to stop by the shop for hair, scalp or beard advice over a beer. This is a great way to build relationships with your customers and establish yourself as a trusted authority figure.

5. Stick to one concise message

Less is more when it comes to direct mail. Resist the temptation to cram your letters, flyers and postcards full of words and offers, because reading them will feel like hard work. Instead, keep your mail pieces uncluttered. Mention your services or offer a discount or launch a new product – but don’t do all three.

6. Use high-quality images

Your direct mail should also include high-quality images and crisp design. People are attracted to visually enticing things but are repelled by ugliness.

7. Stay on-brand and on-message

Make sure your print and digital marketing are in harmony. So, use consistent branding and messaging. Otherwise, your customers will be confused.

8. Include a QR code

Since the pandemic, we’ve all become used to scanning QR codes. So, include a QR code on every piece of print marketing. The code should link to a webpage or social media post that’s directly relevant to whatever content is included in your print piece.

9. Put posters on the walls

Hang posters in your shop that show different hairstyles. The models in the posters could be actual models … or they could be customers who have given permission. By using customers, you not only make the look seem more attainable, you also highlight your local credentials.

10. Monitor the results

There’s no point doing print marketing unless you get a return on investment. So, you need to monitor the results. When new clients visit your shop, ask them how they heard about you. When regulars visit, ask them if they’ve seen your newspaper ads or flyers. If you offer discount coupons through your local paper or direct mail, keep a tally of how many get redeemed. Based on the results, keep doing the things that are working and change the things that aren’t.

Nick Bendel is the director of Hunter & Scribe, a copywriting / content marketing agency that writes content for brochures, flyers, letters, websites and more.