Marketing plan 2

PR. DIANA’S
HAIR AND
BEAUTY SALON

Pr. Diana’s Hair and Beauty Salon
Page 1
8/2/20
16
Why wait when you can use Diana’s
beauty salon for nice hair and
makeup do!

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AFSANA ONLINE MARKETING
CONSULTANT Inc.
(WE SPECIALIZE ONLINE MARKETING PLAN FOR COMPANY, WEBDESIGN,CREAT
BLOG POST FOR MARKETING ANDMANY MORE ONLINE MARKETING HELP PROVIDE
BY US)
CONTACT US:Afsana Siddique @
Siddique_afsana@yahoo.ca/call:604626-8576
Siddique, Afsana
Marketing Consultant and web Advisor., Since 2006
Part of an Afsana Online Consultant Company
Biography of the companies

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Contact information: email: siddique_afsana@yahoo.ca /Mobile: (604)626-8575
As a reference please see my blogs links: http://afsanasiddique4.blogspot.ca /
http://afsanasiddique33.blogspot.ca/p/digital-marketing-is-way-to-be-in-future.html
Last year’s marketing plan as per reference: https://www.linkedin.com/in/afsana-
siddique-211b23113?trk=nav_responsive_tab_profile
Little bit about Afsana Siddique
Afsana Siddique is a Marketing Consultant and online advisor of the Afsana
online Marketing Consultanting Company in Vancouver, Canada. We are proud
to have her in our company for ten years now. She is our one of the best
employee and great online web advisor. She is mostly deals with the smaller
companies in Vancouver locally with all successful outcome wit h their
marketing report and happy business client’s reports. Hopefully in future she
will bring more successful business reports and make our company number
one and best consulting group.
TABLE OF CONTENT
Tittle Page
………………………………………………………………………………………................. I
Marketing Consulting Company Banner
………………………………………………………….……........ II
Company Biography
…………………………………………………………...………………………… III

Page 4
Table of content
…………………………………………………………………………………………. VI
Executive
Summary…………………………………………………………………………………………….......
.... 1
. Introduction
-Objective and over view of the business
-Situation Analysis
-Internal Analysis
Marketing Strategies
…………………………………………………………………………………….. 2
Marketing Plan (1a and 1b and all other chapters):
- External analysis
- Internet Marketing as Part of the Marketing Communications Mix
- The Internet Value Chain
- Business Models and Strategies
- The Direct Response and Database Foundation
- Online Branding and Video Marketing
- Display Advertising and Other Customer Acquisition Techniques
- Email Marketing to Build Consumer and Business Relationships
Cont’……

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Marketing Plan (1a and 1b and all other chapters):
- Developing and Maintaining Effective Websites
- Competition
- Target Market or demographics
- Social, Economic, legal, Technological factor and trends
- Issues analysis and Linchpin
- Online
- Social Media
- Custom Analytics to Improve your Sales Performance & Maximize Marketing
ROI - Search
Marketing: SEO and PPC
- Customer Relationship Development and Retention Marketing
- Developing and Maintaining Effective Websites
- Customer Service and Support in Web Space
Actions Plans/ implementation plan
…………………………………………….………………………. 3
Website: Websites examples
………………………………………………….…………………………... 4
Email strategy
…………………………………………………………….……………………………… 5
Evaluation
………………………………………………………………………………………….……... 6

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Conclusion (including business letter enclosed)
………………………………………………….………….7

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Pr. Diana’s Hair and Beauty
Salon
W H Y W A I T W H E N Y O U C A N U S E D I A N A ’ S B E A U T Y S A L O N F O R
N I C E H A I R A N D M A K E U P D O !
Executive summary
Pr. Diana’s hair and beauty salon is a friendly neighborhood oriented home business. Owner
and worker is the same person name Isha Walia. It took her 5 years to position and set up this
hair and beauty salon business. She is being on and off this business for quite some time now
due to many small, small family issues like having baby, in-law living with her, rebuilding the
house and many more other reason. Now she finally serious about her career and all set up to
do this service business from the fresh new start. As a small home oriented business, Isha’s
hair and beauty salon is not doing so good or so bad. In a moderate way this Pr. Diana’s hair
salon running with few customers that comes in her place for service. Pr. Diana’s hair and
beauty salon is located in Fleetwood (this is a part of the Surrey city in BC), Surrey, BC. These
customers come mainly because this service is located right on the major main street location
on top of the Fleetwood location. Most of these customers that comes are mainly from her own
home town name Punjab, these folk’s lives sounding to her house are her main customer’s
that comes regular basis. She charges with minimum service charge for these hair and beauty
services.
(Pr. Diana’s Hair and Beauty Salon’s business card)

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Pr. Diana’s hair and beauty salon, being doing business in the last 5 years with same ways not
too many fortune or any failure. But she expects few more customer that will come for her
services. So that way her business will run as it is. She does, lady’s haircuts, make-ups,
perms, color, highlights and kid’s haircuts as well. No men’s haircut. She also does threading,
waxing, messaging and bridal dress-ups. These services are cheaper for new clients. Also
these are appointment basis services. Customer has to call ahead for these appointments.
Pr. Diana’s hair and beauty salon has business cards, flyers and one sign hanging front of her
business door steps for advertising and for contacts information. As per online advertisement,
it hasn’t set up yet. But, in future she suggested to have for her business benefit.
As per promotion, she tells people when they visit her for service and takes appointments on
the phone, that she takes first customers with cheaper price. This customer discount policy
stays steady till the customers become her regular client. As per websites and email, she does
not yet have it and she is looking forward to do it soon. Below is Pr. Diana’s hair and beauty
salon’s yearly sales target.
120
60
72
180
240
100
120
100
260
80 70
50
360
200 200
140
0
50
100
150
200
250
300
350
400
Ladies hair cut Ladies make up kids hair cuts threading & waxing
Diana Salon yearly sales
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

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Sales
Ladies hair
cut
Ladies make
up
kid’s hair
cuts
threading
& waxing
1st Qtr 120 60 72 180
2nd Qtr 240 100 120 100
3rd Qtr 260 80 70 50
4th Qtr 360 200 200 140
INTRODUCTION
Since Pr. Diana’s hair and beauty salon does not have any website and an email account yet
my job is to build her an account. I, myself a marketing consultant who is going to advise for
her business how she will set up and how she will target her online customers to get maximize
profit than before. Getting a website, which I will help her to build. That ways her business will
have fresher start with new look and with vibrant business solution as well. It will build a great
reputation among neighborhood too with greater impression.
Objectives and overview of the business
Pr. Diana’s hair and beauty salon doing business privately in a small homely fashion manner.
There main customers are their own neighborhood. If anyone want to cut hair or makeup, they
call her and Isha gives them specific time for appointment. But walk-in she does not take any
customer. Because she gets busy with her own house chores. She has business cards and
flyers for customers to take with them and if they decide to come back then they can just
phone her. Isha Walia works all by herself in the salon. She does kid’s haircut, Ladies haircut,
manicure, pedicure, messages, wedding and party make ups, hair colors and highlights and
many more items but these are all requires appointment. She gives good incentive to the new
customer. She does not have any websites or any email address to do further marketing for
her business. So, first priority will be to open an email account for her. Which will help her to
keep organize her appointments for all the different services and keep her alert for all schedule
appointments online basis. Then next step is to open a charming website with her name and
contact information. But for time being without this online services, Isha Walia’s business
facing very difficult on the schedules, advertisements and other marketing and online
marketing strategies.
Situation analysis

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This business situation is that it is very small business and own by one person only. Home
based business so she does not need to hire someone out sider and it will also will cost money
for the payment issues. Has everything, from supplies to equipment and functional place.
Therefor these things are not into liabilities. Has business card and has flyers that has contact
information enclosed. But she is lacking from all the functional marketing and digital marketing
tactics for success.
Pr. Diana’s hair and beauty salon’s mission statement is:
-Add an email address in the contact information in the flyers and in the business card.
- do email marketing
-Create website
-Website should have contact information including all the details of her services.
-Blogging and Facebook advertising.
-know her competition
-know how to do more promotions
-her service fees, keep into minimum and keep loyalty of her service.
-advertise as much possible.
Internal analysis
Pr. Diana’s hair and beauty salon’s SWOT is:
 Strength-No liabilities, no debt or rent nor financial back-up required.
 Weakness-small business, not much marketing experience, no website, no email
address.
 Opportunity- Whole neighborhood is her customer
 Treats- There is one more home business nearby within the neighborhoods and as well
there is a plaza into the area where they have salon inside this plaza. Lac of workers
and more competition.
Marketing Strategy:
Pr. Diana’s Hair and Beauty Salon’s main strategy is that how they can satisfy their customer.
Also, to research for target market. Also, theme of her business, means which service she can

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choose, that will give her benefit. If they(customer) are satisfying enough, they will bring more
people with them and/or they will advertise for this beauty salon on behalf to their known people
the people in the neighborhood. How she will respond to these customers that will be impress by
her service. How the online services will be like? However, the best customer services always
increase great sales and great reputation of the business.
Marketing Mix and 4ps strategies: Product (in this case is service), place, price and promotion.
(Bhasin, 1991) (Bhasin, 1991)
“Service marketing mix – The service marketing mix has three further variables included which are
people, physical evidence and process. “The service marketing mix consists of 7 P’s as compared
to the 4 P’s of a product marketing mix. Simply said, the service marketing mix assumes the
service as a product itself.” (Bhasin, 1991)
In the Pr. Diana hair and beauty salon’s marketing mix will be:
Product (which is service in this case)- “The service product thus has to be designed with care.”
Price- “Pricing in case of services is rather more difficult than in case of products.”
Promotion – “Promotions have become a critical factor in the service marketing mix. Services are
easy to be duplicated and hence it is generally the brand which sets a service apart from its
counterpart.”
Placement- “Place in case of services determine where is the service product going to be located.”
(Bhasin, 1991)
Also, many more reason that customer will choose to be Isha Walia’s client.
External analysis

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Hair and beauty salon business is a common small business that most of the people who live
in home and are looking something to do at home. People who are interested in business that
are involve beautician field, does this kind of business cause it’s easy to set up and easy to get
benefit from it. As well as good for busy mom! Therefore, people who are looking after their
young once and at the same time they plan to either do salon business or homely fashioned
daycare.
It is the same case for Pr. Diana’s hair and beauty salon’s owner Mrs. Isha Walia. She is
raising her son and looking after her in-laws and at the same time she is owing this business.
So that is why it taking her little longer to get into the market in competition wise. Although,
she has back up from her husband because he works in different field and this home own
business is in the downstairs of her house that she owns so no renting requires.
Internet Marketing as Part of the Marketing Communications Mix:
Since Pr. Diana’s Hair and Beauty Salon is totally fresh set up and they basically have
business card and flyers to do their marketing. They don’t have any email contact information
nor any website to do their advertising upon. Because in this era it is very important to have
online marketing set up for her so her hard work pays off. “An organization’s promotional mix
consisting of various promotion tools like advertising, sales promotion, public relations,
personal selling, direct-marketing tools and online, digital and integrated marketing methods is
called the Marketing Communications Mix.” (RICHA, 2014). “Integrated Marketing
Communications (IMC) helps you integrate the various channels to deliver a uniform and
compelling message about your brand to the target audience.” (RICHA, 2014)
“Does your beauty salon have access to the right marketing mix?” (Herradon, Does your
beauty salon have access to the right marketing mix?, 2015)
“The first step in creating a marketing plan for your salon is to look back and to ask yourself a
few questions:

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Did your salon meet its financial goals and objectives for last year?
What percentage of your revenue came from existing salon clients v. new ones?
What percentage of your clients visited just once only?
Which selection of services are your most profitable?
When did you last increase your prices?
Did you maintain positive, steady growth month on month?
Did you increase repeat customers?” (Herradon, Does your beauty salon have access to the
right marketing mix?, 2015)
The Internet Value Chain:
Pr. Diana’s Hair and Beauty Salon has two sink, two chairs; one is for threading and waxing
and one is for cutting hair, one message room, make up supplies, hair cutting supplies, hair
coloring supplies and many more items for the hair and make-up business. As per internet they
don’t have access to website to do their value chain marketing through the internet yet. So
their chain of value chain of supplies and utilities are covered to make sure the customer gets
enough services ready and as they require.
(google image, n.d.)
“Makeup and skin care companies follow a multi-step logistics routine to manage retailer
requirements and smooth the wrinkles caused by supply and demand friction.” (Brown, 2014 )
These supply chain constantly supplies these businesses to keep them equipped and ready for
their potential customer.

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Business Models and Strategies:
It is a pure B2C type business, where business is mainly focused on customer’s satisfaction.
Their strategies are that they take appointment to do their services. First come first served
basis. Homely fashion business with calm and homely treatments including cheaper fair than
any other places.
Branding: “The salon business is all about image. Your customers are seeking a certain image
for themselves when they hire your services. To attract customers, brand your salon to make it
fit the image of the kind of place your customers know can give them the look they want.”
(Duff, 2014)
Differentiation
“A key part of your strategic planning is to analyze your competition -- particularly if they target
the same customer. Notice their brand images, services, customer relations and the overall
look of their salons. To compete, differentiate your salon from your competition, but don't forget
to keep it appealing to your target market” (Duff, 2014)
Location
Easy parking and a location convenient to other shopping is important for a storefront salon.”
(Duff, 2014). In Pr. Diana’s hair and beauty salon’s case if the customer convenient enough to
walk and park their car at the same time. Easy place to find etc., they need to focus.
Focus
“Don't try to be all things to every type of customer. Focus on one type of service and perform it
well. When planning your strategy, talk to your current customers to discover what they like
best about your salon.” (Duff, 2014)
These are few ways Pr. Diana’s hair and beauty salon’s owner will find her target market and
their loyal customer.
The Direct Response and Database Foundation:
They take appointments, that is how they response their customer. They are mainly slow
home fashion business, they will do everything from hair cut to make up to hair color just
simply have to appointment made from earlier so can do it and they only take certain quantity
of customer in one day otherwise they only have one person doing all these beauty service.
“Get your message to the people who need and want what you have to offer!” ( Edward Lowe
Foundation, 2016) “In order to market your product or service, it is imperative that you tailor
your marketing and sales efforts to specifically reach the segment of population that will most

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likely buy your product or service. It is critical that you first determine or clearly identify your
primary market. Targeting your market is simply defining who your primary customer will be.
The market should be measurable, sufficiently large and reachable.” ( Edward Lowe
Foundation, 2016)
Online Branding and Video Marketing:
Their brand is their hair and beauty services. Since they have no website they are not getting
enough online marketing to pull up their brand awareness.
“1. Focus on brand consistency both online and offline: Everyone needs to know what your
salon business stands for and its core values. If a potential client looks at your salon website,
and then clicks through to your Facebook, they need to see it looks the same and sounds the
same. I can’t say this enough – it’s where many hair and beauty businesses fall down on their
internet marketing. 2. Is your salon website mobile responsive: It’s a marketing ‘given’ that an
up to date, well-designed salon website is essential if you want to get found by new clients and
stay ahead of your local competitors. 3. Start a salon blog to power your online marketing:
Quality content is king as far as Google is concerned. Over the last 18 months Google have
made it clear that they will give websites with a regular supply of fresh relevant content a
higher ranking. 4. Be social online but keep it professional: enhance your reputation and build
a powerful online brand. Just because you can do social media yourself doesn’t mean it
shouldn’t be professional. 5. Search Engine Optimization is not an optional online marketing
luxury: Search engine optimization (SEO) is what drives your online salon profile. If you want
to get your business found and want more traffic, then you need to devote time and resources
to it. It makes good business sense. 6. Marketing your salon or spa on YouTube: A salon video
is a potent online marketing tool. 7. Your salon’s secret online marketing tool: Email marketing
is not dead. It works. That’s why we use it ourselves. An e-newsletter is one of the most
valuable tools in your online salon marketing armory. must having a ‘so-so’ salon website or a
Facebook page is no longer enough on the internet. Successful salon entrepreneurs
understand that having a strong salon brand online means you need to invest time, money and
effort across all the online marketing channels. (Lockhart Meyer Salon Marketing , 1992-2016 )
Display Advertising and Other Customer Acquisition Techniques:
They need to create website and create email so they have online access to do their new
technology marketing. Once it reaches to the internet people in the neighborhood will be more
aware of this business even more. “Embrace Technology to Boost Sales- 1. Get More Clients
in Your Chair Using Booker, 2. Tanning Salon Text Messaging Campaign Generates $196,000
in First 30 Days,
3. Use Mail chimp for Email Marketing,

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4. Use Email Marketing To Generate Off-Season Traffic, 5. Start Accepting Online Bookings,
6. How One Stylist Got 650 New Clients in 6 Months, 7. How To Attract New Salon Clients, 8.
Increase Sales Using Memberships and Gift Certificates, 9. How to Get 500 Clients in One
Afternoon, 10. Loyalty Programs and Email Marketing For Salon Businesses, 11. Your Bible to
Running an Extraordinarily Successful Salon Loyalty Program, 12. The Easiest Way to Get
Those New Clients Coming Back to Your Salon, 13. The Importance of Social Marketing for
Hair Salons, (Marsan, 25 Salon Marketing Ideas The Pros Use, 2016 ) and many aspects
requires for customer acquisition technique to make them back always.
Email Marketing to Build Consumer and Business Relationships:
Email marketing is another one of marketing Mrs. Walia can choose to do it to survive in the
hair and beauty salon business. Because there is vast competition in the hair and beauty salon
business. Isha Walia can choose to email some of the known clients or she can have all the
people that comes and sign out for email contact for customer incentive. In that way she can
later email these customers, for advertisement and keep reminder of her service a well. So
with loyal customer she can keep up her hair and salon business live and aware. So
relationship with the client will be strong and the new one adds up once she emails these old
customers. Also, once email account opens up and website set, one portion of her site she
needs to set her blog set up as well. Which will be a great reputation builder and her salon
service will be best recognizable among the others. “Email marketers are continually being told
the path to success is to engage prospects and forge a relationship. e-Miles Digital Media,
which says you can make your audience love your brand using relationship marketing. By
engaging and creating a connection, says e-Miles, you can sit back “and enjoy the benefits of
an audience that comes to you rather than running away." (Neubarth, 2014) “Build, Clean and
Personalize Your Email List: Email is an essential tool for converting leads that aren't ready to
buy yet, but it's not as simple as clicking send. Marketers face many challenges when striving
for email marketing success. ( TowerData Inc, 2001-2016)

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(Neil Patel - Kissmetrics, n.d.)
“Email Turns Prospects and Visitors into Loyal Customers

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Email marketing enables you to proactively communicate with your existing
customers, prospects or members instead of passively waiting for them to
return to your website, visit your store or office, or call you on the phone.” ( Bain and Company,
Constant Contact, Inc. , 2008 )
“When you create an email marketing campaign, one of the most important components is the
call to action or CTA. A call to action grabs a subscriber’s attention and encourages him or her
to act.” (STIGLITZ, 2016)
“here are seven of the best ways to nail the call to action in your next email campaign, and in
all your email campaigns to come.
1. Make the Call to Action Short-This is the most common and damaging mistake with email
calls to action, or any call to action.
2. Tell People What to Do-For some of you, this will be Call To Action 101. For others, it might
be a revelation. Either way, everyone should remember this tip for calls to action: Tell people
exactly what you want them to do.
3. Urge People to Respond Now-If you study effective direct mail copywriting examples, as
Kathryn Aragon did for the Crazy Egg blog, you’ll notice a pattern so prevalent it almost
becomes boring. All the calls to action end with “today” — as in “Sign up today,” “Mail this
postcard today,” “Get started on your new life today.”
4. Have One Call to Action-You’ll usually get better results if you limit yourself to just one call to
action.
5. Make the Call to Action Stand Out-Some conversion experts use an interesting trick to see if
a call to action pops enough. They blur their eyes or look away from the page. Then they look
back quickly and see which element they notice first.

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This call to action — “Request Pricing” — uses a color from the email’s overall palette.
6. Repeat the Call to Action-I mentioned direct mail campaigns above. Here’s another trick
from the copywriting greats: Use a postscript. People read postscripts more often than they
read body copy, so adding your call to action a second time as a postscript is a good way to lift
response.
7. Test Everything-What the best thing you can do to write better calls to action? Start testing.
Almost every email service provider now offers A/B split testing. It’s a feature you should use.
After subject lines, the next best thing to test is your emails’ calls to action.
Make sure those subscribers can still respond to your email. Some simple CSS or HTML
markup is usually the best fix. Your coded buttons will look just as good as an image would.”
(NEELY, 2014)
Developing and Maintaining Effective Websites:
As a Marketing consultant, my job is to put up with a best website. A website that has Pr.
Diana’s Hair and beauty salon’s map, all the highlights of the services that she does, all the
contact numbers including email address. Images of the sum of services and Information about
her works as beautician. Website sample something please see it page below.
“To get the most from your website you really need to nurture it. It’s an ongoing relationship,
and like all relationships you should take the time for regular catch ups. You need to make sure
you’re promoting yourself in a relevant, up to date and dynamic manner. Websites quickly
become out of date, old-fashioned and static. Besides a website where nothing ever changes
isn’t one that’s going to encourage return visitors. So to help you show a little love to your
digital marketing,” (Shah, 2013 )

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1. Don’t Put Off the Updates
Ensure that you update your web content regularly to continue having life on your
website.
2.Treat it to Some Pampering
Make your website look engaging by new images or a design overhaul.
3. It’s the way you say it- Re-write your content as though you’re directly talking to your
audience for effective communication.
4. Show it off- Optimize your website by using Google-friendly search terms in your copy
and headers.
5. Spread the love- Integrate social media platforms for your web content to encourage
social sharing.
6. Have a heart-to-heart

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Encourage engagement and feedback to find out exactly what your customers think
about you.
7. Shop Around
Check out the competition and see what works well and where you can improve on your
website. (Shah, 2013 )
Competition:
There are many competitions near Isha Walia’s Pr. Diana’s hair and beauty salon in the area.
Some are as follows: Masters Touch Hair Salon, Studio Image, Bloom Beauty Hair Salon,
Salon Couture Inc., Bloom Beauty Hair Salon is the one among who is following the same style
small home oriented business is in competition with Pr. Diana’s Beauty Hair Salon. They are
both business is same home based hair and makeup and beauty fashion business owned by
single owner and same one-person oriented beautician who graduated in beautician program.
They both businesses are same way set up in their own home own and backed up by their
husband financially. They both home businesses are located in same area parallel to each
other in the heart of Fleetwood area, their customers are the same neighborhood. So, they
both are in competition to each other’s vastly more than other hair and beauty salon in the
area.

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(google map,n.d.) Bloom Hair & Beauty Salon. (google map,n.d.) Pr. Diana’s Hair & beauty Salon.
“Top 5 Challenges of Owning a Beauty Salon
Owning any sort of small business in a struggling economy is difficult. But when your passion is
beauty and hair care, why not follow it while being able to make a living doing something you love.
Sure, getting off the ground is a hassle, but once that initial investment goes through you're off and
running. So, what are the biggest challenges faced when running your very own salon?
1. Fees
The fees incurred when maintaining any type of small business add up as weeks and months
progress. Maintaining chairs is sometimes the hardest, depending on what type of salon you're
running.
2. Employee Incentives
If a hair dresser or salon employee believes they will be taken care of by your establishment, they
will feel inclined to stay with you through good times as well as bad.
3. Schedules
Flexible scheduling is another employee incentive that lets beauticians feel more in control of their
environment. It can also let them build a greater following, letting return customers come in when
they're available.
4. Regular Customers Vs. Walk-ins
Speaking of customers - there are two kinds who will typically come into your salon: return and
walk-ins. The majority of your business may rely on return business; those who come in and see

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the same beautician every few weeks or months. Having discounts for returns is a great way to
show how you love anyone who gives the salon repeat business. Walk-ins should always be
welcomed too. Display prices at the front desk or near an entrance, along with promotions.
5. Staying Competitive
Above all else – beauty salons, just like many other small businesses, have to stay hip. Teach your
beauticians the latest in haircare design and product information. Offering different services
(haircuts, dying, nails, etc.) will appeal to a variety of potential customers.” ( Cashier Live LLC.,
2015)
“With competitions in Canadian cities (Vancouver, Calgary, Edmonton, Saskatoon, Toronto,
Montreal and Halifax) the Allied Beauty Association offers the hairstylist the opportunity to compete
close to home. The competitions includes a diversity of categories including New Talent, Men’s
Trend Cut & Style and Women’s Trend Cut & Style. Complete competition details for each
individual city is available through the Allied Beauty Association website.” ( Salon Magazine, 2016)
“top salon owners and marketing experts and asked the for their #1 salon marketing idea into four
categories: (Marsan, 2016 )
1. Embrace Technology to Boost Sales- a) Want to boost sales and increase productivity by more
than 40%? Learn how to use Booker to automatically distribute your open appointments on sites
like Yelp, post to social media and book appointments from Facebook, send custom email and text
marketing messages, create and track gift certificates on the fly, get a custom ecommerce store for
your products and services, and more! b) By Derek Johnson. Have you ever considered texting?
According to Derek, after Seattle Sun launched their text messaging campaign, they generated
close to $200,000 in new revenue within a month. c) Use Mail chimp for Email Marketing. d) Use
Email Marketing To Generate Off-Season Traffic. e) Start Accepting Online Bookings. (Marsan,
2016 )
2. Referrals & Building a Client Base- a) How One Stylist Got 650 New Clients in 6 Months., b)
How To Attract New Salon Clients., c) Increase Sales Using Memberships and Gift Certificates., d)
How to Get 500 Clients in One Afternoon., e) Loyalty Programs and Email Marketing For Salon
Businesses., f) Your Bible to Running an Extraordinarily Successful Salon Loyalty Program., g)
The Easiest Way to Get Those New Clients Coming Back to Your Salon. (Marsan, 2016 )
3. Social Media Marketing Tips- a) The Importance of Social Marketing for Hair Salons., b) 5
Common Social Media Mistakes Beauty Salons Make and How to Avoid Them., c) Social Media
Spring Cleaning For Your Spa or Salon., d) Get Professional Facebook Advertising Help for just

Page 24
$5., e) How to Use Social Media in Your Hair & Beauty Salon., f) Social Media Marketing for
Salons: 21 Tips and Strategies., g) Make Your Clients Insta-Famous. (Marsan, 2016 )
4. Even More Marketing Ideas- a) 10 Marketing Ideas and Promotions for Booth Renters., b)
Getting Down the Basics: Referrals, Pre-Booking & a Strong Front Desk., c) 2016 Trend Colors
and Color of the Year for Salon Marketing., d) How to Properly Market a New Salon., e) 5
Successful Salon Marketing Ideas for Organic Salons., f) Six Big Mistakes Beauty Salon Owners
Make (Be careful to know where your marketing money is going, and why).” (Marsan, 2016 )
Target Market or demographics:
Pr. Diana’s hair and beauty salon’s target market are the people from the neighborhood. Whole
fleet community is their target market. “Hair salons provide hair maintenance and styling services
women and children. As a salon owner, you can differentiate your salon from competitors by
developing a niche that targets a very specific type of customers. Your target market can help you
determine what types of services to provide, what to advertise, who to hire and even how to set up
your salon.” (Miranda Brookins, 2016). But in Diana’s hair and beauty salon’s main target markets
are ladies and kids. Because at her place she only do hair for ladies and kids and make-up and
beauty styles are target for ladies only. “Demographics cover the background information of a
target market. A demographic profile might include such basic data as age, education, marital
status, locations and occupation. Your salon can target eco-conscious, unmarried, college-
educated women who are between the ages of 20 and 35.” (Miranda Brookins, 2016). “Your salon
needs to solve a problem the eco-conscious market has, or fulfill a need they want met. These
individuals want to avoid chemicals that can harm them and the environment. They are in search of
a hair salon that uses organic and all-natural hair products that aren't tested on animals. Eco-
conscious customers want to visit a salon that offers organic and natural hair retail products and
accessories.” (Miranda Brookins, 2016)
Social, Economical, legal, Technological factor and trends:
Pr. Diana’s hair and beauty salon is helping the community who needs haircut and beauty
treatment. By economically they are friendly where people in the neighborhood does not need to
drive fur way to cut hair and style. They can always choose Pr. Diana’s hair and beauty salon and
can rely on her business instead of expensive salon’s that cost way more than she does. She has
every equipment and supplies to do all the necessary beauty and hair cut a salon need. Also Isha
Walia has license for aesthetician and degree to do this business. So she is legally approved for
this business and has a great knowledge of this type of services. “The inherent fundamental
changes in thinking, practice and delivery of health care required by the NHS Plan (2000) have led
managers and professionals to recognize the importance and links between problem solving and
decision-making skills. In particular, assessing the impact of political, economic, socio-cultural,

Page 25
environmental and other external influences upon health care policy, proposals and organizational
programs is becoming a recognizable stage of health service strategic development and planning
mechanisms.” (Markwell, 2009) Also, Pr. Diana’s hair and beauty salon, owner Isha Walia has to
make sure her product and supply that she using is any safe for people too usable and health
hazardless. And her business legally stablishes.
Issues analysis and Linchpin:
Pr. Diana’s Hair and beauty salon is one of beauty hair and beauty salon that has been stablish in
2012. Owner of the business is on and off this business and slowly her customer is increasing and
raising. She gained interest as her business doing well and want to stablish a website of her
business where she will have more customer many other from non-residence of this neighborhood
also will be aware of her business.
MARKET ANALYSIS
YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5
Potential
Customers
Growth CAGR
Females 10% 28,000 30,800 33,880 37,268 40,995 10.00%
Mothers
with young
children
9% 23,400 25,506 27,802 30,304 33,031 9.00%
Total 9.27% 105,400 115,166 125,839 137,503 150,251 9.27%
(SVALA, 1996 - 2016)
“The "hair" service industry is fairly diverse. On one end of the spectrum you have the traditional
barber, on the other end you have the fashionable boutique salons. Somewhere in between there
are independent hair stylists, franchise barbers and stylists, and beauty salons. “ (SVALA, 1996 -
2016)
“Market Trends The market trend for the hair cutting industry is one of consolidation. Consolidation
can be seen with the high-end hair salons as well as the full-service, full-family companies such as
Best Cuts. Over the last five years there have been an expansion of upscale chain salons in major
metropolitan areas. The expansion takes the form of opening new stores, “Market Growth for the
last seven years the hair cutting industry has grown steadily at 5% a year. The industry is generally
unaffected by economic upturns or downturns. While in upturns, women are more likely to
purchase extra services such as hair coloring or perms, although generally the consumption
pattern is unchanged.” (Palo Alto Software, 1996 – 2016 )

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Online:
Online marketing is not yet stablishing due to non-existing of a website. Once Isha Walia opens a
website, she will be getting more customer do to the online advertisement and more people will
see their names online. Before they only had sign on their front door. So only those people pass by
can see their advertisements. In fact, those people are only their customer. Once she opens up a
website more people will know about her service and her business will be more popular. “Do you
need help to spread the word of mouth online about your salon or spa? Too busy to keep up with
your presence online but want to reap more positive results from word of mouth? Sign up for one of
our easy plans to have your salon email, newsletter, social media or blog.” (BeautyMark
Marketing , 2016)
“Online hair and beauty directory offers related business unique listings options to promote their
brands- Beauty Salons. Reviews launches personalized hair and beauty review services for clients
who cater to the industry specifically. The online beauty directory makes it possible for businesses
such as hair salons personalized promotional tools that allow them to promote themselves
according to their products or services.” (Herradon, 2015)
Social Media:
Once website gets created will have some Facebooking time for marketing for her business.
“BUILD YOUR BUZZ -SOCIAL MEDIA PROFILE MANAGEMENT PACKAGE: Let us help you
better leverage social media to expand your influence beyond your salon: Showcase your salon's
expertise in hair care, wellness and beauty Share articles from notable beauty, hair, style and
fashion sources Create constant flow of fresh content to reach out and engage Share the scoop
about your business {events, promotions, etc.} Attract clients that value the expertise of your salon
and staff Generate more traffic and positive online reviews Improve your rankings in the search
engines with more online content.” (BeautyMark Marketing , 2016)
Custom Analytics to Improve your Sales Performance & Maximize Marketing ROI:
If only flyers and business card gets her business, then after creation a website I think it will have a
booming fact of marketing ROI. “The marketing opportunity. Global marketing spend exceeds $1
trillion, which makes it between 1 to 2 percent of global GDP. Marketing spend has been rising
faster than the top line for several decades. In our experience, 15 to 20 percent of marketing spend
can be released through better marketing return on investment (MROI) efforts, either for
reinvestment for growth or return to bottom line. That’s up to $200 billion globally per year. See
McKinsey on Marketing & Sales’ collection of articles on MROI.” ( McKinsey & Company, 1996-
2016). “marketing return-on-investment (ROI) data into simple designs and visualizations to help
marketers across widespread organizations do what they are supposed to do with data: make
better decisions.” ( McKinsey & Company, 1996-2016)
Search Marketing: SEO and PPC:

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“What is organic search engine optimization (SEO) and how does it work for beauty salons?
Search engine optimization benefits all service industries, including salons. Before the internet,
salons relied on referrals and the Yellow Pages to expand their client base. Today, prospective
clients find what they need on Google or the other major search engines. They type in a search
term, or keyword, and if your site isn’t visible or informative they move on to the next.” The image
below defines the pay-per-click, local maps, and organic search results sections of Google. Studies
show most users avoid the pay-per-click section and skip to the green highlighted section, or
organic search results.”
Customer Relationship Development and Retention Marketing:
“The purpose of this conceptual paper is to study the impact of relationship marketing strategy on
customer retention. The result of variety of researches show relationship marketing has many
effects on different aspects of customer behavior. service providers in different businesses are
trying to increase their sales by using different marketing strategies. All the strategies have one
destination for the businesses which is persuading customer to come back and keep buying from
the retailer or ask for more services.” (AM2012_0056_paper.pdf, 2003)
Developing and Maintaining Effective Websites:
In Pr. Diana’s Hair and Beauty Salon’s case, Isha Walia does require an effective website. Where
she will have an email address, home addresses and contact information given. Her services have
to be listed in the website as well as her education and certificate as a beautician. Then she need
to give her service time table and when to contact her information also need to be enclosed.
Maintaining and an effective website is also another part of the job has to be fulfilled.
Customer Service and Support in Web Space:
Customer service is very important specially if that is a service oriented business. Its service that
will be value for this business. Hair and beauty salon require more customer service that makes
the customer comes back again and again for their services. These customer service require
supported by great, stunning website which a customer sees it as an essential to choose that
particular hair and beauty services than others. “Salon aims to provide you with all the features you
need to build a website to promote your wellness center, spa, or beauty salon with WordPress. If
you want more clients from your site, this could be the theme for you. get your website looking just
the way that you want, Salon features a full drag and drop homepage builder. This means you can
simply move the available homepage elements into the position you want, in order for the design to
match your vision. “ (Livingston, 2016)

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Actions Plans/ implementation plan:
As per Pr. Diana’s Hair and Beauty Salon, this is one owner owned business. Which is small and
home owned, where owner works by herself only. This business has two sinks, two chairs, one
message room, make ups, hair coloring, hair cutting supplies and other beautician’s supplies.
Since Isha Walia, whom is the business owner has appointment system for this hair and beauty
service. She has one small banner written on top of the entrance, business car and small flyer for
her the advertisement. As a promotion, she gives first customer and small kids small concessions.
Like: instead of price for haircuts for kids if it is $10 she makes it $8, if customers show up for
threading, if it cost $5, then first time she only charges $3 and many ways she gives discount as a
promotional basis. Also, she gives everyone business card and also verbally she tells people to tell
their friends and family regarding her services.
Action Plan she needs is to have is to open up an email account and a website. Email account will
benefit her to make appointment through email account. So, she can track her emails for
appointment and continue to advertise through emails, through Facebooking advertisement. Once
she opens up a website they she will have all the services she does and her contact information
will be given for contact.
(googole image, n.d.)
1. Great services (services should be offering shampoo every time cutting hair and color)
2. Professionalism (should know her work of art of haircut and make up)
3. Convenience
4. Customer attentions more deals, promotion and customer incentive program.
5. Flexible on service charge.
6. Great website, that has “wow” factors. (wow=vibrant wallpaper, coloring, fonts of the
websites, Eye catching service images and

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many more.)
“Break-even Analysis
The break-even analysis indicates that $32,340 will be required in monthly revenue to reach the
break-even point.
Create or edit this chart” ( Palo Alto Software, 1996 – 2016)
A Salon Marketing Plan that works: Part 1 ( Lockhart Meyer Salon Marketing, 1992-2016)
“Spending a few hours at the start of the year writing a marketing plan for your salon will impact
big time on your profitability. look at the big picture – assess what you’ve achieved and where you
want to go. Only then decide on the nuts and bolts of how you’re going to get there with your
monthly marketing and PR activity. Step 1 of your Salon Marketing Plan: Evaluate the last 12
months. Ask yourself: Salon Finances,

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Did your business meet its financial goals last trading year?
Did most of your revenue come from existing salon clients or from new ones?
What percentage of clients only visited once, never to return?
Which are your most profitable salon services?
When did you last increase your prices?
Salon Marketing and PR, Salon Customer Care, are should have a greater understanding of the
gaps in your business.” (Lockhart Meyer Salon Marketing , 1992-2016 ) Also as per SWOT
analysis of a Pr. Diana’s hair and beauty salon states that all she need a charming website to
advertisement and lots digital marketing strategy set up to gain maximum boost on her Budget.
This beauty and hair salon target market mainly friendly ladies and the kid of this Fleetwood
neighborhood.

Page 31
Website
Website like example few: www.pr.dianahairandbeautysalon.com ,
www.ishawalia’shairandbeautysalong, www.prdianahariandbeautysalon.com and many more
ways, she can form her websites. (See the 2 websites sample below and one website plan next
page for sample)
“creating a personal website. You no have no reason not to have one. However, you may still be
wondering how making your own website could really benefit you. it’s crucial to have a professional
online presence.” Your Website Is Your Ultimate “Online Profile, and “far more effective in
communicating to potential employers, customers, and business partners about who you are.”
(Couch, 2012)
These are few examples of the websites, how it will be set up lists:
(google images, n.d.)

Page 32
(google images, n.d.)

Page 33
PR. DIANA’S HAIR
AND BEAUTY
SALON
BEST HAIR AND
BEAUTICIAN IN
WHOLE
FLEETWOOD
COMMUNITY
Localhome fashionedhair and beauty style served at
yours to desire.
Please come and checkout this great service near you!
Ladies and kid’s haircut,
perming
Bridal make-up
Manicure, pedicure,
head message
Facial threading, waxing
Blog (Princes, Diana’s
hair salon is a best hair
and beauty salon in the
neighborhood. They
running this business
over 5yrs now!)
PR. DIANA’S HAIR AND
BEAUTY SALON
8142, 164 St.,
Surrey, BC
V4N 0P2
ishawalia@yahoo.com
phone# (604)723-5278
www.pr.dianshairandbeautys
alon.com

Page 34
[Sample of how Pr. Diana’s hair and beautysalon’s webpage should be like.Above page. (google image,n.d.)]
Email strategy:
Every business, should have online services. Because this is computerized era. So small business
like Pr. Diana’s hair and beauty salon’s does require to have an internet services to do their
advertisement and promotional theme for their business. Specially, emailing to your clients and
having to do their advertisement through email is required. “Why is an effective email marketing
strategy so important? An email marketing strategy is part of your overall marketing strategy and
business plan. It helps you market your products and services with the use of the email channel
with the best chances for making a profit and reaching your goals. That is because any effective
email marketing strategy takes into consideration what your target customers are, their preferences
and benefits they are looking for as well as your products services and industry and which email
marketing messages are most effective.” (Rijn, 2016)
In Isha Walia’s, the owner of the Pr. Diana’s hair and beauty salon’s case she does not have any
website and email address set yet. She is planning have one website and as well an email
address. So she can gain some benefit from it. As a marketing consultant my plan to set up her an
email address some like: ishawalia@yahoo.com,
ishawalia.hairandbeautysalon@yahoo/hotmail/gmail account or
pr.dianashairandbeautysalon@yahoo/hotmail/gmail account. If she set email address by herself or
choose the one of these preferable email account. Then we can go on and choose website
whatever she pleases. I am sure once she signs out for email account then she can start doing
some email marketing. There some free email marketing software to try for month, which will
benefit her business.
“What makes email marketing so effective? Email marketing has some significant advantages
compared to most other marketing methods: High reach: When you get people to join your email
list (aka “subscribe to updates” or “opt in”), you can actually reach them. Great flexibility: Email
marketing can work for pretty much any kind of business. It doesn’t matter whether you sell.
Minimal risk: Some top marketers expect to burn through $10,000 of advertising budget before
even knowing if they can make a campaign profitable. With email marketing, the costs are much,
much lower. Low barrier of entry: Besides being comparatively cheap, email marketing doesn’t
take such a steep learning curve as many other tactics. Even if you’re not an expert, you can see
great results when you learn to use the different email marketing strategies. Full control: Most other
marketing tactics are at the mercy of policy changes (e.g., Google and AdWords) and other
decisions beyond your control.” (Sandeen, 2015 )
“Email is a great way of staying in touch with customers with offers and sales messages because
you can get in their inbox, ie. you are pushing the marketing message to them rather than waiting
for them to find you. But there are a few things to think about when it comes to using email to
market to your beauty clients. Why not ask your customers for their details when they come into
your salon and add them to your email software or database? Each month, you can then send

Page 35
them a personal email. You will need to send emails individually and DO NOT BCC YOUR
CUSTOMERS or send one email to your entire list in one go. Email is great for staying in touch
with clients, and, because it’s a two-way communication tool you may end up getting replies
straight back. But, it’s only useful if you are an email user at your salon.” (CRAIG, 2010)
Evaluation:
Every business aiming toward new online evaluation to become successful. To survive among with
the other businesses in competition, every business need to learn to join the new online marketing
strategy to apply. Cause if you need to survive or need to do an advertisement campaign you
might wise need to learn the new technology and new technique for online marketing strategy
survive with the new online technology era. Pr. Diana’s hair and beauty salon is a small business
that need to learn the online marketing strategy to run her business to become successful. Once
online marketing learned, she will realize the whole lot of benefit and recognition it will again from
the online marketing. Her business will be evaluating with much more satisfaction than rather
sitting in one corner where no one knows about her business. “evaluate how well your strategy is
performing. Here’s how to do it:
Step #1: Evaluate your digital marketing goals.
The first step in any good digital marketing strategy evaluation is a thorough examination of the
specific goals you’ve set for yourself in the past.
Step #2: Reexamine your target customer profiles.
In addition, it’s important to remember that any good digital marketing plan is founded on a series
of well-constructed customer profiles that outline the specific types of people you’d like to reach
through your campaigns.
Step #3: Take a look at your digital presence.

Page 36
As you reexamine the types of customers you target, you’ll also want to periodically assess
whether or not you’re actively participating on the right digital properties. (Forbes Enterprenur,
2012 )
“The following Beauty Salon market research report summary is from IBISWorld which also sells a
full version of this report.
Revenue growth is expected to improve over the next five years, rising at an average annual rate
of 3.2% to $58.7 billion by 2019. This will be driven by increases in per capita disposable income
and declining unemployment over the five-year period. (SBDCNet News Magazine Theme built on
Genesis Framework · WordPres, 2016)
Conclusion
Pr. Diana Hair and Beauty Salon has lots of potential in her business. All she needs to have
professional internet marketing researched and then she will have a great business and this
internet marketing plan will boost her sales margin. All she need is to do is open up an email
account where she will maintain her schedule and email marketing. Opening a website will refresh
her status as a great hair and a beautician in the block once a proper online marketing tactics set
up for her. As well as: “Revenue: monthly and annual., Expenses: monthly and annual., Repeat
business., and customer satisfaction” (Palo Alto Software, 1996 – 2016 ) incentive has set up.
“Starting a business isn’t easy. It requires large investments in time, money and your opportunity
cost of working elsewhere. With crowded markets, fickle customers and new challenges to face
every single day, it’s a daily grind that requires proper planning and steadfast execution. Your
salon succeeds through simple and effective marketing. We know where your priorities are, which
is why we make your marketing simple and effective, by providing the only marketing platform
every small business needs.” You need to make sure customers can find your business. Here’s
how you can make that happen. 1) Build a Website: Start with the basics. 2) List Your Business
On Web Directories, 3) Create Social Media Business Pages. (Noren, 2013)These are some ways

Page 37
Pr. Diana’s Hair and Beauty Salon’s Marketing Plan for this business and become successful in the
future.

Page 38
8/2/2016
Afsana Siddique
Afsana Online Consultant Company.
Email: Siddique_afsana@yahoo.ca, Phone: (604) 626-8576
8142-164ST. Surrey, BC., Canada., V4N 0P2.
Dear Isha Walia,
Thank you for trusting us to be your marketing consultant and advisor. It’s our great
pleasure for giving you, our most reasonable and productive advice for your hair and
beauty salon business. We also appreciate your kind expressions of appreciation, and are
especially grateful for the choice of advice that you have taken from us and hopefully in
the future your new email address, new website and an online marketing plan, brings you
some solution to your business. I enjoy working with you and I hope we can continue to
have opportunities to work together again.
Thank you once again for choosing Afsana Marketing Consultation Inc. Behalf of my
company and I, we look forward to share your success with pleasure.
Sincerely,

Page 39
Afsana Siddique
Marketing Consultant and web Advisor
Afsana Online Consultant Company.
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p
Attachment:
MktingPlanGroupA
ssignment (1).pdf

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