Antony Whitaker - Marketing
Podcast Length: 41 min | Date Published: 7th January 2020
- What are the functions of ‘Marketing’?
- Why you need to identify your target market or ideal client.
- What is the concept and positioning of your salon business?
In This Episode:
[00:30] Welcome to today’s episode with Antony.
[01:07] What is marketing?
[01:37] Marketing used to be about advertising, but today it is about engaging people.
[02:24] Effective marketing must be authentic to connect and engage people.
[04:07] Antony discusses the functions of marketing, the first being vision
[04:45] The second being positioning the brand.
[06:15] The third is developing a cohesive image.
[06:40] Defining the experience is the fourth.
[06:55] Then there would be advertising.
[07:50] Marketing is also about social media, but one alone will not help, but collectively they can help you achieve what you are striving for.
[08:35] Building a business is like putting together a jigsaw puzzle.
[10:28] The role of marketing is about growth, and the purpose of marketing is communication.
[11:22] Five new clients a week is a healthy rate of growth.
[12:17] The problem is turning the new clients into regulars and keeping them.
[13:11] It starts with understanding who your target market is or who your ideal client is.
[16:00] If your salon was a magazine, which magazine which one would it be?
[18:08] Be clear on who you are and what your salon is offering.
[19:13] What is the concept for your salon? Why will a client come to you over all of the other salons?
[20:58] Antony describes the different types of salons and where they fall on the price scale.
[25:19] A successful business model today is not necessarily the one that will be successful tomorrow.
[26:08] How do you decide where you should put your focus? Where is your ambition?
[28:48] Where are the opportunities in your market might be a question you want to ask yourself.
[29:45] Where is the money to be made is another question to ask yourself.
[31:26] One type of business is not better or worse than another; there is money to be made in all of them.
[32:26] Another question to ask is, how well do you communicate your point of difference?
[33:07] Make sure that everything you are communicating speaks to the same message so that everything is cohesive.
[34:07] Pause this podcast, ponder each of these questions, and see what answer you come up with.
[35:02] My salon concept is?
[35:41] My ideal client is?
[36:25] The perfect size and location of my salon is?
[37:21] I have aligned myself with the XYZ product company because?
[38:14] To our clients, we are known for?
[39:05] The top three things that will attract and keep our team?
[39:27] What sets us apart from the competition is?
[40:38] If you liked today’s episode, please share and write a review.
Thanks for listening!
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Until next time!