We just put out a helpful blog offering you a little recap on what you can do to change the way you market, acquire clients and retain customers. Today, we’re going in-depth on one of those topics to give you more insight than ever before.
In this blog, we’re talking about physical materials. And before you ask, yep, we do mean traditional marketing efforts. We know that we all live in a world of digital marketing and social media strategy, and we’re in no way suggesting that you shouldn’t focus on these things.
But just because digital marketing is king doesn’t mean traditional marketing can fall by the wayside. This blog will offer you some insight, advice, and tips and tricks about how to kick your traditional marketing efforts up a notch.
Why Barbers Need to Invest in Traditional Marketing: Physical Materials Still Matter
We’re big on social media and digital marketing advice, but we’re never going to sit here and tell you that your traditional marketing doesn’t matter. When we talk about physical materials, we don’t just mean random flyers posted all around your town; we’re talking about
- In-shop marketing
- Branded promotional materials
- Tools and equipment
- Business cards
And that’s just the start of the list! But why exactly should you care bout these types of materials in a digital age? That answer is easy–because people still respond to these types of marketing.
No, you might not necessarily need to shell out thousands of dollars for a billboard, but you can invest in new business cards, branded beard combs, and new outdoor signage so your customers can see your shop better.
Why do all these things? Because physical materials:
- Create a direct visual impact
- Increase brand awareness
- Elevate your brand’s reputation
- Catch customers’ eyes
- Gives you a chance to differentiate your business
Improving Traditional Marketing Efforts: How to Upgrade Your Physical Materials
So, you’re sold on improving your physical marketing materials now, right? Perfect. Your next question is probably something like, “but where do I start?” We’ve got you covered.
Upgrade Your Shop Sign
This might sound like basic advice, but you’d be surprised how many barbers leave their physical marketing materials (like their signs!) as the last thing on their marketing to-do list. Let’s start this section off with some clear facts. People need to be able to see where your shop is. You want your shop to draw crowds in off the street. And your sign shop should be aligned with your current branding. For most barbers, these things don’t end up being a priority, but it’s absolutely necessary to tackle this for marketing purposes.
Take a good, long look at your barber shop sign. Is it old? Damaged? Unaligned with your branding? Can people see it from a distance? If any (or all) of these things are true, you’ll need to prioritize upgrading this ASAP.
Print Out New Business Cards (& Keep Them On You)
No matter what other people tell you, you should always have physical business cards on you. We know what you’re thinking, “what about those digital business cards.” Sure, those are neat. They’re a great party trick. And for a lot of people, they’re a good option. But what about when you run into potential clients who like a physical card? What happens when you meet old-school customers who want to pass out your business card to their friends? Having a business card on you is an absolute must!
Audit Your In-Shop Experience for Brand Consistency
The best advice we can give barbers like you is to literally walk yourself through a customer’s experience in your shop. Think about all the branded materials they come in contact with, then audit those things. When they walk in, do you hand them water with a napkin underneath? Does that napkin have your brand on it? When they sit in your chair, and you throw an apron over them, is your logo on it? Does your own coverall represent your brand? And what about your gift cards–do they have all the right information on them?
You see what we mean, right? There are endless touchpoints for physical marketing opportunities; all it takes is a thorough audit to make sure you're assessing things from every angle.
Think Outside the Box
Don’t limit your creativity to just promotional items. Think outside the box! Do you have a brick wall outside vying for a little creative, physical marketing? It might be time to hire that mural artist you’ve been hearing so much about. Don’t be afraid to be creative with your physical marketing–and don’t hesitate to hire out (within your budget) to get some ideas and perspectives that could benefit your brand in the long run.
Looking for new and exciting ways to revamp your barbershop in the new year? Starting with physical materials is great–but that’s just the beginning.
At the National Association of Barbers, we’re big on providing ambitious barbers like you with the resources they need to succeed. That’s why we’re dropping advice like this all the time on our blog. Make sure you subscribe to NAOB ASAP so you never miss another post!
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