Who Are My Customers?
Fantastic Sams works with franchisees to market to the whole family
Imagine being able to walk into a great salon on a whim and get your hair cut, your color done and your eyebrows waxed, all for an affordable price. Or rounding up your whole family and dropping off your kids and spouse at the salon for haircuts while you do the grocery shopping.
This is the convenience of Fantastic Sams: walk-in service with a focus on creating the in-store salon experience while building customer loyalty to our brand. Our simple but effective business model easily replicates across the franchise system, while tapping into a large demographic.
The hair and beauty business is segmented into three price-based categories: luxury, upscale and affordable. Fantastic Sams falls into the affordable salon category, offering a great value for the money customers pay. Because we are a full-service salon franchise, we have the edge over many of the cut-only shops that usually fall into this category. Customers love being able to come to us for a cut and color for $50, $10 for a brow wax or $17 for a haircut. With the New Image Salon, they get what they’re looking for with an added touch of the haute couture modern salon experiences found in Europe or upscale brands in large cities.
Customers love when their favorite Fantastic Sams stylists recommend the shampoos, conditioners and other products they need to maintain their look between salon visits. Our core demographic is families, and our go-to locations are places where families go to do errands. We make it convenient for clients to stop by while they’re busy doing other things.
Consider a family of four with an income of $80,000 or more, mostly college-educated, living in new suburbia. A young couple with one child or no children. Young, suburban singles looking for a way to be on-trend without paying a fortune. Gen Xers and baby boomers who are old enough to get gray hair but young enough to want to keep it at bay. These are our people.
Why they choose Fantastic Sams
At a certain point in a woman’s (or a man’s, for that matter) life, she’s fed up with paying triple-digit prices every five weeks to maintain her color and conceal those gray roots. But she feels she’s worth more than the one-dimensional shade she’ll end up with from the $8 box of drugstore color. Fantastic Sams is perfect for her.
Of course, it’s not unusual for her to send in a scout: her husband. We often get the male clients first, followed by the kids — and then the mom, once she sees what a great job we do. There are “chop shops” that cater to just men and those that cater to just kids, but Fantastic Sams is a salon that works for everyone. We make an effort to welcome all guests, offer them tea or coffee and make sure their experience is as pleasant as it is efficient. That’s an important part of building brand loyalty, and once someone feels loyal to a salon, it takes a lot to get them to go elsewhere.
We also offer coupons on a regular basis to make our prices even more enticing, particularly for first-timers who might have been hesitant about giving us a try. Our managers and franchisees are very responsive to our customers, because without client satisfaction we wouldn’t stay in business long. We train every Fantastic Sams staffer on how to treat our guests. Our winning formula has been effective so far — and remember, we’ve been around for 40 years.
Starting a hair salon: how the customers find you
It’s important for potential customers to know that Fantastic Sams offers a full menu of services, and that color is our specialty. To that end, our corporate marketing team helps franchisees promote color events, particularly in those dips between big salon seasons like back-to-school and the holidays.
We promote the grand opening for every new Fantastic Sams and assist with mass mailings. We let communities know they can walk in anytime, but they can also sign up for a service reminder on our website. Some of our salons even have one-hour call-ahead service. In some markets, we rely more on grassroots marketing. Others demand TV and radio presence.
“You’re going to have a marketing plan that we’ll help you create,” says Ruth Swanson, Vice President of Marketing. “We have materials with printed templates, and we’ll work with you to get a mass mailing out to about 5,000 homes, depending on the market. We’ll help you determine how much to spend on marketing for your grand opening and come up with a great promotional grand-opening plan.”
We’ll help you with a soft launch and guide you through the steps it takes to draw in customers and keep them happy. In the salon industry, loyalty is especially prized. “Once you get a customer in three times, they usually stay for years,” Ruth says.
Our ultra-mod new salon design, new logo, and new brand imaging all combine to form an inviting and alluring salon experience that we back up with the kind of salon experience customers want with a great value. This is why generations of new, loyal Fantastic Sams customers are turning to our brand every day and why now is the greatest time ever to become a Fantastic Sams owner. Find out more about the salon franchise opportunity by clicking the button below.