Without your clients you wouldn’t have a business to operate. So when it comes to branding, it’s a no-brainer that clients—their wants and needs—can be a key factor in helping you refine your brand. Here, JB Lashes cofounder Faith Kim offers advice on gathering client intel and putting it into practice.
Intel #1: One-on-One Conversations Approach clients casually and ask them why they’ve come in for their service. “It should be like when speaking with a friend, as clients don’t like to be approached in a sales way,” stresses Kim. “[This information] can help with advertisements and marketing by knowing what type of client is doing well with you already.”
Intel #2: Observation It’s not polite to gawk. The best practice for figuring out who your clients are and observing their likes and dislikes: social media. “You can measure performance by screening your feed to see what posts do well, and go through your followers to see what kind of clientele you have and who your branding is attracting,” says Kim. Look at the imagery that compels them. “You can refine your brand, story, prices and product [offerings] based on what resonates with them,” she says.
Intel #3: Formal Surveys New clients expect to fill out forms on arrival, so it’s easy to incorporate a short survey that asks about demographics, hobbies, interests, occupations and what’s important to them regarding their products, from price to ingredients to efficacy. If it’s not their first visit, offer a perk like a free product in exchange. “You have to think of it like a marketing expense,” says Kim. “It could also be an introduction to the product. Maybe they’ll love it and come back and purchase it again.” Use the surveys to figure out the best ways to market, whether by using social media for younger clientele or sending mailers for older generations, suggests Kim. “You’re fine-tuning your voice, how to position your salon and brand, and the price points and aftercare you offer.”
—by Molly Church