Haarconcept
Natalia Pashkova has been a hairdresser for some 27 years and has worked in several (foreign) cities: Kiev, Antwerp, Overveen and now for a long time in Amsterdam. In Amsterdam, Natalia rented a chair in a salon in De Pijp for a long time, until she decided some time ago to open her own sustainable hair salon on Bilderdijkstraat, namely Haarconcept. A beautiful but also exciting step. For the hair salon ended up in a beautifully renovated building, but on the first floor. Neighbours did not know that a hair salon had come to their street, and it was not visible from the outside either. Partly because of this, one of the challenges was getting customers. This was the moment we were called in.
Finding new customers through online marketing
Natalia’s assignment to us was quite simple: make sure I find as many new clients as possible for the lowest possible cost per new client. Whether this would be through SEO, social media or Google Ads didn’t matter much.
Strategy: In the short term, how do we ensure that we will generate additional sales?
Before we started, it was important to think carefully about which online channels best suited Natalia’s objective: to start generating extra turnover as soon as possible. It was also important to look at the current situation: what was Haarconcept’s online reach like at the moment? Was there activity on social media, and how was the website doing? Taking these things into consideration, the following strategy was drawn up.
Google Ads & improve landing page for best possible results.
Now, several channels are of interest: SEO, social media ads, but in this case especially Google Ads. There appeared to be enough search volume in the area around the hair salon, the only thing was that the landing page was actually inadequate. In consultation with Natalia’s web developer, some adjustments were made, which ensured that we could finally start advertising in Google quickly. Results were not long in coming.
Result: €24,49 per new customer
Soon after the ads became visible, the first appointments trickled in. In the end, this resulted in us spending €24,49 per new client for Natalia. The question now, of course, is whether this makes for a profitable situation.
To get a good idea of that, it is good to know what a haircut at Haarconcept roughly costs: ladies pay €59 for a haircut for short hair, €69 for long hair. Men pay €46. From a purely turnover point of view, an appointment is therefore soon more profitable than it costs. What’s more, the majority of visitors to the salon return more often.
All in all, the Google ads ensure that Haarconcept receives a steady stream of new clients every month, resulting in a nice increase in turnover. The aim is currently to scale up, so the salon may soon be able to be traded in again for a larger space.
