Making the most of word-of-mouth advertising: your own referral programme

By Jennifer - on May 03, 2019 comments

Salon referrals mondtotmond

It is widely regarded as the most reliable source of information for making a choice: word-of-mouth recommendations from people you know. We like to base our choice of restaurant, city trip or salon on other people's experiences; they are reliable. A positive review or referral by a friend is also probably worth more to you than even the most promising advertising by the business itself.

And that is how it is in the beauty branch as well - the best advertising comes from contented clients. A contented client is happy to talk to people they know about their good experience with your salon.

In this blog we explain how you can make the best use of this. The first few months of the year are a particularly good time to start this form of marketing. Because all those New Year resolutions mean booming business for health centres and sports clubs, but they are often less 'booming' for salons.

A boost for the quiet months

Of course, the basis of a good referral programme (clients who introduce new clients) is happy, satisfied clients. Word-of-mouth publicity is free, but achieving it calls for plenty of effort on the part of you and the team. Because you will only manage to achieve this by offering every client the best possible service, time and time again.

Once you have got this right you can set up your own referral programme. This makes it extra tempting for your clients to introduce people. The idea is simple.

referral programme tips for your salon

  • The first step: you think up a nice offer, for example a discount voucher.

  • The second step: a client recommends your salon to a girlfriend and can give her a discount voucher for a particular amount to be spent on services.

  • The third step: if the girlfriend uses the voucher in your salon your client who made the introduction receives a discount voucher for a particular product

A service or a product?

As you can see in the example, the new client receives a discount on a service and the existing client receives a discount on a product. Why do it that way round?

You want to offer new clients a service; because they are more likely to come back than if you sell them a product. You can always buy a product somewhere else, but the service you offer is unique.

Your existing client is already familiar with your services, of course, so you can offer them a nice discount on a product. It's possible that the client has never bought any products from your salon before, and this way you can attract their attention to the products that you sell.

How do you start your referral programme?

Naturally you should start by promoting your special offer or referral programme among your regular clients. You can tell them about it during an appointment. You could also promote your offer via an email. With the software from Salonized it is easy to send your clients an email or newsletter!

Is launching a referral programme worth all the effort it takes? Absolutely. Because research has shown: clients who come along based on a recommendation keep coming back longer as a client. In addition word-of-mouth advertising is cheaper than acquiring new clients via any other channels, and it is much more reliable for new clients because the recommendation comes from a friend.


Issuing newsletters is an easy, effective and personal way to keep in touch with your clients. Would you like to make a start? With our blog The perfect salon newsletter in 5 steps you can get started straight away!


Influencer marketing

The mass use of social media offers many opportunities in the area of referral marketing, because word-of-mouth advertising via social media has a much greater reach. Best of all is if you can get your satisfied client to talk about their experiences with your salon via social media, for example in the form of a review.

What do we mean by a greater reach? You only have to think about the rise of influencer marketing. In the case of influencer marketing, a person who has many followers on social media such as Instagram (the "influencer") influences their followers' (your target group's) opinions, emotions and behaviour. This might be via a photo, video or blog about a particular service or product. This way you can quickly reach your target group. Below you will see an example for the cosmetics brand Babor. Naturally this is mainly done by major companies, but the idea is the same if you can enlist the help of your satisfied client on behalf of your salon as an “influencer”!

influencer marketing example

Would you too like to get to work with salon software? Feel free to contact us to talk about the possibilities via the chat icon at the bottom of the page on the right. Or create a free trial account straight away, and discover all the possibilities of Salonized for yourself!

Jennifer Brunek

Jennifer Brunek

Growth Team

Jennifer literally skated into our offices – on her skateboard – as an intern, ready to grow her skills. She is now part of our Support and Growth Team and she has a wealth of experiences in online marketing to share with you.

Most recent articles

Shutterstock 1118958458

The summer of 2019

July 31 comments

Do away with stress, because the sun gives us such a great feeling! And do you jump right out of bed when it’s summer time? The sun comes up very early, so you’re filled with energy and you get tired less quickly. Almost everyone is at the beach or on vacation, so it might be a lot quieter in the salon. Use it to your advantage. Have you been meaning to cross things off your to-do- list? Now is the moment. Take a plunge into MailChimp A newsletter, update, or temporary promotion, with MailChimp you can promote your company by sending an email you can design yourself. You can create an account via the website www.mailchimp.com. There is a registration process and adding different contact lists. This way you can decide for yourself who gets an email from you. In Salonized, you can easily use the comprehensive filters to automatically synchronize a selection of the customers with MailChimp. Read here how you can link MailChimp to Salonized. Bring in a breath of fresh air into your automatic emails Late-night dates with your phone because you’ve been busy the entire evening scheduling appointments is a thing of the past. Just another advantage to the salon software. But even things that are automated, need a fresh look at. Is your company data still accurate? Did you, for example, move to another address? Or did you develop a new logo? Make sure your account has the correct company data. The automated messages copy this information when the following appointment is confirmed. Then schedule a test appointment with your own data, so you receive your confirmation email in your inbox. That’s a good way to thoroughly examine this email. Seeing your reviews in a more positive light Sunrays make the world look just a tad bit nicer. You’re generally more positive and you easily daydream about everything you’d like to accomplish. How do you share this feeling with your customers? Maybe by reaching out to them in person. With the feedback feature in your Salonized account, you can respond to the reviews you got from your customers. This is also possible retrospectively. Spread that summer feeling! Would you like to read more about Salonized online review system? You can, in this blog. Update your social media, give it a summer vibe Every winter, I look forward to it again: going out without having to grab a jacket. You don’t need to go on a vacation to have a feeling like you’re on vacation. Oftentimes, staying home in the summer is just as fun! Share all your summery adventures in the salon via your social channels. Maybe it’s an invitation to the next appointment... Tip 1 Do you have special promotions you’d like to promote during the summer? Or do you go on vacations? Share what you’re doing as well as the vacation opening hours on your website. Tip 2 The entire team eating ice-cream, cutting someone’s hair outside, or the fact that there is some great air conditioning in the salon. Which fun pictures are you going to post on your Facebook page? Tip 3 Have you added the Book Now button to the bio of your business Instagram page? Bye summer, hello fall! All good things come to an end, including the summer of 2019. Are you planning to offer another promotion in autumn? What kind of promotion is it going to be? Who’s going to be your target group and how many treatments will this promotion include? Enough to think about when you’re enjoying the last sunrays...
Image 1

Hidden functions

July 25 comments

Software. How do you get the most out of your program if you are not technically inclined? You have a morning off and take a seat. After you’ve poured yourself a nice cup of coffee, open your laptop and rub it in your hands. Time to dive deeper into your software program! But where do you start..? No worries! In this blog I give you more insight into certain (hidden) functions of salon software. I have selected 5 for you to help you on your way: 1. Have important information sent automatically? Yes! Working with a software program takes a lot of work off your hands. Just look at the emails that are sent after every reservation. With the correct customer information, emails are sent automatically, without you having to do anything. Did you know that you can edit them as desired? This is ideal if you want to provide extra information. For example, you can let your customers know that you work at the Amsterdam location on Monday and in your salon in Amstelveen on Tuesday. Congratulations! Do you want to give your customers a little something extra on their birthday? We have made it possible so that you can add a voucher to the birthday message. You can read how to do this step by step via this article. 2. How do you make it easy for your customers to schedule a new appointment? How about a separate booking link? In addition to the booking widget, you can also opt for separate booking links. They look the same, only they skip the employee choice or name of the service. For instance: A booking link for 1 employee You have just taken on a new employee. To let your customers know the good news, you have placed a profile photo and a piece of text on your website. If you place the "Book now" button next to it, you immediately send the customer to the available dates and times of that employee. Et voilà, the first booking has arrived! A discount for a specific service You want to promote your new "Acne treatment" on your Facebook page. You have put a nice sentence on your page with the link. The "Book now" button immediately redirects the customers to the available dates and times for this specific treatment. Please contact us so that we can create this unique link for you. Then the specific treatment can be booked immediately! 3. How do you complete your time registration? Vacuuming, washing dishes, window cleaning ... There are always plenty of things to do in the salon. And when you do this every day, your salon is quickly cleaned up and tidy. In your agenda you can block these times as “Chore”. To apply these chores as worked hours in your agenda, we have highlighted the hours in green. This way you have a clear overview and can easily distinguish the hours worked as a chore, from the appointments and absences. Visiting a trade show or workshop with the whole team? You can also create tasks for the entire company. In your time registration you can find these hours again on the basis of the description you have given them. 4. How do absences automatically appear in excel? Public holidays, vacation, an extra long weekend, or: your well-earned days off! Because in addition to all the hard work, you also have to make room for relaxation. Don't forget to include your absences in your agenda! This ensures that an appointment cannot be accidentally booked when you are just relaxing in your beach chair. These absences are recorded via the "Absences" heading. Here you can filter by employee. And choose a specific period. Did you know that these absences are automatically saved in your data export? This file contains all the absences from the past. Both per employee and the absences at company level. So you no longer have to fiddle with excel files yourself! 5. Advanced filtering, what can you do with it? Are you also curious about who your best customers are? Good news, a new filter option has recently been added to the customer filter: the "total amount spent" of the past year. This looks at the amount spent by customers between today and 365 days ago. For example, you can find out quickly which customers spent more than 200 euros in the past year. In addition, the filter option in your customer base is ideal when you want to send an e-mail to a portion of your customers. For example, you have a new massage in the field of relaxation massages, and want to let all customers who have ever been with you for a particular massage know. In this case you can choose the filter to search by service. The steps of applying the filter are explained further in this article. You don't have an online calendar for your salon yet? Clients can easily book in an appointment with the salon software by Salonized. Start your free trial here and add your booking link to your website or Facebook page immediately!
Blog facebookupdate 2018

Make your Facebook business page more effective

May 28 comments

The (online) marketing world is continuously changing and this affects all entrepreneurs into a certain degree. For instance, who does not have a business page on Facebook? We post interesting offers, make-over pictures, promotions and the latest news from the salon. And of course, we hope that most of our followers will see them. In January 2018, Facebook announced that it would make major changes to its news feed. “Bringing People Closer Together” was the title of the press release. Facebook wants to connect people to each other, using posts from friends and family. However, there is another trend on the platform, you can see more posts from Facebook pages and less from friends. This often results in an endless scroll session without of any useful interaction. Which thus results in a less positive user experience. Oh dear. People stop using Facebook. What’s next? This makes the alarm bells go off for Facebook. The changes implemented by Facebook during the next few months will have a positive effect on the use of Facebook by persons. For instance, posts from family and friends will become more important. But what will be the effect on the visibility of your business page for your followers? It will be extra important that followers will be active under your posts. What really works are posts which receive reactions, and posts followers want to share with friends. In this respect, you might consider: News from the salon with a personal touch Fun offers Live video in the salon Tips for keeping your "community" active The tactics behind the old model of just sending information, is outdated. It is better to regard your business page as a type of ‘community’. What fits this community? Facebook prefers images. Moving images are even better – which means videos. Live videos have the most effect. And are fun to make! Why not make a video while you are working on the latest nail art. Reviews are still the best possible means of advertising. Unfortunately, this is not a matter of waiting and seeing whether customers will post a review on your Facebook page. But of actively asking customers to write a review, for instance after an appointment or via a newsletter. Can’t you get around to it? With the Salonized salon software you can automatically sent the customer a review request after the appointment. The feedback tool also makes it very easy to respond to reviews. It goes without saying that the opportunity to schedule an appointment must be on your Facebook page. Facebook offers several call to action buttons which can be used; for instance, a Contact button or a Call-now button. Of course, the best option is the Book-now button. This forwards the customer to your online scheduler, so that they can schedule their appointment with you directly from your Facebook business page! Do you want to get started with reviews and an online schedule? Create a free trial account with Salonized. You can start immediately and our team is ready to assist.