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How does the company market itself?

The simple answer to this question is through word of mouth and recommendation. Jilly says that the reputation of the business is vital to its success. When customers leave the salon they are a walking advert for the company and the discussions they have with their friends is an important part of marketing the business. Paul encapsulates the view by saying that the worst piece of marketing is a customer leaving the salon unhappy!

As such, there are no formal marketing methods used. The marketing mix is important in terms of having the right product, the right price, being in the right position, having the right people and the right process is obviously important and these are constantly monitored through the observations made by Jilly and the staff and the feedback they get from customers.

Some adverts are placed in the local newspapers. Advertising on local radio can cost £3-4,000 for a six-week run and adverts in magazines like Vogue can cost £2,500 for 3 runs, and the business has to write the piece and supply the photographs themselves. Such promotional methods therefore cannot only be expensive they might also not target the right type of customer and so be largely wasted.

The fact that the business is fully booked 6 weeks in advance is testament to the success of the word of mouth approach.

Image: Another aspect of marketing is that of the products the salon sells - the attractiveness of the display and the way staff explain to clients how to use them can increase sales.

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