Marketing and Client Retention Flashcards

A salon owner wants to measure marketing success. Which metric shows how many inquiries become paying clients?

Answer: Conversion rate

Conversion rate is the percentage of inquiries or leads that turn into paying clients.

What is the best reason to maintain an organized client database?

Answer: Enable personalized follow-up and targeted marketing

A good client database powers personalized follow-ups and targeted, relevant marketing.

Which is a sign of strong client retention?

Answer: High rebooking and repeat visit rates

Frequent rebookings and repeat visits indicate clients are loyal and satisfied.

A gift card promotion around the holidays primarily helps a salon by:

Answer: Generating upfront revenue and attracting new clients

Gift cards bring in cash upfront and often introduce new clients who redeem them.

What does 'target market' mean for a beauty business?

Answer: The specific group of clients you aim to serve

A target market is the defined group of ideal clients a business focuses its marketing on.

A client complains but the issue is resolved quickly and kindly. Research suggests this client will often:

Answer: Become more loyal than before the problem

The service recovery paradox shows well-handled complaints can boost loyalty beyond the original level.

Which action best encourages clients to leave positive online reviews?

Answer: Politely ask satisfied clients and make it easy

Simply asking happy clients and providing an easy link is the most effective and ethical approach.