Effective marketing strategies are essential for the success of any business venture, including men’s barbershop franchises. 

It’s important to reach and attract the right customers who align with your services and brand. The Gents Place name does much — we have a loyal clientele we can rely on — but you need to use other marketing techniques to help gain a larger audience. 

You can do so both online and offline. Here’s the advice we give all of our franchisees when they’re getting started.

Understand Your Target Audience — and Your Brand

Before diving into marketing strategies, it’s crucial to understand your ideal customer profile. Your men’s barbershop franchise caters to a specific demographic — men who appreciate grooming and style and the finer things in life. 

Determining their age cohorts, preferences, grooming habits, and the services they value the most is the first step toward bringing them into your shop. By tailoring your marketing efforts to resonate with them, you’ll get more meaningful results.

A strong brand identity will also set your barbershop apart in a sometimes crowded market. It’s the visual and emotional representation of your business, from your logo to the color scheme and messaging. Consistency is key here, as a cohesive brand identity creates a memorable impression that potential customers will recognize and trust.

Take cues from some of our franchisees’ success stories to get inspired!

Online Marketing Channels

Put yourself in your potential client’s shoes: where would you go to find the best barbershop in your area?

To Mr. Google, of course. There are specific ways to help your online presence make more of an impact and stand out amongst the competition:

• Website optimization: Often the first point of contact with potential customers. Ensure yours is user-friendly, mobile-responsive, and provides essential information such as services offered, pricing, and booking options. High-quality visuals that showcase your barbers’ skills are also a great idea.

• Search engine optimization (SEO): Optimizing your website for search engines is vital. This starts with claiming/creating your Google My Business listing. Make sure you use strong key words in your business description.  Localized keywords on your website and across different platforms (like “best men’s barbershop in [Your City]”) can boost your visibility in local search results. When you post informative and relevant content that addresses grooming tips, styling trends, and other related topics, you’ll not only attract visitors but also position your franchise as an industry authority.

• Social media: Offer an opportunity to build a community and engage with potential customers. Instagram in particular allows you to showcase before-and-after photos, highlight your services, and interact with your followers. Create engaging posts, run contests, and use relevant hashtags to expand your reach and enhance customer engagement.

Offline Marketing Strategies

Although most of us spend the majority of our time online, it’s also important to make the most out of offline marketing strategies.

Getting out there in real life is yet one more way to set yourself apart. Once you’ve got your online channels sorted, move on to the following:

• Local partnerships: Collaborating with nearby businesses can expand your reach and strengthen your local presence. Consider partnering with men’s clothing stores or gyms to cross-promote services. By working together, you can tap into each other’s customer bases and create a win-win situation.
• Community involvement: Show your commitment and care for your local community and participate in events, gatherings, charity drives, and the like. When you actively contribute to your community, you’ll show potential customers how much you care.
• Customer reviews and testimonials: This is an offline tactic that can translate to the online space. At the end of their visit to your shop, encourage happy customers to leave a review on Google or social media. Authentic testimonials from real customers can influence potential clients to choose your business over another.

Successfully marketing your men’s barbershop franchise involves a combination of online and offline strategies that resonate with your target audience. Understanding your customers, crafting a strong brand identity, optimizing your online presence, and engaging with the local community are all essential steps. 

When you do, you can attract and retain the right customers who will appreciate and value the services your franchise offers. And remember: marketing is an ongoing process, so continually adjust and update your strategies and adapt to changing trends to ensure long-term success!

Photo by Melanie Deziel on Unsplash