As the co-owner of the local Spectrum Salon, Matt Smith knows how difficult it can be to attract clients who have formed loyalties to competitors.
But what about potential clients who have no such ties? That demographic intrigues business owners like Smith, who are eager to earn the allegiances of long-term clientele.
“Obviously it depends on the customer, but the relationship a customer has with its stylist tends to be one of the most loyal in any industry,” Smith said. “So we enjoy the opportunity to earn their business long-term moving forward.”
While Smith is confident his salon can keep customers once they attract them, the difficulty is getting them through the doors for the first time. Enter Welcomemat Services Utah, a new local company that promises to help businesses make repeat customers out of people who have recently moved to the area.
Patricia Kempton, owner of Welcomemat Utah, a franchise of the national Welcomemat chain headquartered in Atlanta, said 150 families or individuals move into Park City each month. And according to her, statistics show each newcomer forms 71 new business relationships, making them a fertile demographic for local businesses.
“That demographic represents potentially thousands and thousands of dollars in revenue in business over the years,” Kempton said. “The hardest part is getting them in the door of your business to give it a try. Then it’s up to the business to win them over and keep them for the time they live in the area.”
Welcomemat’s method for attracting new move-ins to its client businesses is simple. It sends each new resident a package in the mail of personalized gift certificates from the businesses, in hopes that the resident will give the business a shot and eventually become a regular patron.
“These customers are nobody’s customers yet and they haven’t formed habits,” Kempton said. “When someone has lived in an area for a number of years, it’s very difficult to get them to switch. I have a favorite hair salon. And if you send me a coupon to another one, it’s not going to do it because I trust my salon. But if I’m a new mover, and I get a gift certificate for a free haircut, I’m five times more likely to give that business a try.”
Kempton said it’s important that the businesses are offering gift certificates, as opposed to merely advertisements or coupons. People quickly discard advertisements, and coupons are often only used by people who already patronize that business.
“Quite frankly, if I were a new mover and I got this in the mail, it would be like winning the jackpot,” Kempton said, adding gift certificates sent out have included free pizzas and free dental work, among other offers.
In addition to helping businesses establish new relationships, Welcomemat allows them track the demographics of those redeeming the gift certificates, using QR codes that are linked to individual customers. Businesses can then use the demographic information to tailor their products to the clients they’re attracting.
Nine businesses have already signed up with Welcomemat Utah, which shipped its first batch of gift certificates last month. Kempton, who envisions servicing up to 24 Park City businesses as Welcomemat grows and eventually expanding to Salt Lake City, is picky about the companies she is accepting for the program.
“I’m trying to be careful and select the best local businesses in different categories in the area, so that new movers will be introduced to the best Park City has to offer,” she said, adding Welcomemat offers category exclusivity to its businesses.
Smith, whose Spectrum Salon, located at 1664 Uinta Way, recently signed up for Welcomemat, is hopeful the service will drive clients into his business.
“We’re really interested in earning business,” Smith said. “So any time you can drive people to your business is really important.”
Welcomemat Services Utah
435-658-2228