We're starting to market our salon software (about to release v1!) and are running into the same trap. Salon owners aren't savvy, generally don't read blogs, an

We're starting to market our salon software (about to release v1!) and are running into the same trap. Salon owners aren't savvy, generally don't read blogs, and rely on word of mouth/print marketing. Adwords keywords are also VERY competitive by the 'juggernauts' of the space. Thus far we've relied on word of mouth and trying to make our product 'discoverable' but there's not much social stuff happening in the salon industry. We haven't solved this yet so I'd love to see what you guys come up with. We're actually considering taking out a magazine ad.