. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Business - Creating Salon Promotions
will be looking for the ideal place to unwind after hitting the shops, so why not host a “shop and drop” session where clients can pop by and enjoy a mince pie with their treatment?
The festive period is generally a busy time for most salons and Spas, but it’s important to not neglect the months that follow. With January being potentially one of the slower months, use the Christmas period to get your clients re-booked in for January and February. You could host a January sale for your retail products, or promote new treatments dedicated to dealing with Winter skin; a lot of people will be in the post-Christmas slump, in need of a pick-me-up that won’t break the bank, so utilise this and make it work to your advantage.
Are you offering packages in your salon? For events such as proms, weddings and the races, these can really make a difference to your revenue, with people often booking in groups as opposed to individually. You could offer two-for-one treatments, or use a referral system; for example, if a client refers their friend, they both get a free gift or money off their next visit.
You can also use these events as an opportunity to partner with other local businesses; make a deal with a hairdressers for money off when they refer their clients to you, and vice versa.
Promotions and events "Promotions are the perfect way to push new product ranges or treatments, as well as attracting new clients to your salon,” says Warren Scarr, Vice President Commercial and Marketing Director at Salon Services. “With Summer approaching, it’s a great time to offer discounted pedicures or waxing treatments to promote these popular services and encourage clients to return for regular treatments throughout the Summer season.
“Why not invite loyal customers to your salon for a special pampering evening, where you can showcase your latest Spring and Summer ranges and treatments over a glass of fizz. According to the results of this year’s Beautiful Britain survey, over half of hair and beauty professionals (54%) find customer loyalty difficult to embed in their business, so this is a great way to say thank you and show customers how much you value them. It’s also a good opportunity to boost retail sales and shift stock by offering bundled product packages on displays and till counters.”
When hosting events in your salon, enlist the help of some of your suppliers to boost your sales. Marsha Abrahams, Managing Director of Boost Beauty Solutions and Juliette Armand Skincare Distributor advises you to ask your
“With Summer
approaching, it’s a great time to offer discounted pedicures or waxing treatments to promote these popular services and encourage clients to return for regular treatments throughout the Summer season.
– Warren Scarr, Vice President Commercial and Marketing Director at Salon Services.
”
supplier lots of questions to gain their support: “Will they offer someone to come and help at the event, something for the goody bags and help with an actual promotion on the night? Can they help with imagery for the promotion?
“They could have an idea on what works best as they have more than likely carried these out beforehand. Normally the offering that a supplier can help with will depend on your spend with them. The more you put in the more they will put in.”
Before you begin running any promotions or events, have a meeting with your staff to brainstorm ideas. Perhaps a client has mentioned to them that they’d like to see a certain treatment introduced, or has expressed their need to find a good wedding make-up artist. When you’ve decided on a promotion, make sure staff are all fully aware of protocols and thoroughly understand the promotion so that everything runs smoothly.
You could offer incentives such as loyalty cards with money off your clients’ next treatment.
If you’re working alone, chat to your current clients about what they’d like to see. A short questionnaire as they sit in the waiting room can offer you a good insight into what your clients may want to see from your salon, however you should be aware that sometimes, too much change
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iStock.com/ayo888
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