Business - Creating Salon Promotions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Selling for Success
can be a bad thing, and offering discounts all the time could give your salon a bad reputation.
Quality is key Marsha says: “Salon promotions are great for bringing on new business or rewarding your loyal customers, but all promotions should be done with caution; the last thing you want is to devalue your brand and only have customers coming to you when you have an offer on.”
Benjamin Shipman, Marketing Director at Kebelo agrees, saying: “Many salon owners run non-stop promotions, with the mistaken belief that quantity, rather than quality, is what will make them more profit.
“Anyone can be busy – lower your prices enough and you will be busy in a heartbeat, however, this type of promotion won’t make you any profit. Poorly designed promotions can cost you a great deal of money and often end up hindering, rather than helping, your business. It’s important to understand your objective and have a clear idea of what you are trying to achieve with each promotion you run.”
Marketing As with making any changes in your salon, you have to make sure it’s marketed correctly. Word-of-mouth is naturally the first approach; mention your promotion to current clients in the hope that they will tell their friends, work colleagues and family.
“In order to make a promotion successful, marketing and communication is crucial,” says Ella Szumlas, Managing Director at Skincare Pro. “You need to spread the word to as many current and potential new clients as possible. If you have a good promotion but nobody knows it – it won’t work.”
If you’re running an event at Christmas, Valentine’s Day or Easter, a few decorations will help your clients to get into the spirit, and may prompt them to ask what promotions you’re running. Starting in your own salon, place posters in the windows and create eye-catching displays for people who may be passing by on the street. Keep note of any events that may be occurring in your town or city, as footfall has the potential to be higher at this time.
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“Boost retail sales and shift stock by offering bundled product packages on displays and till counters,” says Warren Scarr, Vice President Commercial and Marketing Director at Salon Services.
If your salon is based in a location with minimal passing trade, then ask other local businesses such as supermarkets to place your poster in their window or advertisements board.
If you’re running a specific brand promotion, contact them directly for marketing supplies. They may be able to provide you with imagery and point-of-sale materials you can use. If it’s a salon- specific promotion and budget permits, enlist the help of a graphic designer to create something that will grab people’s attention; something which fits in with the tone of your salon. Bright and loud colours may turn heads, but it may be for the wrong reasons if it doesn’t fit in with the calm and tranquil ethos of your salon.
Social media is also a huge tool for marketing any promotions you may be running. Many of your customers will have Facebook, Twitter and Instagram accounts, so spread the word by posting regularly and encouraging users to interact with your posts. Setting up an ‘Event Page’ on Facebook when hosting an event in your salon gives users the opportunity to invite their friends along, and will organically boost the amount of traffic to your page.
Alternatively, you could always opt for the more traditional methods of marketing: distributing leaflets through doors, using direct mail, and even local radio and press if your budget will allow for it.
To conclude Promotions will bring many benefits to you and your salon; when organised well, they have the ability to really make an impact on your profit, as well as bring in many more loyal customers as opposed to one- time visitors.
Remember: planning makes perfect. A rushed and poorly-thought out event will show, and won’t have the desired effect. Set some time aside to craft a full plan of action, and if you employ staff, ensure they’re kept in the loop with exactly what’s going on. This means everything will run smoothly and hopefully promote a greater client response, making it a rewarding experience for yourself, your staff and your clients.
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Get trending! #IBCreatingSalonPromotions
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