Thursday, January 17, 2008

the secrets to successful Spring Salon Marketing!

I know, it's only January and you've just finished recovering from Christmas, and you're scrambling to get Valentine's Day up and running. Because of the winter holiday rush, Spring somehow becomes the most underrated and forgotten marketing season. From what I've learned over the years working with my salon clients, though, is that Spring holds the most opportunities to attract new clients, increase retail sales and up the overall number of appointments made.

So, get out your to-do lists and add some of the following steps--and watch your salon have a growth spurt!

Mother's Day: Every mom--especially those with young kids at home--deserve pampering. Period. And husbands need hints. This is the holiday to 1. heavily advertise for gift cards in the newspaper, online, and local publications that men pick up and 2. give away free stuff. How about handing out mums (the flowers) on mother's day? Or a box of chocolates? Or better yet--in the weeks before Mother's Day, have every client enter a mother they know into a drawing for a high-value gift card. Market it with big signs and counter cards all over the salon.

Easter & Early Summer: Retail is the name of the game. Whether you're promoting shampoo as a basket-filler, or you're advertising deep conditioners as your "Get Fresh" spring campaign, don't forget a retail promotion this spring. Overwhelmingly successful time and again is the "Buy Two, Get One Free" deal. Make sure you're offering your BEST products with the deal. That means no "free hairbrush" or "free travel samples"--because your clients know when they're being duped! They want the best, so be sure to give it to them.

Wedding Season: This is a big one! Start thinking about it now. If you offer bridal party hairstyling and makeup, consider creating a special bridal services menu. Make it even more high quality than your basic salon services menu, and your brides will know you mean business. This is also when you should think about buying high-budget advertisements in the bigger magazines and newspapers. If there's a bridal edition/issue/insert in the local publications, make sure you know about them in advance! Brides must see your branding everywhere before they think you're a legitimate choice for their big day.

Prom & Graduation: They're the next generation to spend money in your salon, so it's best to lure teens in now! Their moms may not let them get elaborate highlights and edgy haircuts, but prom & graduation may be the first time they set foot in a salon. Advertise your prom & graduation services in every single local high school newspaper and yearbook. Consider creating a student discount, or a two-service prom package ("makeup and updo for 30% off") and put this in your ad!

By late summer, you should be selling hair removal, tanning and back-to-school haircuts. But we'll think about that later!

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