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June can be a patchy month in salon with the summer holiday season in full
swing.
While Father’s Day is not a match for Mother’s Day commercially, it’s still a
handy hook to hang some profitable salon marketing on, given UK consumers
spent around £467m on gifts for dad in 2015.
*retail research agency Conlumino.
In this blog I’m looking at the Father’s Day promotional ideas and tips I’ll be
using with our hair salon and beauty spa clients. Marketing food for thought I
hope…
How to have the Daddy of all Father’s Day
promotions
Simple: Start planning your marketing campaigns early.
Although buying for Father’s Day tends to be last minute, you want to squeeze
the most from this hair and beauty marketing opportunity. And the early bird
catches the worm.
So I suggest you aim for a Father’s Week, not just a Day. Better still, start
your marketing in mid May.
*Google internal data
It’s Father’s Day so presumably it’s guys you need to target with your spa or
salon marketing…
Nope.
Women are the main buyers of Father’s Day gifts. They are your target
promotional audience. Gear your salon marketing activities towards them and
their needs. You’ll get a far better take-up and higher profits.
Decide on the promotional messages and look that will appeal to this target
female audience. How do you want to portray your salon business for Father’s
Day? Now carry this theme consistently across all your online and offline
salon marketing channels.
Why not run a Father’s Day Facebook contest throughout June, with a male-
orientated prize?
Constant ‘sell, sell, sell’ messages on social are off-putting and often counter-
productive. Instead, give your salon social media ‘Dad-Appeal’ with:
Men’s wellbeing tips for the summer hols.
“How to” grooming guides for guys.
Take photos/videos to create your own step-by-step guides.
Anti-ageing tips for dads.
Dispel some male grooming myths.
Tips on manscaping, facial scrubs or pedicures…
It doesn’t just have to be your salon, clinic or spa giving the advice and tips:
Let’s say you’ve partnered with a local personal trainer for your online
Facebook contest. This is a brilliant business opportunity for some cross-
promotion:
They could provide tips on getting that holiday 6-pack, nutritional advice or
step-by-step guides on exercises for your salon social media and website.
You return the compliment and post holiday hair care advice, shaving tips
or ‘how to’ grooming guides on their social media. You’re positioning your
salon or spa as a trusted expert and to a whole new audience.
Don’t just stop there. Buddy up for some dad-friendly offers and
campaigns and stand out from the local crowd.
#SalonMarketing Tip: To harness the full power of online marketing, post
these ideas, tips and offers across all your online marketing
channels: your salon website, Pinterest, e-newsletter, YouTube, Facebook
and Instagram. Post and use this material everywhere consistently.
So make it easy for mums to buy from your salon or spa. Here’s how:
Solve busy mums’ problems by clearly labelling products/services as great
Father’s Day gifts. Use your imagination (so they don’t have to use theirs) to
put gift combos together:
Package retail products into a male grooming travel kit.
A ‘get Dad beach-perfect package’with pedicure, waxing and manicure
(it’ll be the school holidays before we know it).
A stress-busting massage teamed with a pampering facial.
For pocket-money size budgets pop a basket of inexpensive retail gifts for
dads on your salon reception desk.
Make it even easier to buy from you by offering a complimentary gift
wrapping service to save on-the-go mums precious time and hassle. Keep
Father’s Day gift tags in salon for ultimate ease and added customer
service.
As I mentioned in my Mother’s Day marketing blog, gift cards and hair or
beauty packages can seem a boring present for your special daddy if
you’re only 6 years old. Make them more appealing to little ones by
including a small tangible gift that can be wrapped and given with the gift
card.
This age group spend their life on social and are likely to be tempted by
‘giving an experience.’ Capture their imagination with dad-themed pamper
packages, spa days and gift cards.
‘Bounce back’ marketing promotions do what they say on the tin. They
encourage repeat business and loyalty by offering an incentive to encourage
the client to return to your hair or beauty business.
After all, you don’t want to see dad just the once. Your marketing aim is to turn
him into a loyal salon or spa client.
Try my easy-to-use instant online salon calculator to work out how much your
salon or spa is losing when first visit clients don’t return.
Add a bounce-back offer to your Father’s Day gift packages or cards to tempt
people back in July/August. Target your quiet days of the week, with selected
stylists or beauty therapists so you don’t give your profit away.
Here are some ‘bounce back’ marketing examples for Father’s Day. They all
bolt-on to the original promotion so the client gets an offer plus one of these:
x% off your next pedicure/manicure service in August.
50% extra free: Book a 60 minute massage and get 30 minutes extra free.
Complimentary hot towel, cut-throat shave when you book a haircut and
finish in August.
Wondering whether to offer salon or spa discounts and deals for Father’s
Day? Try this blog for some detailed practical ideas.
First, maximise the coverage your salon business gets on your partner’s
Facebook. It’s likely that only a small percentage of Likes overlap so you have
a fresh local audience to market to. And it’s free.
Grab your slice of this highly profitable hair & beauty cake…
*Sally Services Beautiful Britain Survey 2017
Across the board, prices for men’s treatments are higher than last year they
were this time last year showing the strength of the male grooming market.
And once a client, men tend to be more loyal than women. Capitalise on this
by ensuring your salon is giving the right marketing signals to men.
Particularly with beauty services, men are often shy to call and ask whether a
salon offers male grooming services. Make it easy for them with a clear guys’
section on your salon website and an obvious price guide for men.