Summer is just around the corner, so salon owners will be gearing up for a busier than usual time. Summer is typically when people go on holiday, go to weddings and enjoy outdoor activities, so they want to look their best. If you haven't already started thinking about how to market your salon for the summer season, now is the time!
You might think you can sit back and enjoy repeat custom during this busy time, but you need to bear in mind that there will be a lot of competition out there. With people spending money on holidays, weddings and fun in the sun, you can expect them to try to hunt down a bargain. So if you're not offering promotions and deals, you can expect your loyal customers to shop around at this time of year.
You don't have to slash your prices to compete. You can attract new customers and serve your loyal customers simply by offering added value on top of your usual excellent service. Here are 6 great summertime marketing ideas for salons:
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A treatment bundle allows you to increase the value of a single booking while maximising your time. For example, bundling together nail and tanning treatments or brows and waxing is a great way to increase the value of every transaction. If these treatments were booked separately, you'd need to commit more time to the appointment, but when bundled together, your team can work more efficiently.
Bundles also help to tempt individuals to spend more than they initially planned. For example, if a customer wants to book a manicure but notices they can add a spray tan for a promotional price, they might be more inclined to splurge.
During the summer, many people are short on time. They might have a busy work schedule or be jetting off on holiday at short notice. So offer express versions of popular treatments that can be completed in a shorter time frame.
For example, if you offer massages, promote 30-minute express massages that focus on specific areas of tension, which would be the perfect treatment before heading away on holiday. You can also offer express pedicures for those who want to fit in a treatment on their lunch break.
There are a number of awareness days during the summer, which is the perfect opportunity to market your salon. For example, National Relaxation Day, National Lazy Day and National Women’s Equality Day all fall in August.
On National Relaxation Day, you could offer deals on massages, or you could offer free massages with your other treatments. If an individual has a choice between a salon that will only cut their hair and one that offers a free back, neck and shoulder massage with their hair cut, it isn't difficult to see which one they will choose. This is a great way to treat your loyal customers while also attracting new customers.
When people are packing their suitcases for their summer holidays, they have to be mindful of space and also travel restrictions. But they still want to take all of the essentials away with them. This is where your retail offering comes in. Offer smaller versions of your best-selling products so customers can take them in their hand luggage.
You can also bundle products together to make it easier for customers to decide what they need to take with them. For example, they might not use a clarifying shampoo at home, but they might need it on holiday to help get rid of chlorine and salt water buildup. Likewise, holiday styling products tend to be more low maintenance, so you could offer things like frizz-reducing balm to help protect against humidity. Make sure you offer educational content on your social media channels to help customers make the most of these products.
Encourage customers to post about their experiences in your salon on social media using a specific hashtag. You could offer a discount or a free treatment for anyone who posts about their experience and tags your salon. This is a great way to increase brand awareness and also get some honest feedback about your services.
You could also run a competition encouraging customers to share their new hairstyles and holiday hair hacks. Ask customers to share pictures of their new hairstyle while on holiday, and the most far-flung destination wins. Or you could simply choose the winner based on the most incredible holiday snap. This will not only encourage people to get their hair styled before they go away but they will also be encouraged to share their experience with their followers.
Social media is a great way to connect with potential and existing customers. But it's also an effective way to market your salon and drive business. Make sure you are active on social media and that you are regularly sharing content. Engage with your followers and encourage them to share your content.
If you can get people talking about your salon, you can stay at the front of customers' minds when the time comes to book their treatments. You can also use social media to fill last-minute appointments due to cancellations, which is always a bonus.
Use these summertime marketing ideas to give your salon a boost this season. With a little creativity, you can attract new customers and keep existing ones happy. And don't forget to measure the success of your campaigns so you can adjust and improve them next year.