10 Dec 2015

Written by Alice Smithson

Do January and February follow a predictable pattern in your salon or spa with business tailing off?

It doesn’t have to be that way.

Plan your New Year marketing activities now so everything is ready to go as soon as you open after the holidays. Start by looking back at the last January using your salon booking software and look for patterns< and trends. Some spa businesses find January holds up, but February is dead, whilst others experience the very opposite.

Now, with these patterns in mind, read on for some winter marketing ideas to help increase your revenue this year…

Hair & beauty gift vouchers keep January busy

Gift vouchers are an undervalued marketing tool which will:

  • Introduce new clients to your salon and bolster the quiet weeks of January.
  • Boost cash flow pre-Christmas ready for the bills that flood in come January.
  • Increase profit. Research shows over half of recipients spend more at your spa or salon than the value on the voucher.

So promote your gift vouchers heavily now as the perfect festive present on your website, social media, around the salon and on your e-news.

#SalonMarketing Tips

  1. Use your salon software system to set up each gift voucher, including amount, expiry date etc to make life easy when you’re busy and ensure there are no mistakes when it comes to redeeming them. If you’re an i-Salon user you’ll find a short video on gift vouchers here.
  2. When these new gift voucher clients book in January why not send a thank-you text to the person who purchased the voucher from you with a value-added treat for their next visit? It’s a nice touch and easy to do.
  3. Remember to collect the new client’s email and mobile details then follow up 6 to 8 weeks after their visit with a tempting offer if they haven’t booked a second appointment.

Use your salon software to create the perfect New Year event

Salon events aren’t just for the run-up to Christmas.

Why not treat your loyal clients, and tempt newcomers to try you out, with a “New Year, New You” event in January?

Place the focus firmly on wellbeing, self-improvement and New Year resolutions with demonstrations, workshops and mini-treatments. Use your salon management software to identify your top spenders. Then send them a personal invite outlining the event and mentioning the exclusive event-only offers. Don’t forget to text an event reminder 24 hours before to reduce no-shows.

Looking for ideas on running a client event at your hair or beauty salon? This blog post is packed with practical hands-on tips and advice.

#SalonMarketing Tips

  1. Post-Christmas many clients will be watching the pennies so offer discounts on treatment courses exclusively for those attending the event. Think carefully about the terms and conditions. Put a time-limit on when the course must be completed by so you only give discounts during your quieter months. You might also want to exclude the most popular stylists or therapists from the promotion too. iBookings users can now offer online booking for courses of treatments and take deposits online.
  2. Offer spa parties: Branching out into spa parties (whether in your premises or at-home parties) may seem like an entirely new business model. However, during quiet months it can offer an important revenue stream and help attract new clients. We’ve all attended a Body Shop party or two in our time. Just apply a similar concept to your parties, but offer massages, facials, make-up lessons and other treatments to the guests. If you’re unsure if the concept will work for your business, test it out on families and friends, and ask for feedback.

Targeted January discounts with your salon software

It’s not generally a good idea to offer discounts at predictable times of the year. Clients soon catch on, and delay booking treatments until the discount comes into force.

However, targeted discounts can be highly effective marketing tools. If your electronic client database is spick and span, you’ll be able to send out marketing texts or emails to specific groups of clients using your salon software.

#SalonMarketing Tips

  1. Try targeting clients who haven’t visited your spa or salon for over 4 months. None of us like to offer discounts, but if they once were a loyal client and you are quiet in January/February what have you got to lose?
  2. Offer lapsed clients a choice. We all like options:
    • a discount to tempt them back or
    • a free upgrade to their favourite service.

Don’t forget to measure

Start off by looking at past patterns and trends on your salon booking system to see what worked and what didn’t. Run management reports off your booking system and analyse them carefully. Compare:

  • net revenue
  • team utilisation
  • retail sales
  • new clients through gift vouchers
  • number of treatment courses booked
  • P&L for the same period.

Now you know what works best for your business, you can rinse and repeat next year!