29 Jan 2016

Written by Alice Smithson

Is your salon or spa making the most of Valentine’s Day?

Don’t worry. There’s still time to put together some last-minute marketing plans for your salon or spa centred on this most romantic of days.

And it really is worth making the effort as Valentine’s Day is the hottest retail event of the year (after Christmas) for hair and beauty businesses. Play your cards right and you will boost your takings on the day, attract new clients and improve the loyalty of your current ones.

Don’t forget to measure your results and see which marketing activities worked, and which didn’t. If you have salon management software, it’s a breeze to implement your plans and track their success.

Our top 10 Valentine’s Day marketing ideas for your salon or spa

Short of Valentine’s Day marketing ideas for your hair or beauty business? Try our top tips:

1. Valentine’s doesn’t have to be hearts and roses

Although many salons celebrate Valentine’s Day with pink hearts and red roses, there are plenty of other themes to choose from – Hollywood glamour, romantic vacations, and of course, celebrating the single life.

Consistency is important when marketing. So choose a theme and use this throughout your Valentine marketing plans.

2. Valentine voucher codes

Use email marketing or texting to send voucher codes to your highest spending and most loyal clients as Valentine’s Day gifts. Your salon management software will identify these top clients at the click of a button.

You can use added value offers or discounts – whichever suits your business best. Your clients will be surprised, delighted and touched by the gesture.

“Remember: If you decide to use discounts, make sure they’re only valid on quieter days.”

3. Celebrate on social media in the run-up to Valentine’s Day

Don’t leave it until the 14th February to start marketing on your salon’s social channels. Create a Valentine hashtag across all your marketing channels to spread your message.

Throughout early February post hair and beauty tips for looking your best on the day, little-known Valentine facts and trivia, together with recommended retail products. Don’t forget to promote your gift cards heavily as well.

On the 14th, post a photo of your team in your themed salon wishing clients a Happy Valentine’s Day. A photo looks far more personal than just writing a message.

4. Romantic window displays help sell retail

Don’t forget to dress your salon windows to fit with your Valentine’s Day theme.

Be sure to include details of any promotions you’re running throughout the period.

5. Give Valentine cards to your salon clients

You can never say thank you enough to your loyal clients. Why not use Valentine’s Day to show your appreciation?

When a client buys a hair or beauty product from you in the immediate build-up to the big day, sneak a Valentine’s card into their carrier bag. You could also include a free gift or promotional product.

Make it a surprise and it’ll certainly generate plenty of buzz around your salon or spa.

6. Fill last-minute appointments

Empty chairs, gaps and cancellations cost you profit.

Identify these gaps on your software, then remind clients you still have a few appointments left with marketing texts or emails offering last-minute Valentine makeovers. You can of course post these appointments on your social channels, but beware of giving the impression that your salon’s empty and you are desperate for work.

“If you use our iBookings software, the new ‘Squeeze Me In’ function is perfect for filling last-minute gaps and boosting profits!”

If you’re interested in reducing salon downtime you may like this blog post too.

7. Free upgrades on the 14th February

Why not offer complimentary treatment upgrades or added extras to clients visiting your salon on the 14th. Remember to link this generosity back to the theme of the day.

Again, talk about this on social to ensure there is plenty of chatter about your hair or beauty business across the social channels.

8. Team up with local businesses

Chat to local florists, chocolate retailers, jewellers and other local businesses and team up for Valentine’s Day. It makes for a more interesting and exciting promotion as well as allowing you to  piggy-back on the each other’s customer base.

If there isn’t time to put together a salon promotion for Valentine’s, then use this partnership to offer complimentary roses, chocolates and other treats to your clients on the days running up to the 14th February.

9. Valentine gift ideas

Remember to promote your gift vouchers as “the perfect present for someone special” on Valentine’s Day.

Include a reminder in your monthly e-newsletter, by text, on your salon website, in salon and across your social media channels.

Use your salon software to send targeted marketing messages, for example, to the men in your database, with last-minute Valentine’s Day gift ideas.

10. Have fun

Occasions can be stressful times for salons, but the biggest marketing tool you have at your disposal is almost always the enthusiasm and passion of your team. Never let the occasion stress you out, and ensure that every client leaves with a smile.

Measure success on your salon software

Your work doesn’t stop on the 14th February. Use your salon management software to check your Valentine’s Day performance, and assess which marketing activities worked best and created the most profit for you.

Were your Valentine marketing efforts worth it? What should you change for next year?

Interested in getting started with salon management software? Contact us for an informal chat and a software demo.