Now that the clocks have gone forwards and spring has officially sprung, this time of year is the peak season for people getting groomed and glam before heading out to enjoy the spectacle of the races.
Clients will be wanting to look and feel their very best and it is your job as part of the service industry to help them. Here we discuss the best marketing techniques to ensure that you are maximising your profit potential throughout the race season.
Start by thinking about the OFFERS you’d like to run and in the weeks leading up to a big race-day event such as Aintree, or Ascot, start marketing your salon with promotional signs and brief your staff to inform their clients of any activity you have planned.
Make an occasion of it…
Open up your salon for the duration of the race-day period and make an occasion of it. Make your salon the only place people need to go to enjoy the pre-event excitement of a day out at the races.
You could serve champagne and nibbles to clients while they enjoy their treatments and encourage them to invite family and friends who are also going to the races to join in. Not only will this help you leverage new clients, but also position your salon as a welcoming and friendly environment.
And don’t forget with an increase in footfall and a high volume of traffic passing through salon on occasions like this, don’t neglect your hygiene standards and ensure that your salon is kept as well maintained as possible throughout the day.
Design specific treatment packages…
Think about the treatments that clients will be requiring in preparation for race day; popular services are likely to be manicures and pedicures, blow dries and tanning. So devise your marketing strategy around those.
Create special offers that combine treatments such as a free pedicure with every manicure, or a % off when a client has a cut, colour and blow dry. This way you are making your salon available to cater to the masses and the only place people need to visit before they head to the races.
Don’t forget about social media…
You could even create social media campaigns for people to win a race-day pamper package. We have previously discussed social media marketing for salons and the principles work just the same when it comes to marketing any occasion. Your social reach can target a wide audience, so in the lead up to to the event, update your salon profiles with engaging and relevant content that promotes what is going on at your salon around race-day.
And don’t forget you can apply this methodology to all occasions, as long you successfully convey that you are acknowledging an event and offering promotions to clients to give them a reason to book in.
Other posts in the Salon Management series: EVERYTHING YOU NEED TO KNOW ABOUT OPENING YOUR OWN SALON | HOW TO BUILD LOYALTY WITH YOUR CUSTOMERS | HOW SALON CULTURE AFFECTS YOUR BUSINESS