Why your offers are not enough.
5 ways to keep your salon and spa front of mind in 2021
After the toughest year imaginable for all salon and spa businesses, we head into the first quarter of 2021 with a renewed optimism. The banks tell us that January has recorded some of the lowest card transaction totals in recent times, and anecdotally, many outlets have sadly not seen a particularly busy month.
The first reaction to a slower start is usually to create offers or discounts, and whilst these may work in the very short term, there is more to be done to keep the clients loyal and the tills ringing.
I recommend having a deeper dive into your marketing strategy to create a more consistent flow of new customers and the old ones coming back for more.
Here are five marketing and PR tips to help your salon or spa stay top of peoples ‘self care’ to-do list this year:
- Ensure consistent branding…
More than ever, people are buying into ‘experiences’ and whilst there is no question of your salon’s quality, this also extends to every single consumer touchpoint. From social media, to your website, to uniforms and to any literature or graphics you create or print, think about what makes your business unique, and use it. A consistent, stylish and creative ‘look and feel’ across your branding is essential. The brand tone of voice, the imagery and language used all create an impression on a potential new customer and the likelihood of them booking their next or first appointment.
- Leverage seasonal occasions – on time!
Don’t be late to the seasonal party with promotions and offers – think Valentine’s Day, Mother’s Day and so on. Have your campaigns, vouchers, offers and marketing ready with plenty of time to plan ahead. Think of both your current clientele and also for gifting purposes. An original, true ‘value’ added package can turn a first time client into a loyal customer, so please consider a creative offering rather than a last minute ‘discount’ or add ons that do not benefit existing clientele. The key is to upsell to those you already have, woo them back or attract new customers. Just like above – everything communicates, so the message must be consistent and on brand.
- Love your list…
How do you communicate with your existing clients? Nurturing your email or sms database with love is a great way to win more custom from your existing customers. It’s not about ‘spamming’ more ‘serving’ – flash discounts for loyalty special offers, new products or packages and more. If you only communicate with your existing clients at the last moment, sporadically or when ‘desperate’, it’s time to put that right, and make your messaging a ‘read or miss out’ opportunity, and not just an opportunity for one off bargain hunters.
- Don’t forget Google…
How is the search engine working for you? Remember ‘salon near me’ and similar is one of the most popular searches. You must optimize your Google business listing to stay front page for your local audience. Clients want convenience and will turn to their phone for inspiration and ease. Don’t think for a moment that everyone knows where you are, or that you even exist. Encourage reviews from existing customers and also on other platforms too. The more ‘social proof’ you have, the more the search engines love you!
- The power is in your people…
Never, ever ignore staff training, incentives and goodwill. These are the people who can make or break your business. From taking the booking, to the treatment itself, this is what a client will remember and who a client will keep coming back for.
Also, as a salon owner, how ‘visible’ are you? Even if it’s not your name above the door, your business is still your personal brand (whether you like it or not) and you present yourself to the outer world, and your clients inside is more important than ever. Everything about your business represents YOU. People buy people, from the top of the business, to the bottom.
