What are the top three most important promotional categories?
With everything we do inside of our business we always start with the “why” behind what we do and how we do it. Why do we need a strong promotional calendar for our business? We need to start by understanding our business’s unique high times and low times throughout the year. We create and use these promotions to tell our guests what we want them to do within our business in a year’s time.
Within the beauty or service-based industry typically January and August are a slower time of the year. With springtime, and holiday seasons being a busier time.
Taking the time to map out your business’s promotional calendar in the beginning of the year will save you so much time and stress throughout the year, and of course you can always adjust and change as you are inspired by working inside of your business.
We have three promotion categories to keep in mind when setting up your promotion calendar.
- Service
2. Retail
3. Gift Certificate
My biggest piece of advice when creating promotions inside your salon.
The biggest piece of advice I could offer when it comes to creating promotions would be to get creative, try new things, and always track what works and what does not work.
1. Service promotions will drive your guests to a certain service. You may consider launching a service promotion when you have a new service to offer, or to boost add on services, or maybe when you just get a damn good deal on lightener that month!
Service promotions will drive your guests to a certain service.
Here are some service promotions that have done well inside of my salon company:
a. The $22 Blowout
One sure way to drive business and to fill your stylist’s schedules is a blowout sale!
b. Seasonal Menu’s
Combine two add on services for one price and offer it for a limited time.
c. $10 towards any lightening service.
Grab those lighteners when they are on sale and pass the discount onto your guests for a quick boost to your color service sales.
Gone are the days for salon to mark up their retail 50% and here is why.
2. Retail promotions, gone are the days of a 50% mark up on hair care. We all can agree we want our guests to enjoy the best of the best hair care, so make them an offer they can’t refuse.
A few of my go to retail promotions that have worked well inside my salon company:
a. Spin the wheel
You can purchase a spin the wheel on amazon, and at the time of check have each guest spin the wheel for a discount. It is a way to offer your guests more than what they came in for from the moment they walk in.
b. Purchase two products and receive 25% off both products.
c. Buy More, Save more.
Use these kinds of retail promotions to encourage your guest to buy more than one product. Everyone needs shampoo and conditioner@
Gift certificate promotions work best for salons during gift giving times.
3. Gift Card Promotions work best around any holiday that includes gift giving. Everyone loves the feeling of getting something extra and that is no different for our business, so give your guest what they want.
a. When you purchase a $100 gift certificate, receive $10 on us!
When running a promotion like this, be sure to enclose an expiration date.
One of my favorite incentives to run inside of my business is “Enter to Win”. This type of promotion is not only fun and exciting for your guests, but your team as well. I have used this kind of incentive for many years’ and it has made a positive impact inside of my salon company.
Depending on the time of year there are a ton of fun things you can giveaway.
Here are a few things I have given away inside of my salon company:
a. Smart TV
b. Apple Air pods
c. Beach Cooler
d. Grills
e. Products and Gift Certificate
By offering to enter the guests to win, we are asking them to reserve their next visit, purchase products, send us referrals, or leave us a positive review.
How to offer your guests more than what they came in for, from the moment they walk in.
There is so much you can do to really make these promotions and incentive your own. If you are consistent and purposeful, your guests will come to not only expect great promotions but to be excited for what’s next. I love to hear our loyal guests talk about what fun things they have won inside of our salon company, and all the great deals they have received.
Happy Planning!
