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It’s the time of the year when we start to gear up for the Holidays. Usually, this means putting up Christmas lights, planning family meals and events, and most likely, holiday shopping! It’s predicted that the average American will spend upwards of $900 during this year’s holiday season (November-January). Although this is a notoriously slow time for salons, I have some tips that will help to bring some of those dollars to your cash drawer.
Focus (I mean REALLY focus) on your online presence. Say bye-bye to Cyber Monday and hello to Cyber November! It’s predicted that 56% of people do holiday shopping online – is your website equipped for that? Historically, it was a big “no-no” to put pricing on your website; we always wanted potential customers to call or come into the salon, so we could give them a tour and sell them in-store – an opportunity to sell them a better package, or a lotion. Times have changed. I think about it this way: when I want to get a massage, I will try different places, Google search and check out their website. If they don’t have prices, I don’t waste my time calling for info when so many other massage spas display pricing clearly online, along with specials and deals. Knowing the price, upgrade options and even being able to pay on their website prior to my appointment is extremely appealing. This can and should be incorporated into your salon this holiday season. Customers should be able to purchase a tanning package or gift card directly from your website or “shop now” icon on your Instagram.
I spoke with Marcus Williams, CEO of MSquared Media, for some salon-friendly tips and practical advertising advice. “Don’t be vague,” Williams says. “If you’re going to put money into social media advertising, give some real thought to your audience and how to connect to them with the right message. Don’t be afraid to try, fail and tweak your ad multiple times.” He suggests using Facebook and Instagram ads (instead of boosted posts). And, rather than running the same ad to everyone, try this: “Target ‘men’ who are ‘in a relationship’ and ‘interested in women’ with something like, ‘Treat your girl to the perfect gift this holiday season’ or something catchy, like, ‘Give your girl the gift of GLOW!’” He suggests sending the same ad to the women, but change the message to “This Holiday Season – Glow Baby, Glow!” Williams concludes, “Try, fail and repeat until you get results. And remember, YouTube tutorials are your best friend!”
Another important tip Williams added, “Download email lists from your CRM/software program and upload it as an audience in Facebook. After all, the easiest customers to sell are the ones you already have!”
Target all of your customer’s senses. Speaking of massage, what about teaming up with local spas, hair salons, nail salons, etc. to create holiday gift baskets? You could sell them in your salon and they could sell them in their business, so you would both be marketing to a new demographic. Example: $50 gift card to XYZ Tanning plus a bottle of tanning lotion, a $50 gift card to ABC Hair Salon with a hair product, and sell them together. You could call it something like “Beauty in a Basket.”
Treat Yo Self! In a recent survey, 70% of Americans said they bought themselves “one or two” gifts last year while holiday shopping. Use this to your advantage! Make it easy for your customers to buy their gifts, but also treat themselves. An easy example: gift card matching – for every $50 gift card they buy for a friend, they get a $25 in-store credit.
Holiday shoppers are going to spend money regardless – using these tips and ideas in your advertising you will help you capture more of those dollars.
To increase your bottom line this holiday season, you need to focus, prepare and execute.
is Devoted Creations’ National Sales Trainer & Educator. With ten years of industry experience, she works directly with the company’s distribution & salon partners to improve product knowledge & sales.
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