Salon owner holiday marketing ideas from Fred Dengler

Get Your Piece of the Holiday Pie! It's going to be a rough holiday season for many salons and spas, with an overall expected sales gain of just 2% to 3% over last year. The big chains will be advertising and slashing prices early and often to drive traffic into their salon/spas. And that will be especially hard on smaller salons and spas - unless they've done something to set themselves apart in the minds of shoppers. All across the country, salon and spa owners are being forced to make a difficult choice: slug it out on services and price with the biggest salons, spas and chains, or develop a niche that the big players don't cater to. With the expansion of national franchises and chains into every neighborhood, the Drug and Grocery stores carrying our professional products, the Internet bringing so much merchandise to consumers, competing on price to sell services and products isn't a viable strategy. Coupons and specials upset the staff with discount customers who come in once and do not return. Two options that can bring success: stock products too specialized or to appeal to mass merchants; or personalize your service to make that the distinguishing feature of your salon/spa. Creating Unique selling points that WOW the customers and differentiate your salon/spa. Look at your customer's experience in your salon/spa. Five sense the process your customer goes through. What can you do to give every customer a wow with every sense? What can you do in a sight, sound, smell, touch, and taste way that will make the customer enjoy their time at your location more? Is your location spotless with all products dusted? Do you have inviting artwork on the walls and stimulating fashion videos? Do you have scented candles or fresh brewed coffee to stimulate the customer's sense of smell? Do you give the customer clean, fresh smocks and towels? Is your music designed to get your message and salon/spa culture across to the customers? These areas (and many more) can be considered and used to increase your customer's enjoyment! Use our Holiday Successful Promotion Check list with items like: -Do you have a flyer to hand out at the front desk at client check in for our Holiday specials? -Do you have a Gift Card Display? -Do you have your Hint Kit together to get present clients to get their spouses to buy something special for them? -Do you have your Gift Basket Give Away raffle set up to capture everyone's e-mail and cell phone? -Are your gift baskets and shrink wrap sets ready to go - on the shelf November 15th ? Over the 45 days before the December 31st you will see 90% of your regular clients. Now is the time to make the small changes that will WOW the customers and keep them coming back for more in the slower months of January and February.