In the toughest months it’s all about product placement and setting the right marketing campaigns to catch your clients eye above all other competitors.
So what campaigns can you plan to kick off 2018 in the right way?
After Christmas, everyone (or so it seems) goes on a mass health kick and often adopts a fresh new look for the New Year. You see gym memberships advertised with no joining fee, everyone quoting the #newyearnewme line and so what not a better time to jump on the bandwagon and take advantage of the same campaign.
How can you promote this?
There are lots of different ways to promote a New Year campaign and after Christmas everyone is looking for fresh new product ranges, sparkles are no more and it’s everything spring! However, little tip - your left-over Christmas merchandise you could flog for a discount and I’m sure they’ll still get snapped up by your clients!
Here’s what we think you should push for New year throughout Jan…
New Product Promotion
We see a lot of social media sharing, starting in the week running up to Christmas, where businesses want to start promoting their new year product lines. So, this is where we would advise that you begin. Use the common hashtags #newyearnewyou & #newyearnewlook so that when people are clicking these your 2018 campaigns will also be shown on Facebook & Instagram’s main feeds. Advertise your up and coming products, write a blog post on why they aren’t to be missed and maybe grab some testers to hand out to clients. Aside from the obvious plus point for your clients of a ‘complimentary tester’ which is always loved by everyone, this is also a great opportunity for you to grab some testimonials of your new products to push on social media for further advertising! And everyone appreciates an honest client review before trying something new.
New Year New Me
So, we’ve already mentioned starting to use the cliché hashtags when promoting your new product ranges, but these sorts of campaigns are in their volumes across Jan. So even if you do a general #newyearnewlook campaign to push your main treatments, use slogans such as ‘love your image’ and ‘self-confidence’ to promote it to ensure positivity is at the forefront of your new year merchandise. You could even then run a January selfie competition where all clients who have had a New Year makeover upload their selfie and tag your salon, and then the winner receives a prize of your choice and this could be drawn in Feb? Just a little idea for further social post engagement.
Revive & Replenish
Another great campaign to push your skin and hair care products in Spring, as you go down the whole ‘rejuvenate after the Christmas partying’ route. However, also a fab time to refresh the salon as well! Give the salon a fresh new look, or even just spruce things up with a lick of paint, some different accessories and a bit of a spring clean. You can then even use this as an excuse to promote your business on social media, by asking your followers to ‘come down and see your fresh-faced salon’?
Discounts and Bounce Back Rewards
Now, I know we usually don’t promote discounting your products and services too much, as you don’t need to cheapen down your services if you offer quality treatments and have loyal clients. However, in January we all know that everyone tightens the purse strings a little bit so a small discount or little money-off reward is sometimes necessary to get those clients spending a little earlier than they may have planned in the New year.
We particularly love the idea of bounce back rewards, in which you could start giving to all clients towards the end of December and in Jan, and this then offers them either a small percentage or little value off their next treatment in Jan/Feb? It doesn’t have to be anything massive, and you set the rules. So, for example, you might want to set a minimum spend before the reward can be redeemed, so an idea would be ‘Spend £40 in Jan/Feb to receive a £5 New year bounce back reward off your treatment?’
Client Testimonials, they can become a VIP?
Promote the message to your loyal clients of ‘Thank you for your custom in 2017, could you please help us to have a successful 2018?’ Then poach them to see if they will be one of your testimonials or case studies? A reward for them giving you a service review could be to put them in to a VIP programme. Everyone loves feeling privileged and to say that you are a registered VIP member of a company is always rewarding, so this should hopefully push for you to get yourselves some fresh new testimonials, which are great for your marketing campaigns throughout the New Year. And you could do something as simple as offering your VIP clients '10% off all treatments' or 'a % off a certain amount of a treatments', say 4 times a year? Whichever would work and still be cost-effective for your business.
New Year newsletter
Similar to the client testimonials, you often have to give people an incentive to sign up! So, it could again be something as simple as ‘10% off if you sign up’, or ‘receive a £5 voucher to use if you sign up to our mailing list?’ The great thing however about a newsletter is it provides you with not only another communicational channel to message your customers, it also brings in new potential clients that you may not have had. If you promote your salon on Facebook or Google using adverts, and push your newsletter sign-up offers on those, this is likely to improve your lead generation of new clients. Then, you can start telling your new mailing list all about your services, new products, up and coming treatments and even include a few of your (hopefully) new client testimonials!
So, we hope these little tips have helped and given you something to think about for the New year…but first, lets have a cracking Christmas and then we’ll hit 2018 in successful style! Let’s do this!
Salon Tracker x
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