Upcoming first is Father’s Day this Sunday (19th June), so we’ll kick off this week with some little how-to’s for the national ‘Dad's Day’. Which, we understand for some salons your majority client base is probably women. However you’ve got to remember, it’s the women that are buying the Father’s day gifts, so anything you can promote in the salon as the perfect present is a bonus and will boost those sales for you!
And you know what it’s like, a lot of people buy their father’s day pressies last minute so anything you can market that will catch the customers’ eye is a winner. If you haven’t created gifts already, a few ideas we’ve got for those last-min buyers are;
- Upsell your gift vouchers! For a small cost, you could have some Father’s Day voucher holders printed so that they fit the part!
- Club together male retail products and form a ‘Father’s Day gift set.’
- Couples treatments, especially appealing to your young mums who may be in their first year of parenthood with their partner.
- Gift-wrapping service…perfect way to add on a couple of pounds to your Father’s Day sales and this may especially be a winner with the Mums' as they’re always in a rush so are bound to snap up your creative service!
Speaking of the female market, you have 2 types of target audience when it comes to father’s day…the first is the Mums', (partners of the Fathers'), especially of younger children. Secondly, you have the grown up children (now maybe even parents themselves) and you’ll normally find that if there is a case of mixed gender siblings, the female will normally have more of a say on the gifts for their Dad's!
So, how to appeal to these differently and how to ensure your message reaches the appropriate people? Obviously, if you are a predominantly female based salon, then targeting for Father’s Day can be a little bit tricky. However equally, if you are a barbers or solely male-orientated salon, then again this makes your marketing tricky as how do you reach the girls with your message?!
The big one here is social media! Type out promotional messages and share them on your salon Facebook page, and for a small cost, boost the posts to your local area to engage with a wider target audience. Word of mouth promotion is large on social media networks, as people share posts in and among each other at such vast rates, your offers are bound to catch the eyes of a few people. Your messages could be as simple and direct as ‘Exclusive Father’s day offers not to be missed’ or ‘Dad’s are in for a treat.’ Create a Father’s day landing page on your salon website with the Facebook link directing viewers to this page, then display all of your special offers accordingly.
But, then you might ask what happens if you don’t have a website but still engage on social media? Then why not highlight your best 3 offers and run a Father’s Day competition allowing ‘3 lucky winners’ to treat their Dad’s? Facebook posting is free, and fun if you create a bit of a contest out of it. Plus, this again gets people talking about your salon promoting brand awareness for you!
If you are however a barbers or a solely male salon, then Father’s day is a perfect opportunity for some last-minute marketing campaigns over the next week. Create SMS and email campaigns based around the event and run an exclusive weekend perhaps offering a ‘percentage-off’ certain services, or promote an exclusive deal on certain treatments? Even if some of your clients aren’t Dad’s themselves, this little percentage discount may just sway them to spend a bit more with you too, excellent for keeping Summer Profits in mind!
Keep posted for more mini tips over the next couple of weeks where we’ll be discussing Prom, Graduation and holiday go-ers’. Until next time…
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