For some beauty businesses June signals the beginning of slower summer months. Kick-off June with a Father’s Day Campaign, it may not be as big as Mother’s Day but it carries some definite marketing swagger. Most sales for Father’s Day will be at the last minute, making it the perfect pre-summer promotion.
The male grooming market is expanding, creating an increasing demand for “men’s only” hair and beauty treatments. Father’s Day is a great opportunity to turn a one-time customer into a loyal client. Capitalize on this opportunity by sending the right marketing signals to attract men. Particularly with grooming services, men don’t want to “guess” if your salon provides services catering to men. Make it clear with a Men’s tab on your salon website, a menu or price guide for men, and male imagery.
Offer women (moms, daughters, grandmothers) an alternative to the token tie or pair of socks, promote the gift of a “grooming experience”. Promote your gift options for Dad by way of a dedicated Father’s Day email followed by social media reminders. Make it easy to buy by creating service and product packages at price points for all budgets.
The D-A-Ds of how to market Father’s Day for your salon:
Conceptualize a Theme
A promotion starts with a concept, a photographic image, a catchy message and headline.
Advertise your offerings by posting consistently across all salon marketing channels. Ensure dads’ offers and gift ideas are fully promoted on your website from the beginning of June. Drive traffic to your salon website pages with regular social media posts and email marketing.
Don’t overlook your physical salon space, make sure whatever you are promoting online is communicated in-salon too. Create eye-catching window graphics, mirror talkers and point-of-purchase signs to display throughout the salon.
In-Salon Retail Displays
Create a prominent Father’s Day retail display. Mix in POP signage that easily conveys retail specials, package contents and price points for easy purchasing. Merchandising product with signs “tell the story” of your retail promotions to all guests visiting your salon.
Brief Your Team
Fill your team in on your Father’s Day specials and encourage them to start the conversation of gifting for dads.
Don’t forget the easiest gift to give - Salon Gift Cards! Great for women who want to sharpen up her man’s looks.
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