Prom Season begins in April and runs through the entire month of May. It’s also a great time to connect and introduce your salon to a new demographic - the teen market. Prom is an event many teen girls spend years dreaming about. Being a part of the memory, through readying the prom-goer, builds client loyalty and trust. Seize the opportunity to turn a prom appointment into a loyal client. It could be the beginning of a relationship that lasts long after prom night.
Teenage girls across the country are spending money on prom hair, makeup, brow shaping, facials, sunless tanning, manicures and pedicures. Whatever services you offer, be sure to build the prom season into your marketing calendar every year. Here are a few ways:
1) Offer Special Prom Promotion Packages.
Creating affordable packages geared toward teens generates new business, use the prom as a chance to connect with girls directly. Put together packages at 3 different price points and secure appointments with a 50% deposit (non-refundable).
2) Referrals Rock.
Talk up your prom services and promotions to current clients starting several weeks in advance. Word of mouth is one of the best ways to market your business. Try a friend referral offer for prom services. For example: Schedule prom services for yourself and a friend - get Lash Application for free.
3) Pre-Prom Prep Event.
Plan a pre-prom event to gather potential prom-goers to enjoy hair, makeup and nail demonstrations. The event can serve as a kick-off to your salon prom promotions. Start booking appointments on the spot.
4) Offer special splurges.
If there’s ever a time that a teen will splurge for a fancy hair clip, earrings or lip gloss, it’s for the prom. Even if you don’t typically stock these kinds of items, investing in some prom-appropriate beauty accessories and displaying attractively in key retail area/s boosts the bottom line every time.
5) Check the dates for your Proms.
Call your local high school/s and ask for the date of their prom. These dates will change every year, so in order to plan and staff accordingly make sure these dates are highlighted in your calendar.
Target prom-goers by crafting prom status updates. Keep the stream of content going for several months (April - May), share prom themed posts from beauty how-to’s, to prom hair inspiration, to prom planning tips. Facebook ads are a great place to start advertising special prom offers and services.
7) Prom Packages Email.
When the time comes to schedule prom beauty services make sure your salon is “top of mind” in mom’s minds. Send an e-mail campaign to promote your prom packages. For easy booking both online and at the front desk prom packages should have easy price points and memorable “package names” - for example Fling, Hot Date, and Memory Maker.
PROM PREP BEAUTY CHECK LIST - Use our Prom Prep checklist on salon social media channels to remind prom-goers to plan ahead and BOOK.
Date? Check. Dress? Check. Makeup? Hair?
Two months before prom: Book hair and makeup appointments
To ensure availability, schedule your salon appointment two months in advance.
Rip out magazine pages of make up and hair inspiration to show to your stylist.
Two weeks before prom: Teeth whitening
Book a teeth whitening session with a professional or start whitening your teeth using a product such as Crest White Strips.
Just over a week before prom: Get a facial
Often a facial can actually produce a small breakout as it rids skin of impurities, so schedule your facial a good week before the actual prom date. Give your skin time to recuperate.
One week before prom: Brow maintenance
Wait until one week before to shape or tweeze brows, otherwise you will start to get regrowth.
Two days before prom: Sunless tanning
This is a professionals only service. In order to get just the look you want do a trial run about two or three weeks before. In order to avoid fading or splotchiness schedule your spray tanning session for1 - 2 days before the actual prom date so that the finish is freshly applied and even.
The day before or day of prom: Get a manicure
To avoid chipping or fading, wait until the day before or the day of the prom to schedule your manicure appointment. Don’t forget, if your footwear is open toed a pedicure should be booked too. If you don't want to spend the money or if you get squeezed out of an appointment, do your own nails, but early in the day.
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