7 salon marketing ideas for January & February
So let’s get some marketing underway for January and February.
Yep, now’s the time to start your marketing if you want to keep those cash tills ringing into the New Year.
It’s too late come January 1st.
Start marketing now…
I’m guessing you’re busy planning the festive frenzy, and thinking about January promotions seems a step too far. But if, like many salons and spas, your revenue plummets in January you really need to be marketing hard now.
Here are 7 hair and beauty marketing ideas to jump-start your New Year profits. (If you’re looking for Christmas retailing ideas try this blog and you’ll find more festive marketing ideas here for salons and spas.)
1. Try a different marketing angle this January
January and February are traditionally tough months for hairdressers, aesthetic clinics and spas with clients tightening their belts after the frenzied pre-Christmas spend. Not only are they short of cash but their hair is coloured, their Botox done and their party tan no longer obligatory.
So they don’t need your services.
Or do they?
I often contrast our industry with the health and fitness sector which has a marketing bonanza at the start of each year with more enquiries and sign-ups than at any other time.
It seems to me that both industries cater for wellbeing, new personal starts and making the best of yourself. So I adopt this angle when working with my salon clients and suggest they talk about “new you”, “makeovers” and “fresh starts.”
Try it and see how it works for you.
2. Promote New Year salon offers before Christmas
You could hold off and launch your New Year sale come January. But I recommend getting ahead by promoting your hair or beauty “sale” in the weeks running up to the holidays.
One of my favourite tools is a bespoke salon Christmas card. This card serves two roles:
- As an appreciative seasonal thank you to loyal hair and beauty clients.
- As a promotional tool for your New Year offers.
Yes, you could do it by email, but I think a card, branded to your business, with an eye-catching design and in a hand-addressed envelope grabs more attention.
I like to include at least two salon offers, and preferably three, on the card. This gives your clients a choice and broadens the promotion’s appeal. People like options.
Think about your terms and conditions carefully. Always include them (discreetly) in your Christmas card to avoid disgruntled clients come January. Just adding the phrase “terms and conditions apply” is not enough. Believe me.
With even 2nd class postage eye-wateringly expensive, hand these cards out to clients throughout November and December. A few days before Christmas, check who hasn’t visited and received their card, then invest in a handful of stamps.
3. Focus on mobile marketing
Let’s go back to marketing basics.
Is your salon business visible on smartphones, tablets and iPads?
Smartphones and tablets are taking over our world. Clients want to book appointments on their mobile, browse your services whilst they drink their morning Costa and be one tap away from calling or booking.
If your website isn’t mobile responsive then they can’t do this.
They won’t do this.
They’ll engage with your competitors instead.
And the longer you put off upgrading the worse it gets. All the January marketing ideas in this blog work more effectively if your clients can view your website on the device that suits them.
If you want to keep your business busy in January, act now and get yourself a mobile responsive website. Be seen.
4. Build your online reviews
Word of mouth is a powerful marketing tool. If you’re holding a sale or discounting in January/February then you’re presumably hoping to attract new clients to your spa or salon.
What is the first thing many of these prospective new clients will do when they learn of your offers?
Go online and read your reviews. On Google, Yelp, SalonSpy and others. Start encouraging clients now to post reviews so come January there will be raving testimonials online for potential new clients to see.
This blog post explains exactly why and how to get online reviews for your salon or spa.
5. Don’t be frightened of the January Sales
The retail industry loves a New Year sale. It’s not afraid of discounting in the post-Christmas splurge. From Selfridges, M&S and Topshop to supermarkets, Gucci and Primark they all offer sizeable reductions.
A sale clears out their deadwood and keeps their cash flow positive.
Regular blog readers will know I’m not a big fan of discounting for the sake of it. But January/February is the one time of year I believe you can comfortably offer a sale on your hair and beauty services.
The marketing trick? Make it work for your business by:
- Only offer the discount on the days you’re quiet. I’d guess that’s most likely Monday, Tuesday and Wednesday.
- Limit it to team members who have gaps. Experienced or established therapists and hairdressers usually don’t need to give discounts.
- Ration the services you discount. Don’t feel obliged to reduce your beauty services across the board. Pick n’mix.
There’s a useful discounting tip in this post which works particularly well for men.
6. Boost New Year salon profits with e-Christmas cards
Marketing expert Neil Patel sums it up perfectly:
Think about it. When you send an email, you reach your audience in one of the most personalized ways possible. Our email inboxes are literally in the palms of our hands. We’re glued to email at work, after work, first thing in the morning, and right before bed. It’s an understatement to say that email is a powerful marketing channel.
Capitalise on this formidable (and extremely cost effective) salon marketing tool by sending an e-news out just before Christmas promoting your January/February offers. This still leaves your clients time to book and take advantage of your offers, before you close the doors on Christmas Eve. If you have online booking 24/7 then even better.
#SalonMarketing Tip: Recent research confirmed that email marketing is still ranked the number one marketing channel for creating a return on investment for businesses. If you don’t do it – you should. Of course, promote your January offers on your salon social media too. But a large email database is hard to beat when it comes to marketing your hairdressers or beauty salon.
7. My absolute favourite January marketing idea for salons and spas
Looking for a hair and beauty offer that helps cash flow and drums up bookings in the New Year too?
Try this – my favourite New Year promotional idea.
Before Christmas, for one day only (this is important) run a ‘buy two, get one free’ promotion on your salon gift cards. Promote it hard on your Facebook, your spa website and your e-newsletter and beforehand to create plenty of interest.
The clever marketing bit is in the terms and conditions:
- These particular gift cards can only be used from 1st January until 28th February and
- only for hair or beauty services. You don’t want them used on retail purchases as you don’t have the margin to play with.
Gift cards are an undervalued salon marketing tool. Studies reveal 61% of gift card holders spend more than the total value of the gift card.
What’s not to like?
Want to sell more Gift Cards? Try these ideas.
Plan your New Year salon marketing now for best results
All these marketing ideas need to be actioned in November and December for maximum impact and best results. So get your skates on as time is quickly running out. If you want to grow your hair and beauty business you need to actively market it. It doesn’t just happen.
Looking for free salon marketing tools to promote your aesthetic clinic, spa or hair & beauty salon? Try these.