Is your June appointment book looking a bit quiet?
With the summer holiday season underway I find June can be a patchy month some of our hair and beauty business clients.
While Father’s Day (Sunday June 19th 2016 in both the UK and USA) is not a match for Mother’s Day commercially, it’s still a handy hook to hang some salon marketing on.
Here some of the Father’s Day marketing ideas and tips I’ll be using with my hair salon and beauty spa clients. Marketing food for thought I hope.
How to have the Daddy of all Father’s Day promotions
Start planning your marketing campaigns early. Although pressie buying for Father’s Day tends to be last minute, I’m looking to help you squeeze the most from this hair and beauty marketing opportunity.
And the early bird catches the worm.
Grab your slice of this highly profitable hair and beauty cake…
In 2014 the British male grooming market was worth an estimated £911 million per annum. Consumers spent…
*retail research agency Conlumino.
1. Mums are your salon’s target audience on Father’s Day
First, back to marketing basics.
Your target audience.
It’s Father’s Day so it is guys you need to target with your spa or salon marketing.
Women are the main buyers of Father’s Day gifts. They are your target promotional audience. Gear your salon marketing activities towards them and their needs. You’ll get a far better take-up and higher profits.
Father’s Day for barbers and male-only grooming specialists
Targeting women does make it a little trickier for barbers and male-only grooming specialists as fewer women will be following you online or coming into your salon or barbers. Facebook advertising can be a valuable marketing channel for you as it allows you to target your advertisement at by gender, age and geographical area.
Decide on the promotional messages and look that will appeal to this target audience. How do you want to portray your salon business for Father’s Day? Now carry this theme consistently across all your online and offline salon marketing channels.
2. Ideas for running a Father’s Day Facebook competition for your salon or spa
Women, as I mentioned earlier, are your target audience.
Fact: Facebook is significantly more popular with women than men.
Good news: This makes Facebook the perfect place to promote your salon Father’s Day gifts and offers to a targeted local female audience.
Running a Father’s Day Facebook contest throughout June, with a male-orientated prize, will work a treat.
3. Salon social media marketing ideas for Father’s Day
- Facebook isn’t the only social media channel. Pinterest and Instagram are loved by women and so are great platforms to promote your salon’s Father’s Day offers to a captive audience.
- Looking to make new business friends for piggy-back marketing campaigns? Jump onto Twitter. I love Twitter for business-to-business networking (B2B). It’s hard to beat it for opening up conversations with like-minded local companies.
- Constant ‘sell, sell, sell’ messages are very off-putting and counter-productive. Instead, give your salon social media ‘Dad-Appeal’ with:
- Men’s wellbeing tips for the summer hols.
- “How to” grooming guides for guys.
- Take photos/videos to create your own step-by-step guides.
- Anti-ageing tips for dads.
- Dispel some male grooming myths.
- Tips on manscaping, facial scrubs or pedicures…
Working with local business partners to promote your salon
Share the hard work and boost your salon marketing. It doesn’t just have to be your salon or spa giving the advice. Say you’ve partnered with a personal trainer for your online Facebook contest. This is a brilliant business opportunity for some cross-promotion.
For example, they could provide tips on getting that holiday 6-pack, nutritional advice or step-by-step guides on exercises for your salon social media and website.
You return the compliment and post holiday hair care advice, shaving tips or how to grooming guides on their social media. You’re positioning your salon or spa as a trusted expert and to a whole new audience.
4. Make it easy to buy Father’s Day gifts from your business
Dads are notoriously tricky to buy presents for. Another pair of socks anyone?
While mums are notoriously time-pressed, convenience-focused shoppers – so make it easy for them to buy from your salon or spa.
- Solve busy mums’ problems by clearly labelling products/services as great Father’s Day gifts. Use your imagination (so they don’t have to use theirs) to put gift combos together:
- Package retail products into a male grooming kit
- a ‘get Dad beach-perfect package’ with pedicure, waxing and manicure (it’ll be the school holidays before we know it) or
- a stress-busting massage teamed with a pampering facial.
- For pocket-money sized budgets pop a basket of inexpensive retail gifts for dads on your salon reception desk.
- Make it even easier to buy from you. Offer a complimentary gift wrapping service to save on-the-go mums precious time and hassle. Keep Father’s Day gift tags in salon for ultimate ease and added customer service.
- As I mentioned in my Mother’s Day marketing blog, gift cards and hair or beauty packages can seem a boring pressie for your special daddy if you’re only 6 years old. Make them more appealing to little ones by including a small tangible gift that can be wrapped and given with the gift card.
5. Add some salon marketing bounce to your Father’s Day promotions
If you’re a regular reader of my salon marketing and business blog you’ll know what I’m talking about. ‘Bounce back’ marketing promotions do what they say on the tin.
I love these offers. They encourage repeat business and loyalty by offering an incentive to encourage the client to return to your hair or beauty business. After all, you don’t want to see dad just the once. Your marketing aim is to turn him into a loyal salon or spa client.
Add a bounce-back offer to your Father’s Day gift packages or cards to tempt people back in July/August. Target your quiet days of the week and with selected stylists or beauty therapists so you don’t give profit away.
Here are some ‘bounce back’ marketing examples for Father’s Day. They all bolt-on to the original promotion so the client gets an offer plus one of these:
- x% off your next pedicure/manicure service in August.
- 50% extra free: Book a 60 minute massage and get 30 minutes extra free.
- Complimentary hot towel, cut-throat shave when you book a haircut and finish in August.
6. More salon social media marketing tips for Father’s Day
- Keep it light-hearted. Engage your target audience by posing questions and using retro and/or humorous imagery (and in case you were wondering, pictures of funny cats are not what I have in mind). Some ideas:
- Create a #hashtag for classic movie and TV dads.
- Share photos of guys’ retro hair and fashion imagery you love.
- Ask followers for their first memories of dad or why he inspires them.
- Men have an emotional and tender side which is often overlooked when marketing. Play to it.
- Drive traffic to your salon website pages with email marketing. Remember your target audience is searching for inspiring and different Father’s Day gifts.
7. In-salon hair and beauty marketing ideas for Father’s Day
- Your hair or beauty salon is free advertising space. Don’t waste it. Have eye-catching graphics in the windows and on walls, strut-cards around the salon. And don’t forget your washrooms.
- Create prominent Father’s Day retail displays – you’ll find some useful salon retailing ideas
- Educate your team fully to encourage them to start conversations with clients around Father’s Day.
- Promote your hair or beauty salon Gift Cards. Perfect for the woman who wants to (discreetly) sharpen up her man’s looks.
Gift cards are popular with men too:Almost half of dads (46%) say that time with their family for Father’s Day is one of the things they’d want most! For those who are looking for a gift below is an idea of the most popular items on Dad’s wish list:
- Gift Cards (37%)
- Clothing (26%)
- Large Electronics (25%)
- New Gadgets (23%)
8. Tips for advertising your hair or beauty business for Father’s Day
Offline salon advertising:
Advertising your salon or spa in the local press can be expensive, and works best if it’s part of an ongoing campaign and is supported by editorial. So I personally wouldn’t recommend a one-off media advert just for Father’s Day.
You’ll find my practical tips on salon advertising in this article – if you’re thinking of placing any it’s worth a read before you contact your local press.
Online salon advertising:
If you’re running a salon Facebook competition with a local partner and suitably juicy prize, then some Facebook advertising may be worth investing in.
First, maximise the coverage your salon business gets on your partner’s Facebook. It’s likely that only a small percentage of Likes overlap so you have a fresh local audience to market to. And it’s free. If you decide to invest in Facebook advertising don’t just boost your post. Always, always, always use targeted Facebook advertising. And measure the results carefully to see whether you’re getting the right results and the right Return On Investment (ROI).
Salon marketing to men doesn’t stop at Father’s Day
Survey after survey shows the male grooming market is expanding. There is a huge, and increasing, demand from men asking for hair and beauty treatments. It’s not just women buying treats for men for Father’s Day.
And once a customer, men tend to be more loyal than women. Capitalise on this by ensuring your salon is giving the right marketing signals to men.
Particularly with beauty services, men are often shy to call and ask whether a salon offers male grooming services. Make it easy for them with a clear guys’ section on your salon website and an obvious price guide for men.