How’s your Mother’s Day marketing coming along?
Yes, yes, I know… you’ve only just taken down your Valentine’s display.
But we need to get moving now to squeeze the most out of Mother’s Day for your beauty or hair business.
It’s 14 March 2021 in the UK and 9 May 2021 in the US, Australia, Canada and New Zealand.
You don’t want to miss out.
Look at the figures:
In 2018 we splashed out over £600 million in the UK (Mintel) on gifts for Mother’s Day, which makes it a brilliant marketing opportunity for your hair or beauty business.
Chocolates and flowers may be traditional for mum, but the last few years have seen self-care, natural beauty, relaxation and wellbeing take centre stage, with a big focus on experiences.
Need some salon marketing inspiration?
Here’s how I help my clients with their Mother’s Day promotions:
#1. Top online marketing ideas for Mother’s Day
Want your Mother’s Day offers, promotions and packages to fly out the door?
Mother’s Day on salon social media
Do you know what’s the most common mistake I see salon owners making on social media?
Too much hard sell.
Instead adopt the 80:20 rule. Ensure 80% of your social posts are brimming with ‘What’s in it for me’ tips, fun trivia and handy information. And keep your sales messages for just 20% of your posts.
Keeping it light-hearted and more engaging with a trip down memory lane:
- Share photos of retro hair-dos you love on Instagram or Pinterest.
- Start a conversation about classic film/TV mums with #ThrowbackThursday .
- Ask followers for their first memories of their mum, or why she inspires them.
Promote Mother’s Day on your salon website
Did you know….
So inspire them!
Create a website page to showcase your ideas for mum and promote your salon gift cards. You never know it might encourage some indulgent self-gifting too.
John Lewis’s website has a stylish theme based on mum’s interests:
*source: John Lewis
Selfridges’ website adopts a different approach (and I’m sorely tempted to self-gift).
The #SalonMarketing trick:
Don’t be shy. Clients won’t spend with you if they don’t know what you’re offering. They’ll give their money to another business. So link back to these website pages at every opportunity – from your e-newsletter, advertising and social media. Drive that traffic to it.
Need some help with your hair or beauty website?
Hair & beauty giveaways for mum
Get your suppliers on-board and offer some pampering giveaway Mother’s Day hair or beauty goodies to increase online engagement.
Just make sure the winners collect their goody bag from your salon or spa so they can see what you have to offer, you can capture their email address and you may even be able to squeeze in a quick freebie consultation.
Learn how to run a successful (and compliant) Facebook contest with my step-by-step guide.
Online marketing contests for Mother’s Day
Mums’ make-over contest:
Being a mum is incredibly hard-work and some ultra-spoiling is the least she deserves. Run a ‘Mum and Daughter’ make-over contest on social media and your website in return for capturing email addresses.
Are you a beauty business owner? Why not team up with the best hairdressers in town? Not only will the combined prize be more enticing, but you may gain some new clients.
Mother’s Day salon selfie contest:
Pressed for time? Fancy something quick and easy?
How about a mum and daughter selfie competition? Perfect for Mother’s Day.
Online salon promotional offers for Mother’s Day
Always offer added value not discounts.
I like this Mother’s Day offer idea from Urban Retreat in Harrods. It works by letting daughters share the pampering with their mum, whilst both getting a treatment upgrade.
*source: Urban Retreat
‘Have some girly time together and book in for a custom manicure with your mum for mother’s day and we will automatically upgrade you both to an immaculate manicure.’
BUT Urban Retreat lose marketing points by not being clear about the offer’s terms and conditions. Is it only available on Mothering Sunday itself? If not, when? I can see someone being disappointed here when they call to book. So, if you fancy using this as a base for an offer, be clear about the Ts and Cs.
Here’s another good use of added value from Champneys:
Enjoy a mother and daughter break at Champneys, it’s the perfect place to hideaway and recharge alongside the person that knows you best! Enjoy a Thalassotherapy pool session for two, with mum also getting an additional 55-minute manicure or pedicure and an Elemis gift.
The extra treats for mum give it that nice touch. Fancy using this idea? I’d think about making it a complimentary manicure or pedicure for mum”.
Want to avoid common salon discount mistakes?
Try these ideas on how to give salon discounts, special offers and deals profitably… and without damaging your business.
#2. A mega marketing splash for Mother’s Day
Every hair and beauty business in town will be jumping on the Mother’s Day promotional band-wagon, so ensure you offer something more bespoke, unusual and personal.
The sort of gift that oozes thoughtfulness – rather than hints at a last minute dash for garage forecourt flowers.
Here’s a quick and easy way to up your gift game. And your salon marketing:
Mother’s Day is the perfect partner opportunity. Team up with like-minded local businesses to create bespoke gift packages, marketing promotions and offers that shout, “You’re the best Mum in the world.”
Just to be clear: these extras are not freebie giveaways. They are fully charged for. It just makes for a much more special gift for mum.
- A £xx spa gift card delivered with a bouquet of spring flowers to your mum for just £x.
- A facial treatment voucher slipped in with a box of scrummy hand-made chocolates for a yummy mummy.
- A mother and daughter pampering day at your spa, followed by a decadent afternoon tea at a swanky local hotel.
- A dozen red roses plus a spa gift card for £x plus an extra 25% free. To learn more about the power of “extra free” take a peek at this blog post.
- A bundle gift for both mum and dad (Father’s Day is just around the corner).
#3. Mother’s Day salon promotions made easy
And of course it works the other way round.
Your new best buddy, the florist, can offer a ‘roses and luxury facial package’ to her customers.
Just think about all those people ordering flowers from your partner florist who have never heard of your salon, clinic or spa.
You’ve heard me say it before, but just make sure it’s win-win for both businesses. Agree beforehand ‘how, where and to whom’ each business is going to market the promotional packages.
You could agree to both…
- Pin it, tweet it or pop it on Instagram.
- Use the same #MothersDay hashtag.
- Promote it in your e-newsletter.
- Pop it on your websites.
- Market it in your salon/shop.
- Advertise it on Facebook.
I look at how to successful partner with local business buddies here.
#4. Child-friendly salon marketing ideas for Mother’s Day
Dads will be shopping with their kids. And there’s a fair chance it’ll be last minute too. So look for ways to inspire them and make it easy for them to buy.
Try these beauty and hair marketing ideas:
- Drop a hint: Post a mouth-watering list of your Mother’s Day gift ideas and offers on your website, e-newsletter, around your salon and on your social media. Anywhere dads will see it. It makes it easy for mum to drop a heavy hint too.
- Mums-to-be: Specialised pregnancy massages, facials and reflexology are highly personal gifts which are hard to beat for dads-to-be.
- Child-friendly gifts: Gift cards and hair or beauty packages can seem a boring pressie to give your special mummy if you’re only 6 years old. Make them more appealing to little ones by adding a tangible gift that can be wrapped and given with the gift card. A pretty basket filled with tailored beauty goodies hits the spot.
- Free gift-wrapping: Always a popular option for hassled dads with kids. Keep some Mother’s Day gift tags in your salon too, so they walk out with the job done and dusted.
- Salon event: Hosting a fun event for dads and kids works well, but I appreciate isn’t everyone’s idea of easy spa marketing. Perhaps team with a local photographer and have them take family snaps at your event. Sounds like the perfect thoughtful gift for mummy, especially when combined with a spa pampering package.
#5. Put some bounce into your Mother’s Day salon marketing
‘Bounce-back’ salon marketing promotions do what they say on the tin.
They give an incentive with the original purchase to encourage your client to come back to your hair or beauty salon, fill quiet times, encourage repeat business and reward loyalty.
A few bounce-back marketing ideas you could run for Mother’s Day when someone buys a gift in March…
- x% off your colour service in April
- 50% extra free: Book a 60 minute massage and get 30 minutes extra free until 30 April
- Complimentary paint and shape when you book a spa pedicure in April
- Or tie it into Father’s Day in June
Add these bounce-back offers to your Mother’s Day gift packages to tempt people back in April. When discounting, always target your quiet team members and earlier days of the week with your offers.
#6. Salon marketing ideas for men on Mother’s Day
As a spa, salon or aesthetics clinic I’m guessing the majority of your clients are women.
Women, of course, do buy Mother’s Day presents, but you need to get your services, offers and gift ideas in front of men too.
The #SalonMarketing trick…
Partner with a local business with a predominantly male client base to open your promotions to a fresh target audience.
You can always return the favour come Father’s Day.
Gyms, men’s clothes boutiques, restaurants and sports clubs are all promising candidates for this type of local salon marketing.
It’s not too early to be thinking about Father’s Day. Check out my marketing ideas and tips here.
#7. Was Mother’s Day profitable for your business?
As always, monitor and measure what worked for Mother’s Day.
And what didn’t.
You’ll find some helpful ideas in this blog post on measuring success and how to #GrowYourSalon.
Happy Mother’s Day to all those mums who run a salon…
And finally, if you’re reading this blog and you’re both a mum and a salon owner, I hope you get to put your feet up on Mother’s Day and enjoy some ultra-spoiling 😀.