January and February are traditionally tough months for hair salons, aesthetic clinics and beauty spas, with clients tightening their belts after the frenzied Christmas spend.
New Year marketing for hair & beauty salons
I’m guessing you’re busy planning the festive frenzy right now, and thinking about January promotions seems a step too far. But, if like many beauty, aesthetic and hair businesses your revenue plummets in January you really need to be marketing hard now.
All these promotional 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 salon, you need to actively market it. It doesn’t just happen.
Keep your salon till ringing in the new year with these six January promotion ideas for hair and beauty businesses:
#1. Market your salon with a ‘January Sale’
‘Does it make good business sense to offer New Year deals?’ is a question I’m regularly asked.
I’m not a fan of discounting for the sake of it, but January/February is the one time of year I believe you can offer (the right sort of) sale on your hair and beauty services.
Take your cue from the retail industry. Retailers love a New Year sale. A January sale clears out the deadwood, keeps your team motivated and keeps your cash flow positive.
Make it work for your salon or clinic business by thinking carefully about your terms and conditions:
- Selected days: Only offer promotions on the days you’re quiet. I’d guess that’s most likely Monday, Tuesday and Wednesday.
- Selected team: Limit it to your team members who have ‘gappy columns’. Experienced or established therapists and hairdressers don’t usually need to offer January promotions. Why throw your profit away?
- Selected services: Ration the services you discount. Don’t feel obliged to reduce your services across the board. Pick n’mix.
- Add value: Whenever you can always add value rather than discount. Why? Because it doesn’t impact so heavily on your bottom line.
Salon Social Club members:
Find your written-for-you January offer templates with detailed Ts and Cs, post caption templates, ready-to-go graphics and videos and in-depth marketing advice… in fact everything you need to run a new year marketing campaign on social in the Club’s New Year Campaign-in-a-Box. Find it on your membership dashboard.
Not a member? Learn more about Salon Social Club here.
#2. Use gift card offers to fill your salon in January
Looking for a hair and beauty offer that helps cash flow and drums up bookings in the New Year too?
Try this. One of my favourite New Year promotional ideas:
Sometime in December, for one day only (this is important), run an upgrade offer on your salon gift cards. You know the sort of thing, ‘buy a £xxx gift card and we’ll upgrade it to £xxx’. As it’s for one day only and there are other Ts and Cs (I’ll run through these in a minute) you can afford to be generous.
Promote it hard on your salon social, your website and your e-newsletter to create plenty of interest.
The clever marketing bit is in the terms and conditions…
Make sure you include both these two crucial Ts and Cs:
- These particular gift cards can only be used from 1st January until 28th February 2022. AND
- These cards can only be redeemed for hair or beauty services. Not retail. You don’t want them used on retail purchases as you don’t have the profit 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.
of gift card holders spend more than the total value of the gift card
Learn & Grow
#3. Choose seasonal offers for January & February
When thinking about offers look at what your clients will be doing in the first weeks of the new year. For example, come early January many will be looking forward to winter sun in foreign climes and getting ready for Valentines.
Bear this in mind pre-Christmas when formulating your January salon promotions. A ‘get beach-ready-fast’ package might just appeal if you’re jetting off to sunny shores after an indulgent Christmas. Or a ‘look fabulous for Valentines’ package could help fill some quiet Mondays in early February.
Making offers seasonal makes them more appealing and gives a reason for running the offer (no-one wants to look desperate for business).
Learn & Grow
Want to know more about getting the best from salon promotions and offers? My blog post here explains everything you need to know about added value salon offers.
Why not create a Salon Social Media Plan for 2022 and ensure you reach your business goals? I give you the 7 practical steps you need here.
#4. Run a salon marketing event in January
Long cold days, Christmas credit card bills and broken New Year resolutions conspire to make even the chirpiest of us gloomy in January.
Why not buck the trend and run a January event?
And no, I’m not talking about a budget-busting salon party. More a socially distanced open day with mini-treatments, treat bags and demonstrations. Make it clear that to attend clients must pre-book in these pandemic days.
Your team have time on their hands. You’re paying them whether they are sitting in the staff-room texting or busy giving your best clients a pampering treat. So what are you waiting for?
Make your event market hard for you…
- Important: Keep it low key and only invite your best clients in for some January TLC.
- Call in favours: Ask suppliers for freebie products and make their team available to help out with mini-treatments/consultations.
- Easy to attend: No-one is tempted out on an icy January evening so throw open your doors during the business day.
Don’t expect to sell loads of retail. Clients are watching the pennies at this time of year.
Instead, use your marketing event is to introduce your best (high spending) clients to new services and products, give them ideas for later in the year and say thank you for being such loyal clients.
And that’s all. But believe me, it will repay dividends later provided you target your ‘ideal clients’. This is not a January pamper for everyone.
Wondering who exactly is ‘your salon’s ideal client’? This blog post explains how you identify them and why they are so important to the success of your hair or beauty business.
#5. Promote new year salon offers before Christmas
Do you usually wait until the New Year to launch your January promotions?
This year get ahead of the local competition by promoting your hair or beauty ‘sale’ during December. Your salon or spa will be heaving with clients pre-Christmas so exploit this marketing opportunity.
One of my favourite promotional tools is a bespoke salon Christmas card to:
- say a seasonal thank you to loyal hair and beauty clients and
- promote your January offers.
Yes, of course you could do it by email or even SMS. But I feel a card, branded to your business, with a personally written message to the client from their therapist or stylist packs more marketing oomph. Especially when eveything is online. Stand out from the crowd and make clients feel valued.
Hand these cards out to clients throughout November and December to drum up business for the start of the new year. Each morning ask your team to write a card for each of their clients that day. This personal touch only takes minutes yet shouts, ‘We care, and we love your business. Thank you.’
Don’t undervalue the marketing power of those two little words. Thank you.
A few days before Christmas, check who hasn’t visited your salon and received their card. Then invest in a handful of good old-fashioned stamps and get sticking. Or get emailing. Just make sure you get the marketing message into your clients’ hands.
A couple of professional marketing tips…
- 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 love to have 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.
#6. Boost New Year salon profits with e-Christmas cards
Don’t stop at handing your January offers to clients, posting on your salon social and advertising them in-salon.
Effective salon marketing depends on using all your promotional tools and channels and many businesses miss out on email marketing.
Recent research confirmed that email marketing is still ranked the number one marketing channel for creating a return on investment for businesses. Ignore it and you’re missing out on one of the best ways to drive clients to your hair or beauty business.
Why email marketing converts lookers to bookers…
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.
– Neil Patel, Marketing Expert
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 last-minute timing ensures:
- You know exactly how the booking is looking for January and tailor your offers according.
- Clients still have time to book and take advantage of your offers, before you close the doors on Christmas Eve.
- If you have online booking they can carry on booking whilst you’re enjoying the festive holiday.
Wrap up: new year salon marketing
In a nutshell:
- Start early. January is too late.
- Consider a New Year sale.
- Use clever gift card offers.
- Choose seasonal offers.
- Run a salon event.
- Fill appointments with email marketing.