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MARKETING IDEAS:
Tips from the Pros
"The newest trends we are implementing are anti-aging services. Being a salon and day spa that specializes in natural products, we excited about new research in botanical skin resurfacing. Now we are bale to offer alternatives to invasive techniques."
"Right after school begins we notice a slowdown in services, so this year we sent out gift certificates to our top 200 guests for a complimentary service they had not received before. We gained repeat business for services clients hadn't previously received and we also increased retail sales."
"We utilize our call center staff to upgrade services when the appointment is booked. If they are trying to fill a larger space or know the client's history they can make recommendations based on past services."
"Last year, we decided to run a two--for-one discount on microdermabrasion services. Clients paid the full price for the first service and would then receive a certificate for a complimentary service to use within the promotional period. Our sales increased 104 percent."
"From the moment the guest enters our retail store until the time she checks out, we offer added value, including our healthy snacks, organic beverages, foot soaks, stress-relieving treatments, hand massages, make-up touch-ups and many more."
"Every Monday, we spend about an hour of class time devoted to learning how to provide an effective consultation-learning to listen, how to recommend, how to make a client feel comfortable with the recommendation and how to keep a client as a long term customer."
"We are starting a Brow Bar in our retail space to handle tweezing and waxing. We couple the two services together during free client events. Our goal is to complete the cycle of the beauty experience: hair, skin, brows and make-up."
"We implement a new trend, service or idea by having a launch and pre-date its coming with posters, mirror signs and other marketing ideas. We often offer an introductory special, but very rarely a discount. Usually, we offer an upgrade such as six services for the price of five."
"We had a Staff experience Day, which consisted of breaking the staff into groups to experience each of the different areas of our business-front desk, booking room, retail, spa, nails, hair, operations and break room. Each station had a leader who taught everyone how to do that departments specific tasks."
"We have a product focus' that we rotate every six weeks. We build a retail display showcasing the product focus at the salon entrance. The display is always fun and creative. Before we launch it, we brainstorm key message points as part our monthly staff meeting. This way everyone is on board."
"We book for time instead of booking for a specific service. Our call center asks how much time the client wants to spend in our spa and books accordingly. The client might come in to get a massage but based on consultation and promotion, end up with the newest spa treatment that will better meet her needs."
"We have an array of luxury services for clients to choose from like our Caribbean Therapy pedicure. When developing a luxury service, we try to incorporate a couple of our retail products so clients have the ability to recreate the experience at home."
"We always stress to our staff about making the most of the time they have with their clients. We tell them either they can have a $100 client in their chair or a $250 client, depending on what they do and what they say. By simply upselling their service, they can increase their sales by 50 percent."
"Our stylists add on a complementary service that a guest has not tried if she has an opening. This wows guests and commits them to a new service. It keeps the stylists busy and helps them build their dollar per guest ratio for the future."
"Guests who pre-book are entered into monthly drawing where the prize is a service that is less frequently booked, so the guest can experience a service she may have never had before. The staffer who is pre-booked the most will also win the same service. The promotion has increased our retention and sparked friendly competition."
"The salon has implemented a series of complimentary stress-relieving treatments. The stylist chooses from at least one of five services-a scalp massage, hand massage, foot soak and massage, mini facial or a make-up touchup. These services help to promote our spa by giving the guest a small tasted of the services."
"We have laminated menus made for each station that describe each service and its price. For example, our regular spa pedicure is $50, and it lets guests know they can upgrade to a hydrating pedicure for just $15 more."
"Our target market is the working professional. We take a team approach to providing multiple services at the same time: manicures during color processing, hand and shoulder massages during chemical services processing, four-handed massages and performing color and highlights at the same time."
"We expect to grow the spa by 75 percent this year. Since we pay salaries to our spa employees, when they are not performing services, they are on the main floor doing hand massages and make-up finishing touches. This helps to create a relationship with the guest and promote their services."
"We now offer 'treatment enhancements' during the appointment. When guests feel more relaxed and involved in their treatment, they are likely to upgrade."
"We have the greatest success in upselling spa services when clients are receiving a service, and our technician suggests that she can continue working on those sore muscles for an extra half hour, add a paraffin treatment, an eye zone treatment, or any upgrade she feels our guest would benefit from."
"Each month, the stylists choose a 'focus of the month' product. They research that product and create a product knowledge card, which we post on the bulletin board in our break room. The focus product is also set on the stylists' stations as a conversation starter."
"Our staff meetings are team planning sessions, so our team takes part in business decisions."
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