16. The Salon: Adagio Spa & Salon in Barrington, New Hampshire
The Spa Director: Chris Nobile
The Challenge: Boosting services on Tuesdays, the slowest day of the week.
The Marketing Solution: For six weeks in the fall, they ran “Tack on Tuesdays,” which offered a substantial discount on specific services throughout the spa and salon. For example, if a client booked a classic pedicure, they could also book a manicure for $10, a half-off savings.
The Results: “It worked out really well,” says Nobile. “We ran an ad in the paper, and people were calling after seeing it, mentioning the ad. We’ll probably run it this fall again.”
17. The Salon: Bell Tower Salon • Medi Spa • Store in Wyomissing, Pennsylvania
The Owner: Carolyn Helms
The Challenge: Although Bell Tower’s menu of services offered several pedicures, there were guests with severely cracked and calloused feet that wanted quick results without a
90-minute service. The marketing staff came up with the Beach Buff pedicure, but it was only months after the company had redesigned and printed their menu. As a result, they had to come up with alternate ways to market the service.
The Marketing Solution: The staff decided to market it internally, suggesting it as a gift for Mother’s Day during the gift card rush, recommending it to guests for their next pedicure service and announcing it during the on-hold recording guests heard when calling Bell Tower.
The Results: The pedicure was launched in May 2007. Nail services have increased 12.5 percent from the previous year, while retail sales have increased 62 percent from the previous year.
18. The Salon: Harmony Salon in Matthews, North Carolina
The Owner: Michael Randazzo
The Challenge: Strengthening spa service and retail sales.
The Marketing Solution: To move retail or boost awareness of particular services, the salon came up with special promotions that tie them all together. Four weeks in advance of a new promotional event, the salon starts pre-booking clients for the special service. The clients receive a discount, but must pay in advance. Harmony Salon’s latest promotion starts with custom-blending a body lotion for the client to take home and an introduction to the custom-blended line, followed by a one-hour facial, manicure and pedicure, then makeover. The salon offers $50 off, and if a client schedules a friend, the second service is an additional 10-percent off.
The Results: “During past events, we have done more than $1,600 in a day just in make-up sales,” says Randazzo.