19. The Salon: Hair Fitness, Inc. in La Porte, Indiana
The Salon Coordinator: Kathy Kusturin
The Challenge: Two pedicure chairs that were frequently standing empty.
The Marketing Solution: During the slow month of October, the salon decided to mark the pedicures down from $40 to $35. They advertised the discount through the local newspaper, with a sign out in front of the salon and posted the deal throughout the salon.
The Results: “We definitely sold more pedicures and the nail techs were busy,” says Kusturin. “Even people who had never had pedicures before were booking them.”
20. The Spa: Sharmaine’s Salon and Day Spa in Clearwater Beach, Florida
The Owners: Sharmaine Giorgio and Lori Fudens
The Challenge: To increase spa service sales during traditionally slow spa months such as August and September.
The Marketing Solution: Fudens examined the previous year’s sales statistics and determined that for this Florida-based salon, August was the slowest month for spa service sales. So this August, she ran a “$99 Spa Special” offering clients a combined package including the spa’s signature facial and signature massage for $99 when booked together. “The regular price for the two services combined would be $139, so the promotion represented a $40-cost savings to our clients,” says Fudens. “Plus, it’s great to receive two full hours in the spa for $99.”
The Results: The salon realized a 25-percent increase in spa service sales during their traditionally slow month. The promotion encouraged the salon’s regular clients to sample spa services, brought in new clients to the spa and increased the frequency of regular spa clients. “We had a number of clients who visit monthly for spa services come in twice or more that month to take advantage of the promotion and work on specific skin or muscle issues.”
21. The Salon: Vito Mazza Salon, Spa & Hair Restoration in Woodbridge, New Jersey
The Owner: Vito Mazza, Jr.
The Challenge: To tap into the market for men experiencing thinning hair and hair loss.
The Marketing Solution: “The newest technology of laser hair therapy has been a significant and profitable breakthrough at our salon. Men are looking for natural, drug-free solutions to combat hair loss. Laser hair therapy helps improve the appearance of thinning hair and hair loss, making hair appear thicker and fuller.”
The Results: “Vito Mazza Salon, Spa & Hair Restoration celebrated 40 years this past June, and a large part of our growth over the years had been contributed to marketing to men with fine,