22. The Salon: Karen Allen Salon & Spa in Riverside and Temecula, California
The Owner: Karen Nguyen
The Challenge: To increase male service sales in coordination with the manufacturer’s new male-focused products
The Marketing Solution: To appeal to her male clients, she renamed some of her core spa services with a new male angle and launched a separate menu. “For example, our manicure and pedicures became The Executive Manicure and The Executive Pedicure, and we simplified the spa menu by dropping the lengthy service descriptions and categorizing massage and facials under Spa Essentials—then we simply listed the length of the service and the price. These are the same services that are offered to female clientele, we just made the language more appealing to men.”
Next, Nguyen created a separate pocket-sized male services menu in orange and a wood-grained texture. “It was designed to be discreetly carried in a wallet,” she says. “And research dictates that men don’t read further than seven lines, so we kept the services as a brief listing.”
The Results: Since creating and marketing the male-focused services, the salon’s male client population soared from 15 percent to 25-30 percent of the salon’s overall demographics. “We know the menus are working because men will call and book services by their new ‘masculine’ names,” she says. “We also experienced a much higher level of men’s holiday sales with gift sets created just for them. And, to continue to inspire service sales, we tucked a male service menu into each one of those gift sets.”
23. The Salon: Emerge Spa Salon in Boston, Massachusetts
The Owner: Joyce Hampers
The Challenge: Bringing men into a new spa.
The Marketing Solution: Hampers started by building a facility that would cater to men. On one of the spa’s floors, she dedicated a half a floor to the Men’s Club, a separate and distinct area that included a men’s locker room, waiting area, an area for barbering services and hot lather shaves, a separate male-only pedicure and manicure area, steam room and two treatment rooms. “Now, men walk in and are overcome by the fact that we created a special place just for them,” says Hampers.
When Hampers launched Emerge, her advertising campaign featured the Men’s Club. “We advertised in all of the major Boston periodicals, including Boston magazine, Boston Spirit, and The Boston Globe. And we worked with a PR company to secure feature articles on many of these same magazines. We even had a male reporter who came out and had several services and wrote an extensive article about the experience—he’s now a regular client.”