Hampers also sent special invitations to all the well-known business leaders. And, as a member of the Greater Boston Concierge Association, Hampers offers all local concierge members—many of whom are men—discounted services. In turn, they now talk up the Men’s Club to their hotel guests.
The Results: In the year since Emerge opened, Hampers is proud to state that more than 35 percent of her spa clients are male. “We even had a group of men organize a spa day Superbowl party in the Men’s Club—it’s definitely staying busy.”
24. The Salon: A New Technique in Simi Valley, California
The Owner: Lynda, Wes, John and Candace Miller
The Challenge: Keeping staff interested in selling retail.
The Marketing Solution: Poker Fridays, held four or five times a year, allows stylists to compete by selling retail. As a bonus, it gets the clients involved as well. When a stylist sells a product, they get to pick a card from the deck and tape it to their mirror, which prompts questions and discussion from clients. For each poker hand that is won, the stylist receives a prize, from items that include new tools or gift cards.
The Results: “It really helps the staff start talking about retail,” says Lynda. “Otherwise they get out of focus.”
25. The Salon: EOS Salon in Hoffman Estates, Illinois
The Owner: Heather Robak
The Challenge: Kick-starting retail sales.
The Marketing Solution: Every year between the months of March and May, the salon runs a promotion to entice customers to purchase their products at the salon. Every time a client buys three products, they get to put their name in a box for a drawing for a year’s worth of free services. The winner gets a dozen $50 gift
certificates—one for each month of the year.
The Results: “We’re also educating customers that when they buy retail from us, they are supporting stylists’ education and supporting the salon,” says Robak. She estimated retail sales jump about 4 to 5 percent when they are running the promotion.
26. The Salon: Renaissance Salon in Dover, Ohio
The Owners: Tod and Diane Carper
The Challenge: Building up their client e-mail list.
The Marketing Solution: Renaissance does a lot of direct e-mailing to clients to let them know about special promotions, says co-owner Diane. But getting current clients to sign up to the list has been difficult. “We can ask all day for people to sign up, but there’s no sense of urgency,” she says. To give clients a nudge, they bought an iPod Shuffle and anyone who signed up for the e-mails from December through February would be automatically entered to win the Shuffle in a drawing.