The Results: “In November, before we started doing this, we had four people that signed up,” says Diane. “Once we told them they could win a Shuffle, in the month of December we had more than 30 people. So far in early January, we have had another 30 people.”
27. The Salon: Brown and Deline Salons in Ypsilanti, Michigan
The Owner: Cathrine Brown Issel
The Challenge: To overcome the overall sales slump during February.
The Marketing Solution: Although February is slow for this northern salon, the month also marks the anniversary of one of its locations. To celebrate and spark sales, Issel created Super Saturday, which she now holds annually on a Saturday preceding Valentine’s Day.
“We offer 10-percent off any gift card and 10-percent off any add-on service such as a deep conditioning treatment or a clear gloss. We also post great promotional prices for specific staff members who are trying to build up their client base,” says Issel. “The first year we simply marketed it with fliers, but we’ve gotten more sophisticated by talking it up with individual clients, posting mirror talkers and including information in shopping bags.”
On the day of the event, Issel also offers special sales incentives to staff with an award for the highest retail sales and highest add-on services sales. She keeps it lively by awarding Starbucks or other giftcards each hour for the individual with the highest sales that hour.
The Results: “The first year we were excited when we hit our sales goal of $6,000 for that day, but by creating more hype for the event, this year our daily sales hit $52,000 for the two locations—with one of those locations hitting $34,000. Our clients now look forward to this event and ask about it in advance.”
28. The Salon: Experience: Salon Spa Esthetics in Pensacola, Florida
The Owners: Phil and Barbara Fennell and Steve and Judy Izzo
The Challenge: To combat the typically January/February slowdown and simultaneously build the books for new protégés that are coming onto the floor.
The Marketing Solution: From the middle of January through February, the salon runs promotional ads that state the salon is so convinced of its quality of color that it’s willing to offer new clients complimentary color service for the price of a hair cut, which is $40. The two caveats are that the appointments must be booked with one of the new protégés and if the requested color service exceeds $90, the client has to make up the difference. When the new client comes in, they receive a thorough consultation, including a separate color consultation and a quote for the service so there are no surprises upon checkout.