Goldwell and KMS just launched a new marketing campaign sure to help salons guarantee success through the recession.
The marketing tool is the new Don’t Gamble on the Recession deck of playing cards, featuring salon-specific suits of Etiquette, Service, Atmosphere, Staff, Financial and Marketing, with tips in each category. But the real value of the playing cards comes from 40 “idea” cards showcasing practical, proven business-builders from salon owners in the Goldwell and KMS networks.
“The ideas were collected from salons across the country, and all are identified,” says Mario Argenti, who oversees North American operations for Goldwell and KMS. “It’s time for manufacturers, distributors and salons to come together to support and protect salon business.”
A sampling of the idea cards:
“BYOB Night (Bring Your Own Blowdryer): Clients bring all their tools to the salon and they are coached on how to recreate their style at home. Each client will be entered into a drawing for a goody bag of retail products. If the client brings a guest who has never been to the salon, the client gets another entry into the drawing.”
—Carolyn Raible, Carolyn’s Salon, Albany, New York
“BFF—Best Friends Special: When any existing client brings in her best friend who has never been to the salon before and they book together, each receives 50-percent off their service!”
—Beverly Brunkhurst, Indulgence The Salon Lakewood, California
“Go Green with Retail Refills: Encourage clients to bring in their empty shampoo and conditioner bottles to be refilled at a discount. Decide how much you want to offer and make it a standard service, not just a one-time promotion.”
—Robin Sween, Salon Aquavit Milford, New Hampshire