It takes a different strategy to lure the lucrative and loyal male market into your salon.If you're already wooing men into your salon and spa, you're one step ahead of making Father's Day a success. If not, leverage the upcoming holiday to learn how to best attract men and keep them coming back. Dan Kliska, president of JOE Grooming, a leading manufacturer of professional men's grooming products, offers the following promotional tips to help attract men for Father's Day and beyond:
When planning for Father’s Day, the bottom line is to always keep the man in mind. A great way to do this is to get women involved. “Father’s Day promotions should be focused on the woman,” says Kliska, “For example, you can offer interactive promotions in which you give each female client a gift certificate for ‘$10 Off Any Men’s Salon & Spa Services’ with any $50 or more spa or salon services she buys for herself.” Promotions that provide incentives for your female clients can help increase your bottom line.
Tip 2: Use Interactive Tools To Spread the Word
It is important to update your salon website to showcase and promote Father’s Day gift ideas. From here, you should email male dominated promotional specials with a direct link to your website. Kliska notes how important it is to also think outside the box when promoting your services in larger local forums, “Creating cross-marketing programs with service oriented retailers that men frequent like health clubs, golf courses and men’s clothing stores which typically have high income members generally offer inexpensive advertising opportunities that can showcase your services geared towards male clientele.”
Tip 3: Stick To The Basics
Let’s face it, most men are not going to request chocolate pedicures or fancy haircolor services, so consider which services will appeal to average guys. According to Kliska, “For men, it is best to focus on the known rather than the exotic. If a man doesn’t understand a treatment and its benefits then it is unlikely that he will value the services at the spa or salon and never return.” Treatments such as skincare treatments, shaving specials, highlights and men’s haircuts are a great introduction to your other services. “Think express services. Quicker is better, men aren’t used to taking time to pamper themselves,” Kliska says.
Tip 4: Share Professional Pointers On Products
Keep in mind that professional haircare product recommendations are helpful, yet first-time visitors may resist if you push too hard. Take the time to educate each client during your consultations on beneficial hair design and styling options. Share solutions to their specific haircare challenges. A great alternative to up-selling full size retail products is to hand out samples or sell travel size samples. “Make suggestions suited to him and keep it simple,” Kliska says. If they like your product the full size product will most likely be an easier sell the second time around.
Tip 5: Follow Through
Once Father’s Day is over and you have succeeded at getting more men through your spa or salon door, now what? In order to keep your men coming back you need to make sure they are comfortable and educated on the salon or spa environment. According to Kliska, “Guide them to new services and products. Men are more responsive to advice presented in a straight forward, authoritative manner. They want a detailed plan from a confident professional.” It is important to gather personal data and keep in touch with your male clients. Sending out periodic email blasts that include bounce back specials and birthday gifts are a great way to gain loyal clients for years to come.