How to Build a Successful Holiday Campaign for Your Salon

By Lauren Salapatek | 08/07/2014 10:11:00 AM

 

click image to zoom Happy holidays start with making a list, checking it twice. Here’s a calendar outline to use as a guide to customize your own holiday schedule, courtesy of CosmoProf. Involve your sales consultant and key staff to gather resources and brainstorm ideas.

AUGUST

• Review Holiday 2013 results and set budget/sales goals for 2014

• Review the Holiday Pre-book with CosmoProf salon consultant

• Brainstorm promotional plan and Holiday Pre-book order

SEPTEMBER

• Decide your holiday sales promotion strategy and merchandising theme

• Plan final inventory with your salon consultant

• Schedule holiday kick-off staff meeting

OCTOBER

• Hold staff meeting to communicate holiday plan

• Start holiday marketing initiatives (in-salon, social media, print, etc.)

• Set date for early client holiday event to unveil holiday promotions, incen­tivizing early purchase, multiple gift purchases, pre-booking of services, gift certificate sales, etc.

• Update and order special holiday merchandising items—gift certificates, bags, decorations

• Receive your holiday gift order/inventory

• Communicate holiday promotions to clients with bounce-back offers for Jan/Feb, referral offers, mini treatment demos and retail samples with holiday messages and gift ideas

NOVEMBER

• Decorate and merchandise the salon, from check-in to backbar, to consistently support and promote holiday offers; take photos and review with team, keep in records

• Host consumer holiday event

• Review November/December issues of CosmoProf Beauty Span and Shopping Guide, and MODERN SALON for tips, trends and techniques for holiday looks

DECEMBER

• Promote last-minute holiday ideas for clients

• Plan after-holiday sale and offers for end of the month

JANUARY—Celebrate your success!

• Regroup with team to discuss what worked and what to change or add to holiday plans for 2015

• Update and file records of your holiday sales, notes and photos

 

 

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ABOUT THE AUTHOR: Lauren Salapatek

Lauren Salapatek Lauren Salapatek, Web Editor for Modern Salon | Salon Today | First Chair.

(Previous positions: Associate Editor/E-Newsletter Content Production Manager)

Since January 2010, Lauren has worked for Modern Salon Media covering salon style, product and beauty trends, and business editorial for both print and online content. As of October 2013, Lauren’s role changed to Web Editor—now she manages all online editorial content for modernsalon.com, salontoday.com and firstchair.com. As part of her responsibilities, she creates, edits, organizes and curates content for all Modern Salon Media’s websites; manages the creation and production of all Salon e-newsletters; promotes Modern Salon Media’s digital content via several social media accounts (Facebook, Twitter, Pinterest); and maintains an editorial calendar to keep all Modern Salon Media’s websites timely and current.

You can find Lauren on Google+ or e-mail her at lsalapatek@modernsalon.com.

 


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