Garrison's Barbershop in the West Queen West neighborhood of Toronto knows how to uniquely market to its clients. Described as "a modern take on a classic shop," Garrison's delivered on that promise with a celebration on Robbie Burns Day that blended modern marketing with old school barbershop culture.
In honor of the Scottish poet and cultural icon Robert Burns, Garrison's offered clients a glass of Aberlour Single Malt Scotch. Not only is this a reward for regular clients, but promoting such an event draws in newcomers as well.
Plus, the choice of Robbie Burns Day—and the Scotch—is smart branding for a barbershop, a business that caters to mostly men. Regardless of a clients' gender, the decor and culture of a barbershop often pays homage to history and tradition, two things strongly recognized in the Scottish holiday.
For salons, spas and barbershops that are interested in hosting events or promotions to promote their businesses, relevancy and consistent branding are key. Think about holidays and current events that relate to the business' culture and think about ways to promote to clients.