With Mother’s Day just around the corner, we thought we’d share some maternal marketing inspiration by collecting some of the best ideas recognized in our Salon Today Annual Marketing Program over the last several years. While some celebrate the mothers who are on staff and others are designed to drive gift card sales, all tug at the heartstrings.
These ideas were shared through STAMP to be borrowed by other salons and spas. So put your own spin on your favorite idea for Mother’s Day 2019.
The Mom Blog
With 11 locations in Minnesota, Arizona and California
Owned by David Wagner
With each blog on its website, Juut, with 11 salons in Minnesota, Arizona and California, strives to serve three purposes—to inform readers about its offerings, to connect with clients on a personal level and to share information on wellness from a holistic perspective. Mother’s Day 2018 presented on opportunity to do just that, while also celebrating some of the amazing mothers on Juut’s team.
“We partnered with Imaginal Marketing, who interviewed three of our stylists to get a glimpse into their personal wellness routines and find out how they manage to find balance as working mothers,” Owner David Wagner says.
Because the blogs came from a place of sharing from one mom to another, they came off as personalized, honest and intimate, rather than preachy. Sharing personal wellness tip,s as well as recommending products the busy moms love, the blogs reached 4,000 people on social media and made the moms on the Juut team and in the community feel valued and celebrated.
To Our Moms
Jon Alan Salons
Owned by Jon and Alan Snetman
For Mother’s Day, the team at Jon Alan decided to let their moms know just how they feel. Armed with an iPhone, the salon’s director of marketing set out across all three locations to capture each team member with a special hand-written message to his or her mom. Then, she compiled the footage, set it to music, loaded it to the salon’s YouTube channels and showed Nashville moms some social media love.
The cost to produce the video was minimal and with 3,216 views and 25 shares, it ended up being one of the salon’s most popular posts.
Mama’s Gotta Lotta
Progressions Salon Spa Store
Owned by Cindy Feldman
Progressions designed a 2017 Mother’s Day email campaign designed to connect to modern-day moms while incentivizing clients to spend a little more than usual on Mother’s Day.
The promotion offered shoppers a $20 voucher redeemable toward retail when they purchased a $100 gift card. It ran from April 10 to May 14.
“This really only equaled a $10 loss to the salon per purchase because of the wholesale value of the retail, and we more than made up for that in immediate sales and a surge of new guests,” Feldman says. “As a result we sold $11,148 in gift card sales, and as of June we’ve had 105 gift cards and 30 redeemed retail vouchers.”
A Mother’s Love
EvelineCharles Salons, Spas & Beauty MD
Edmonton, Alberta, Canada
Owner: Eveline Charles
To celebrate their clientele and boost gift card sales, EvelineCharles Salons, Spas and Beauty MD launched a massive coordinated campaign in the weeks leading up to Mother’s Day. To entice shoppers to purchase in larger denominations, the salon offered gifts with big purchases—a spring nail polish set for cards over $135 and an aroma diffuser for cards over $235. In addition, to say thanks to clients who are mothers, the salon lowered its price on a brow wax service from $25 to $15 and donated $5 from every brow wax service to local women’s shelters.
Choosing images of a mother having fun with her children against a vibrant Tiffany blue background, the salon’s marketing team produced social media posts, created three digital billboards, produced window decals and various salon signage pieces, launched several targeted emails, and designed table top cards for food courts in shopping centers. In addition, the promotion was mentioned during mom makeover segments on local television programs.
“It was quite the effort, but resulted in more than $120,000 in gift card sales across the company,” Charles says.
The SpaCanna Escape
Owner: Inez Gray
Apothecanna’s philosophy, aromas and textures perfectly resonated with the Habitude guest, so Inez Gray determined 4/20 was the perfect date to co-brand with the cannabis-derived line on a Mother’s Day campaign, because “What do Moms need more than weed cream?” The spa sold more than $45,000 worth of gift cards, attributing its success to the controversial and exciting campaign.
“Seattle was ready for a cannabis spa, and we are proud to say we are the first offering these amazing healing services,” Inez Gray says. “One of the most unexpected returns on our investment is the effect it is having on our massage therapists—they are raving about the personal benefits they are feeling in their hands and arms as a result of using the products all day.”