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Management Practices

Tap into the Back-to-School Shopping Season

Stacey Soble | August 24, 2012 | 10:39 PM

For many of your clients, September days are filled with buying new school supplies, meeting new teachers and adapting to new schedules as their children head back to school.  This frenzied back-to-school preparation equals a boost in sales to many retailers, and if your salon and spa can tap that if you properly position your marketing.

Think Beyond the Traditional. In the salon world, liter sales are the big back-to-school push. And, while the money might flow into your register is September, you may only be chipping away at your future retail sales.  Do the analysis.

Treat Summer Damage. The beginning of school means the end of summer, which also means the worst hair of the year. Heat, mineral deposits, and chlorine thrash the tresses of your clients and their children. Start the school year off right by designing a promotion around services that repair the damage. (To learn more about the summer forces that damage hair, log onto salontoday.com, and listen to the podcast with Malibu C’s Tom Porter.)

Get Them Picture Ready. Call your local schools and find out when they host Picture Days. Design a two-for-one promotion that gives the child a picture ready style when the mother purchases a cut-and-color service. You’ll boost your fall services and you might gain some young new clients.

Partner with Portrait Photographers. While we’re on the photo front, many photographers who specialize in senior portraits are beginning to offer freelance hairstyling and makeup services. This can be a great opportunity for your junior stylists to build their books, or for other artists to learn a new skill such as airbrush makeup.

Create A Retreat. Remember, for your clients who are parents, back-to-school is a crazy time followed by a bit of peace and quiet. Leverage that opportunity by promoting your spa services as a brief stay-cation and a way to recharge for a new school year.

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