MENU
SEARCHHow you market to your clients has changed since the pandemic. Beauty 360's Allyson King shows you three strategies to capture your client's attention, energize them into action and boost your retail sales.
How we market post-pandemic has changed, and we have to be more involved in how we craft our message across all parts of our business. We are being bombarded with digital, especially with so many people working from home.
To Rise Up, we have to be thoughtful and focus on three key components of marketing: Relationships, our Core Client and Relevant Sincere Offers
FOCUS ON BUILDING LIFE-LONG RELATIONSHIPS
Marketing today is no longer purely transactional. Our mission is to create a seamless experience in-store and online.
“Servicing clients today, and tomorrow, means finding the best ways to streamline the customer experience, via technology, and by delivering the warmest, most genuine human-to-human customer experience possible. This isn’t easy. Adapting your mindset to successfully serving new and rapidly changing clients will take attention, creativity and hard work.”--Micah Solomon
This isn’t just about getting to know them personally, it’s about perfectly orchestrating wants/needs and opportunities before, during and after the client thinks about it. Why???
55% of clients trust companies less than they used to
69% of clients don’t trust advertising
Cost of gaining a new client +50%
81% of clients trust family or friends over businesses
KNOW & FOCUS ON YOUR CORE CLIENT
The cost of attracting a client has skyrocketed, we can’t win trying to grab everyone. We have to know who our core client is. I mean think about it, you’d speak to college students, a professional man or woman, or families all a bit differently. Dial in to which clients are your biggest opportunity to win in growth and profits. Then, ask yourself…
Who is your bread & butter client?
What is your mission… how do you appeal to their hopes, dream and pains?
Use data & profile your client
What are their values?
What’s their spending attitudes?
What makes them excited and tick?
Posting isn’t enough, find your sweet spot and get personal, bringing their wants and needs together with your brand's culture and vibe. Use this knowledge to target your digital & email marketing to your best client. It’s all about how your craft your story to help them connect deeply with your brand.
REACH OUT WITH RELEVANT SINCERE OFFERS
Black Friday Sales don’t work. Clients do want to be rushed, but clients are spending when they feel they are getting a great value. Value doesn’t have to be a discount, if fact we recommend creating added value and charge more for it. Whether it’s simplifying your color menu to an all-in approach or bundling retail or offering a gift with full-priced purchase. Think differently. Here are a few of our favorites…
The client divorce rate is at its highest ever post pandemic, but it doesn’t have to stay that way. Clients are looking for something new and shiny. By taking the time to dive into who, how and why you promote your business and services you’ll invest in the right places, stabilize your existing clientele while increasing their frequency and grow new client your business.
Interested in a coach, check out www.beauty360consulting.com for your business and technical development needs.
After moving to Colorado and teaching at a cosmetology school, Allison Stock joined Zandi K as a stylist, eventually becoming part of the Leadership Team, Education Team and Master Bridal Team. Today, as Director of Operation, Stock is Owner Nicki Wenz's right hand, managing human resources and operations, education and career development, and coaching and culture.
The company's Concealed Bead Method is raising the bar for what professional extension education can deliver.
Scott maximized her micro-salon by transitioning from stylist to strategic owner, focusing on recruiting and station-sharing. By prioritizing her ownership role over behind-the-chair work, she grew her team to six stylists within the two-chair, 150-square-foot space before eventually moving to a larger facility.
The former CFO of Perdue Farms and owner of Hardy Seafood, Terry Owens delivers a wealth of wisdom and strategies for entrepreneurs in his new book, "Business is Simple."
After scaling her single-location salon business, SALON TODAY 200 Honoree Amy Pal recently sold her six-location Whip Salon for seven figures. Using the six Ps for maximizing a business's value, she's ready to help her peers do the same.
Buried inside the One Big Beautiful Bill Act are federal solar tax credit changes that deserve your attention now. Two of the credits that matter most to commercial property owners, the Investment Tax Credit and the Production Tax Credit, are still available, but only if you move fast. A third, the Commercial Building Energy Efficiency Deduction, has a hard termination date that is closer than most people realize.
Up to 40% of hair stylists ghost the salon interview stage, leaving owners trapped playing endless phone tag with uncommitted applicants. This data-driven report breaks down why traditional job boards create recruitment friction and reveals the modern messaging strategies high-growth salons use to get pre-qualified talent to actually show up. Learn how to transition from cold calling to high-conversion conversations that protect your time and fill your chairs.
Sponsored by Beautista
Spit fests, hostile threats, and even an overachieving matchmaker--SALON TODAY readers share their craziest client tales and how their team handled these tough situations with professionalism and grace.
Keeping your appointment book full when clients are in vacation mode takes more than a good Instagram post. It takes a plan. The 2026 Summer Marketing Calendar from Meevo gives salon, spa & med spa owners a month-by-month roadmap with sharp themes, key opportunity dates, and campaign ideas specifically designed for the beauty & wellness industry. Here’s to your summer season working as hard as you do!
Sponsored by Millennium Systems International
AI is transforming the beauty and wellness industry, and the future is about empowering people, not replacing them. Discover how Phorest AI helps salons, spas, and med spas across North America respond faster, personalize every visit, and keep human connection at the heart of the client experience.
Sponsored by Phorest
Owner Michaella Blissett-Williams credits her General Manager Gloria Hortua with [salon] 718's year-over-year, double-digit growth and says she's been able to scale the company to eight locations because she can rely on Hortua to manage daily operations.
Shine Time: Aluram’s High Shine Line Delivers Moisture and Shine with Clean Ingredients
Sponsored by Aluram
Elyse Rogers is an uplifting presence at The Headroom who makes the team feel heard even in stressful situations. Owner Danielle Cherewyk sings her praises in this installment of Meet the Manager.
Despite a slight and predictable decline in client traffic for Q1, resilient pricing power is driving year-over-year revenue growth in salons. The KIM Report's Alain Audet reviews the data and what it's telling us about the state of professional beauty.
Same-store revenue grew just 2% for the second straight year—and new guest visits declined across every segment of the industry. The 2026 Benchmark Report reveals where growth is actually happening, which verticals are pulling ahead, and what the data says about where your business stands right now.
Sponsored by Zenoti
Hair restoration is entering a new era driven by regenerative science. This paper explores how Exosome technology is transforming treatment outcomes by targeting hair loss at a cellular level. Discover why EXOGROW is leading this shift.
Sponsored by Dermapenworld
A salon brand is much more than a logo. In this thought-provoking blog, Leon Alexander, Ph.D., walks you through the difference. SALON TODAY suggests sharing this article with your team and leading a discussion at your next huddle, asking the team to define your business's brand.
