MENU
SEARCHAs part of our Burning Questions series, Jayne Morehouse of Jayne & Company and the Beauty Industry Report dispatches essential marketing tactics to keep and recruit clients in the year ahead.
In the Burning Questions feature in the November issue of SALON TODAY, industry experts tackled readers’ pressing questions about strategy for the year ahead. Below we spoke to Jayne Morehouse, president of Jayne & Company and the CEO of TheBeauty Industry Report, about essential marketing tactics to keep clients and recruit new ones.
SALON TODAY: What kind of marketing do you recommend, if any, at this time to both current and potential clients?
Morehouse: Marketing during a pandemic can be tricky. If your regular clients have disappeared or are stretching appointments, it could be for a variety of reasons. Don’t assume you know why you haven’t seen them.
The good news is that with personal messaging and targeted offers, your marketing can help build stronger relationships with your existing clients while offering a warm, personal and authentic invitation that potential clients can’t refuse.
What is your message?
This is the time to focus on helping and caring. Holiday shopping officially kicked off on Prime Day. Is your salon well-stocked with gifts at a range of price points for teachers, Secret Santas and besties? Do you offer gift cards or better—contactless online gift certificates? Most important this year: Are you offering delivery? Brands like MAC have contracted with Postmates to offer same-day delivery from their boutiques for just $7.95. Finally, remind them that your salon is a safe space and let them know about any special steps they must take, from waiting in their car to wearing a mask.
Build strong connections
People are on edge. This is the time to be human. Communicate as if you’re having a personal conversation. An email newsletter is an easy way to deliver your message. If you don’t have an email list or don’t like to write, use video! You can share your message via a short video or a series of short videos that you and your team shoot on your phone and insert into your newsletter, send via text or email and/or post on your social media. During a customer service seminar I attended recently, one of the speakers shared that he texts three clients a short video of him with a personal greeting every day. By the end of the week, he’s touched 15 clients. This has increased sales, and more importantly, referrals.
It’s all about being human
The more emails or videos you and your team can customize, the better—perhaps for your top 25 clients based on loyalty or spending. Have a more generic message for others. Finally, shoot a different message to introduce your salon or spa to potential clients and through social media.
You can repeat these same steps all year to stay connected. In these challenging times, saying, “We care about you,” is everything.
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.
