For some beauty businesses, June signals the beginning of the slower summer months. But when planned properly and initiated early enough, Father’s Day can be a nice marketing opportunity for two reasons – firstly, to boost June sales, and secondly, to tap/or refocus on the male demographic. This year implement “The Daddy Strategy” for a June filled with Father’s Day and male-focused marketing incentives. Get the 10-Step Daddy Strategy below!
Get the 10-Step Daddy Strategy
1. THINK MEN
In 2023 there is an increasing demand from men for hair and beauty treatments, making the US male grooming market worth an estimated $81.2 billion. Men are becoming more sophisticated in their grooming habits, and salons looking for growth can grab a slice of this highly profitable demographic.
Men can be reluctant to call and inquire about grooming services. To tap into the lucrative male grooming market you must communicate the right marketing signals to men first:
1) Create a “Men’s Services” web page
2) Curate a men’s retail section
3) Create a separate service and price guide for men
2. CONCEPTUALIZE A THEME
A successful promotion begins with a concept, an image, a catchy message, and a headline. Father’s Day specials should center on treating dad; sports massages, back waxes, shaves, brow treatments, skin treatments – even manicures – give dad a little pampering he wouldn’t have given himself. Choose a promotional message and theme you want your salon business to portray for Father’s Day. Carry this theme consistently across all your online and offline salon marketing channels.
3. THINK WOMEN
Your target demographic for Father’s Day gift buying is women (wives, daughters, mothers). Dads are tricky to buy presents for, so offer women an alternative to the token tie or pair of socks, and promote the gift of a “grooming experience”. The key is to do this early enough that guests see your promotion for 3 weeks.
4. CREATE THEMED PACKAGES
Make it easy to buy by creating service and product packages at price points for all budgets. Have fun with Father’s Day references with package names such as “The Dapper Dad” – a pedicure, waxing, and manicure, or “Hello, Handsome” – a stress-relieving massage and pampering facial.
Package men’s retail products into a “Dad’s Grooming Kit” or “Manscape Kit”. For pocket-sized budgets (great for kids) display inexpensive retail gifts for dads on your salon reception desk (travel size and finishing style retail works great). Get creative and tell a story with your package names!
5. IMPLEMENT AND ADVERTISE EARLY
Promote your gift options for Dad by way of a dedicated Father’s Day email followed by social media reminders. The key is to implement and advertise early enough to squeeze all you can out of this marketing opportunity.
Email and Social Media Posting Schedule:
Email 1: June 5 – Send initial Father’s Day offers.
Email 2: June 12 – Send a Father’s Day offer reminder.
Throughout the month of June continue to drive traffic to your salon website with regular social media posts and email marketing. Facebook, Pinterest, and Instagram’s audience are exceedingly female, making them the perfect platforms to promote Father’s Day offers.
6. GIVE YOUR SALON SOCIAL MEDIA SOME “DAD APPEAL”
To harness the full power of Daddy Strategy during the month of June post tips, advice, and ideas with “Dad appeal”:
– Grooming guides
– Shaving tips
– Step-by-step men’s hairstyle guides
– Anti-aging skin care tips for dads
– Manscaping, facial scrubs, and pedicure articles
– Men’s summer well-being tips
7. IN-SALON MERCHANDISING AND RETAIL SIGNAGE
Make sure whatever you are promoting online is communicated in-salon too. Your salon windows and walls are free advertising space. Display eye-catching Father’s Day window graphics and mirror talkers throughout the salon.
Create prominent Father’s Day retail displays. Clearly label and merchandise Father’s Day gifts for easy selection. Retail signage that clearly conveys specials, package contents, and price points makes purchasing a breeze. Merchandising products with signs “tell the story” of your retail promotions to salon guests.
8. FATHER’S DAY BOUNCE-BACK
Bounce-back marketing promotions do what they say, they encourage repeat business and loyalty by offering an incentive. Your salon doesn’t want to see Dad just once, the marketing goal is to turn him into a regular salon or spa client.
Encourage clients to return by adding a bounce-back offer to your Father’s Day gift packages or cards and tempt them back in July and August. Schedule these appointments for quieter days of the week or hours of the day with selected stylists or beauty therapists.
Father’s Day Bounce-Back Offer Ideas:
– 20% off pre-booked appointments made that day.
– 20% off men’s retail purchased the day of the appointment.
– 20% off men’s pedicure and manicure services from June through August.
– Pre-book men’s haircut & finish during the months of June through August, and receive a steam towel and cut-throat shave.
– 30 Mins for free: book a 60-minute massage and get 30 minutes additional for free during the months of June through August.
9. GIFT CARD PROMOTION
Don’t forget the easiest gift to give – Salon Gift Cards! Great for women who want to sharpen up their man’s looks. Send out an e-newsletter reminding clients that Father’s Day is coming. Remind your guests about the convenience and last-minute opportunities of salon or spa gift card giving.
Promote your salon or spa’s Father’s Day gift cards as perfect “last minute” gift options. Gift cards can be a big money-making opportunity for salons if panicked gift-givers, who didn’t plan ahead, can step in or access your salon’s website and purchase a thoughtful gift for Dad.
Run Your Campaign Like This:
Email 1: June 5 – Send e-newsletter with initial Father’s Day offers.
Email 2: June 12 – Send a Father’s Day offer reminder.
Email 3: June 16 – Add Gift-Card Promotion. Only 3 Days until Father’s Day!
Email 4: June 18 – Last 24 Hours!
10. THE DADDY STRATEGY CHECKLIST
Make sure you have all elements of your promotion covered with this checklist.
[ ] Theme
[ ] Packages (Service and Retail)
[ ] Website
[ ] Social Media
[ ] Email Newsletter
[ ] In-Salon Advertising
[ ] In-Salon Merchandising
[ ] Bounce-Back Cards
[ ] Gift Cards
DID FATHER’S DAY ARRIVE BEFORE YOU HAD A CHANCE TO PUT TOGETHER A PROMOTION?
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