Slow summer worries? No matter the reason, slow periods are inevitable, so there’s no need to panic. Plenty of promotional strategies can be put into play to keep income flowing and even pull in new clients during these slow times. Pick up the pace with these tips to connect with clients and keep them coming back all summer long.
1. PRE-BOOK & BOOK-END APPOINTMENTS AROUND VACATION SCHEDULES
So often we make clients book around our schedules – on the days that we’re in and when we don’t have other appointments on the books. For your regular clients, and especially those clients who regularly receive color, texture, and other big-ticket services, schedule around them instead.
During the summer months, ask your clients to give you their vacation dates and bookend their appointments (meaning, one appointment a few days before, and one appointment a few days afterward) around their vacation dates. They will love that you are helping to manage their schedule and keep them looking their best when they are off seeing friends and family on summer vacations.
2. SERVE UP SUMMERTIME SPECIALS DURING SLOW OR HARD-TO-FILL HOURS
Get customers in the door during your slowest hours by creating special offers on Instagram and Facebook to make slow summertime hours more profitable.
3. ADD NEW SUMMER-THEMED PRODUCTS TO YOUR SALON RETAIL
Adding a new line of products to your salon retail could open up whole new lines of business for your salon. You could attract new target audiences, and you can also grow your average ticket if you add the right products and gift items to the home hair care and skin care products you already sell!
Expand inventory by bringing in a line of designer sunglasses, sun hats, flip-flops, towels, summer themed-jewelry, lip products with SPF protection, sunscreen, sun skin repair, or self-tanning lotions or sprays.
4. ADD NEW SERVICES DESIGNED FOR THE SUMMER MONTHS
Convert a space in your salon to offer spa services for the summer months such as:
– Pedicures to show off beautiful bare toes.
– Specialty fingernail or toenail painting and decals.
– Summer make-up station featuring travel-size make-up products.
– Summertime deep conditioning treatments for hair or skin.
5. EXTEND SPECIAL OFFERS ON SUMMER HAIR & SKIN
Clients who will be traveling to visit family and friends in far-off places want to look their very best – and so do clients who are staying home. Create special summer-themed offers to bring clients in for the perfect “sun-inspired” highlights with foils, skin exfoliation, and soothing to brighten and even skin tone, or pedicures to undo the damage caused by going barefoot or wearing sandals. Create a special offer for clients who come in and add these summer specials to their regular appointments. Invite clients to pre-book add-ons via email and social networks and feature photos that show them what their results can look like!
6. WORD OF MOUTH
Most salon owners say that “word of mouth” is the best kind of marketing, and that referrals from friends and family of current clients are their best source of new clients. Rev up your referral marketing engine by offering rewards to your clients. Pique interest by adding a big prize (such as a hairdryer or curling iron) to be awarded at summer’s end in a special drawing. Every time a client refers a new client to your salon, they are automatically entered into the drawing, which you can hold during a special end-of-summer (or back-to-school themed) open house.
As a beauty business owner, there is a myriad of roles you play in addition to practicing your craft (hair, nails, lashes, etc). You are also in charge of doing things that feed your business such as being your own content creator, social media manager, and building a website built to convert. Feeling overwhelmed? Hire the “salon marketing specialists” at BeautyMark Marketing to attract your dream clients.
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