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Blog > Summer Marketing Tips to Help your Salon Strive

Published 7th June 2018

We’re in June, which technically means the summer is here (despite what the weatherman says) so now is a perfect time to change your marketing strategy to keep your customers hooked and coming back for more.

There are some main customer groups that you should be targeting over the next few months, as well as retaining your current clients. These are:

The Parents, who either need a pre-summer holiday pamper, a mid-summer holiday ‘OMG my kids are mental’ pamper, or a post-summer holiday ‘I love them but thank god it’s time to go back to school’ pamper.

The Teachers, for these hardworking individuals, you could market gift vouchers for students to gift to them, or offer a relaxation package that ties in with the end of the school year.

And The Teens, as many of them will have their proms or leavers balls in the upcoming weeks. Create a ‘prom package’ that includes manicures and pedicures, as well as a blow dry and makeup for groups of young ladies, that may want to get ready together as it is ‘more fun’ but also want the salon quality.

If you are finding that during the summer months you have a regular time that your salon is empty or quiet, introduce a summer ‘Happy Hour’ where your clients can receive a selected half price treatment when they book one at full price. For Example, ‘On Tuesdays between 1-3, receive a half-price manicure when you spend over £50 on other treatments’. Or, if a customer comes in for a treatment in that time, give them a heavy discount on a product accompanying their treatment.

We all know that online marketing is important, however, word of mouth from your clients is also important. Or, in this case, picture of mouth! Set up a ‘Summer Selfie’ mirror station, using some customisable decals, with your salon logo and a hashtag personal to your salon, for example ‘#SusiesNailsSummerSelfie’ and ask your clients to take a picture that can then be shared to Instagram and then you can repost and share your favourites. As an incentive, for the duration of the marketing period, give a voucher, prize or discount to your favourite.

The summertime is also the perfect time to remind your clients that getting a spray tan is the best option, as tanning ‘naturally’ in the sun poses risks to their health. To run alongside this, offer discounts on spray tanning, with incentives for repeat bookings.

Pre-holiday treatments can be upsold from one standalone treatment to a full package of waxing, tints, manicures, pedicures and spray tans. Or, if the client wants to keep it as a stand-alone treatment, offer them a free gift. For example, if you know your client is heading off on holiday not long after they have their pedicure, some (cheap, but good quality) flip-flops wouldn't go amiss.

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