A spa promotion that worked well for Buchanan was a kit of customized skincare products from Aveda worth a value of $40 that clients received as a complementary gift with a facial if they booked in February (a slow month). The kits cost Buchanan $20 each, but the goal was that clients would fall in love with the products and buy more. “Making a small up-front investment in a promotion is necessary to eventually draw in more revenue,” he says.
1. When you start your business, you should do a lot of external marketing such as newspaper, radio, online and print advertisements, but once you’re more established, in-house marketing can be the cheapest, most powerful form of marketing.
2. Continually analyze quarterly or bi-yearly data and then use that information to touch base with staff at weekly meetings to discuss strategies to improve numbers.
His Best Advice
1. Offer a color promo and gift a shampoo and conditioner with each service. (You can even use smaller sizes depending on your profit margin).
2. Use prebooking promotions such as raffles for prizes during the holidays to get clients booked for the months of January and February.
3. Use your database to cross-promote services within your business, for example, reaching out to spa clients who have never had hair color.
4. Use in-salon signage—such as mirror clings at stylist stations and in bathrooms—that help guests create a conversation with their stylists. These signs can be used on every station to help raise awareness of in-house promotions. Think of it as part of your total marketing package.
Image: Scott J. Buchanan of Scott J Salons and Spas in New York City