With Father’s Day right around the corner it’s the perfect time celebrate and pay homage to dads across the globe. For salon owners, it is also the perfect opportunity to attract new clients and increase revenue. Below is a Q&A with industry leaders who share expert tips on innovative ways to market products and services and grow business.
First, we heard from Rodney Cutler, Redken Brand Ambassador. “With events like Father's Day, men are more keenly aware that they are little more silver than the previous year. Grey blending camouflage color is a great way to take you back a few years without dramatically changing your look. The best marketing tip with men is to know that men are creatures of habit,” he added. “The more ritualistic and systematic you make the service or product use, the more responsive they will be.” Here are more tricks of the trade from the experts:
What are exceptional services to provide for Father’s Day? Are there any special services for fathers and sons?
Sam Burns, National Educator for Paul Mitchell:
- I love Paul Mitchell’s The Tea Tree Experience with a hot towel. It's a great stress buster and quick service to refresh and renew.
- Host a Father’s Day party or open house and promote summer products, if possible. Many guys are hands-on, so offer demos for those who attend, especially if you sell sporting goods or tools.
Vaughn, Founder V76 By Vaughn:
- Promote special father/son services like a relaxing manicure or a haircut and shave -It’s a great way for fathers and sons to bond and for fathers to introduce their younger sons to grooming.
The TIGI Haircare Team:
- Provide scalp treatments and professional shaves. Special services for fathers and sons can include pedicures. Anything that’s indulgent while still maintaining a manly feel is perfect for Father’s Day!
Any expert marketing tips that can be provided?
Sam Burns, National Educator for Paul Mitchell:
- Dad and lad promos are all the rage! It's a great bonding experience and two cuts in less than 40 minutes, cha ching!
- Suggest a Father’s Day “Competition” hosted on a social media site.
- Keep men's areas clean and clutter free. Use words for men like detail and ‘stress buster.’
Vaughn, Founder V76 By Vaughn:
- Send an email a few weeks in advance to clients reminding them that Father’s Day is approaching and making some suggestions for great gifts for dads.
- Train stylists to bring up Father’s Day to female clients and ask what they’re getting their dads/husbands…then make some gifting suggestions from the salon’s retail shelves.
The TIGI Haircare Team:
- Find creative and unique ways to convince your male clients that they deserve to treat themselves, and what better way to do that than to upgrade their styling products!
Best tips on retailing gift sets in the salon:
Sam Burns, National Educator for Paul Mitchell:
- Include Tea Tree Body Bar and shave gel as they are excellent sellers and a MANtastic value!
- Give your e-newsletters and social media posts more Dad-appeal with male grooming tips, ideas and trends.
Vaughn, Founder V76 By Vaughn:
- Set up a window display featuring father’s day gift ideas.
- Add point of purchase signage about Father’s Day on retail shelves, at styling stations and at the cash wrap.
The TIGI Haircare team:
- Take products not usually grouped together and create gift bags to be placed near the register, create clever signage to draw interest to gift sets, know your product mix well so that you can give confident recommendations, and encourage male clientele that they deserve to treat themselves!