Merry marketing

Although Christmas may seem like an age away, if you want to boost seasonal sales and goodwill, planning a promotional campaign as early as possible is essential. To help give you some festive food for thought, sit down with Salon Smart expert Sharleen Hunter to work out what you need to do NOW!

Saved by the voucher
Even the most organised clients may need to buy a last minute gift or will be faced with the problem of what to get the person who has everything. This is where your salon vouchers will save the day! Vouchers give the recipient the gift of choice so if you want to bolster those Christmas sales, ensure that you're well stocked up by organising these now. Promote vouchers in your window and at reception to encourage clients or passers by to purchase one for their mum, sister, wife – in fact anyone they can think of. As well as sparing them from braving the high street crowds searching for the perfect gift, a voucher will introduce your salon to a whole new set of customers, boosting your sales in 2009 and beyond!

Gift sets for success
Most product companies will have Christmas gift sets that you can retail in the salon, but no one knows your clients better than you do, so it's also a good idea to create retail packages of your own. Think of the dilemmas that your customers will face, for example finding the perfect present for their teenage daughter or best friend and tailor the gifts accordingly to suit different people and price brackets. A luxury set could be something like a pair of straightening irons, teamed with a smoothing shampoo and heat protectant product presented beautifully in a basket. A more budget gift may simply be a blow-dry kit with a round brush and body-boosting spray or mousse – the possibilities are endless!

Party packages
Christmas is the time of year where almost all of your clients will have parties or functions to attend so why not help them look their best by creating party hair or beauty packages? From thirty-minute finishes to express updo services, formulate packages that will suit your target audience to entice them into the salon before that big night out. Once you’ve decided on your packages, communicate them to your staff and clients. Display mini posters at reception, in the loos, at the styling stations, display tastefully in the shop window and if you use a newsletter, be sure to mention your packages. The more clients know about your seasonal services, the more bookings you’re likely to receive.