Whether they’re attending a first-year college program or in their final year of graduate school, students want to look their best. Here’s how to bring this new crop of clients into your salon.
Becoming the go-to salon for students is an incredible way to build a long-standing clientele, especially if you’re located in close proximity to a campus. “They are our immediate neighbours,” explains Catherine Lattuca, owner of La Coupe Salon & Spa, which is situated near both Concordia and McGill universities in downtown Montreal. “They can become your clients forever as long as you evolve with them.”
Kelly Toms, technical director at Mosaic Hair Group in Toronto agrees. Even though students hadn’t been the salon’s main client base, Toms says that in recent years, with more students moving into the area, highly visual window displays have attracted them right off the street.
Here’s how these salons are building their client base with the student population and how you can, too.
Engage your new hairstylists
In Lattuca’s experience, encouraging hairstylists who are building their client base to offer promotions during less-busy mid-week days attracts students who often have flexible schedules. “You can offer impeccable work at a lower price and your staff can fill their schedule, too.” And it also allows salons to offer clients good value on services while staying clear of bargain basement pricing simply to get clients in the door.
Make a social connection
At La Coupe, stylists have varied skills that attract a wide range of clientele and social media has become an indispensable way to connect with students, who are seeking equally varied styles. Using Pinterest, hairstylists have created mood boards that offer potential clients a snapshot of different looks from the La Coupe team. Beyond sharing creative inspiration, Lattuca says that marketing promotions through Facebook and Instagram are a must-do when trying to attract the student population.
Read our social media marketing tips here.
Educate your students
At Mosaic, “Students come in for a colour consultation and then they’re talking about cuts or other services,” says Toms, adding that the level of service needs to be high, which is a shift from several years ago.
Similarly Lattuca says that many times students don’t know the real difference between the services offered from one salon to the next. As a hairstylist, you must educate clients about your salon’s services, along with the products that are used, which can make all the difference in client retention. “They want to spend their money in the right place, so client education is the key to getting them back into the salon, even when the promotion is no longer available.
Photo courtesy of TIGI.