With Father’s Day around the corner (June 17th), is your salon ready to step up with services and retail opportunities for male clients?
Donna Beyak, owner of The Men’s Room in Edmonton, and Monika McKinley, manager at Capri Salon and Spa in Waterloo, Ont. share five ideas for Father’s Day.
1. Get a New Appointment with Coupons
When a customer purchases a Father’s Day gift certificate, or a new male client has a colour or hair service done for the first time, Capri Salon and Spa will include a coupon for a mini-treatment at the spa. “It’s a good way to introduce men to spa services, and help de-mystify what that experience will feel like,” says McKinley. “Guys think it’s about putting cream on their faces and cucumbers on their eyes, but once they have a facial, they say that their skin looks fantastic.”
2. Capitalize on Maintenance
At The Men’s Room complimentary clean ups are offered two to three weeks from the time of the haircut, says Beyak. “We’ll manage his sideburns and neck and any issues from the initial haircut. For example, in two to three weeks, men who wear glasses will have their hair grow out so it pokes out from the arm of the glasses above their ears. At this time, they don’t need a whole haircut, but a clean-up. We’ll manage that grooming side, and it only takes five minutes. We hope that at that time, they’ll book their next appointment, too.”
3. Hold a Giveaway He’ll Love
A tried-and-true idea Beyak has done for Father’s Day is giving away a barbeque or UFC tickets, or NHL tickets. “When someone purchases a gift certificate for a haircut or service for dad, when he comes in to redeem the service, he can also enter the contest. We also print this contest offer on the gift certificate so he knows it can be redeemed when he comes into our salon,” says Beyak. It’s also a great way to partner with local businesses in the community who may have patio appliances or event tickets to donate.
4. Combine Salon and Spa Packages
“We have many men who come in for hair, but don’t frequent the spa,” says McKinley. For Father’s Day, try creating special packages with hair and body services. “We hope that by combining a haircut and scalp massage with a pedicure or massage or facial, it will expose them to the spa side. We try to sell these to women to give as gifts for the men in their lives.”
5. Approach Your Services Like a Man
What do men like? Technology. That’s why electronic appointment reminders, tablet stations and flat-screen TVs work so well at Beyak’s salon among male clients. “Technology is our way to market salon services to men,” says Beyak. “You have to speak their language. So when a guy walks in and sees the giant TV in our salon, to him it feels like coming home. We have tablets that are anchored to the stations, so he can just take one and surf the web or we can go through a photo gallery, and he can show me the cool car he’s going to buy, or the haircut he wants.”
And when they’re ready to book their next appointment? “We can also do this on the tablet, and instantly the appointment is sent to their phones or emails. We can also send an appointment reminder by text or email, depending on their preference,” says Beyak.