Make the most of the season with these holiday salon marketing ideas that keep men in mind.
1. Market the service and product together.
“Promote a gift certificate for a service then give away one product that the stylist recommended during the service,” says David Raccuglia, creative director at MensDept and owner of Chicago-based Art & Science salons.
2. Offer test products.
Manager and stylist Matula Liounis of Chez Cheveux in London, Ont. suggests retailing shave products with an experience: give him a trial of how it feels on the back of his hand and educate him on the benefits of the product as you’re giving him a neck massage.
3. Give the gift of a how-to.
Since shaves are essential to men’s grooming, Liounis takes shaving education one step further by creating a print-out of best practices for better shaving and including it in gift bags and baskets for men. “For the holidays, tie the print-out with twine or something masculine and festive,” she says.
4. Keep retail displays manly (or gender neutral).
When it comes to creative holiday displays geared to men, stick with classic accessories. “Rustic materials, vintage shaving handles, metal buckets [instead of baskets] and dark colours are all good ideas,” says Liounis.
5. Put gift ideas in a highly visible area.
Both Liounis and Raccuglia agree on the most basic marketing strategy: Display holiday promotions in a prominent place, such as by your station or at your reception area.
6. Don’t underestimate how far a gift card can go with a new client.
“Men don’t usually spend a lot of money on their hair unless they recognize quality, so gift cards are a good way to introduce men to your services,” says Liounis.
7. Educate clients on winter hair care needs.
Winter presents different scalp needs including flaking, dryness and tightness. When they are in for an appointment, Liounis suggests educating men on winter scalp care right at the basin. “Once you address the causes of scalp problems, recommend the products that help, such as stimulating scalp conditioners.” It’s important to frame a product recommendation as a solution, as Raccuglia reminds us, “Men don’t like buying things that they don’t need.”
8. Ask him where he’s struggling in his grooming routine.
When suggesting a new product or service to men, remember that “men are very resistant to change and they won’t abandon the cut or product they’ve been using all along. Try asking about his grooming routine and focus on what is not working, then create a sales opportunity by offering a solution to their problem,” says Raccuglia.
9. Suggest high-end services as presents. Don’t do discounts.
Take advantage of this time of year when people may be feeling more generous than the rest of the year. During the holiday season people are actively looking for a unique gift to buy, so don’t be afraid to “ask for the top service dollar requirement during the holidays,” says Raccuglia.