If your target customers are men, it’s critical that you market to them. Many salons choose to only market to women, thinking the market for men is small or simply not worth it. They couldn’t be more wrong. It is a huge misconception, as men will definitely spend money at the salon if they see value. It’s your job to get them in the door.
A study by Microsoft showed that men are influenced by online results, therefore salons should be using digital marketing strategies to attract more male clients. Specifically for products, men look on social media for insight, so that’s exactly where you should be.
Our case study features Sean Paisant, Aristic Director and Owner at Entrust Hair (located in Portland, OR). As a hairdresser day in and day out, Sean lives and breathes hair. Sean opened his business’ doors in 2010, and later began using Millennium.
We had the pleasure of interviewing Sean about marketing to men, using his data from the software for the past 12 months. Sean sees the value that such data can offer to make future marketing decisions.
Marketing to Men At the Salon
- How do you market to men in all stages of the sales cycle? To bring them in the door, when they are in your chair, or even after they leave?
To bring men in the door, I rely heavily on referrals and also Instagram. I get a lot of guys from Instagram since it’s my main platform for promoting and posting my work.
Once they are in the chair, I have a consultation with them about their wants and needs. From the start I let them know this isn’t a quick in and out service. I also mention my “Menbership” where guys can sign up and pay $50 monthly and receive two haircuts a month.
After they leave the salon, I often post a photo of the haircut on Instagram and most times they will re-post the same photo for others to see. And, when it all works like it’s suppose to, I get new happy clients.
I try to have it all be as organic as possible, I really believe that is the best way to attain loyal clients.
- What’s your overall most successful marketing strategy?
Currently my most successful marketing strategy is having a strong online presence. Nowadays many people’s first impression of you is what they see online. I’ve worked hard to create this image.
- What’s your unique approach to men that differs from your competitors?
I can’t speak for everyone but I feel so many salons and barbershops just treat men as a commodity. There will always be guys that need haircuts so let’s just get them in and out and move on. I take my approach with women and adapt it to men. I feel a guy wants a quality service just like anyone, and I’ve learned that men will pay a premium as long as they see value in it.
So, in my salon, as soon as a man walks in the door… he is greeted and given a beverage menu. He is then seated, and before the cape goes on, we have a consultation about their hair. It’s not just can you give a good haircut? It’s can they leave feeling that someone listened to them, and can they go home and recreate the style? We don’t just cut hair, we exist for their needs.
- Have you seen an increase in male clients? If so, what do you think the reason is?
Yes. I think men are looking for more. I think men feel like they are just an afterthought. Most businesses in the beauty industry cater to women. My goal was to create a gender neutral space where both men and women would feel at home in.
We don’t use colors in the salon and have a very modern feel which both men and women have commented favorably on. Also we have gotten male clients through our female clients that love what we do.
5. What percentage of revenue or clients are men?
We are currently seeing 23% male clients on average.
6. How much, on average, do male clients spend on retail?
Average retail for men in the salon is $9. When you factor in the cost of the service, that’s when the numbers start to balance out. Retail is a great addition to revenue that any salon should be taking advantage of and promoting heavily.
7. What’s the average ticket for male clients?
- Average service ticket is just over $25, and stands at $27.30 for service and retail both.
Are you currently marketing to men at the salon? If you are not, chances are you’re missing out on loyal clients!