While Father’s Day (Sunday, June 21, 2015) is not a match for Mother’s Day commercially, it’s still a handy hook to hang some salon marketing on.
Here some of the Father’s Day marketing ideas and tips I’ll be using with my salon and spa clients. Food for thought I hope (and there are more free tools to market your salon business right here).
by Lockhart/Meyer, Salon Marketing
How to have the Daddy of all Father’s Day promotions
Start planning your marketing campaigns early.
Although pressie buying for Father’s Day tends to be last minute, I’m looking to help you squeeze the most from this hair and beauty marketing opportunity. And the early bird catches the worm.
I suggest you aim for a Father’s Week not just a Day. Better still, stretch it out for the whole of June, especially when it comes to online marketing (more of which later so keep reading).
1. Moms are your salon’s target audience on Father’s Day
First, back to marketing basics. It’s Father’s Day so it is guys you need to target with your spa or salon marketing. Right?
Women are the main buyers of Father’s Day gifts. They are your target promotional audience. Gear your salon marketing activities towards them and their needs. You’ll get a far better take-up and higher profits.
Father’s Day for barbers and male-only grooming specialists
A target audience of women does make it trickier for barbers and male-only grooming specialists.
You can still use many of my marketing ideas but will need to tweak them to suit your business as fewer women will be following you online or coming into your salon or barbers.
Decide on the promotional messages and look you want your salon business to portray for Father’s Day. Then carry this theme consistently across all your online and offline salon marketing channels.
2. Run a Father’s Day Facebook competition for your salon or spa
Women, as I mentioned earlier, are your target audience.
Fact: Facebook is significantly more popular with women than men.
Good news: This makes Facebook the perfect place to promote your salon Father’s Day gifts and offers to a targeted local female audience.
I think running a Father’s Day Facebook competition throughout June, with a male-orientated prize, works a treat.
Stand out from your competitors and don’t just stick to a hair or beauty prize. The trick here is to home in on something you know men will love. And most men find gadgets, sport and cars irresistible. (Sorry guys, it’s true.)
With this in mind, approach local businesses and suggest a marketing partnership for a Father’s Day online competition with a juicy joint prize. You can each piggy-back on the other’s marketing channels too. I love piggy-back marketing and you’ll find more detailed ideas and tips on getting the best from it in this article.
So who can you team up with? And what can they donate as a prize for dad?
- A lesson for dad with a golf pro at your nearest course.
- A series of personal training sessions at the local gym.
- The use of a flashy sports car for the weekend.
- Dinner and fizz for two at a swanky restaurant.
- A professional photo-shoot of dad with the kids.
- Freebie tickets for dad and a friend to a cracking sporting event.
- £xxx to spend on clothes at the best men’s boutique in town.
The marketing ideas for your business are endless. You just need to get out and about, networking and drumming up business partnerships and promotional opportunities.
Having teamed up with a local business, now add your hair or beauty element to the joint prize and bingo, you’re onto a winner.
Running your salon’s Father’s Day online competition
Use your salon Facebook contest to collect email addresses rather than just Likes. It takes more time and effort, but you are building your email database and this is one of your most valuable marketing salon tools.
What could be better than collecting the emails of your competitors’ clients then promoting yourself straight into their inbox? #GrowYourSalon
3. Salon social media marketing ideas for Father’s Day
- Facebook isn’t the only social media channel. Pinterest and Instagram are loved by women and so are great platforms to promote your Father’s Day offers to a captive audience.
- Looking to make new business friends for piggy-back marketing campaigns? Jump onto Twitter. I love Twitter for business-to-business networking (B2B). It’s hard to beat it for opening up conversations with like-minded companies.
- Constant ‘sell, sell, sell’ messages are very off-putting and counter-productive. Instead, give your salon social media ‘Dad-Appeal’ with:
- Men’s well being tips for the summer hols.
- “How to” grooming guides for guys.
- Take photos/videos to create your own step-by-step guides.
- Anti-ageing tips for dads.
- Dispel some male grooming myths.
- Tips on man-scaping, facial scrubs or pedicures…
And it doesn’t just have to be you and your salon or spa giving the advice. Say you’ve partnered with a personal trainer for your online competition, this is a brilliant opening for some cross-promotion. For example, they could provide tips on getting that holiday 6-pack, nutritional advice or step-by-step guides on exercises for your salon social media and website.
You return the compliment and post holiday hair care advice, shaving tips or how to grooming guides on their social media. You’re positioning your salon or spa as a trusted expert and to a brand new audience.
#SalonMarketing Tip: To harness the full power of online marketing, post these ideas, tips and advice across all your online marketing channels: your salon website, Pinterest, e-newsletter, YouTube, Facebook and Instagram. Post and use this material everywhere consistently.
4. More online and social media marketing ideas for Father’s Day
- Keep it light-hearted. Engage your target audience by posing questions and using retro and/or humorous imagery (and in case you were wondering, pictures of funny cats are not what I have in mind). Some ideas:
- Create a #hashtag for classic movie and TV dads.
- Share photos of guys’ retro hair and fashion imagery you love.
- Ask followers for their first memories of dad or why he inspires them.
- Men have an emotional and tender side which is often overlooked when marketing. Play to it.
- Drive traffic to your salon website pages with email marketing. Remember your target audience is searching for inspiring and different Father’s Day gifts.
5. Make it easy for mums and children to buy Father’s Day gifts
Dads are notoriously tricky to buy presents for.
Another pair of socks anyone?
Whilst mums are notoriously time-pressed and multi-tasking.
- Solve busy mums’ problems by clearly labeling products/services as great Father’s Day gifts. Use your imagination (so they don’t have to use theirs) to put gift combos together:
- Package retail products into a male grooming kit
- a ‘get Dad beach-perfect’ package with pedicure, waxing and manicure (it’ll be the school holidays before we know it) or
- a stress-busting massage plus a pampering facial
- For pocket-money sized budgets pop a basket of inexpensive retail gifts for dads on your salon reception desk.
- Make it even easier to buy from you. Offer a complimentary gift wrapping service to save on-the-go mums precious time and hassle. Keep Father’s Day gift tags in salon for ultimate ease.
- As I mentioned in my Mother’s Day marketing blog, gift cards and hair or beauty packages can seem a boring pressie for your special daddy if you’re only 6 years old. Make them more appealing to little ones by including a small tangible gift that can be wrapped and given with the gift card.
6. Add some salon marketing bounce to your Father’s Day promotions
If you’re a regular reader of my salon marketing and business blog you’ll know what I’m talking about. ‘Bounce back’ marketing promotions do what they say on the tin.
I love these offers. They encourage repeat business and loyalty by offering an incentive to encourage the client to return to your hair or beauty business.
After all, you don’t want to see dad just the once. Your marketing aim is to turn him into a regular salon or spa client. (Try our easy-to-use online salon calculator to work out how much your salon or spa is losing when first visit clients don’t return).
Add a bounce-back offer to your Father’s Day gift packages or cards to tempt people back in July/August. Target your quiet days of the week and with selected stylists or beauty therapists so you don’t give profit away.
Here are some ‘bounce back’ marketing examples for Father’s Day. They all bolt-on to the original promotion so the client gets an offer plus one of these:
- x% off your next pedicure/manicure service in August
- 50% extra free: Book a 60 minute massage and get 30 minutes extra free
- Complimentary hot towel, cut-throat shave when you book a haircut and finish in August
7. In-salon hair and beauty marketing for Father’s Day
- Your hair or beauty salon is free advertising space. Don’t waste it. Have eye-catching graphics in the windows and on walls, strut-cards around the salon. And don’t forget your washrooms.
- Create prominent Father’s Day retail displays – you’ll find some useful salon retailing ideas here.
- Educate your team fully to encourage them to start conversations with clients around Father’s Day.
- Promote your hair or beauty salon Gift Cards – these are great for the woman who wants to (discreetly) sharpen up her man’s looks.
8. Advertising your hair or beauty business for Father’s Day
Offline salon advertising:
Advertising your salon or spa in the local press can be expensive and works best if it’s part of an ongoing campaign and is supported by editorial. So I personally wouldn’t recommend a one-off media advert just for Father’s Day. You’ll find my practical tips on salon advertising in this article – if you’re thinking of placing any it’s worth a read before you contact your local press.
Online salon advertising:
If you’re running a salon Facebook competition with a local partner and suitably juicy prize, then some Facebook advertising may be worth investing in.
First, maximize the coverage your salon business gets on your partner’s Facebook. It’s likely that only a small percentage of Likes overlap so you have a fresh local audience to market to. And it’s free. If you decide to invest in Facebook advertising don’t just boost your post. Always, always, always use targeted Facebook advertising. And measure the results carefully to see whether you’re getting the right results and the right Return On Investment (ROI).
Salon marketing to men isn’t just about Father’s Day
Survey after survey shows the male grooming market is expanding. There is a huge, and increasing, demand from men asking for hair and beauty treatments. It’s not just women buying treats for men for Father’s Day.
And once a customer, men tend to be more loyal than women. Capitalize on this by ensuring your salon is giving the right marketing signals to men. Particularly with beauty services, men are often shy to call and ask whether a salon offers male grooming services. Make it easy for them with a clear guys’ section on your salon website and an obvious price guide for men.