Mother’s Day Promotions for Salon Owners

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Posted May 7, 2018

If you own a salon, spa or both; then you are a business that can benefit greatly from a Mother’s Day promotion… if you are organized enough!

By now you should be organized with what offer you are promoting for Mother’s Day (May 13^th) and if not, get your skates on! The easiest way to profit during this period is to translate your existing products and services into great Mother’s Day salon and/or spa packages that offer the memorable gift of “experience” in your salon or spa.

If you are stuck for ideas, then here’s a few ideas to help

• Look at your previous best-selling packages, whether that’s part of your main service offering or a special package run previously, and alter it slightly. Your customers are already telling you what types of combined services they like best
• Always offer added value – not discounts – when creating offers.
  • For example, Book a Mother’s Day mum and daughter 60 min massage and mum receives a complimentary mini pedicure valued at $xxx
  • OR Purchase a GV for mum for her favorite hair colour and cut service and receive a complimentary Blow-dry voucher for when she has something special to go to….

Don’t assume that people know that salon and spa gift cards or pampering retail products make great gifts for their moms, grandmothers, aunts, wives and daughters. Mother’s Day purchasing is often last minute so you need to use all the appropriate marketing channels on offer

• Merchandise your products and gift cards in such a way that people see them like a Mother’s Day gift. Show displays around the salon and spa incorporating elements like flowers or teacups to really drive home the typical Mother’s Day message.
• Incorporate promotional signage throughout the salon with mirror talkers, at the point of purchase or in your waiting area with posters.
• Promote your Mother’s Day promotion via your email newsletter list. Ideally, promotion of offers should begin one month in advance, with the golden number of newsletters being 3 over the promotional period. Direct mailings still work very well for capturing local audiences, so consider doing a mail drop within 20kms of your salon at least 2 weeks before Mother’s Day to capture this attention.
• Regular posts on social media will reiterate your offer to your existing audience and ensure that people will remember your offer when it comes time to purchase, thanks to repetition. To make sure that you are capturing new audiences, use a different mix of hashtags than you would normally for your salon posts.
  • For example In beauty business #mothesdayideas, #mothersday #mothersday2018 #mothersdaygift #giftideas # while also incorporating some location-based tags so people looking for whats on around your area discover your offer, e.g. #sydneybeauty, #sydney, #parramatta, #sydneybeautician #sydneymums #sydneyhair #sydneysalon etc.
• Create a special look and feel for your Mother’s Day promotion that is consistent across email, in-salon signage, social media etc. This will help customers remember your offer and engage with beautiful images – something different always catches your eye!
• You must remember that men purchase a significant portion of Mother’s Day gifts, so you need to put your Mother’s Day gift options in the windows to attract their attention. You can even go as far as putting A-Frame’s or promotion pull up banners outside the salon to attract interest into the salon from foot traffic.
• Update your website home page with images of Mother’s Day promotions and offers to remind your regular customers or anyone new hitting your website that the day is coming up soon. These customers are already engaging with your brand and so are more likely to purchase a gift voucher or offer from you than someone who has never experienced your salon or spa before.
• Consider extending an e-mail only codeword for free add-on or early-bird Mother’s Day gift sales
• For your best customers or customers in a loyalty program, consider offering them a bonus gift when they purchase something for their mum. These customers are the best way to grow your business, and their recommendation carries serious weight, so reward them and their loved ones when you can.
• Create scripts for staff to help them start conversations about Mother’s Day behind the chair or therapy rooms at the point of purchase. Make sure staff know that the point is to make it easy and convenient for customers to purchase gifts for Mother’s Day, and to drive your promotional offers before falling back on gift vouchers if the customer can’t decide on the right gift.

If you haven’t yet got your Mother’s Day promotion sorted, then get moving – you still have just enough time to implement a great offer for your salon for Mothers Day 2018. If you have got your promotion sorted, make sure that you have covered off all the points above to make your promotion as successful as it can be this Mother’s Day!