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| November 14, 2018

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KAREN THOMSON OF KAM Explains Why Christmas Is Great For Salons

KAREN THOMSON OF KAM Explains Why Christmas Is Great For Salons
Sam Robinson

As the super busy festive season is approaching, we catch up with Karen Thomson of KAM who explains why Christmas is great for salons. 

Karen 2018 Headshot - www.salonbusiness.co.uk

How can salon owners use the season to market their professional services?

Salon owners can use the season to market their professional services by offering different promotional packages, such as party packages on hair, toes, nails, and eyelashes. Gift vouchers are also a great idea for the festive season as it gives clients the chance to buy vouchers for friends and family as gifts. Recommend a friend offers are also a great idea during the festival season, where if a client recommends a friend, they and the friend will get money of their next visit which is a great way for salons to boost clientele and reward their loyal clients. Promotional packages and late deals can be posted on social media, which is a great tool for marketing services and gaining interest.

Which kind of services are most popular in the run up to Christmas?

Party packages such as nails, eyebrows, eyelashes and other beauty treatments, colour services, blow dries and updos are all extremely popular in the run up to Christmas. This is because many clients want their hair colour touched up prior to the festive season and want all their beauty treatments and hair styling done for Christmas and New Year parties.

Should salon owners put together a specific festive menu or package? Do you have any suggestions?

I would definitely encourage salons to have a package available for clients, as this is something that clients look out for during the festive period. Clients love packages where they can get several different beauty treatments done at a lower price. The most popular beauty package would include nails, toes and eyelashes or eyebrows.

How can salon owners use Christmas as a hook to sell more retail products?

Christmas is a great time to upsell retail products to clients whether the salon upsells the product to the client themselves or suggests purchasing the product as a great stocking filler. The best way to try and sell retail products is to recommend products when doing a clients hair. For example, suggesting styling products to clients when you are styling there hair and talk them through what the product could do for them. As many clients come into the salon for a cut to get rid of damaged ends, it’s a great opportunity for stylists to recommend an in house treatment then a hair repair product to take home.

How about gift vouchers?

So many people find it difficult to find the perfect Christmas present for friends and family members. Gift vouchers are a great alternative and are great to suggest to clients as presents for mothers and friends who love to get pampered! It’s also a great introduction to the salon.

What are the best places and methods to promote Christmas services and retail?

I would definitely say social media is the best method to promote Christmas services and retail as posts can be shared and can reach a huge audience so quickly! Social media is also great for clients to leave recommendations and ratings, which attracts more clients!

Do you have any examples of a social media campaign that could help boost bookings?

January and February aren’t as busy as peak periods, so it is always a good idea to offer discounts during this time to entice clients into the salon. One week only social media posts are also great for getting more clients in during quiet times, as clients will often make an impulse decision and book in to the salon if there is a really great deal or offer happening. We have also ran a great Black Friday weekend voucher sale where clients could buy discounted vouchers for use against services in January, our clients absolutely loved this and it kept us busy, win win all round!

What about direct marketing and newsletters?

Newsletters are good for keeping clients informed of what is happening in the salon and can be a great tool to let them know about any discounts or promotions that are happening. Direct marketing is also great for targeting potential customers or informing existing clients about promotions quickly. This can be done through text messages, social media adverts and emails. Direct marketing also shows existing clients that the salon is keeping in touch with them which builds brand loyalty and can make customers become repeat customers.

How can salons use their window displays and interiors to get clients into the festive spirit?

Window displays should promote any deals and promotions that the salon has to offer during the festive period. Christmas trees, tinsel and Christmas décor is also a great way to get the salon and all team members in the festive spirit. The salon reception is the first thing a client sees when they enter the salon, so this should area should have a lot of Christmas decorations as well as gift vouchers. You could even put some mince pies or some other form of treat at the reception for clients to help themselves too!

Is there anything else they can do to create a festive atmosphere in the salon?

Christmas decorations and a cheery team is key! Some Christmas music to get clients in the festive spirit is always good too! As Christmas is such a busy time to promote retail products to clients, salons could even do competitions where stylists could compete to see who can upsell the most retail products to clients. This is a great way to keep stylists motivated and performing during the festive period and would create a great buzz in the salon.

What shouldn’t salon owners do in the run-up to Christmas?

Salon owners should not panic, they should keep all members of the team motivated and ensure that help is given where needed to members of the team who may feel under pressure during the run-up to Christmas, which is such a busy time.

Is there anything they can do to ensure repeat bookings in the quieter months of January and February?

I would definitely encourage clients to do a discount during these months. I would also say that when clients come in for an appointment in December, ask them at the end of their appointment if they would like to get booked in or their next one. For clients who get colour services or nail treatments especially this is something salons should definitely encourage, as the clients will need to come back to get their hair touched up or the nails in filled or re done. Our discount vouchers work brilliantly for this too, as they are sold in November with the money in the till so the client is locked in to come back January-March. We’ve also ran complimentary shampoo and conditioner products with all colours that are rebooked within six weeks of a clients December appointment. We now always run a January sale on our retail to help our clients feel they are making a saving. This puts our retail sales through. 

To find out more about the brand, visit KAM Hair And Body Spa here.