More Event Analysis, Plus Holiday Retail Planning

Since we’re putting more of a focus on events and on orchestrating them properly, we were a part of the “Old Fashioned 4th of July Celebration” held in downtown Apex, N.C. This was a success for the owner last year simply because of the large family crowd it draws. New clients mentioned they had attended the event and saw the salon for the first time through the holidays.
We quickly implemented a plan. The salon had an inflatable jump house for the kids to draw them and their parents down our street. We also set up a snow cone machine at the corner to help traffic flow down in our direction. Those selling snow cones also handed out entry forms for our half day at the spa giveaway, but the entry had to come down to the salon to be dropped off. Laura Kirby, our esthetician, and I started out the day walking down the main street where all of the activity was, handing out entries and trying to send potential clients down the street. About halfway through the event, we changed hats and helped direct the flow of those people through the salon with a guided tour. The whole thing wrapped up by 12:30 p.m. during the kids’ bike parade. The next day, receptionists organized the spreadsheet of information for us to send e-mails and postcards on Monday. Although the entries could have included more information to divide up potential clients by what interests they have in services, it is still a work in progress. The event, which ran for only three hours, gave us about 125 new names to introduce what we have to offer before the holiday season begins.
And then there is this next quarter and looking to the future: holiday business and holiday retail. Since I’m new to the area, every month is a new challenge. The nail techs that were before me didn’t really give enough info to compare, as far as numbers go. Last quarter was busy but this quarter is starting off slow, so momentum for the holidays needs to begin now, both in services and retail. In my tracking, retail has slowed down even though services have gone up, so what can I change? Besides bringing in new items, more impulse buy type of things, there are a number of innovations Heather and I threw around. Ensure that every clients is asked as they check out, do you need any gifts or gift cards for upcoming occasions? Also, clients that have purchased home maintenance need to be consulted with so they’re sure on how to use the product if they’re having issues. This will remind them to try to use it if they’re not in the habit or to restock their supply. My first order of business with the retail area is not only to put aside space for things to order for holiday gifts, but to definitely market products cleverly with what appeals directly to my audience; healthy products that come in recyclable containers or can be refilled at a discount on site from my larger professional sizes. If I can begin this momentum now, the retail train will be hurtling through our spa by the time the holidays arrive.
—Adrienne, nail tech

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