Last week we talked about the importance of self-promotion and the significance of getting out there to promote yourself. This leads me to my first suggestion: the “Business of the Week.” This is a great way to get new business into your salon. My business partner and fellow Summit Salon Consultant MaLissa Young came up with this idea. This low-cost promotion has been very successful and it’s an effective way to advertise our salon. It has increased our business and filled open spaces on our books.
Begin by choosing a neighboring business that is close to your salon. We have targeted retail stores, doctor/dental offices, restaurants, and professional services. We start by calling the business of the week and asking to speak with a manager. We explain, "We are a local spa/salon and every week we choose a new company to be our Business of the Week. Your company has been chosen as this week’s business. We’ll be dropping off a poster announcing and explaining this special offer exclusively for your staff. Please post it in the employee break room, by the time clock, or at an employee entrance."
Start with a large blank poster board. I like this size because it’s an eye-catcher and will get noticed. Cut out letters or find some decorative lettering, stickers, or scrapbook pieces. Place the large letters at the top of the board and spell out “Business of the Week” so it’s bold, easy to read, and gets your attention.
On a your company’s letterhead or decorative paper in large bold print it reads “Congratulations! You have been chosen as our Business of the Week! The employees, friends and family of this company will receive 20% off all services this week!” Fill in the dates (we like to make the week a little longer — about 10 days). Post it on a Friday morning and have the dates proceed through the following weekend. This way there are two weekends for people to get an appointment, providing more flexibility. Friday is also pay day for a lot of companies.
Type up a few paragraphs about your salon. In our case, we are a third-generation family-owned salon and want to let people know that we are a local family business. We talk about and list some of the services we provide like nails, color, haircuts, massage, facials, and waxing. Add your salon location, phone number, and hours of operation. You could also attach a salon menu if you want to. Don’t forget to include "You must mention the Business of the Week when booking your appointment to receive this special offer." Print it and fasten to the center of the poster. Attach several business cards all over the remaining space on the board with a little tape on the back side. This way the cards are easy to remove to make an appointment. Write “the Business of the Week” on the bottom of the backside of the card with the valid dates. (Make sure you don’t tape this area when attaching cards to the board.) When dropping off the poster, make sure you look your best and your look reflects that you are a part of the beauty industry.
Be sure to tell your front desk the name of the Business of the Week you have chosen, the special offer, and the valid dates. This way, there is no confusion and they know what the customer is talking about when calling to schedule an appointment.
When we post the Business of the Week, the 20% discount is valid for all of our service providers. You may decide to do this as a team, by getting together with other service providers in your company who are also looking to promote themselves. You would state in your letter, "20% off all nail services with Sandy, skin care with Kristen, hair services with Shaina, and massage services with Amber. This special offer is valid with these staff members only." You may also limit it to one person and do this promotion by yourself.
Whether you choose to do this as a salon, as a team, or by yourself, you’ll see results by being consistent. Sometimes stepping out of your comfort zone means stepping out of your salon. One more way to help you stand out above the rest and become the best!