Marketing & Promotions

Make It a Man's World


According to NAILS’ 2009 Big Book, the percentage of male clients in a salon’s appointment book averages about 8.2%, but with more men becoming concerned about their personal appearance, we’ve heard from salons that can boast that 25% of their clientele is made up of men. Here are some products specifically for men, and some tips on how to get those guys into your salon and keep them there.

 

7 Ways to Find a Man and Keep Him

1. Privacy for pedicures. One of the easiest ways to take apprehension out of male clients is to have a pedicure area that is secluded so he doesn’t feel like he’s on display. A simple curtain or partition can work for a quick fix, just so long as he feels like other customers aren’t watching him while he gets a pedicure.

2. Men’s magazines.
Make sure to have some magazines that guys like, like Sports Illustrated, Rolling Stone, or This Old House in the waiting area. It can help get male customers to come back because they’ll feel like they were expected to be there.

3. Matte top coat. Having matte top coat, especially ones that are specific for males, can help show that you take male clients seriously, and have products just for them. Tell them about the protective benefits and if they decline, offer them a light buff.

4. Televisions. Most men love to watch TV, so if a male client comes in and you have a TV, ask him if there’s anything he’d like to change the channel too. He’ll appreciate the thought, and if a game is on he could become thoroughly relaxed and comfortable.

5. Referrals from hairstylists. An easy way to help promote male services is to partner with local hairstylists who have male clients and ask them for referrals. You can provide an incentive for the hairstylists, like offering discount services for every referral. If you have hairstylists in your salon, even better. Make sure they talk up the excellent nail care services to all of their male clients.

6. Gift certificates. Try to sell your regular female clients on buying gift certificates for the men in their lives. Dads, sons, grandparents, and husbands would all enjoy the pleasure of a pedicure but might not take the initiative to walk in the door. Show your client how much they would enjoy it and have gift certificates ready for their purchase.

7. Host a “man day.” If you’re able to get a lot of female customers to purchase gift certificates for their men, think about hosting a “Man’s Day” where you book all the guys around the same time. Taking a Saturday to specifically cater to men could help get them comfortable and even excited about coming in. Have drinks on hand, music, and maybe some sports and they’ll be sure to come back again.  

Keywords:   marketing/promotions     men's services     retail merchandising  



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