Back-to-school is the second highest spending time of the year for retail consumers, according to the National Retail Federation. For many parents and school-age clients, this is when their year really begins. Below you’ll find six ways to take advantage of the back- to-school crowd and extend pedicure season into the fall.
1. Make the most of your location.
> Are you in a college town? Display simple, yet highly visible signage offering student pedi-specials on those slower, mid-week days. > Is your salon near a community center or sports complex? Offer team specials targeting basketball, volleyball, and football players, along with their cheerleaders. Decorate your spa or salon in local school colors. > Do you offer mobile services? As dorm rules permit, offer offsite services to girls for a college spa party in their own dorm room. Encourage participation by offering the organizer a free pedicure for every X number of regular student-priced services.
2. Identify Your Demographic
>Dive into your customer database. What is the average age of your customers? Do you have more women coming in for pedicure services? Are they working parents or stay-at-home parents? Make them feel that they deserve a break. Use marketing collateral — both digital and print — to put out the word about your salon specials.
3. Set Up a Display of Retail Foot Care Products
> Dorms, lockers, poolside, etc., are prime spots for fungal infections. Feature retail products for dry feet, foot and shoe odor, and anti-fungal/anti-microbial formulas to provide skin protection in public areas. Foot and shoe deodorants perform well for all athletes, keeping shoes fresh in lockers and around teammates.
> Introduce retail foot care products to your customers during a full pedicure service. Foot Deodorant spray is best used right before the evaluation step to disinfect your clients’ feet. While clients’ feet are soaking, the Shoe Deodorant can be sprayed right on the targeted area to kill odor-causing bacteria in shoes. Apply a good moisturizing product right after the repair stage to rejuvenate the feet. (Watch how to conduct a full professional pedicure here.)
4. Kick Your Web Promotions Up a Notch
> Make most of local search on Google. List yourself under Google Business if you haven’t already. Manage how your business information appears across Google, including Search and Maps, using Google My Business. > Post your back-to-school offers on your website. Using keywords such as “back-to-school salon specials” will attract search engines.
> If you're set up for online retailing, gift certificates can be printed and tucked into those much anticipated “gift from mom” homecare packages.
5. Use Social Media and Email Marketing Campaigns to Spread Your Back-to-School Specials
> Don’t limit your posts to just your personal page or company page. Take advantage of all the local Facebook groups that you are a part of. Discover and explore “buy and sell” groups and private and public groups where you can advertise your current specials.
> Create posters on Pinterest and Instagram to attract more followers.
> Create Instagram stories of your customers’ experiences after a pedicure.
> Create a call-to-action button in your email campaigns for your customers to book an appointment online.
6. Feature Promotions That Your Customers Cannot Refuse
> “Back-to-school blues? Bond with your daughter with our Mom and Me Pedicure Specials. Book now!”
> “You’ve been on your feet all summer! Treat them to a luxurious pedicure. Book your appointment now!”
> Add social humour: “Congrats! You survived the summer with the kids! Pamper your feet with a well-deserved pedicure. Book now for an early bird discount!”
Footlogix would love to hear about your back-school pedi-specials. Leave your comments below. Paramita De is director of communications for Footlogix Pediceuticals. You can read about their Foot and Shoe Deodorants here.