Putting a promotional schedule in place for 2016

As we embark on a new year, it’s time to take stock and analyse the successes and failures of any promotional activities you may have ran during 2015 and create a promotional schedule for 2016, says Emil McMahon. Looking at all of the offers and promotions you have offered throughout the last 12 months, digging deep into the figures, the costs associated, the return on investment, the increase in sales, all of these facts can help you build a focussed and structured calendar of activities for next year. Ideally your first three months’ plans should be ready to go, but if not, here’s some ‘quick fixes’ that can help get your year started with a bang! January:

• Introduce a friend scheme, a great way to encourage new clients to bring their friends and family to your salon.
• Luxury treatments at half price, increases the average bill and makes the client feel pampered.

February:

• Valentines Day, use this to encourage boyfriends to purchase gift vouchers or products instead of the normal chocolates and roses. Girlfriends can do the same for their guys too!

March:

• The weather starts to warm up, clients start to think about holidays. Introduce a ‘March Madness’ promotion on highlights or balayage techniques to entice clients to go lighter.

Of course running promotions is nothing new for most salons but the analytical element is the missing link sometimes. From a business perspective each individual calendar activity should have a reason and a result. For example, with a ‘bring a friend’ promotion:

• Reason: Brings new people through the door.
• Result: Increased revenue and new clients.

Monitoring the success of any event in your salon is key to determining what happens afterward.  Each time any promotion is launched it needs to be fully embraced by your team and fully engaged with by your clients, otherwise the setting up of it is time ill spent. With a new year we face a new set of challenges but some simple preparatory work now can make the day-to-day growth of each element of your salon more successful. Think about what you want to do, what you want to promote, and set promotions based around them. Keep your team fully updated about everything well in advance and always ‘debrief’ after each activity you set. Emil McMahon has 35+ years’ experience in the hairdressing industry. For more information about the services he offers check outwww.mrandmrshaircare.com or contact Emil on 07885 985843