6 Ways to Focus on Marketing Your Salon Suite to Male Clients this Father’s Day
The Salon Suite could be an ideal environment for male clients, and Father’s Day gives you an opportunity to put your Salon Suite’s services in the spotlight.
Learn more about how to effectively promote your services to male clients and capitalize on Father’s Day gift giving to boost client acquisition.
Sales in the global male grooming market is expected to top $50 billion this year and grow to over $60 billion by 2020 (fungglobalretailtech.com) including sales of men’s toiletries, fragrances and shaving products.
From personalized retail products to unique services, finding ways to attract male clients can help you grow more quickly. The privacy afforded by the Salon Suite model may be even more appealing to some male clientele who might otherwise feel uncomfortable in a traditional salon setting serving a predominantly female client base.
Marketing to Men: 6 Ways to Promote Men’s Salon Suite Services
1. Turn your environment into an advantage.
The beauty of the Salon Suite is that it can be an ideal environment for many different types of clients. The privacy afforded enables you to personalize the client experience no matter who is in your chair. You can make your Suite more oriented toward the interests of male clients with small touches in décor, add male-oriented magazines to those that female clients tend to prefer, or transform your Suite for hours or days at a time, in blocks of appointments set aside for male customers.
2. Remodel your retail.
Men’s shaving products and deodorants account for the largest portion of sales in the male grooming industry, but sales of men’s fragrances and shaving products are not far behind. Globally, men will spend more than $15.5 billion on shaving products this year. With many men now opting for precision facial hair in addition to haircuts and styling, the door for boosting revenues through sales of men’s styling and care products is wide open for Salon Suite owners who successfully attract male clientele.
Nearly one-third of men’s grooming products sold in the U.S. are sold by non-grocery brick and mortar specialists; in fact, more U.S. men’s products are sold in non-grocery stores than by grocery retailers. This audience may be especially open to buying retail products at their appointment for convenience and the ability to successfully care for their looks at home.
3. Remember that the way to a man’s heart…
May be through the important women in his life. Men are 66 percent more likely to buy a grooming product if its recommended to them by a female family member or friend (behindthechair.com). Sampling male products to female clients may be a great way to start the conversation about retail products and your Suite’s men’s services, and generate sales and referrals.
Likewise, selling your female clients gift certificates for the important men in their lives for Father’s Day can be an ideal way to add male clients to your Salon Suite’s book of business. Here are some ideas for adding more clients with Father’s Day promotions by appealing to your female clients:
- Ask female clients to submit a favorite man in their life for consideration to win “King for a Day” Salon Suite services
- Invite female clients to submit a photo of their significant other, father, son, etc. and tell them what you’d suggest for a makeover in your Salon Suite
With each, extend a special offer on gift cards redeemable in your Salon Suite.
4. Cut and paste the service menu.
If your service menu looks like your Salon Suite’s male services are limited to haircuts and shaves, you may be leaving money on the table. Make sure your menu includes a list of services for men that accounts for comparable men’s services (skin care, scalp massage, gray coverage, hair color services, etc.) and is priced accordingly (for instance, if the man’s version of a service takes less time, it might be less expensive, or vice versa).
5. Use men in your advertising.
If all of your marketing collateral features only images of women, men are not likely to feel that your Salon Suite is for them. Even if you’re reaching out to male clients through their female friends and loved ones, aspirational male imagery could help your cause. Balance your marketing materials so that it’s inclusive of all your desired market segments, or create separate pieces for each market segment where they will see themselves reflected back in your marketing.
6. Don’t forget about social media.
Promoting your Salon Suite’s male client services in your email newsletters and on social media can be an effective way to introduce your brand and remind your clients that their male referrals are just as welcome as their female friends. Create a special Father’s Day promotion and target it to men and women in your area that fit within your desired audiences on Facebook. With even just a few dollars spent, this can be an effective way to find and attract new male clients in your city.