Not necessarily expensive… but ‘premium’. Polished, professional and trustworthy.

Then you look at another salon online with an equally talented team and somehow it feels a little more scrappy, chaotic and just… ‘cheaper’.

Well, that difference matters more than many salon owners realise.

Because clients are constantly making tiny decisions about your business before they ever book.

Why premium salons aren’t always the most expensive

In fact, truly premium salons rarely rely on price alone to create that feeling.

Many salon owners assume clients gauge ‘premium’ salons by fancy interiors, expensive branding, luxury drinks menus and high-end products.

But… most potential new clients first judge a salon by the small signals they see online.

Things like:

• How clear your messaging feels.
• Whether your Instagram looks curated or like a scrapbook.
• How confidently services are explained.
• The quality of your photos (which isn’t the same thing as trying to look ‘perfect’).
• Whether your online branding feels consistent.
• How your team presents themselves online.

These little details quietly shape perception.

And… perception affects new bookings far more than many salon owners realise.

Premium salons rarely try to say everything

One thing I’ve noticed over the years is that premium-feeling salons tend to market themselves differently. Probably because many have a professional agency onboard to do it for them. But not always.

Their online marketing usually feels focused, intentional and importantly confident.

Their social media doesn’t feel panicked. Captions don’t sound desperate for bookings. And the salon website doesn’t overwhelm people with too many offers, product supplier standard model pics or confusing service menus.

Instead, there’s calm confidence.

And calm confidence is a huge part of what makes a salon feel ‘premium’ online.

Tiny things quickly change how clients see your salon

I noticed something interesting last weekend.

I live in the Cotswolds, a beautiful area in southern England. There’s a salon in a nearby small town that has spent years positioning itself as ‘premium’ to appeal to the well-heeled locals.

It has beautiful branding, a polished website and carefully curated social media. The kind of salon that feels established, in demand and booked ahead.

Last weekend I walked past and noticed they’d added an A-board outside saying, “Walk-ins welcome.”

Now, there’s absolutely nothing wrong with A-boards or walk-ins.

But I was genuinely taken aback because the message felt completely at odds with the impression the salon had spent years building online.

It instantly changed the feeling.

Instead of ‘exclusive, in-demand and fully booked’

…it suddenly felt ‘we need people to come in – NOW.’

That’s how quickly perception can shift.

Clients are constantly picking up on these subtle signals, even when salon owners don’t realise they’re sending them.

And that’s why consistency matters so much. Because once a salon starts to lose that premium feel, it can happen surprisingly quickly.

Sloppy marketing can damage a premium salon brand

Many salons accidentally damage their own positioning without realising it. Especially when business feels quieter.

Suddenly the social media becomes:

• Appointments available!
• Late cancellation!
• 30% off this week only!
• DM us now!

Of course, there’s nothing wrong with promoting availability… sometimes.

But when every message feels reactive (and dare I say it… a little desperate), it can make the salon feel less premium, less expert and less in demand.

Clients pick up on energy very quickly online.

And rushed marketing often creates a rushed impression.

Would a new client see your salon as ‘premium’?

Open your Instagram or website as if you were a brand-new client.

Ask yourself:

• Does this feel calm or chaotic?
• Clear or confusing?
• Confident or pressured?
• Consistent or rushed?

Sometimes salon owners become so close to their own marketing that they stop seeing it from a client’s perspective.

But clients notice more than we think. And often, the salons that grow steadily aren’t necessarily the loudest online.

Their online marketing simply makes people feel confident about booking. They build trust in their expertise, their client journey and their professionalism.

That’s what creates a premium feel online and it’s surprisingly easy to damage when the messaging becomes reactive, inconsistent or rushed.

The post Why some salons instantly feel more ‘premium’ online appeared first on Lockhart Meyer Salon Marketing.

The Christmas rush seems like a dream. Noise levels plummet. Your diary slows.

And suddenly, you have time to think.

Not between foils. Not while waxing. Not in the car on the way home.

You have time to stare into thin air… and quietly think.

For many salon owners, that quiet can feel uncomfortable. But it’s also powerful.

Because it’s when the big business realisations show up.

Like this one:

Your salon’s growth isn’t stalling because you’re lazy, not good enough or not ambitious.

It’s stalling because you don’t have enough growth time.

Let me explain:

Client Hours vs Growth Hours: What’s the difference?

Most salon owners are brilliant at what I call ‘Client Hours’.

You’re amazing at juggling services, looking after clients and keeping everything running.

These ‘Client Hours’ keep the lights on. They pay the bills. They clearly matter.

But ‘Growth Hours’ are different.

‘Growth Hours’ are when you step out from behind the chair or out of the treatment room and build your future salon. Your future growth.

‘Growth Hours’ might look like:

• Planning next month’s promotions.
• Mapping out new client campaigns.
• Writing a blog your regulars will love.
• Setting up salon systems like rebooking or referrals.
• Sorting in-salon signage.
• Giving your team prompts for client convos.
• Scheduling email campaigns.

These are the hours that don’t feel urgent… but they are incredibly important if you want to market and grow your biz.

But:

How many ‘Growth Hours’ do you (honestly) do a week? A month? A year?

And… is it enough?

The reality check most salon owners avoid

Ask yourself:

How many hours a week do you really spend on marketing your salon?

Not ‘thinking about it’.

Not ‘posting something last minute’.

I mean proper, protected ‘Growth Hours’ to work on your business.

Look at this:

If you manage one hour a week on marketing… that’s 52 hours a year.

That’s just 6.5 days a year to grow your entire salon business.

Feels small when you see it written down, doesn’t it?

Now picture this:

Your ambitious local competitor spends half a day a week marketing (growing) their salon. That’s 26 days a year (compared to your 6.5 days). Ummm…

Your competitor has the:

Same talent.
Same town.
Same team size.

But… they have 4x the time to grow their business compared to you. Which is the difference between feeling stuck and driving your salon forward.

Why squeezed marketing rarely works

The problem is that trying to market your salon in the gaps between clients rarely works.

When your marketing is squeezed into ‘spare’ moments, it tends to be rushed, reactive and inconsistent. Not to mention stressful

You end up firefighting instead of planning. You post because you ‘should’. You discount because you’ve run out of ideas. Not because it’s part of a bigger marketing plan for 2026.

Marketing only starts to feel easier when you have a simple plan for the month, clarity on what you want to achieve and protected ‘Growth Hours’ booked in your diary.

Because a system – a structure – takes the pressure off you.

What good Growth Hours look like

Effective marketing time doesn’t have to be complicated. And you don’t need to suddenly become a marketing expert.

You just need a small block of regular, protected time. In other words, ‘Growth Hours’.

Book them into your diary for the next six months and treat that ‘appointment’ like your best VIP client.

In your Growth Hours you might:

• Review how many first visit clients rebooked.
• Pick one focus for the month (new clients, rebooking, retail etc.).
• Schedule a few posts or draft an email.
• Tidy one small system or refresh your in-salon signs.

Small, consistent marketing actions add up. Fast.

One shift that can change your year

If you take one thing from this blog, make it this:

Protect some ‘Growth Hours’ each week to work on your hair or beauty business.

Even if it’s just two or three hours, block it out in your diary and guard that time like a VIP client appointment. No distractions. No squeezing it in at 9pm. No letting it slip.

Because those ‘Growth Hours’ are where your future salon is built. And that’s what really moves the needle in your business.

The post Why salon growth stalls (what really moves the needle) appeared first on Lockhart Meyer Salon Marketing.

It comes hard on the heels of the festive holidays which can leave you unprepared. But Valentine’s has the potential to be a money-making salon marketing opportunity.

My top nine Valentine salon marketing ideas to attract new clients to your business, show apprectiation to loyal ones and boost your average sales ticket:

1. Valentine salon social media ideas

2. Thank loyal clients on V-Day

3. Attract new clients with a Valentine’s offer

4. Retail marketing ideas for Valentine’s Day

5. Get a Valentine’s (marketing) partner

6. Promote treatment & retail packages

7. Celebrate Galentine’s Day 13th February

8. Support a local charity for Valentine’s

9. Valentine email marketing tips

#1. Salon social media ideas for Valentine’s

Try these salon social ideas:

1. Valentine visuals

Choose a strong visual look and keep to it throughout your Valentine campaign for brand consistency, both on social media and offline. And of course use relevant #hashtags.

2.  All you need is love

Valentine’s Day is the perfect occasion to sprinkle some fun and engagement into your social media strategy. Remember, your followers want to connect and engage, not just be sold to.

Try these to get followers hearts fluttering:

• Host a Valentine-themed giveaway.
• Create interactive, fun love-themed quizzes.
• Run a V-Day makeover competition.
• Mix in some light-hearted content with inspirational or funny Valentine’s quotes.

3. A sales mistake

I get that you want to promote your gift cards, treatments and retail as ideal Valentine gifts, but constant ‘sell, sell, sell’ messages are a big turn off on social media.

Instead, ‘show, not tell’ as it makes it more fun, engaging and, well … social. A TikTok or Reel explaining why a retail product would make the perfect gift or showing a pampering facial, doesn’t come across as hard sell. And works brilliantly.

4. Be creative

Be creative with your V-Day imagery and snap your own for an authentic social feel.

This  easy-to-copy photo from Selfridges catches the eye with its collection of pretty pink makeup gifts.

 

View this post on Instagram

 

A post shared by Selfridges (@theofficialselfridges)

Or for something ultra-simple, yet effective, you could recreate this Charlotte Tilbury image with lippies.

 

View this post on Instagram

 

A post shared by ctmua_th_dome (@ctmua_th_dome)

#2. Heartfelt thanks to salon clients on V-Day

Continue the love theme and thank your loyal clients.

It’s too easy to overlook them. Yet one of the biggest reasons loyal clients leave a salon is because they feel unappreciated. So show them some TLC this Valentine’s.

Valentine marketing ideas for your loyal clients:

1. In-salon

Give loyal clients a Valentine’s gift. How about a goody bag of free samples, an upgrade treatment or a hair or beauty gift card for your top clients?

Or surprise clients on the 14th itself with complimentary chocolates and fizz during their appointment.

Remember to choose your Valentine salon playlist with care too.

2. A Valentine offer for loyal clients only

Reach out to salon regulars thanking them for their business and offer them a Valentine treat on the quieter days of the week throughout the month. February can be pretty quiet in salon, especially early week. Just think carefully about terms and conditions – which team members you include and what hair services/beauty treatments.

Or give double/triple rewards on your loyalty scheme:

• on St. Valentine’s Day itself OR
• on retail purchases during February OR
• on selected hair or beauty treatments.

#3. Attract new salon clients with a V-Day offer

Word of mouth remains one of the best ways to find new hair and beauty clients. So put a Valentine’s Day spin on your usual ‘Recommend a Friend’ marketing and drum up some new business. Throughout February hand out romance themed cards to your clients and ask them to give the card to ‘someone you love’.

The cards offer a salon discount to new clients and reward the loyal client – so just the same as your usual ‘Recommend a Friend’ offer, but with a sweeter approach. It feels less hard sell to be asked to give someone a chance to save money, rather than be asked to recommend.

#4. Salon retail (therapy) for Valentine’s Day

Valentine’s is probably the second largest retail sales opportunity for beauty and hair businesses after Christmas. Don’t waste it.

1. Transform salon windows into a love story

Think of your salon windows as your personal billboard – free advertising space that’s just waiting to tell a story. Create a Valentine-themed display with vibrant colours, romantic gift ideas and eye-catching designs.

Remember, an engaging window display is like a silent salesperson, drawing footfall into your salon.

2. Weave Valentine’s throughout your salon

Continue the passion theme with a basket of red and pink impulse buys on your reception desk. Lipsticks, nail polishes and coloured hair accessories all hit the spot.

Don’t forget to display your Gift Cards prominently too. You’ll find more ideas for selling salon Gift Cards here.

And for that extra touch of thoughtfulness, why not offer complimentary gift wrapping for retail purchases? This little gesture, especially appreciated by men looking for the perfect gift, can turn a simple purchase into a memorable experience for your clients.

#5. Find a Valentine’s (marketing) partner

Team up with like-minded local businesses and market jointly using social media competitions, giveaways, in-salon raffles, leaflets and offers.

Why partner up? The power of collaboration:

• The prizes are bigger and more enticing.
• Marketing costs are halved but the promotional impact is doubled.
• You piggy-back on each other’s customer base.

Look for local businesses that serve the same target audiences as you. Florists, card shops, cake retailers, photographers, restaurants and jewellers – they all make effective Valentine marketing partners for a hair or beauty business.

So you’ve lined up some local partners. Now what? How do you get the word out on the street?

Easy. You promote their offer on your salon social media and on your salon website. Then ask them to return the compliment to make sure it’s win-win for both of you. You hand out their offer cards/promotions to each of your clients at your till, and they do likewise to their customers.

#6. Promote treatment and retail packages

This recent survey reveals a spa treatment is third on the list of ideal Valentine gifts women would like to receive. Given the top two on the list are a holiday and a car, I guess most men will opt for the cheaper treatment option, which opens up tremendous opportunities for salons and aesthetic clinics.

Need more persuading…

The same survey shows the majority of men and women believe the main purpose of Valentine’s Day is ‘to show your loved one how much you care’.

It’s easy to be cynical about Valentine salon promotions and marketing. But they really don’t have to be cheesy, tacky or fluffy. As a hair or beauty business owner you are on a winner.

Create tempting Valentine packages. Don’t just stop at ones for partners as people love to show their wider family and friends they care. I’d always go for service upgrade offers for this Valentine promotion rather than discounts. These are already loyal regular clients – you don’t need to give away profit.

And don’t forget to add an enticing ‘thank you’ element for the buyer too.

#7. Galentine’s Day 13th February

Galentine’s Day originated from a US sitcom in 2010 and soon spread over the pond. It’s on the 13th – the day before Valentine’s – and is a celebration of womanhood, your besties and independent women whether they’re single or not.

The idea is to shower them with love and attention. Think along the lines of pampering events, gift card offers, retail promotions. Let’s face it, there’s nothing like some serious retail therapy and a glass of fizz to lift the Valentine spirits.

#8. Support a local charity for Valentine’s

Show you have a heart by fundraising for a local charity for Valentine’s. This creates loads of marketing opportunities to promote the fundraising events in salon, on your website and social media, in the local press and your e-newsletter.

#9. Endless (email) Love on February 14th

Running a Valentine’s contest on social media? Then always collect email addresses (rather than likes, comments or follows) so you gain a new bank of potential clients to market to, and attract into your salon.

Building your own email database is one of the most valuable salon marketing activities you can do.

Here’s why:

1. Organic (unpaid) social posts only reach a teeny-weeny proportion of your followers. Whereas with email marketing your Valentine message pops straight into everyone’s inbox. It eliminates that hit and miss element. You know exactly who has read it and what action they’ve taken.

2. Google and the social platforms constantly change the rules, which affects how many people your marketing messages reach. But with email marketing you’re calling the shots. You’re in control. You know when you hit ‘send’ that your Valentine marketing message will be delivered.

3. Email is a more targeted and effective marketing tool for delivering your Valentine marketing messages than social media. While salon social is best for engagement. Play Cupid. Put the two together for a Valentine marketing partnership made in heaven.

Wrap up

Valentine’s Day will come and go. But keep marketing to your hair and beauty clients across all your marketing channels throughout February to make the most of Cupid.

The post 9 Valentine’s Day marketing ideas for beauty & hair salons appeared first on Lockhart Meyer Salon Marketing.

Raising your prices?

Get the guide that helps you keep clients on board...

A price increase shouldn’t mean losing loyal clients.

Get your FREE guide: How to update your salon prices …and market these new prices without losing clients.

This expanded edition now includes expert insight from Raymond Bottone of MySalonManager.

Inside, you’ll learn how to:

• Check four key areas before increasing prices.
• Communicate your new prices with confidence.
• Keep loyal clients from looking elsewhere.
• Get your team consistent and confident with price conversations.
• Use your updated price list to strengthen value and client trust.

Keep your clients after a price increase

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The post Free Guide: Marketing your salon price increase appeared first on Lockhart Meyer Salon Marketing.

​How to actually market a business.

Before I worked in marketing, I ran a design business.
(And before that I was a lawyer ).

When I first started out, I thought good service and pretty pictures would be enough.

But if I’m really honest… I often used to wing it.

Some weeks I’d have a promo plan but forget to tell my team.

One week I’d be all over social. The next? Nothing.

Sometimes I’d post, but the message didn’t match what we were doing behind the scenes.

And I never fully connected the dots between what I was promoting and what I was earning.

Maybe you’ve felt that too.

It took me a while to realise the answer wasn’t being more creative or more organised.

It was having a simple system that worked – even when I was rushed off my feet

​

The 5 building blocks of smart salon marketing

If your marketing ever feels hit and miss, chances are you’re missing one (or more) of these:

#1. A clear promotion to focus on.
​Not 6 ideas at once. Just one strong, clear offer.

#2. Tools to grow new clients, retention and spend per visit.
​Think beyond the social post. How are you converting views into bookings?

#3. Retail messaging that sells (without sounding salesy).
​You don’t have to push. You just need a plan.

#4. Consistent marketing visibility across online + in-salon.​
Clients should see the same clear marketing message everywhere.

#5. A repeatable marketing routine.​
A system that works even when you’re busy, short-staffed or overwhelmed.

I wish someone had told me this sooner:

You don’t need to do everything.

You just need to do the right things. Consistently.

​

Spot your gaps

What’s working for your biz? And what’s not?

Promo plan
Growth system
Retail content
Online + in-salon consistency
Repeatable routine

Now score each one:

Solid Patchy Missing

Which block needs the most attention this month?

​

A final reminder (from someone who’s learned the hard way):

You don’t need to reinvent the wheel every week.

You just need a system that holds steady. Even when life doesn’t.

Clear. Consistent. Repeated.

That’s what gets results. Not the latest TikTok trend.

Let me know which block you’re focusing on this week. I’d love to hear.

The post Still winging your salon marketing? appeared first on Lockhart Meyer Salon Marketing.

I had assumed it was because I’m old school that I value those two little words, “thank you”. But coincidently this afternoon I stumbled across a scientific study explaining the warm fuzzy feelings I had when reading those thanks from sunny foreign shores.

Read on and I’ll show you how simple gratitude will grow your salon business. It’s not as cheesy as you think.

Salon growth + thanks go hand in hand

In the study, students who received a simple thank-you note after helping a colleague were far more likely to offer further support. And viewed their colleague more positively too.

That’s all it took. A simple “thank you”. Pretty powerful.

Gratitude is a game changer in business

Gratitude is powerful concluded the scientists.

Why?

Because it changes how people think about you.

You don’t need a scientist to tell you this. Take a minute to reflect on your own life and business experiences, and you’ll probably reach the same conclusion. Appreciation and thanks are cornerstones of legendary customer service.

It set me thinking about how best to harness this powerful ‘thank you’ marketing tool in your hair or beauty business. And here they are…

5 ways “thanks’ can grow your hair or beauty business

They may seem easy-peasy, yet use them to add sparkle to your salon marketing.

Bonus: It might make you feel good about yourself too.

#1. Make time every few days to say thanks: to your clients, team and local business contacts and influencers. Easier said than done. But a quick DM or email note can work wonders.

#2. An email is good. A handwritten note better. We want maximum impact here.

#3. Nurturing a business contact? Remember to copy in their boss. We all love public recognition. Or give them a shout out on Insta.

#4. A salon team member? Public thanks and appreciation can be far more motivating than a quiet private word.

#5. Encourage a ‘thank you’ culture in your salon with clients. It takes seconds to thank a client for their business and visit. And costs nothing.

And to the beauty salon owner from California – a BIG thank you for making me smile this morning. I really so appreciated it. It brightened my day and inspired this post

The post Two magic words to make your salon grow appeared first on Lockhart Meyer Salon Marketing.

Especially in the hair and beauty industry.

Global manufacturers spend squillions each year on celebrity endorsements for the retail products you sell in salon.

But do these celeb recommendations really work for you in salon?

Do celebrity recommendations help you sell more retail products in salon?

Or are they just an expensive piece of marketing fluff?

In recent research commissioned by BABTAC (the British Association of Beauty Therapy and Cosmetology) 2,566 UK consumers were asked if they would be more likely to try a beauty treatment if a celebrity they admired had tried it.

A staggering 52% said they would.

Clearly, product houses wouldn’t be throwing millions each year at celebrity endorsements if they didn’t believe they worked. Even so, I’m surprised that over half of respondents were influenced.

Channel that celebrity magic for your salon

Okay, so it’s clear that screen idols and superstars do have an effect on consumer spend. But Gwyneth Paltrow is hardly going to stand behind your salon reception persuading your clients to splash out on retail or try new beauty treatments.

So how do you harness this A-lister power to sell more retail products in your salon?

The answer lies in psychology.

Use the celebrity’s photo in your salon marketing for the retail product.

Yes, it’s as simple as that.

Almost disappointing it’s so easy. But hey, let’s not knock an easy marketing win.

So back to selling more retail in your hair and beauty salon business

In a nutshell:

If the product manufacturer has invested in a celebrity endorsement then always use it in your salon marketing. As the BABTAC study confirms, fame inspires more sales.

For extra marketing oomph, and to sell even more, wherever you can always include a photo of the VIP with your retail sales message.

A sprinkle of celebrity fairy-dust sells salon retail

Let’s look at how exactly you can use this in your biz:

CACI have successfully used celebrity endorsements in their marketing for years. Take a peek at the CACI website and you’ll see dozens of celebs from Kim Kardashian and Bridgerton star Simone Ashley to Jennifer Aniston and Nicola Peltz Beckham giving glowing testimonials.

So if you offer CACI treatments in your salon use these quotes, combined with a picture of the VIP, to add that extra credibility to their testimonials:

• on your salon website
• on your social posts about the treatment
• around your salon on strut-cards or posters
• in your e-newsletter

Remember:

An image of just the retail product or treatment equipment with the testimonial won’t be as effective.

Yes, it’s better than not using the celebrity recommendation at all, BUT adding a photo of the celeb alongside their quote will boost your retail sales and treatment trial.

Celebs help sell retail to men too

You may think that screen idols are more likely to inspire women to buy.

Well, you may be surprised to learn that, of the respondents who said they were more likely to try new treatments in the BABTAC survey, 59% were guys.

Hence Chanel recently picked Timothée Chalamet as the face of its men’s fragrance, Bleu. He perfectly reflects how ideas around masculinity are changing in the beauty world and opens up the fragrance to a wider audience.

Celebs pay their way

So have a look through your suppliers’ websites this week to see which A-listers are endorsing retail products you sell. Now use these testimonials in your salon marketing.

Love ‘em or hate ‘em, you just can’t afford to ignore celebs.

The post Celebrity endorsements sell salon retail (true) appeared first on Lockhart Meyer Salon Marketing.

‘Price is what you pay. Value is what you get.’
– Warren Buffett

When times are financially tight, it’s easy to feel the pressure to drop your prices, run constant offers or try to compete with the cheaper salon down the road.

But this reminder from one of the world’s most successful men is a powerful one. It’s not just about your price. It’s about the value your salon clients get in return.

Salon marketing food for thought

Are you showing the value behind your prices clearly enough…in your consultations, your service menu, your salon social and the way you chat to your clients?

Because clients aren’t just paying for a hair service or beauty treatment. They’re paying for the experience, the care, the expert advice, the feel-good factor, the results.

So, this week, why not find one small way to make that value more visible. Maybe it’s:

A line you add to your salon price list.
A behind-the-scenes post showing your product knowledge.
Or a quick team reminder about how they explain service benefits to clients.

And speaking of value… let’s talk promotions.

Don’t sell your yourself short…

Few marketing tactics divide opinion quite like discounts and promotions!

Used well: Salon discounts and special offers can give your bookings a brilliant boost.

Used badly: They can chip away at your profits and your brand.

So, if you’re considering a little promo action, here’s a quick refresher to help you decide if, when and how to use them in your hair or beauty biz.

Promotion & discount pros:

Quick and easy to roll out
Fill appointment gaps fast
Build client loyalty
Introduce new services or products
Easy to track results
Lift slow days in salon
Help new team members build a column

But… here’s where they can backfire:

Cut into salon profits long-term
Undermine your brand image
Train clients to wait for deals
Attract coupon-clippers
Lower trust in your brand value
Damage true loyalty
Reduce your average bill

My blog here takes a deep dive into the marketing detail of when to use which salon offers for attracting new clients and filling those gaps. PLUS the details and Ts & Cs you need to think about, with templates.

The post Charge with confidence. And back it up! appeared first on Lockhart Meyer Salon Marketing.

But don’t worry, Father’s Day (Sunday 15th June 2025) is here to help your hair and beauty marketing.

Father’s Day salon promotions

As we move towards a more gender-neutral future men are becoming increasingly interested in personal care and their appearance. Recent research by eBay revealed that 1 in 6 of us will choose grooming presents for Father’s Day, with hair and grooming gift sets, razors, beard oil, aftershave and skincare products coming second only to alcohol.

While Father’s Day is not a match for Mother’s Day commercially, it’s still a handy hook to hang some profitable salon marketing on. UK consumers spent over £951 million in 2021 and the US a staggering $20 billion on the celebration.

In this blog I look at the Father’s Day promotional ideas and tips I use with our agency clients. Marketing food for thought I hope.

1. Market to the right target audience

2. Social media marketing ideas to shout out dads

3. Boost your Reach with salon social advertising

4. Buddy up with local partners for Father’s Day marketing

5. Bundle salon services and retail for tempting promos

6. Use ‘bounce-back’ offers to turn dads into loyal regulars

7. Last-minute salon promotions for Father’s Day that sell

#1. Mum’s the word for Father’s Day

Let’s start with the salon marketing basics: Your target audience.

It’s Father’s Day so presumably it’s guys you need to target with your salon marketing.

Nope.

Women are the main buyers of Father’s Day gifts. They are your target promotional audience. You’ll get a far better take-up and higher revenue if you focus your salon marketing activities towards them and their needs.

Decide on the promotional messages and visuals that will appeal to this target female audience. Then carry this theme consistently across all your online and offline salon marketing channels.

#2. Salon social media marketing ideas for Father’s Day

Social media platforms like Facebook, Instagram, TikTok and Pinterest are more popular with women than men, making them perfect for promoting your salon’s Father’s Day gifts and offers to a targeted local female audience.

Avoid constant ‘sell, sell, sell’ messages. Instead, give your social media ‘Dad-Appeal’ with engaging and light-hearted content in the weeks leading up to June 15th.

1. Be fun on social

Ask questions with retro or humorous imagery to keep your social content engaging. For instance, you could create a hashtag for classic movie and TV dads and encourage followers to share their favourites. Or share photos of guys’ retro hair and fashion imagery that you love and ask for comments.

You could ask followers to share their first memories of dad or why he inspires them. Men have an emotional and tender side that’s often overlooked in marketing, so play to it.

Why not host a social giveaway with a dad-friendly prize to increase engagement and get new local eyeballs on your business. You could get seen by a new local audience by buddying up with a local business – scroll to #4 for more partnership Father’s Day marketing ideas.

2. Build trust in your skills and services

Post before and after photos in the run-up to Father’s Day to showcase transformations. Remember to post testimonials/reviews from male clients to build trust with potential new clients.

There’s still time to get a local nano-influencer onboard who appeals to a male audience to increase your reach and credibility.

3. Content with ‘Dad-appeal’

To truly engage your audience, create content that appeals to dads directly. How about:

• Men’s grooming tips for the summer hols.
• ‘How to’ guides for guys.
• Take photos/videos to create your own step-by-step guides.
• Anti-ageing tips for dads.
• Dispel some male grooming myths.
• Tips on manscaping, facial scrubs or pedicures.

4. Father’s Day gift ideas

Create gift guides for Father’s Day for your retail products. Don’t forget to include some eco-friendly options to appeal to the environmentally conscious dad.

By combining these marketing strategies, you can create a comprehensive, engaging social media campaign for Father’s Day that appeals to both all your target audiences.

#3. Tips for advertising your salon on social for Father’s Day

If you’re running a salon social media competition with a local partner and offering some juicy prizes, then some advertising is worth investing in.

Before you do so, supply your local partner with posts/videos on hair and beauty tips and gifts to put out on their social. It’s likely that only a small percentage of followers overlap so you have a fresh local audience to market to. And organic posts are free.

If you decide to invest in Meta advertising then select your target audience:

• Include all your Likes (only 5-10% of your Likes will get the post organically in their feed).
• Then set a daily or campaign budget. You can always increase it later so be cautious to start with.
• Next choose your location and radius. If you’re in a small town then a wider radius is probably fine, but in a large city you need to be much tighter.
• Think about age and gender – remember your key audience is wives and partners for Father’s Day.

And finally measure the results carefully to see whether you’re getting the right results and a good Return On Investment (ROI).

#4. Partnership salon marketing for Father’s Day

Share the marketing work and boost brand awareness by partnering with a local business.

It doesn’t just have to be your hair or beauty biz giving the advice and tips. Let’s say you’ve partnered with a local personal trainer. This is a brilliant business opportunity for some cross-promotion:

1. Joint giveaway on social media

Each partner offers a prize. I like gift cards as the winner has to visit your salon to use it, which is an opportunity to convert them into a client.

2. Share tips

Exchange holiday fitness and grooming tips to post on each other’s social media. It’s an easy way to position your salon as a trusted expert to a brand new local audience.

3. Buddy up with offers

Don’t just stop at Father’s Day. Buddy up for some dad-friendly offers and campaigns and stand out from the local crowd.

#5. Make it easy to buy Father’s Day gifts from your salon

Dads are notoriously tricky to buy presents for. Another pair of socks anyone?

While mums are notoriously time-pressed, convenience-focused shoppers. So make it easy for mums to buy from your salon or spa.

Here’s how:

1. Inspire them

Solve busy mums’ problems by clearly labelling products/services as great Father’s Day gifts. Use your imagination (so they don’t have to use theirs) to put gift combos together:

• Package retail products into a male grooming travel kit.
• A ‘get Dad beach-ready package’ with pedicure, waxing and manicure.
• A stress-busting massage teamed with a retail product.

2. Appeal to children

Offer pocket-money-sized retail gifts for dads on your salon reception desk.

3. Salon gift wrapping service

Offer complimentary gift wrapping to save on-the-go mums precious time and hassle. Keep Father’s Day gift tags in salon for ultimate ease and added customer service.

4. Add value

As I mentioned in my Mother’s Day marketing blog, gift cards and hair or beauty packages can seem a boring present for your special daddy if you’re only six years old. Make them more appealing to little ones by pairing them with a small tangible gift that can be wrapped and given with the gift card.

#6. Add some salon marketing bounce to your Father’s Day promotions

If you’re a regular reader of my salon marketing blog you’ll know what I’m talking about. And I love these offers.

‘Bounce back’ marketing promotions encourage repeat business and loyalty by offering an incentive to encourage the client to return to your hair or beauty business.

After all, you don’t want to see dad just the once. Your marketing aim is to turn him into a loyal salon client.

Include bounce-back offers in your Father’s Day packages, targeting quiet days or specific stylists so you don’t give your profit away.

Here are my favourite ‘bounce back’ marketing ideas for Father’s Day:

They all bolt-on to the original gift package or gift voucher:

• Discounts: x% off your next pedicure/manicure service in July.
• Extra free time: Book a 60 minute massage and get 30 minutes extra free. Restrict to July.
• Complimentary add ons: Hot towel shave when you book a haircut in July.

#7. In-salon hair and beauty marketing ideas for Father’s Day

1. Free salon advertising

Have eye-catching graphics in the windows and on the walls plus strut-cards around the salon. And don’t forget to pop promotional graphics in your washrooms.

2. Focus on hair & beauty retail

Create prominent Father’s Day retail displays – find useful salon retailing ideas here.

3. Educate your team

Educate your team about your offers and gifts to spark conversations with clients around Father’s Day.

4. Salon gift cards for Father’s Day

Promote your hair or beauty salon gift cards. Perfect for those who want to (discreetly) sharpen up Dad’s style.

Want to sell more salon gift cards? This blog is brimming with hands-on ideas you can use for Father’s Day.

Salon marketing to men

Survey after survey shows the male grooming market is expanding. There is a huge, and increasing, demand from men asking for hair and beauty treatments.

And once a client, men tend to be more loyal than women. Capitalise on this by ensuring your salon is giving the right marketing signals to men.

Particularly with beauty services, men are often shy to call and ask whether a salon offers male grooming services. Find more ideas and advice on taking your salon gender neutral here.

The post Father’s Day salon marketing tips & ideas appeared first on Lockhart Meyer Salon Marketing.