STAY RELEVANT WITH DIGITAL MARKETING

Love it or hate it, one tool has become indispensable for salon businesses: social media. The virtual realm is now just as essential as the utilities that keep the lights on in your salon. In this article we’ll explore why, in 2024, social media is not just an optional extra, but actually a crucial tool for attracting new clients, staying up-to-date and relevant, and for positioning your salon and the team within it at the forefront of choice for both existing and new clients.

Gone are the days where social media was simply seen as an option for hairdressers, as something that could be dipped in-and-out of as you pleased. In today’s world, it has become as important as any other part of what you do. Serving as the virtual window into your identity as a professional, showcasing not just what you do but what sets you apart from every other salon and every other stylist. It’s a way to attract the type of clientele and work that you want to be doing: what you put out into the universe is what you’ll get back.

I’ll attempt to debunk the stigma of social media and highlight its essential role, whilst attempting to not only address the elephant in the room, but get rid of it: the fear of social media. 

It’s time to reframe the entire conversation and recognise social media for what it actually is. This starts with a major shift from viewing social media as a mere platform for social interaction, to understanding the role it has as a powerful marketing tool, one which actively contributes to attracting new clients in not only a creative way, but a very cost effective one too. When you hear any mention of “social media”, what you’re really hearing is “digital marketing”. So simply see it for what it is, it’s your megaphone to every one of your clients, new and existing. 

INSTAGRAM STORIES: BEHIND THE SCENSE

While your feed tells the polished story, your Instagram Stories provide a backstage pass to the team and process behind the magic. Use Stories to document the transformation process, share behind-the-scenes snippets, and let your followers and audience get to know the faces behind the scissors and colour creations. Highlight the intricate details, the laughter, and the moments that make each interaction, creation and transformation a special experience.

THE POWER OF ENGAGEMENT: CONNECT, CONNECT, CONNECT!

Unlock the true power of social media by transforming it into a vibrant community hub rather than just a platform to display your work. Elevate your connection with your audience by actively participating in discussions, encouraging interaction through comments, posing intriguing questions, and conducting engaging polls. Foster a genuine dialogue that establishes a sense of belonging, making your followers an integral part of the exclusive salon family. Cultivate a community where every voice is heard and valued. As your audience becomes more immersed in this interactive experience, the likelihood of them evolving into devoted clients skyrockets.

KEEP AN EYE ELSEWHERE

Stay ahead of the curve by keeping a watchful eye on your local competition. Learn from their strategies, but don’t just replicate—strive to surpass by injecting your own unique salon identity into every aspect. Be a trendsetter, not a follower. Additionally, venture beyond your immediate industry circles and follow diverse accounts for a constant flow of inspiration. Let social media be a wellspring of creative ideas that propel your salon to new heights. Embrace the spirit of innovation, and watch your online presence flourish.

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DEPOSITS, IT’S A NO-BRAINER

In the world of professional hairdressing, where creativity meets craftsmanship, the importance of taking deposits cannot be overstated, and in my opinion, should be a given. However, if you browse most professional hairdressing forums on Facebook, you’ll find that it’s a question that keeps popping up and repeating itself. So, in my humble attempt to influence this incredible industry, I thought I would address this hot topic through an article, especially as deposits are an absolute given for us at The Hair Movement Salon. We believe that it’s imperative to protect the income of our stylists, set the professional tone for our guests (aka clients) and of course safeguard our business as a whole. 

While the artistry of transforming hair and creating stunning styles in combination with creating an exceptional atmosphere is 100% at the forefront of every salon experience, the business side of what we do plays an equally crucial role. It might not be as fun, or ‘sexy’, but savvy business practices are crucial in a time when there is a real culling taking place in our industry. 

One key aspect that ‘on-the-ball’ salons have embraced as a no-nonsense principal is the practice of taking deposits, a strategy that not only benefits the salon and it’s hero stylists, but also ensures a smoother, more reliable experience for clients. Today, with advancement of the salon booking systems, it’s a very fluid, non intrusive experience for clients and salons alike, both in the communication and execution of taking an appointment deposit. 

So let’s break it down as to why it should be a no-brainer. 

Commitment and Accountability

When booking a table to a nice restaurant, deposits are often taken. In reality it’s a few pounds, but they are in-fact storing card details incase of a no-show. If on a Saturday night, a smaller restaurant would have four no-shows, that’s a real blow to their bottom line. Everyone understands and respects this. So why would it be any different for a salon. Taking a deposit establishes a level of commitment from our clients. In an industry where time is money, ensuring that clients are serious about their appointments is absolutely paramount. Deposits act as a commitment fee, signalling to you as the stylist that your client is dedicated to their scheduled time and values the expertise of the salon. It’s like everything in life, if you don’t set a value on your time, then why would anyone else. 

Time is Precious

For you as a professional, time is what we call a non-renewable resource. A salon column and the time slots structured within, must be protected. Unfilled appointments, last-minute cancellations or last-minute service changes can be detrimental to your livelihood and the salon business alike. By taking a deposit, we protect ourselves from potential revenue loss due to no-shows or sudden cancellations. This practice encourages clients to honour their appointments and be punctual, respecting the time and effort you put into providing exceptional service. That level of respect is crucial if you want to run a no-drama consistent business. 

Professionalism and Trust

The act of taking a deposit communicates professionalism and instills a sense of trust between the salon and client. It demonstrates that the salon values its time and expertise, and in return, clients can trust that their appointments will be honoured and receive the attention they deserve. It sets a professional tone. It also protects the investment that has been made getting that client into the salon.

Fair Compensation for Consultation and Preparation

Many of our appointments involve a preliminary consultation and prep-work before the actual appointment. By taking a deposit, we also ensure that the time and effort put into understanding the client’s needs and preparing for that appointment is compensated, even if unforeseen circumstances lead to a cancellation. 

The Deposit and Communication around it 

How a salon chooses to structure its deposit scheme varies, a lot. Some  salons have a sliding scale, perhaps taking 50% for all new clients, and 10% for existing. But with the latest salon software, like Phorest, this can be further automated where card details can be stored, and if they are a no-show, some salons take full payment, if they are unable to fill the slot. No matter which deposit structure you choose, communication with clients is key. Clear terms and conditions must be stated on the salon website, reiterated in confirmation emails or other in-salon notices. This point is crucial. Transparency is an absolute must in order to run a seamless deposit scheme. You must also never feel a need to justify or apologise for having this scheme in place, or for being paid when someone is a no-show. Time is your livelihood, and as covered earlier, it’s a non-renewable resource. Once a deposit scheme is implemented, and run through the first client visit cycle,  it simply becomes a matter of fact, and going into 2024, clients almost expect it. It’s just simply become a way of life.

There will be Exceptions

There will always be clients that are an exception to the rule. In a hypothetical, they might be a long standing client who’s sadly fallen ill, perhaps being admitted to hospital. It’s then up to you to make the commercial, humanistic and customer facing decision whether or not the deposit payment should be honoured. By having the scheme in place, the decision now sits firmly in your hands, instead of you being forced to submit to a situation that was previously entirely out of your control. This level of commercial control results in a happier, and stronger working environment, which in turn increases the customer experience as well as your artistic creativity, as you get to focus on what you are passionate about, without worry.

A quick recap …

The importance of taking deposits cannot be overstated. It is a practice that not only safeguards the business interests of your salon, but also fosters a sense of commitment, accountability, and trust between you, as the stylist, and your client. As the industry continues to evolve, the integration of such business practices ensures that both artistic expression and economic stability can coexist harmoniously in the world of beauty and style. It also gives you ease of mind, knowing that your income is consistent, stable and secure. 

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GET BUSY OVER THE FESTIVE SEASON

Boosting your business during the Christmas season can be both festive and profitable. This is one of the busiest periods of the year, leaving us on the 24th feeling like we need a month to recoup. This makes it even more important to not only enjoy the period, but to maximise on every aspect of it. We thought we would put together a list of things you could try this holiday period. 

Here is a rapid list of top Christmas ideas to help you not only attract new clients for the season, but ensure that you are teeing up for the new year whilst maximising on sales.

Holiday Packages and Promotions: Create special holiday packages that include hair services, treatments, and products. Offer discounted rates for bundled services or exclusive holiday promotions.

Festive Decorations: Decorate your salon with Christmas-themed decorations to create a festive atmosphere. Offer holiday-themed refreshments to enhance your clients experience.

Gift Cards and Vouchers: Promote gift cards as ideal Christmas presents for loved ones. Offer discounts or complimentary services with the purchase of gift cards. This helps your clients with present ideas and bookings for 2024.

Themed Styling: Introduce festive hairstyles or hair colours that are popular during the holiday season. Host a holiday-themed styling event showcasing your salon’s expertise.

Collaborate with Local Businesses: Partner with nearby businesses for cross-promotions, such as discounts on salon services with a purchase from a neighbouring store. Consider collaborating with a local boutique for joint promotions.

Social Media Campaigns: Launch holiday-themed social media campaigns featuring your salon’s Christmas offerings. Encourage clients to share their holiday looks and experiences, possibly with a branded hashtag.

Loyalty Programs:Introduce a holiday-themed loyalty program with rewards for repeat visits during the festive season. Offer exclusive discounts or freebies for loyal clients.

Charity Events: Host a charity event or donation drive, where a percentage of the proceeds goes to a local charity. Promote the event to attract clients who want to support a good cause.

Online Booking and Gift Purchases: Simplify the booking process with an online system to accommodate last-minute appointments. Allow clients to purchase gift cards or holiday packages directly through your website.

Customer Appreciation Events: Host a special event to show appreciation to your clients with discounts, treats, or small gifts. This can foster loyalty and positive word-of-mouth.

Email Marketing Campaigns: Send out targeted email campaigns promoting your Christmas specials and events. Include festive visuals and compelling offers to entice clients to book appointments. Remember to tailor these ideas to your salon’s unique style and clientele. By incorporating a mix of promotions, themed events, and marketing strategies, you can create a memorable holiday experience for your clients while boosting your salon business.

Remember to tailor these ideas to your salon’s unique style and clientele. By incorporating a mix of promotions, themed events, and marketing strategies, you can create a memorable holiday experience for your clients while boosting your salon business.