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Valentine's Day marketing tips

Valentine’s Day is perfect to liven up the generally quiet month of February, boost sales and entice new clients. Read on to discover the best way to a hair or beauty client’s heart.

Celebrate all month:

Clients can get in a bit of a post-Christmas funk, so Valentine’s Day is a good way to encourage them back into your salon and looking forward to spring. Make the most of the occasion by creating a ‘month of love'. On 1st February, decorate your salon, begin your special offers and promote what's happening on your website and social media. Don’t forget to dress your windows too and use this free advertising space to promote your special offers, packages, gift cards and retail products. Create a romantic ambience with the use of candles, flowers and music.

Retail Therapy:

Take advantage of one of the hottest retail events of the year! Decorate your salon to suit your brand, whether it’s full-on red, pink and love hearts, sophisticated Hollywood glamour or subtle romantic vacation-styled decorations. Have fun with it! Make your retail products attention-grabbing by decorating your displays and include promotional signs stating you stock "perfect Valentine’s gifts". Target men with phrases such as “guys don’t stress - get her a Valentine’s gift she’ll really love” and for women to get their other half “date ready”. In all your marketing materials, make sure to use language to attract those who want to spoil their Valentine and make them feel fantastic. Put together gift bags of romantic-themed retail products, such as lip balms and hand creams and make the packaging look attractive and special.

Gift Cards:

These are always appealing to clients as they are an easy way to spoil a special person while giving them a choice of treatments. They are also upfront payment for you and can introduce a new client to your salon. Keep a stack in clear view where you take payment and make sure to advertise them as a great gift idea on your website, social media and salon windows. Create an incentive for clients to introduce their significant other to the salon via gift card by rewarding the buyer with an enhanced treatment in return.

Packages:

Getting your loved one pampered is a lovely gift to show how much you care. Create Valentine’s packages by grouping together treatments that focus either on the client’s appearance or on relaxation. As people like to look their best for Valentine’s Day, create a makeover package to include treatments such as spray tans, gel polish, make-up and hair styling. Also consider creating couples packages so that they can indulge together, but don't forget the singletons! Not everyone is loved up or a fan of Valentine’s Day so create some packages with a focus on ‘me time’ so single clients can be pampered too, perhaps with a friend.

Social Media:

Start promoting your special offers and packages from 1st February. Use #Valentines and #ValentinesDay in your posts, as well as hashtagging your salon name and location. Make sure to promote your salon gift cards and retail items but vary social media posts so it isn’t just constant selling. Post content with Valentine’s appeal, such as hair or beauty looks from classic rom-coms, tips on how to look your best on the day and Valentine’s trivia. Share your Valentine's hair or beauty creations on social media throughout on the month to tempt clients.

Share the Love:

Why not use Valentine’s to show your clients some appreciation? Send all clients on your database an e-card to say Happy Valentine’s Day, thank them for their business and promote what’s going on in your salon in February. For your most loyal clients, consider offering added extras to their treatment for February appointments, such as a free style with their haircut. To go the extra mile, you could treat clients to chocolates and glass of fizz during your ‘month of love’, but buy them now to avoid paying Valentine’s prices.

Partner Up:

Teaming up with local business for a raffle or giveaway is a win-win situation for both parties. This way you can offer a bigger prize and piggy-back on each other’s client base. Consider what kind of business also serves your clients, such as a florist, jewellers or restaurant, or if you don’t offer the same services, perhaps a local hairdresser or beauty salon. Exchange and display each other’s business cards and flyers for the perfect marketing partnership.