Planned Salon Marketing Campaigns


It’s Valentine’s Day in four days. Have you planned your campaign yet?

No, not your Valentine campaign, your Easter campaign? How about your summer offers?

If you are one of those people that rush their offers and salon marketing AND you’re not getting the results you’d expect – perhaps the two are related!

Marketing strategy is a much higher level thought process than the month-to-month deliverables of getting in front of your clients, but planning out your offers, in advance, is essential when deciding what to give away, why and when.

I have already covered the art of creating a great salon offer – this reminder is all about planning.

Six Months Preparation

Take a date six months time. (For me right now, that would be August.) It’s a busy month anyway so I would not need to push much, unless we had a new product or service launch. With that in mind, I would have an up-sell of a product on a treatment offer. Eg. Have a Prescription Manicure and get a free Midi Phenomen Oil.

But, even on this wet and dreary morning, it’s got me thinking about my holiday salon package, which in turn has got me thinking about when people plan their holidays. It’s also got me thinking about October, when the salons start to get quiet.

The very idea of thinking that far in advance is that your mind will wander to a relevant point (as it did just for me).

I can now spend the time working out what I might offer or what campaign I could come up with – be it a competition, free gifts, or discounted offers.

Marketing Planner

Having a marketing planner need not be complicated. You can buy wall chart planners on Amazon. Of, if you can use spreadsheets you can create your own.

This example uses a simple GANTT chart set up for weeks, with deadlines. You can download it here for Excel or Apple Numbers (created in Apple Numbers so not sure how it converts).

Salon Marketing Plan

Notice how I would always suggest having all your collateral – whether it’s a new web page, a flyer, or images that you are going to share on social media – ready well in advance of the beginning of your promotion.

Set up your own chart, plan up to a year in advance, print it out and stick to it!

If you don’t, not only will you put MORE pressure on yourself closer to the time, but you will have no one else to blame of your salon profile fades, or your last minute rushed campaigns don’t deliver.


About Author

Working in Hampshire (UK), I have a beauty business with four salons. I'm the guy that sits in the office doing marketing and numbers. My experiences are based on these skills.

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