Marketing campaigns play an important role in ensuring the success of your beauty business. With festivals and holidays round the corner, it’s important to run campaigns that will drive traffic and enhance revenue. Festivals are usually considered busy phases for any salon. During this time, you need a powerful tool that will take care of bookings, client relationships, inventory and revenue. Nothing works better than salon CRM software. It can help you optimise your marketing campaigns for maximum success.
Tips to Nail your Salon Marketing Campaigns
Segment your Clients
One of the biggest benefits of using a salon CRM system is that you get to segment your client database. The software does it for you so that you don’t have to spend time putting your clients in different categories. However, as a salon owner or manager, it’s important to know the different filters according to which you can segment your clients.
Demographics is the first filter. Here campaigns can be created based on specific age-groups, and gender. You can also create festival-related promotions for your young clients.
Second is past purchases. Identify the kind of services booked by clients earlier. Based on that you can offer them tailored promotions when you run specific festival campaigns.
Other popular filters are visit history, high-spenders, and inactive clients. During festivals, it’s ideal to create targeted campaigns to win back your inactive clients.
Run Targeted Campaigns
When you run a campaign, it’s important to let people know. A CRM for beauty salons has built-in marketing capabilities. You can craft targeted marketing campaigns and use an array of channels to send them out. The most popular channels include SMS, WhatsApp, Email and app notifications. This also helps you connect with the clients and send out personalised messages. Here’s how you can use each of these tools:
- SMS Marketing
SMS is ideal for quick announcements, appointment reminders and time-sensitive promotions. WhatsApp also can be used instead of SMS. For any festival-related campaign, send out timely announcements. It’s also ideal to fill in last-minute slots in case of a cancellation.
- Email Marketing
If you want to send out personalised marketing messages, email is your best friend. You can tailor discounts or promotions to suit every individual client’s preference. Visually-appealing graphics and creatives can be used to make the message standout further. Make sure your creative highlights the packages or discounts offered for the festive season. For example, if a particular client gets their hair coloured from your salon, send them a personalised offer for that particular service.
- In-app Notifications
If your salon has a mobile app, you can even send push notifications with exclusive deals and reminders to schedule an appointment.
Schedule the Campaigns
The best part of salon CRM software is that it allows you to schedule your campaigns. Festivals and events are usually busy times for a salon. Once scheduled, they will be automated and sent to the respective clients as per the timeline set. Ideally, you should be sending out marketing promotions and offers three weeks before the campaign, one week before and may be a day before. When you do it in these three phases, a sense of brand recall is established. A lot of people may tend to forget the pre-festival buzz and only rely on last-minute messages to actually schedule an appointment.
However, a common mistake salons make is that they “forget” to keep in touch with clients after the festival/event. Thus, it’s important to engage in post-festival reengagement to ensure clients continue scheduling appointments even after your pop-up is over.
Integrate Offers with Incentives
A CRM for beauty salons allows you to integrate offers with existing programmes. For example, when a client avails a festive-based service, the CRM auto-credits loyalty points from that purchase. Similarly, it can also be integrated with referral programs. This helps you incentivise word-of-mouth marketing during a festival. For example, “Holiday Glow-up for Two: Refer a Friend and both of you get to enjoy a 10% discount”. You can also sell gift certificates or vouchers at the salon counter to encourage sales. When your regular salon clients give it to their friends, your festive offerings get highlighted.
Another way of promoting your festive packages is by partnering/collaborating with local businesses
Track, Analyse & Optimise
A salon CRM system doesn’t only ensure that your marketing campaign reaches the right people but also helps you track it once it is complete. The analytical tools of the software can be used to track key metrics and performance indicators. A few metrics you should be analysing are open rates, click-through rates, and conversion rates. You must also analyse the booking received from each campaign. Also, it may be a good idea to check which segment responded best from the CRM.
Once you analyse the performance data, you can refine your message or approach for future campaigns.
Conclusion
In the fiercely-competitive beauty business, you need to put your best foot forward to survive. No doubt, festive seasons are a great opportunity to increase your overall salon revenue, attract new clients and re-engage existing ones. With Salon360, salon CRM software, you can achieve real results. If you thought CRM was only an appointment scheduling tool, you’re mistaken. It’s a festive marketing engine. Get started with a free Salon360 demo!
