Nail salon events were once very popular, but that popularity has waned over recent years, says session nail stylist, salon owner & educator, Marie-Louise Coster.
I think the pandemic caused us to fall out of the habit of in-salon events; we got so used to not being able to gather together, then had the job of rebuilding our businesses, that salon events were often forgotten.
Salon events are an important part of a business calendar and great way to say a big ‘thank you’ to clients for their loyalty and support. Let’s be honest, without them you wouldn’t have a business and the opportunities that brings.
When to host an event
For pros opening a salon, an event means people can meet you and see what your business is all about. There are many other occasions when an event is an ideal opportunity to showcase you and your business, such the launch of a new treatment or product range, Christmas and business anniversaries. There may be treatments on your menu that have reduced in popularity and require highlighting, so you could also use an event to relaunch a service.
The benefits
- Salon events can be cost-effective. You already have a venue, so that is one cost you won’t incur, and this allows you to showcase your treatment areas and facilities.
- Events can introduce your services to potential clients. You can invite your clients to bring a plus one, who may be new to you. Introducing your business to them can expand your client base and increase profit.
- Events can boost turnover and help fill your diary. If you have special ‘one night only’ offers, your clients will be encouraged to book with you and pay for products there and then. At Christmas, salon events are a fantastic opportunity for retailing. I’ve found that festive gifts and vouchers fly out of the door at in-salon events.
How to organise a successful event
1. Prepare: I think that midweek is the best time to hold an event, as people are getting back into the working week on Monday and Friday/Saturday are often when people make plans. Ensure that your salon looks relaxing, inviting and professional, so people see it at its best.
2. Plan: Consider what will happen at the event. For example, will you hold a treatment demo? What food/drinks will you offer? What staff will you need? Will you run one or more special promotions, and on what? You could also combine your event with another local business. This would bring its customers to you and highlight both businesses.
3. Ticket only: I advise that salon events are ticket only. That way, you will know exactly how many people to accommodate. I would charge for the tickets and either state that the ticket price is redeemable against any purchase or treatment booking, or will be donated to charity. By charging a small fee, clients will be more inclined to turn up – particularly if the ticket price can be redeemed against a purchase. Also provide a goody bag featuring items like samples and vouchers to use in a quiet month or on a treatment that is less popular or not costly to perform.
4. Promote: Ensure that staff tell clients about the event. You could email or post invitations to clients personally inviting them, and consider promoting the event on social media, your website, in the press, within other businesses and via posters in prominent local places.
5. Maximise upon the opportunity: Once people are in your salon, you need to turn their attendance into revenue. Don’t be afraid to sell by sharing about the amazing treatments and products you offer. Giving out goody bags also ensures that attendees go home with salon literature.
Events are hard work, but they are fun and can be rewarding. They are a great way to celebrate your business, achievements and ultimately, your clients. It is easier to keep the clients you have, rather than trying to gain new ones. Plus, who doesn’t love being appreciated? We all need more of that.
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Facebook: Marie-Louise Coster Nail Artist, All About Mi