For one day every year, our Birthday means that we can be the centre of attention and get spoiled and pampered by our friends and loved ones. Just that one day, we can feel a little bit more special. We know this ourselves, however, as salon owners, are we making the most of this for our trusted and loyal clients? Probably not.
If you’re already hooked up with an automated appointment reminder system, you’re probably sending out annual Happy Birthday texts to your clients by now. However, do you really think a generic automated text is the best way to show your clients that you’ve remembered their birthday and care? We’re not so sure.
You’re running a business and not a friendship community group. However, remembering and celebrating a client’s birthday can also be seen as a hugely important marketing tool. It’s likely to not only ensure they continue to return to your salon, but also recommend you to their friends and family and talk about what fantastic customer service you provide. There’s still nothing quite like word of mouth when it comes to salon marketing.
So, what can you do to make each of your clients’ day?
A personally written birthday card to your clients costs a little more time and money than an automated text. However, it really shows your clients that you respect them and are grateful for their loyal custom. By creating a salon birthday card that will sit in people’s homes, you’re creating a marketing tool in itself. Build yourself a chic design, which tastefully includes your logo and it’s like handing out framed business cards for your clients to hang in their homes for a couple of weeks.
Should you always offer a salon birthday discount?
The truth is, you don’t actually need to. They are sent discounts and offers (most likely) via email from you from time to time, so a personal discount might not even be necessary as they will be more surprised by the personally written birthday card. However, it is their birthday, so maybe offer them a gift?
You could introduce them to a new treatment being offered at the salon by giving them a free taster session. This could be tagged onto their regular appointment so as not to use up too much salon time and by ensuring it can be carried out by a junior, it won’t drain your resources.
Would you go the extra mile?
A personalised birthday card and an offer of a freebie is certainly going to get you in the good books with your clients. However, there is always the opportunity to go one step further. Inexpensive things like a glass of fizz (cava will do!) on their arrival at the salon and a little cupcake will give your salon and stylists an angelic glow from your client’s perspective and certainly won’t cost you the world.
It’s entirely up to every individual salon owner how far you go for your clients’ birthdays, but it’s important to remember what a key marketing opportunity it is for long-term, loyalty from your client base.