If you’re not yet catering to the male grooming market then you’re missing out on a BIG opportunity! As early back as 2012 studies were showing that men are increasingly turning to non-surgical aesthetic treatments to tend to their skin, hair and body concerns. Today’s modern men feel just as much pressure as women to look good, stay healthy and keep signs of ageing at bay.
Chances are your salon, spa or clinic is already offering one or more of the above treatments, so why not start boosting your male customer base today with a special Father’s Day promotion? Here’s how.
As it’s typically children and partners doing the Father’s Day gift buying, this is who you need to be speaking to on your social media channels. Bring it to their attention that Father’s Day is just around the corner and that you are here to help with gift ideas designed to make look good and feel great. Get them interested with thought-provoking questions like:
Now that you have their attention, you need to follow this up with your enticing offers. You want the buyer to feel they are getting a great value offer while also investing in a meaningful gift for dad. Here’s some Father’s Day treatment package ideas:
It’s great that you’ve now got the guys coming through the door to use their Father’s Day gift packages and vouchers, but don’t let it slip by as a one-off – the aim should be to build a relationship and turn a single gift booking into a loyal customer. You can do this by offering dads an incentive to return with a little bonus offer when they visit.
For example, if they’ve come in for a course of laser hair removal treatments, give them a card or voucher offering them a great deal on another male-geared service. For example:
Bundle together Father’s Day skincare packs or “male grooming kits” from your retail range and have them presented front and centre on your counter with clear signage, an enticing price point and a catchy tagline. This is an easy way to upsell at the end of a booking by targeting customers who don’t know what to get for Father’s Day or have left gift buying to the last minute. Just be sure that the gift packaging colours and tones you use are appropriate for male taste.
In the lead up to Father’s Day, why not run a Facebook competition? Make it light-hearted by getting entrants to share their funniest or most embarrassing “dad” moment or dad joke. The winner receives a Father’s Day gift voucher or male pampering package to give to their dad or partner.