Business Tips Interveiw
24
Marketing business to a male audience
your Business coach Liz McKeon provides tips on how to expand your client base by attracting more men into the salon
I
n the majority of salons, men make up a very small portion of the client base. As far as I’ve observed, it’s generally less than 5%. However, we know that men are trying more treatments than ever before. A recent study found that 47% of men had had a salon or spa treatment in 2017, up from one in three in 2015. The market is growing and is a relatively untapped business sector for most companies I work with. I find that salon owners are often slow to realise that there may be an opportunity here, but there are the enlightened ones who are developing new and innovative ways to entice more men through their doors. And, while no one could argue that more customers is not a positive thing, there does exist the possibility that a similar
or even smaller investment in expanding your present clientele could yield a better financial return. This consideration aside, let’s just explore how to expand your male salon or spa trade. Like every other market category of clients, the challenge is always two-fold: firstly, how to attract the client into your business and secondly, how to then convert the client to a long term, lifetime client. Here are my Top Tips to increasing your male client business.
Market to the men If you choose conventional advertising in your marketing plan, place your advertisements where men tend to read. Think about sports or business magazines or websites. Also, think gift vouchers. For example, an ad promoting your Valentine’s Day gifts in the weekend game schedule can be a very valuable way to entice the men in.
Tip 2 – Gift buyer The most valuable male customer is the one buying a gift for someone
special: wife, girlfriend, mother, sister. Remember – what is well received will be repeated. Create an email list that is male-specific for marketing your salon services as wise gift selections and make it easy for him to buy from you.
Tip 3 – Upsell If he is buying gifts from you on a regular basis, why not introduce a male price list? Have a separate ‘Treatments for men‘ section on your menu, even though the treatments themselves don’t have to be different from the ones you offer to female clients, they just have to sound more masculine and focus on different benefits. Men are more focussed on the results than the protocol or ritual. They want results.
Tip 4 – Treatment packages Create treatment packages for men, which will give them the opportunity to enjoy multiple services in a single visit and expose them to more treatment options, while increasing your retail opportunities.
Sonette Donker, Jane Wurwand, Cherie Ten Hope and Ilana Gush (circa 1998)
online @ probeauty.co.za
