12 minute read
Marketing your business to a male audience
Marketing business yourto a male audience
Business coach Liz McKeon provides tips on how to expand your client base by attracting more men into the salon
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In 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.
Tip 5 – Get the females to do the selling
One of the easiest ways to get him into the salon is through her – the wife, girlfriend or daughter who can see the benefit and do the selling for you. Christmas gifts, Father’s Day, birthdays, etc are all great opportunities to introduce your services to men. Send out an email to your client base reminding your clients to think of you when they are thinking of buying for him.
Tip 6 – Go for the body!
Most spas report that their number one male preferred service is massage therapy. Whether it is in the chit-chat style that women like in the salon. Avoid overly feminine colours when decorating. Have a pleasant aromatherapy scent that is appealing to both men and women. Being on display in a beauty salon is not something most men would want, so make sure they are in a private treatment area, where they can relax and feel comfortable.
to relieve sports pain or reduce stess levels, men have sought out massage treatments since before Roman times.
Tip 7 – Retail
Most men make excellent retail clients, so you might want to consider investing in skincare to meet the needs of your male clientele. Men are happy to purchase professionally recommended products and want your advice about how to improve their appearance.
Tip 8 – Give it a male focus
Make sure your salon is inviting to male clients. Check that you are communicating effectively and not
Tip 9 – ‘Men only’
Try a ‘Men only’ day or evening, so all your male appointments are booked in during the same time, as this will make it easier for men who are nervous about coming to an all-female environment.
Tip 10 – Social media posts
Use social media posts and/ or digital advertising to showcase different products and services that men might not even be aware are available to them. Always remember to emphasise the benefits. Use images and copy designed to appeal specifically to men.
Tip 11 – Stay on trend
Keep up with the latest in men’s style, fashion and grooming. This helps earn their loyalty, referrals and more frequent appointments, making you their trusted advisor.
Tip 12 – Newsletter
Photo by Minervastudio from Pexels
and products, consider a separate male-orientated newsletter, where you can upsell new services. Be proactive about encouraging positive reviews of your salon from your existing male clients, as these will resonate with other men considering your services.
Tip 13 – Request referrals
Stop being afraid to ask your male clients to tell their friends about you. After all, direct referrals are the best way to get new business,
and men are much more likely to act on word-of-mouth that comes from their guy friends.
If you find attracting and building a male clientele increases your income, then you have a new market to build on. If not, at least you’ve tried. Remember nothing ventured, nothing gained!
Liz McKeon is an author, business coach, trainer and mentor, specialising in salon turnaround. Email liz@lizmckeon. com
Talking to… Jared Hines
To coincide with Professional Beauty’s focus on male grooming in this issue, JOANNA STERKOWICZ talks to JARED HINES, the award-winning founder of Hines & Harley Men’s Grooming Lounge.
When did you first open Hines & Harley and what was your motivation?
I opened Hines & Harley in December of 2015 because I wanted to create a space where men could feel comfortable in an environment that offered all spa and barber treatments.
I believe you had over a decade’s worth of experience in the spa industry before you opened the salon?
Yes, I started my studies at Camelot International in 2005 and qualified in 2007. I have worked in some of South Africa’s top spas, namely Mount Grace and The Saxon. In addition, I have also had cruise ship experience with Canyon Ranch.
How did all this experience help you in setting up your own salon?
Thanks to the experience I gained from these top companies working in every position, I developed a good understanding of how to run a business properly – from housekeeping to back office, and at a 5-star level, it helped me to notice the small details that most people miss. now and then in our online social media posts.
Everything at Hines & Harley is set up in the way I would do the treatments and the way I would like to have the treatments, and it makes a big difference.
Both you and Hines & Harley have won several Professional Beauty Awards – do you use these accolades in terms of marketing?
Yes we do, we have the banner awards up on our website and we do like to mention them every Elaine Okeke Martin
You are a hands-on manager – is this something that is appreciated by clients?
It is and our clients can feel the difference when they enter the salon. I believe that this shows in the experience upon arrival and during the treatments. Everything is set up in the way I would do the treatments and the way I would like to have the treatments, and it makes a big difference.
How big is your team at Hines & Harley?
We are currently a team of four, all qualified spa therapists. This also makes a big impact on the quality and service.
In the past few years there seem to have been a spate of male-centric salons opening up, either as franchises or
independent. How has this affected your business?
I think it has affected us in a positive way. With the boom in these salons opening up, they have allowed more and more male clients to become aware of the services on offer. Inevitably when clients then look for a achieved this with our quality furniture and the premises, as together they bring this through wonderfully.
more bespoke and higher quality treatment and service, they end up with us.
The décor, style and ambience of Hines & Harley seems to reflect an ‘oldschool gentlemanly’ feel. Please comment.
Yes, my initial concept was to have a ‘1920’s Gentleman’s Club’ feel. I believe that we have
On your website you emphasise that you view a client’s visit to the salon as an experience and that a treatment is an exchange of energy that you and your team respect by always bringing the best of yourselves to the task. Please expand on this philosophy.
It is most definitely an experience, which starts with the client finding us. I want to include every aspect in the experience – from the website, to booking, to the treatment and even afterwards with home care products. We want the clients to feel our positive energy from the get go. I have always said that unhappy staff create unhappy clients. This is why I have tried to create a pleasant work environment, as well as not over working staff, and ensuring that they are paid their worth in order to keep everything running smoothly.
I believe you have a specific policy not to overcrowd clients – typically, how many clients at a time can you accommodate, while still sticking to this policy?
This strategy plays a lot to the overall experience for the client. I want my clients to feel as though they are the only ones in the lounge. We can have a maximum of four clients at any one time, but our spacing allows us to do this without it feeling crowded.
Do you have any plans to open other branches of Hines & Harley, with a possibility of franchising?
This is something that we have seriously considered, but there is nothing concrete as of yet. It is something to keep an eye on for the future.
How has your salon managed to weather the pandemic?
We have done well considering. During the hard lockdown we did struggle, as did everyone. When we were allowed to open again, we got back to ‘normal’ trading quite quickly. I believe the fact that we have a large and loyal customer base helped us a lot.
Have you introduced any new treatments as a result of the pandemic?
No, our treatment menu has stayed the same, we have just not had a price increase to help take the edge off after a tough 2020.
What are your most requested treatments?
Most definitely our haircuts and beard shaping treatments are the most popular, although facials, pedicures and waxing are all increasing very well.
I believe you have just revamped your salon – what prompted this?
I was very fortunate to get a new business partner and we decided that the lounge needed to look like my original vision. We felt that the lounge needed a new look, almost as a reopening after the lockdown.
Please elaborate on the revamp – what did it involve? Did you add any new features?
It was mainly cosmetic; we got new furniture in, including more comfortable barber chairs. We repainted and re-did all the light fittings, this has brightened up the space very well. Furthermore, we did some light construction where we were able to create two separate treatment rooms for waxing and massage.
I see that during the week you are open until 7pm – that’s quite late but obviously something your clients appreciate?
It is, but we do only open at 10am Monday to Thursday and at 9am on Friday and Saturday. I have found that our most popular time is between 4pm and 7pm. The clients really appreciate this.
Into what age demographic does your client base mostly fall? Are they from the business executive sector?
I would say that our average age is between 30 and 40, however we have clients ranging from 3 to late 80’s. Our clients are from a wide range of fields, not business executive particularly. I think that our pricing has a lot to do with the wide range of clients we have.
Do many fathers bring their sons in for treatments?
Yes, we have a large number of dads bringing their sons in for treatments, and this number is constantly rising.
Are most of your clients regulars?
Yes, I would say that on average per month, 80% of our bookings are from regulars.
When did you introduce the Hines & Harley range of products and how have they been received by your clients?
I introduced the brand towards the end of 2016; our clients love the brand as it is a natural and aromatherapy based product. It gives great results and our clients love using it.
Are the products exclusive to the salon?
For the moment yes, but I would love for more salons and barbers to stock the brand. We will soon be launching our online shop, which will make the product more available.
