Holiday How-To-spread
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The document provides tips for salon owners on preparing for the holiday season. It advises ordering holiday gift sets and specialty nail colors early as they are produced in limited quantities. Popular holiday colors often sell out quickly. It also recommends planning promotions and events for the holidays at least two months in advance so staff has adequate time to prepare. Suggested promotions include seasonal manicure/pedicure services incorporating holiday scents and designs as well as gift certificates.
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Holiday How-To-spread
- 1. N O V E M B E R 2 0 1 4 N A I L P R O . C O M 185 BUY NOW DONT WAIT UNTIL THE LAST MINUTE TO DO YOUR SALONS SEASONAL SHOPPING. Holiday gift sets and specialty colors are usually produced in limited quantities, so order fall/holiday products as soon as possible, depending on individual distributors and their shipping policies. The colors that tend to be most popular during the holiday油season are usually special editions that sell out quickly, says Patricia Sullivan, nail department head at Salon Blue and Spa 190 in Mineola, New York. Plus, clients are seeing new products and colors advertised in magazines and will be asking for them. Need ideas? See Must-Have Holiday Picks, beginning on page 186. 184 N A I L P R O N O V E M B E R 2 0 1 4 HOLI DAY How-ToCongratulations! You made it through pedicure season. But before you kick up your own two feet, prep your business for the hustle and bustle of the holidays. Read on for real-life tips for marketing seasonal services, as well as our favorite festive products, to keep your clients merry and bright. 2 1 PLAN AHEAD WHILE THE HOLIDAY CRAZINESS WONT TRULY HIT YOUR SALON UNTIL DECEMBER, THE SWEET SPOT FOR PLANNING PROMOS AND MARKETING EFFORTS IS TWO MONTHS PRIOR. A willing (and able) staff should be able to conceptualize and execute an event or special given a few solid months, says Allison Tray, owner of Tres Belle Spa in Brooklyn, New York. This can be a really fun process and a morale builder油among油your team, she adds. OFFER SEASONAL SERVICES BRING THE SEASON INTO THE SALON. For November, put a pumpkin spice油manicure/pedicure on the menu. In December, switch it up with something sweet. We offered a warm candy cane spa mani/pedi topped off with a candy cane design on fingers and toes, says Sullivan, who adds that mint-scented scrubs and lotions can help get guests in the holiday spirit. 3GETTHEWORD OUT MAKE IT ONTO YOUR CLIENTS HOLIDAY WISH LIST BY PROMOTING SERVICES VIA EMAIL AND油SOCIAL MEDIA. We also make sure the front desk knows about holiday promotions early on so that they can油offer the information to clients when booking, says Sullivan. Gift certificates are also a great way to drum up more clients, including men. Create a special gift package for your female clients. For example, buy two manicures and get one free mens manicure, suggests New York-based celebrity nail technician Erica Marton. tis the Season For Giving 4Top-spending guests receive a larger gift as a way of thanking them for their loyalty, usually a beat-the-winter-blues-themed mani or pedi service. We also give out a $5 gift card toward any new service after the holiday season, redeemable油January 1 - March 31. Lisa Abbey, Salon Blue and Spa 190, Mineola, NY Show your clients just how much you appreciate their business with these tried and true gift ideas from the pros. Treat loyal customers to a little cocktail party on a油 Thursday油after work. Allison Tray, Tres Belle Spa, Brooklyn, NY Send handwritten holiday cards to clients. Plus, I add an extra 5- to 10-minute hand or foot massage to their service. Erica Marton, celebrity nail technician, New York, NY Bake a batch of homemade goodies, such as chocolate-covered pretzels or fudge, to give to your clients with a thank you note. Shannon Diaz, UpSpa Daisy, Metairie, LA B y A y r e n J a c k s o n - C a n n a d y