Close
Expert Advice

Courting the Recessionista

Stacey Soble | July 10, 2011 | 7:11 PM
Courting the Recessionista

Sometimes a clever word phrase can spawn a whole new marketing campaign. Earlier this year, Karie Bennett, owner of Atelier SalonSpa, in San Jose, California, ran across the description of a recessionista in an online fashion magazine:

“A recessionista is a person who is able to find a great deal while still managing to look stylish. A recessionista is that modern marvel who is a magnet for a good deal. And in this economy, she’s got a lot to teach us.”

Bennett took the phrase and made it her own. If she has more than six appointments open on one day, she’ll send an early morning Recessionista e-blast to her client base offering 20-percent off same-day appointments. 
 
“It’s hugely popular,” says Bennett. “I’ll send them out at 8 a.m. and by noon the appointments will be booked. But I only do it every few weeks, and I do it sporadically because I don’t want clients to stop pre-booking.”

For her part, Bennett says she’s just helping out clients who are in a tough spot in this economy without giving away services. “Getting an upscale service at an upscale salon for a discounted price is like finding a Louis Vuitton in a consignment store.”

 
                                                                                                                                  

Facebook Comments

More from Expert Advice

Your Little Guide for BIG Spring Promotions

April 5, 2017

Do you dread thinking of new ways to reinvent promotions and special occasions? How many times a year can you discount the same service, the same way, without your clients becoming accustomed to a “holiday promotion”? Fortunately, the abundance of springtime holidays and special occasions allows for a variety of fresh ways to delight your customers.

Expert Advice
Expert Advice

Why Professionals SHOULD Sell Retail Products

Maggie Mulhern | February 28, 2017

It has been a problem in our industry for years - retailing. Many salon pros have trouble seeing beyond the artistry and find it difficult to sell products to their clients. In this brief video Cody Fullerton of Living Proof confronts the situation and shares why salon pros should encourage their clients to buy products to maintain their hair between salon visits.

Load More