Expert Advice

The Winter Rush: Holiday Marketing

July 10, 2011 | 11:27 PM

Are you checking your holiday list twice this season? If you’re already getting a taste of the winter madness that’s right around the corner, and you need some ideas, check out what MODERN’s Proview Panel members are doing to prepare for the busy time ahead.

“I rebook all my clients two appointments ahead of time so they don’t have to worry about trying to get in for appointments during the holidays. Also, we order Christmas deals to pass on to our clients. We also offer gift certificates at a discount for certain services, like a complimentary manicure or a conditioning treatment.”

—Michelle Gruver
stylist at Identity Salon in Lancaster, Pennsylvania/ cosmetology instructor at JP McCaskey High School

“At Pygmalion Salon, we started our holiday in-house marketing program in September. Besides gift certificate sales, we provide and display custom- made gift bags with various retail items the salon carries. We give each purchaser a gift certificate of $25 or more, and a free gift of travel-size shampoo and conditioner. We have found this to be an additional incentive for future retailing and service opportunities.”

—Kenneth N. Cassidy
president of Pygmalion Salon in Long Beach, California

“We are preparing early. We are printing tent cards for all of our stations and posters made up with photos that include some of our services, and we are aggressively working on social media marketing. We also have special gift certificates made up with holiday packages on them.”

—Deborah Simpkins Bright
co-owner/vice president of Arnol Salon & Spa in Glendale, California.

“We started our pre-holiday corporate marketing at the end of September. We made promotion packets and special delivered them to businesses locally. We are also having ‘Santa’ deliver gift cards and holiday gift baskets.”

—Kristie Sylvester
owner of Mars Venus Salon & Day Spa in Brownsburg, Indiana

“Client overflow” and “time management” are the two most common problems our Proview Panel members face during the holiday rush.

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Michelle Gruver

Kenneth N. Cassidy

Deborah Simpkins Bright

Kristie Sylvester

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