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How to Build a Successful Holiday Campaign for Your Salon

Lauren Salapatek | August 7, 2014 | 8:25 AM

How to Build a Successful Holiday Campaign for Your SalonHappy holidays start with making a list, checking it twice. Here’s a calendar outline to use as a guide to customize your own holiday schedule, courtesy of CosmoProf. Involve your sales consultant and key staff to gather resources and brainstorm ideas.

AUGUST

• Review Holiday 2013 results and set budget/sales goals for 2014

• Review the Holiday Pre-book with CosmoProf salon consultant

• Brainstorm promotional plan and Holiday Pre-book order

SEPTEMBER

• Decide your holiday sales promotion strategy and merchandising theme

• Plan final inventory with your salon consultant

• Schedule holiday kick-off staff meeting

OCTOBER

• Hold staff meeting to communicate holiday plan

• Start holiday marketing initiatives (in-salon, social media, print, etc.)

• Set date for early client holiday event to unveil holiday promotions, incen­tivizing early purchase, multiple gift purchases, pre-booking of services, gift certificate sales, etc.

• Update and order special holiday merchandising items—gift certificates, bags, decorations

• Receive your holiday gift order/inventory

• Communicate holiday promotions to clients with bounce-back offers for Jan/Feb, referral offers, mini treatment demos and retail samples with holiday messages and gift ideas

NOVEMBER

• Decorate and merchandise the salon, from check-in to backbar, to consistently support and promote holiday offers; take photos and review with team, keep in records

• Host consumer holiday event

• Review November/December issues of CosmoProf Beauty Span and Shopping Guide, and MODERN SALON for tips, trends and techniques for holiday looks

DECEMBER

• Promote last-minute holiday ideas for clients

• Plan after-holiday sale and offers for end of the month

JANUARY—Celebrate your success!

• Regroup with team to discuss what worked and what to change or add to holiday plans for 2015

• Update and file records of your holiday sales, notes and photos

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