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Mothers Day promotion ideas just might not work. For many salons Mothers Day might seem like the ideal opportunity to promote and sell extra services. But for some, Mothers Day promotions just don’t work.
The other month I was working closely with one salon owner on their Mothers Day promotional ideas. We’d both worked really hard together putting in order a great Mothers Day promotion. The offer was great. The advertising was right. All done in good time.
The offer was designed so that her clients could bring their Mothers in for a special treat. A “Yummy Mums and Daughters” special treatment. Perfect.
But …
Nothing happened. Well, to be honest a very small trickle of orders. So what had gone oh so wrong?
Like I said there was nothing wrong in the promotion itself. But then we both looked a little closer ….
Studying her salon clientele we found that:
- The majority of her clients were female around 40 (ish) years old. This meant that, with the best will in the world, their mums would be 60 (ish). And probably a good deal older.
- Her salon was in central London. Most of her clients came to see her in their lunch hours or directly after work. This meant that the majority of Mothers would actually be living a good commute from the salon. Actually getting to the salon would be a feat in itself.
In short, the Mums we targeted were (a) perhaps a little too old and (b) far too far away to actually take advantage of the offer.
Oh isn’t hindsight a wonderful thing! What we should have done is made up a Mothers Day offer targeted at young Mums in the area rather than the Mums of the existing clientele!
So, please do learn from our mistake! Make sure your Mothers Day offer is hitting the right target market for your salon. Clearly a central London salon has a totally different demographic client base than a salon based outside the city.
My advice would be to take a good, long, hard look at your existing clientele before you put in place a similar (and perhaps doomed) promotion.
Am I embarrassed about this? A little. But, then, as the saying goes, if you’ve never made any mistakes you’ve never made anything.
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