Your schedule is always full, every available space in your salon is utilised and your therapists never do free time on your account.
If this is true for you; STOP READING NOW.
Rather use this time to plan your next trip to La-la Land.
Open spaces in appointment books come straight off your profits. It doesn’t do a loop-around, returning with a gift.
It is gone forever and spa owners and their managers know this.
The challenge is obvious; fill the gaps, get busy! The empty space in your book has many shapes.
Bad service, flat interiors, wrong location, average marketing, poor therapists.
This blog is about those spaces on the booking platform that have the shape of a bloke. Your spa could always do with more male customers. Much has been written about this topic and many salons now report male patronage of up to 45%.
The reasons for the increase in male customers include:
More manly interiors
Male treatment menu’s
A changing world
Yet, I have very few buddies that go to the spa. My wife? Now she has no friends that don’t. And there lies the unexploited paradox. Only one half of the pair goes there! It’s time to try something different.
We all have Marketing 101: Upsell to existing customers! Market your male service to your existing female patrons. Instead of focusing on flogging off the latest bottle of She-Has-It-Already at the end of the treatment, sell the male treatment menu during the treatment.
So what does hubby do? What are his heels like? Let’s sort that out for you!
Instead of creating new sources of revenue, expand the existing one. It’s a soft sell. Women hate blackheads and chapped heels on their men. Women hate it when their knight in shining armour’s face looks like it belongs in a Frankenstein movie. Women hate men with fingernails like the claws of a raven. Women hate nose hair!
Wives, partners, girlfriends and fiancés are already incentivised; they just need to be reminded of this.
Advantages of marketing to the women in their lives
- They are existing clients
- They recognise the need already
- They usually drive change
- It helps him to overcome his initial fears when you accompany him on the first visit
Girls, drag him along. He will look better, feel better and you get to spend more time with the busybody.
I have a friend that regularly goes to the spa. His wife books the appointments.