5 Father’s Day Marketing Tips
Tips for taking care of dad this Father’s Day
With the global men’s grooming market predicted to reach $56 billion dollars by 2020, it’s no wonder spas and clinics are now directing marketing strategies towards men, and salons which previously catered towards women are now actively encouraging male clients through their doors.
Father’s Day is the prime time to remind your customer base that you specialise in male aesthetic services. Here’s 5 marketing strategies to get your Father’s Day action plan rolling.
1. Target the right audience
Although it’s Father’s Day, your target audience for this campaign is actually women — after all, it’s the wives, mums and daughters who are the primary gift buyers for this occasion. Your messages need to evoke a response to their needs, so consider catchy taglines such as:
“Does dad need to de-stress? Talk to us today about our blokes-only pamper packages this Father’s Day”
2. Kit them out
Men are using more skincare products than ever, so jump right onto this opportunity by putting together a ‘Grooming Kit for Him’ with specially selected products from your retail range that are ideal for thicker, coarser male skin. You could even partner up with local businesses and include a discount coupon like ‘50% off your first Personal Trainer session’ at the gym, or a free coffee ‘just for Dad’s’ at a trendy neighbourhood cafe — little details like these go that extra mile to make your business more memorable!
Be sure to market your grooming kits both in-house and across your social media channels in the lead up to Father’s Day. Online posts could say something like:
“Don’t get dad another pair of socks this Father’s Day. Instead, make him feel like the world’s most dapper dad with our ultimate Gentlemen’s Grooming Kit. Call now to order.”
3. Offer an unbeatable laser deal
The most popular non-invasive aesthetic procedure for men is laser and IPL hair removal, so this is the perfect time to actively promote discount laser or IPL hair removal packages specifically for men:
“To celebrate Father’s Day, we’re helping you ditch that unwanted hair this September with 6 male laser hair removal treatments for the price of 5.”
This not only makes a great gift that partners and children can buy for dad, but men will also respond to the promotion by making bookings for themselves if you market the deal across your website, social media channels, and shop front.
4. Make it a memorable experience
If dad has booked in for his Father’s Day pamper package, make it a memorable experience for him as soon as he walks in the door. A cold beer on arrival? Perfect. Or perhaps offer him a hot beverage of his choice.
In the waiting area, ensure there is a selection of reading materials for men, and at the end of treatment — send him home with his very own mini Gentlemen’s Grooming Kit of sample products.
5. Include a ‘bounce back’ offer
No matter which marketing strategy your buyer’s or dad’s opt for — be sure to include a ‘bounce back’ offer coupon. After all your hard efforts putting together the perfect Father’s Day experience, you want to ensure they return as a repeat customer! Bounce back offers give new and established customers incentive to return again and again. It could be something like:
“Book [insert treatment] by October 31 to receive 30% off!”
“Book any laser hair removal treatment package by October 31 and receive a complimentary 20 minute LED skin rejuvenation facial.”
Just be sure to include an expiry date with your bounce back offer — this applies gentle pressure so the customer follows through and makes the booking, as they won’t want to miss out on a great deal.