The Birthday Campaign

Show your clients they are known, recognised and valued.

Prioritising client relationships contributes significantly to maintaining a loyal clientele. I believe there is a specific point in your client journey where it subtly shifts from needing to impress your client to keep them, to having to upset them to lose them. The sooner you reach this point the more solid your clientele will be and your income more predictable.

I am sure you have also experienced this. Your client mentions something that was not quite right about last time but it’s a simple matter of making a small change, as opposed to it being a deal breaker.

Like any relationship it’s easy to fall into a predictable routine which can easily make some clients feel neglected or under appreciated and potentially consider finding an alternative salon.

You may not know all of your clients, but they all know you.

Remembering all of your clients is hard, but they will all remember you. Anything you do to convince them they are known and liked will strengthen your client relationships resulting in more visits and a higher spend.

Therefore routinely doing things to convince them they are important to you is a good habit to start.

Remember something unique to your client.

To remember something unique is convincing. For example: Their birthday is easy to make this very personal, ensuring they feel known or recognised. After all it is their own special day and most people appreciate being remembered.

Be aware that consistency is an important factor too. All of that goodwill can be lost in a heartbeat if you forget next year!

Offer or No Offer?

Opinions vary regarding the merits of including a gift or offer with your birthday greeting.

In my opinion this campaign is more about sentiment and the feeling you generate as opposed to using it as a promotional tool. There are, however, plenty of examples of salons including offers and they are popular.

My preference comes from feedback, where long standing clients have come to expect the offer, which feels incongruent with the concept. One salon owner told me they actually have some clients ask if they can have it early!😂

Or you could to take a more hybrid approach by including an incentive to clients at risk of not returning or who are overdue and a warmer personal greeting to established regulars.

Whatever option you decide on I am certain The Birthday Campaign will become a valued part of your client nurturing process, resulting in more happy clients remaining with you for longer.

The Salon App is all-in-one booking, management and marketing software that helps you grow your salon business more quickly. There are many automations including a Birthday Marketing Campaign. Book a demo today to see how it can work for you.