Appealing to Younger Clients

Client retention for spas and salons

Is your client mix the right one, or do you have a standard client profile?  Your salon can suffer from too much of the same thing.  

Discussions of salon marketing always mention the importance of both identifying your target client, and then marketing to them. It’s commonly said that your salon can’t be all things to all people, and not to worry about trying. The flip side of this argument is that if your clients are all one certain type (i.e. age bracket, social circles, economically) this can create an environment that lacks diversity and that can hurt you if that one particular demographic suffers a hardship, especially economically.

Some popular salons that have been open for 20+ years are discovering another side effect of that situation, which is that when all of your clients are a certain age; they tend to enter into a transition zone that may take them out of your client pool. Some move away, some become ill, and sometimes they just want to do other things with their time. Having a more diverse client base helps to protect your business from being negatively affected by one group of clients – and is a good reason to consider whether you are marketing correctly to capture the next generation of your salon’s clientele; today’s college and high school graduates.

Yes, it’s true that this group doesn’t have a lot of disposable income at this point in their lives. This won’t always be the case, and there can be a lot to be gained from extending your invitation now. Many young people today don’t emphasize appearance, and adherence to cultural norms, in the way that was typical when many of us were younger. However, as they mature and come into the workplace, some will certainly be interested in polishing up their look (pun intended!). Creating a marketing plan that signals to these young people that your door is open to them can reap rewards in the next few years as they transition into new phases of their lives. While they may not be weekly salon clients, personal grooming will never be out of style in the workplace.

What are the most impactful things you can do to attract a younger audience?  Free Wi-Fi is essential, for one. Having a specially priced menu or a selection of services that meet their time and pocketbook needs is also crucial. Young adults in this generation have grown up with both the internet and constant environmental worry; they are socially responsible and will patronize businesses that demonstrate that they are too. Having a policy or plan around social responsibility and participating in community events is both good business and good for attracting this demographic.

About the Author

Lisa Starr

Lisa Starr brings over 30 years of industry-specific experience as a consultant, educator and writer to Booker through GOtalk. Lisa also works for Wynne Business, a leading spa consulting and education company. Among other things, Lisa’s expertise lies in business operations and finances, sales and marketing, inventory management, human resource development, and business process improvement. She is a well-known speaker within the trade show circuit and is a frequent contributor to industry

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