I could use some creative help with a new men's salon that has arrived here in Colorado Springs. They have been a challenge for me. We did a grand opening event with possible truck giveaway and brought 35 NEW clients to them in one week. They are not pleased and were expecting over 75 (35 is phenomenal for this market). Has any one had any luck with some fun promotions or have any ideas? We are having difficulty making this client happy.
Caraigh, for most people, getting people to switch from their long-time barber or hair stylist is difficult. It's not just a commodity; it's personal. And there's a relationship invovled. That you could bring this new salon 35 new clients in one week is remarkable!
Ask your co-workers at the station, What would it take for you to switch to a new stylist? That may give you some clues for a copy angle.
However, some customers don't care about consistency and are happy to go wherever they can get a passable haircut as inexpensively and quickly as possible. They're the "low-hanging fruit" for a new salon to go after. You might suggest that they offer an introductory deal on a 3-haircut or 6-haircut package and make it ridiculously inexpensive, five bucks per haircut, to make it irresistable. After the customer has been in 3-6 times in a row, they've become habituated and are more likely to continue, assuming they've had a good experience.
Another angle you might try is to record sound bites from actual customers and work them into a spot. Here's an example of one I did for Great Clips when they opened a number of years ago.
