The ultimate salon promotion checklist

Running a promotion is a surefire way to increase the number of clients and bookings for your salon. A good promotion needs to keep in mind a healthy profit margin and must be run strategically to maintain the perception of your services as high value. So how do you get started?

We've prepared a checklist with everything you need to know before running a salon promotion, templates you can use to get started, and a quick view of the key reasons why you should run a promotion for your business. 


Salon promotion checklist

  1. Identify the goal of your promotion: Do you know what you want to achieve with your promotion? A promotion goal can be to attract new clients, increase sales, or encourage repeat visits to your business.
  2. Define your target audience: Your promotion has more chance of success if you focus on a specific group of clients or potential ones. Knowing who your promotion is aimed at will make it easier to define where to market it, and how to go about doing so. 
  3. Choose the type of promotion: Next up, you should decide on what type of promotion you'll be running — it could be a social media competition, an exclusive discount to a new service, or a limited-time offer to drive bookings. 
  4. Set a budget: Outline how much money will be allocated to running your promotion. Typical costs include paid promotion on marketing channels, such as online ads and boosted posts on social media; if you're running a giveaway, make sure your margins with overall product sales can cover the offer.
  5. Define your offer's duration: Define how long your promotion will last, based on the type of promotion you'll be running. For example, a limited-time promotion creates a sense of urgency, while a deal run for a longer time gives customers more time to take advantage of the offer.
  6. Create a promotional code: Generate a unique code related to your promotion that clients can use to redeem the offer. Make it easy to remember and enter, and use the opportunity to market your business and your services, or link it to a key calendar date — for example, create the code SUMMER20 for 20% off bookings made in June, or BESTBEARD for a free beard oil with any beard trim. Creating a promotional code can easily be done through your online booking system, which will also allow you to track the success and uptake of that initiative.
  7. Time to promote it: Use marketing channels to promote your initiative, such as your social channels, email marketing, your website, and signage in your salon. This is where knowing your target audience will come in handy: think of the places they usually frequent and tune into, and use those channels to market your promotion. 
  8. Make sure to train your staff: Your promotion success will also depend on your team's understanding of the promotion, as they can be great marketers to help you get the word out. Take your staff through the key aspects of the deal, and make sure they know how to explain it to clients.
  9. Track the results: Keep track of the promotion's success, such as the number of new clients, sales increase, and client feedback.
  10. Follow up: Follow up with customers who took advantage of the promotion and encourage them to return for future services or purchases.


Salon promotion email templates to get you started

1. Attract first-time customers

Discount Code: NEWCUSTOMER

Email Subject Line: Welcome to [Salon Name]! Enjoy [Discount] off your First Visit!

Dear [Customer Name],

We are thrilled to welcome you to [Salon Name]! As a thank you for choosing us, we would like to offer you [Discount] off on your first visit. Simply use the code NEWCUSTOMER at checkout to redeem your offer.

We can't wait to help you look and feel your best!


[Salon Name]

2. Refer a Friend Promotion

Discount Code: FRIENDREF

Email Subject Line: Share the Love and Save!

Dear [Customer Name],

At [Salon Name], we know that our best advertising is word of mouth. That's why we want to reward you for referring your friends and family to us. For each person you refer who books a service, you will receive [Discount] off your next visit. Just make sure they mention the code FRIENDREF when they book their appointment.

Thank you for your loyalty and for spreading the word about our salon!


[Salon Name]

3. Birthday Promotion


Email Subject Line: Happy Birthday from [Salon Name]!

Dear [Customer Name],

We hope you're having a fabulous birthday! To help you celebrate, we would like to offer you [Discount] off any service during your birthday month. Simply use the code BIRTHDAYGIFT when you book your appointment.

Thank you for choosing [Salon Name] to be a part of your special day. We can't wait to pamper you!


[Salon Name]


4. Seasonal Promotion


Email Subject Line: Get Ready for [Season] with [Salon Name]!

Dear [Customer Name],

As the weather changes and we welcome [Season], it's time to update your look! We're excited to offer [Discount] off any service during [Season] when you use the code SEASONALSALE at checkout.

From a fresh haircut to a bold new colour, we're here to help you look and feel your best this season.

Book your appointment today!


[Salon Name]

5. Product Promotion

Discount Code: PRODUCTSALE

Email Subject Line: Elevate your Haircare Routine with [Salon Name] Products!

Dear [Customer Name],

We believe that great hair starts with great products, and we're excited to offer you [Discount] off all [Salon Name] products when you use the code PRODUCTSALE at checkout. Whether you need a new shampoo or styling product, we have everything you need to keep your hair looking its best.

Shop now and take advantage of this limited-time offer!


[Salon Name]

The 5 benefits of running a salon promotion

  1. Drive sales: promotions can help small businesses increase sales by incentivising customers to book more appointments or purchase more products.
  2. Attract new clients: running a special offer can help you attract people who may not have visited before, offering a chance to expand your customer base.
  3. Increase customer loyalty: retain existing customers by rewarding them for their loyalty and encouraging them to continue to use your services.
  4. Get a competitive edge: stand out from competitors by offering something unique and attractive to your client base.
  5. Increase brand awareness: promotions are a great way to get your name and services in front of more people through various marketing channels.
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