Let’s start with the good news: The hair salon industry is sitting in a good place for the next five years. Consumer confidence is high, discretionary spending is up, innovative styling techniques are changing the game for many hair stylists, and clients are having a lot of fun experimenting with their personal style.
But within this very positive environment, competition has never been higher. Not just competition with other salons but also drug stores, beauty stores, and spas that offer a lot of the services hair salons offer. Not to mention the online services now available. Hairprint, for example, is an online product that restores gray hair to its original color without hair dye. Esalon is another company shaking up the industry with expert guided at-home customized coloring products. With all this competition, salons are going to have to focus in on what makes them different, who that will matter to the most, and how to reach those individuals. While we can’t really judge what makes a salon different, we can provide some insight on the salon customer and how to best reach them. Read on to learn how.
Understanding The Hair Salon Customer
Within the $46.3 billion hair salon industry, about 27% of consumers in the hair salon market are between the ages of 35 and 44. The second largest segment, 23%, is comprised of consumers 45 to 54. In the Mspark geography, females in the 35-44 age range are 10% more likely than their urban counterparts to most often get their hair cut and 24% more likely to most often get hair highlights. Young adults in our geography (18-24) are a great audience for hair salons during wedding season as 7.6% are getting married in the next 6 months, 9% higher than the total population of adults in the same age range.
What this means for hair salons is that they should be taking advantage of the resources or data services available to them in order to profile the audience in the geography or geographies they serve. Having this insight is the first step towards getting away from the old way of marketing, hitting all households via digital or print, and focusing in on targeting consumers who are more likely to see the value in what your salon offers.
Reaching the Hair Salon Customer
Many salons have fully embraced digital media – whether it’s maintaining an active social media presence, reputation management through online reviews, or SMS and email messaging. Tools and tech make it relatively easy to get into a comfortable marketing “habit”. What’s sometimes missed is that an all-digital approach is not the most effective way to retarget potential customers and not the best customer retention strategy either. For acquisition, ANA/DMA response rates for direct mail are currently at 5%, where digital channels are at 1% or less. It’s good to see these solid response rates for direct mail and we can certainly help salons with their targeting strategy.
In the chart below, we can see that for different types of hair salon customers, ads/coupons in the mailbox are a great way to reach them and get them to take action.
The Opportunities Are Limitless to Attract the Hair Salon Customer
Staying competitive takes a well thought out strategy but it need not be overly-complex. A salon can take a lot of what they’re doing on social and apply it offline as a complement so that their audience has a consistent experience with their salon both offline and online. What works on Instagram can easily be applied to print. In fact, integrated direct mail and digital campaigns elicit 39% more attention than single media campaigns. Here, the possibilities and opportunities are endless – and just like digital media, there are ways to measure the salon’s print marketing performance. If you manage a salon and need some inspiration for your next campaign, check out our success stories below about other salons who implemented effective direct mail campaigns.
Connecting for Action – Canada Post Neuroscience Report
ANA/DMA Response Rate Report 2018
IBIS World 2019
NHCS Adult Study 2019