Recently, our team fell down the ‘secret menu’ rabbit hole across our social media platforms and it got us thinking – What would be the salon equivalent to secret menu items?
Firstly, what is a secret menu? This is when brands (normally coffee houses or food establishments) have items that they don’t publicise but have the ingredients to make so with the right amount of digging, anyone can ask for it (seriously, just google it!). The aim is to add extra value to frequent customers as these things are commonly discovered by word of mouth or point of sale marketing if you go to order.
Why are we telling you this? Just think of the added value you can bring to your salon by providing additional services that you don’t usually advertise but can offer to clients you think would benefit. The power of receiving ‘one-of-a-kind’ services creates a bespoke salon experience, hinting at luxury and intrigue that helps client retention whilst providing another line of revenue.
How would your clients know this is available to them? You can use the same methods that you would for any promotion because, as its core, that is all it is – offering an upgrade to your already well established services. During consultations , you make your client aware of any promotions you have ongoing so that they feel confident committing to the appointment. Use this time to ask them if they would like to see the “menu” and offer what you think would benefit them the most ( For example: “Yes, I am happy to book you in on the Friday. Do you have plans for the evening? I would recommend our luxury Diamond blow dry so your event ready when you leave the salon.”)
Another way to spread the word is through point-of-sale marketing, which is the information you provide around the reception or till area. This is the place where you can guarantee every client will see it and will have the opportunity to ask about. The same applies to having mirror cling or strut cards in front of the chairs.
What are some examples of these additional services?
- Sens.ús Alisa Diamond Blow Dry
- Malibu C Wellness Remedy (Hard Water, Scalp Therapy, Color Prep, Swimmers or Curl Partner)
- Eufora Urgent Repair Treatment and Beautifying Serum
- Illumyna Tailor-Made Rituals
Coincidentally, Sens.ús have just launched LaminHoli, the professional lamination kit and if you are a fan of Holi and Alisa you already have the products to introduce the service! We believe this would make an excellent service that is gentle on the hair, designed to ensure that hairdressers can see their clients out with the most exceptionally soft and shiny hair. The Alisa and Holi range work in tandem to produce Sens.ús lamination as an ideal service to offer clients wanting lasting shine and protection. The benefits of introducing this are simple:
- It is easy to use
- Guarantees ‘mirror shine’
- Leaves hair soft to the touch
- Suitable for all hair types
- Boosts body
- Colour lasts up to 8 washes
- Uses Alisa Restore Shampoo and Restore Butter with Holi Activator and Holi Clear
Download the easy guide here:
How can marketing excel your business? Join Debbie at Drive Your Business on the five-course circuit where you choose where you go – starting at any module. Drive Your Business | Marketing Growth will take place September 20th 2022 at P4h Academy, Milton Keynes.
