The beauty industry has been quite popular in the Chinese market in recent years, developing in ways that are beyond people's expectations. Like other enterprises, as the number of businesses grows, so does the competition. Beauty salon managers try every possible way, racking their brains to devise various methods to attract customers for the popularity, foot traffic, and turnover of their salons. Consequently, price wars ensue. Many large beauty salons then start organizing planning departments, specifically addressing the various shortcomings of beauty salons during the New Year period for event planning. So, how should beauty salons without planning capabilities organize events? They must start from the following situations:
1. Understand the surrounding environment of professional beauty salons;
The geographical location and environment of each beauty salon are different. To understand the environment of the beauty salon, the movements of competitors, the flow of people, and the turnover rate of the beauty salon beds, etc., is crucial. If the area near the beauty salon is a residential area, what form should we adopt? What forms should be adopted for industrial areas or commercial areas? Can we use skin care as the theme for residential areas? Can we use staying fashionable with minimal spending as the theme for commercial areas?
2. Understand the target audience for professional beauty salons' activities;
It is necessary to understand what the activity plan is targeting: Is it targeting the popularity of the beauty salon, the high-end consumer group, or a bustling business atmosphere? All these must be clearly understood. For example, if the goal is popularity, the beauty salon can conduct a series of outdoor promotions to enhance its local reputation. If it’s the high-end consumer group, the beauty salon can invite a planning company to assist in hosting some parties or introducing some highly attractive and quality projects for promotion. If it’s a bustling atmosphere, the beauty salon can host a large-scale free lottery event or a time-limited ultra-low price hair styling discount event.
3. Clear purpose of the activity and clear thinking;
The purpose of the activity must be clear in the planning proposal, allowing all employees of the beauty salon to instantly understand the significance of this activity and the problems it can solve for the salon and the employees. At the same time, it should clarify what additional benefits it can bring to the beauty salon.
4. Execution and division of labor for beauty salon planning;
Beauty salon activities are mainly divided into large, medium, and small-scale events. Large-scale events are relatively rare because they involve many aspects, so professional beauty salons usually focus on medium-sized events. Large-scale events, such as co-hosting a customer carnival evening with nearby malls, can bring the customers closer to the professional beauty salon; medium-sized events can enhance the marketing atmosphere of the beauty salon; small-scale events—such as experience activities for certain projects or skin care—are also common.
Regardless of whether it’s a large or medium-sized event, the details of the event should be clarified, operations simplified, and divisions of labor detailed. The proposal should specifically mention how to divide and execute the plan, who is responsible for employee training, who is responsible for on-site sales assistance, employee incentive plans, and how all these will be executed, which should be clearly listed out.
5. Investment and returns for beauty salon activities;
This is a sensitive area for beauty salons. For instance, if the salon invests 5000 yuan in this event, can it earn back 5000 yuan for the salon? Beauty salon activities are not like mall events or promotional activities; beauty salon activities are continuous. Investing 5000 yuan in the beauty salon does not necessarily yield an immediate return of 5000 yuan but rather translates into what effects those 5000 yuan create.
6. Time selection;
The scientific selection of event times, based on the salary distribution times of nearby personnel or according to holidays, is very important. Choosing a suitable time increases the chances of success for the plan. It is also important to remember that professional beauty salon events should follow the principle of celebrating festivals when there are festivals, and creating festivals when there aren’t any, requiring continuity to achieve long-term results.
Based on many years of experience in the beauty industry, a prepared New Year's Day and Spring Festival promotion plan (case study) for beauty and hair salons is provided for your reference. We hope that everyone can offer their own insights, and our only purpose is to provide help to everyone.
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