Ban the Cliché
Elizabeth Brown | elizabeth @ 12monthsofmarketing.net
Be InPulse Branding, Marketing and Design | beinpulse.com
Today is April Fool’s Day, but this is no laughing matter. I just received yet another “stimulus package” offer from an industry professional. An organization which is selling its creative services, no less! Ban the cliché, I say.
We have heard the phrase “stimulus package” so many times that it has lost all relevance; and worse, because of the scandals, set-asides, and ‘pork’ laden in the bills that make their way through congress, to me the words now carry a negative connotation. At best, the phrase “stimulus package” means that you want me to spend more of my money to stimulate your business, not the other way around. Make no mistake, it stimulates me, but not in the way you want.
I think that the public wants and deserves relief from the bad news of the day, the month and the year. It is fine for stereo warehouses, appliance hawkers and used car salesman, but it’s not ok for an industry which by its very nature is supposed to provide creative solutions to their clients, a moment of escape, respite, relaxation and beauty.
If you need inspiration for a promotion and you’re stuck for an idea, e-mail me and I will share ideas with you that will remind customers that we are about beauty, luxury, indulgence – and creativity.
For instance, in a rare free bit of inspiration from 12 Months of Marketing for Salon and Spa (available online or from Salon Services consultants and showrooms) here are some of the possible 150 or so observances in April alone that you could draw from for promotion inspiration:
April is International Customer Loyalty Month. Make promotions, events and discounts about providing value for dollars spent, in appreciation for the business of your patrons. For some mini-appreciation client thank yous, you can give away client or employee treats in April – besides Easter candy, here are some other treat ideas based on April observances:
- April 7 – Caramel Popcorn Day
- April 21 – National Chocolate Covered Cashews Day
- April 22 – National Jelly Bean Day
- April 26 – National Pretzel Day
- April 30 – Hairstylist’s Appreciation Day
April is National Kite Month and a time for fresh spring breezes, getting back into the great outdoors; you might even buy inexpensive kites or kite kits from your local party or dollar store and give them away with kid cuts or sale of retail products. You can even use them to decorate your salon!
April is National Lawn and Garden Month and while the downside means we have to mow and weed again, the upside is the new growth, rebirth, beautiful buds and blooms and foliage that replaces the bare limbs of winter. Why not treat your best clients to something in bloom, send a bouquet to a client who desperately needs a pick me up, use fresh flowers to brighten the salon; and consider partnering with a local nursery or landscaping service provider for shared contacts and client offers, or bring in a lawn and garden care expert for a mini seminar or workshop for interested clients who want to find out how to thicken up the lawn, or what to plant, when for gardens or color. Use a co-sponsored contest to collect client contacts, promote retail sales, rebooking or attract new clients – choose one winner to receive a lawn and garden makeover and one winner to receive a salon makeover!
There are so many observances and ideas and this industry is based on creativity inside and out – so there is no excuse for falling back on tired clichés! If you have a great idea for a promotion in May, email it to me and see your idea published – salonandspa @ 12monthsofmarketing.net.
Elizabeth Brown
elizabeth @ 12monthsofmarketing.net
Be InPulse Branding, Marketing and Design
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