Creative HEAD Christmas 2017

FESTIVE
FLURRY
CHRISTMAS IS THE SEASON OF ENDLESS
OPPORTUNITY, SAYS KEN WEST
KEN WEST IS DIRECTOR OF
BUSINESS EXPERTS 3•6•5
WHY IS IT ALWAYS such a shock? Christmas comes every
year, on exactly the same date, and yet it still seems to
sneak up on us. I was talking to a group of salon owners at
the beginning of October and asked them what they had
planned for their Christmas VIP Client event? There was
a deathly hush. So I asked them what special purchases
they had planned to create some exciting gift ideas for their
clients to buy to use as gifts for their friends, and there was
a similar hush. I was too scared to ask what live window
displays they had planned or what videos they had created
for their Facebook pages and websites, with festive styling
tips for their clients, also what plans they had to boost
electrical sales. And I was certainly too scared to mention a
gift wrapping service.
Every year I see the high street making fortunes from
the festive flurry and yet salons still seem to think that a
few weeks of busy hairdressing is all they can hope for. The
challenge with a few weeks of busy hairdressing is that they
are often followed by the January blues.
Why not start your planning for Christmas 2018 now?
Pinch ideas from the retail sector, tweak them and use
them next year. But don’t stop at Christmas. High street
businesses use any opportunity they can to promote
themselves. They embrace seasons, sporting events, and
historical events, both local and national. So why don’t
hairdressers do the same?
Marketing has become a vital skill for any successful salon
CREATIVE HEAD