Prom – A Rite of Passage and a Perfect Marketing Opportunity

Ah, the prom… It’s one of the most important nights of a girl’s high school career, and the event that many teenagers spend years looking forward to. Every detail must be perfect! From the dress and the flowers to the date and the limo – and don’t forget hair, makeup, and nails! Catering to prom season means a bump in business, and helping a young woman get ready for the biggest day of her high school career can mean more than just a one-time appointment. It could be the beginning of a relationship that lasts long after prom night. Here are some marketing ideas to help you take full advantage of prom season:

5 Ways to Increase Your Prom Business

Referrals, Referrals, Referrals

Be sure to talk up your prom services and promotions to current clients starting several weeks in advance. Word of mouth is one of the best ways to market your business – your current, happy clients are your best advertisement! Offer an incentive to your clients who send a lucky prom-goer your way, like a discounted service or retail item.

Offer a promotion!

Who doesn’t want to feel like a VIP? Teens love to get special treatment and book services with friends while they get glammed up for the biggest night of the year. Offering a prom package with a few special touches will make it hard to pass up!

Nicole Villorente of Hair by Nicole V which is located in Studio 3 in Sola Salon Studios Port Jefferson, New York, understands the importance of prom marketing. As a new salon, Nicole felt that offering a prom promotion would help bring her business and start to build her reputation in the area. Hair by Nicole V is offering both new and existing clients a hair and makeup package for $100, plus a complimentary clear glaze to get hair extra shiny and beautiful for prom night. “I believe this promotion has been successful in other areas in the past due to the fact that a lot of schools require students to stay in school until a certain time [on the day of the prom] in order to attend [the dance.] So to be able to get hair and makeup done in one location definitely helps, and the price point is excellent compared to other prices in the area.” Think about what you want to accomplish and what customers in your area are interested in, and craft a promotion that works for your salon.

Advertise in a High School Newspaper

Most high school newspapers sell advertising space to help offset the cost of printing. Talk about a captive audience! Place in ad in a local high school paper, and your marketing efforts will reach a potential customer pool that could be in the hundreds. Plus, high school newspaper ads are typically not very expensive, so this is an economical advertising decision.

Partner with a Dress Boutique

Let’s do a little word association. When I say “prom”, what’s the first word that comes to mind? For most teen girls, it’s probably “dress”. Finding the perfect prom dress is just as important as finding the perfect date. Teens shop for months and hit up all the dress boutiques in town. Partner with a local dress boutique to offer certificates for special prom hair and makeup discounts with the purchase of each dress. It’s a win-win. The boutique gets to offer their clients a special value-added bonus, and your salon will gain new clients.

Add Special Retail Products

If there’s ever a time that a customer will splurge for fancy lip-gloss or special blotting powder, it’s for the prom! Even if you don’t typically stock these kinds of items, investing in some prom-appropriate beauty buys could help boost your bottom line. Rock your favorite pink lips while you get your prom princess glammed up and tell her you’ve got that color on the shelf if she’s interested.