Question

Mini case 1: hair salon sarah owns a chain of hair salons. However, the chain was forced to close for months during the pandemic. As sarah was reading industry reports that many consumers, desperate to maintain their hair color, have begun coloring their hair at home, she became very concerned that customers Would not return to the salon post-pandemic. To retain customers, the salon considered sending their customers customized ‘color touch-up kits,’ using her customer database. sarah mailed each customer a "kit" that included their custom hair color, instructions for applying and a coupon for their next in-salon service. This promotion, a direct mail tactic, was very successful. In fact, her customers started ordering kits to continue to color their hair at home. There was one problem. Sarah was not gaining the revenue she was used to from regular haircuts and styling. She needed her customers to return to the salon post-pandemic, but she was afraid her customers were used to self-styling their hair. questions: which social media marketing tactics or promotions should sarah consider trying to bring her customers back to the salon upon reopening? which tactics or promotions should she leverage for existing customers? for potential new customers?

Answer 1

Sarah should use social media to share before and after photos, client testimonials, and exclusive salon services to retain existing customers, while leveraging targeted ads, virtual events, and styling content to attract new customers. Addressing convenience and safety on social media can also reassure clients that the salon is accommodating to all customers, compelling them to return post-pandemic.

Step-by-step explanation:

To encourage customers to return to the salon after the pandemic, Sarah can employ several social media marketing tactics focused on both existing and potential new customers. For existing customers, she can leverage the strong relationship established through the personalized 'color touch-up kits' by sharing before and after photos, and client testimonials, and featuring exclusive salon services on her social media channels. Special promotions such as "back to the salon" discounts or loyalty program enhancements can create an added incentive for customers who started self-styling during the pandemic to return for professional services.

For potential new customers, Sarah can use targeted social media ads to reach local individuals interested in hair care or beauty services. Hosting virtual events or live Q&A sessions with stylists can also introduce the salon's expertise to a broader audience. Additionally, creating engaging content such as styling tips and tutorials can showcase the salon's value and encourage new customer appointments. Another key approach is to address convenience and safety, considering the concerns highlighted by the story of Betty, an 81-year-old patron. Ensuring ease of access and clear communication of safety protocols on social media can reassure clients, like Betty, that the salon is considerate and adaptive to the needs of all customers.