Communicate to dominate

From loyalty programmes to point-of-purchase material, Salon Success is on hand to help you entice more guests into your chairs

Amy Vears

Zoë Vears

More bums on seats.

As a salon owner, that’s a priority, right? Well, every year at Salon Success, director of publicity, Zoë Vears, and PR & digital manager, Amy Vears, lovingly pour their expertise (and their team’s!) into a range of PR & marketing initiatives to help you promote your salon and your team. There’s a variety of loyalty programmes – designed to help you to save on education and professional costs – and lots of free seasonal point-of-purchase material that links to national advertising campaigns and promotions, all to help drive customers into your salon to buy.

But it doesn’t end there – by constantly talking to salons up and down the country, Salon Success can come up with an endless supply of tried-and-tested ideas for putting your salon On. The. Map. Connecting with local bloggers can be a great way to attract new guests and create a buzz about your salon locally. Offering services in return for a review and social media coverage can be very cost-effective as well as a great way to generate word-of-mouth.

New services, colour or product launches can all be tied in, but as with all activity you need to decide on your objective first and ensure that you communicate this to anyone that you partner with.

Social media is serious business nowadays, and as such should be treated as any other business function. Do you need to boost sales, enhance brand awareness or increase engagement with your guests? Once you’ve set your goal, keep it in mind when planning your strategy.

And then there’s trade magazines, just like Creative HEAD – a great way to dip your toe into more traditional PR channels. If you’ve got a great news story, some trend predictions, launched a unique service in your salon or undergone a gorgeous refurb, then these guys want to hear from you! Just make sure you have beautifully shot high-res images and all the key information ready to share, then pop an email to the team at She’s always on the hunt for fabulous salon stories…

To discover more about how Salon Success supports its salon partners, call the Club Services team on 0845 659 0011 or email