Although many of us believe that waxing and lash extensions are ESSENTIAL services (can you imagine how everyone looks when all this is over?!), salon businesses unfortunately had to close their doors in light of the current pandemic. After all, facials and massages are not very effective if your therapist is SIX FEET AWAY from you, right?

Jokes aside, I know how this pandemic and its resulting effects can be traumatic AND paralysing to salon owners BUT let me tell you now, it’s time to PIVOT and PIVOT QUICKLY. 

If you’ve been in business for a while, you know what I mean when I say PIVOT. 

It’s time to get into terms with the fact that our OLD WAYS are no longer effective (at least until this blows over), and it’s time to ADJUST to keep the business afloat.

So I put together a few TIPS on how to SHIFT YOUR MARKETING GEARS to help you salon survive COVID-19.

1. Reassess your marketing MESSAGE.

As with social situations, we need to ‘read the room,’ and make sure that (1) your message is SENSITIVE to the current global crisis in terms of TONE and CONTEXT and (2) it’s RELEVANT—resonating to your clients and speaks to their current needs.

It is a time of CRISIS. Many people are worried about their health, their loved ones, their businesses and investments, or at least they are NOT able to enjoy the things that they used to enjoy like travelling or shopping. 

Check your posts to make sure they are not (figuratively) TONE-DEAF. For example, this is not the best time to post about your makeup services for events and parties as people are self-isolating.

So how can we stay RELEVANT? Ask yourself what your clients in isolation NEED right now. They can use something to help them become preoccupied, feel productive or somehow feel NORMAL. 

Some content ideas that I can suggest are educational videos that can guide them in taking care of their skin at home or inspiring and light-hearted posts that would make them feel like they are sharing this experience with a COMMUNITY.

If you are like me who loves to PLAN AHEAD, you may have marketing strategies that you need to think over and planned posts to cancel. Make sure to reschedule irrelevant posts to a later date or save the files as these materials may come handy in the future once everything’s back to normal.

2. ADJUST your business’ FOCUS.

Instead of  focusing on the business you’re losing, it’s time to look at what you can keep going while still keeping yourself and the community safe. One major option many salons can pursue is going ONLINE.

Rebrand your salon website as a RETAIL SHOP that offers HOME DELIVERY so you can keep selling the products you carry. 

You can also set up a free ONLINE CONSULTATION booking system on your website. Online consultations will help your clients become more confident in choosing the products to order, and it also adds a nice human touch to the experience. Remember, self-isolation doesn’t have to be lonely when we can offer community support one way or another.

Curious on how to do this? Read more about it here.

3. DONATE a percentage of your profits to a good cause.

If you are still able to keep profits coming, then you are already one of the lucky ones during this time of crisis. Consider sharing part of your profit to charitable institutions, and make sure to let your clients know that they are helping as well, as part of the proceeds go to your choice of charity.

4. Use the down time PRODUCTIVELY. 

Sit down and make a LIST of all the things you’ve always wanted to do but couldn’t when the salon was full steam running. 

NOW is that time for all those back-burner projects. 

Below are a few ideas:

• Fix broken/damaged parts of the salon
• DIY Reno like repainting walls and furniture
• Give your reception/treatment rooms a design makeover
• Reinvent your treatment menu 
• Plan some post-isolation packages/promotions
• Have a photo shoot to freshen up your website and to stock up for your social media

5. Keep LEARNING. 

One word: UPSKILL. 

Now is the time to keep up with the trends in the industry. Hook up your entire team with online resources that can help them stay busy and come out of this ready for your BIG COME BACK.

6. GIVE BACK to your clients.

With more time in your hands, now is the time to provide VALUE to the people who support your business. Talk to them, share practical tips they can do at home, or inspire them by giving them a peek into your personal  beauty routines. Spend a day in a week to film multiple videos that you can share throughout the week. IGVT is also a good tool for instructional videos. 

You can also enlist your team members to do the same. Perhaps one staff member can take over your Instagram account each day! BE CREATIVE and think OUT OF THE BOX.

These types of content will not only help your clients but it will also keep your BRAND in their consciousness. When all this is over, guess which salon comes to their mind first?

Enjoyed these tips? Make sure to use the hashtag #SSMBOSS to share what your salon is doing during this time of the pandemic! We’re excited to see!