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Need help getting salon booth renters

by akazo
18 replies
My brother's family owns a salon in a relatively small town and is having trouble getting booth renters.

His salon is fairly new and is without a doubt the nicest salon in the city. There are several other salons in the city and he has been trying to get the word out that stylists can get the first year at half price (about $3500), but he (we) is not sure exactly how to do this.

He doesn't want to just put flyers on the cars in the other salon's parking lots as that would cause problems within such a small community. He has tried Craigslist ads. Other stylists there have put the word out to people they know, but the message isn't being spread widely enough. I have a hard time believing that in a profession where $3500 would be significant that the word is spreading and no one cares about the savings.

Anyway, any suggestions on how he can get the word out?

Thanks!
#booth #renters #salon
  • Profile picture of the author savidge4
    Start a local "Hair Cutter" meet and greet. Send the invitations right to the competition. Make them RSVP for the first event so you can put how many will be coming and Buy them each a drink. Some cheap cheese and fruit platters and 1 free drink and you will have your Salon filled!

    Originally Posted by akazo View Post

    My brother's family owns a salon in a relatively small town and is having trouble getting booth renters.

    His salon is fairly new and is without a doubt the nicest salon in the city. There are several other salons in the city and he has been trying to get the word out that stylists can get the first year at half price (about $3500), but he (we) is not sure exactly how to do this.

    He doesn't want to just put flyers on the cars in the other salon's parking lots as that would cause problems within such a small community. He has tried Craigslist ads. Other stylists there have put the word out to people they know, but the message isn't being spread widely enough. I have a hard time believing that in a profession where $3500 would be significant that the word is spreading and no one cares about the savings.

    Anyway, any suggestions on how he can get the word out?

    Thanks!
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  • Profile picture of the author DABK
    Churches, gyms, car oil change shops, on the windows of stores next to or across the street from other salons, at food stores, at/by kindergartens and schools.

    In my area, these kind of businesses have regular publications where you can have announcements or have boards where you can stick a business card or they can be talked into displaying your business or postcard next to the cashier.

    Or they have shows where they print schedules and names of participants and sell ad spaces.


    Originally Posted by akazo View Post

    My brother's family owns a salon in a relatively small town and is having trouble getting booth renters.

    His salon is fairly new and is without a doubt the nicest salon in the city. There are several other salons in the city and he has been trying to get the word out that stylists can get the first year at half price (about $3500), but he (we) is not sure exactly how to do this.

    He doesn't want to just put flyers on the cars in the other salon's parking lots as that would cause problems within such a small community. He has tried Craigslist ads. Other stylists there have put the word out to people they know, but the message isn't being spread widely enough. I have a hard time believing that in a profession where $3500 would be significant that the word is spreading and no one cares about the savings.

    Anyway, any suggestions on how he can get the word out?

    Thanks!
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  • Profile picture of the author akazo
    Savidge, DABK, thanks for the helpful ideas!
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  • Profile picture of the author misterme
    Get people to go get their hair cut (your treat) at those salons and while they're getting serviced they speak directly to the stylists and pass along your flyer.
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  • Profile picture of the author VinceRivers
    Target local businesses, the larger the better. Explain to the HR/Marketing/Management that you're a new Hair Salon (maybe a different moniker to ensure males feel comfortable) and you're offering a free (or extremely discounted) for everybody in their company. You can provide coupons or a special code so that you can track your success.

    Obviously, this is initially a loss leader, BUT in the mid to long term, you should realize an increase in traffic as the people that took you up on the offer return and tell their friends.

    Best of Luck!

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    • Profile picture of the author andylan
      Is this half off still a lump sum or monthly expense? Do you take a percentage as well? Are the other salons the same format (booth renters)?

      If you are charging the 3.5k at once that is a hard swing for a struggling stylist. Most stylists that rent booths have an established clientele that will follow them where ever they go.

      Think about a small monthly fee plus a percentage or a flat percentage until they get their clientele up and are bringing in money. If you are paying the lease anyways what is the loss? Of course controls need to be in place like a tight time limit. Also, how many chairs do you have?

      Find a hair school nearby and talk to the teachers, they may know established stylists and they will know budding new ones and they will have a better message than any add you can put out.
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  • Profile picture of the author Jack Gordon
    If you are having trouble finding renters, perhaps they are not seeing sufficient value in your proposition.

    If I was a hair stylist, I would be asking what you are delivering to me for my $3500.

    Hypothetical numbers...

    If you can reasonably assure them of 100 customers, then 100 customers at $35/head is pretty steep at your place. (3500/100)

    Now, if they are accustomed to 500 customers at their current locations, then 500 customers at $7000 is much more reasonable and profitable at $14/head. (7000/500)

    Therefore, until they believe you can get enough heads in their chairs, you will continue to struggle.

    How much relevant traffic can you provide them as enticement to move?
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    • Profile picture of the author akazo
      Originally Posted by Jack Gordon View Post

      If you are having trouble finding renters, perhaps they are not seeing sufficient value in your proposition.

      If I was a hair stylist, I would be asking what you are delivering to me for my $3500.

      Hypothetical numbers...

      If you can reasonably assure them of 100 customers, then 100 customers at $35/head is pretty steep at your place. (3500/100)

      Now, if they are accustomed to 500 customers at their current locations, then 500 customers at $7000 is much more reasonable and profitable at $14/head. (7000/500)

      Therefore, until they believe you can get enough heads in their chairs, you will continue to struggle.

      How much relevant traffic can you provide them as enticement to move?
      Jack,

      It's half off the weekly rent. The normal rental amount he charges is pretty much standard in the area. The $3500 is the savings for an entire year... but in actuality it would be greater than $3500 per year since my brother's salon absorbs the credit card processing fees and other salons make the renters pay it.

      Thanks!
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      • Profile picture of the author Jack Gordon
        I understand. My numbers are purely hypothetical as I do not know the business.

        My point, however, is the same.

        Lower rent is not a benefit. More money in their pocket is.

        Lower rent is not going to be a sufficient motivator unless they can feel confident the savings will be going into their pocket. And the way to do that is to make sure you are drawing enough new customers to your location that they will be able to expand their clientele WHILE paying lower rent.

        I understand that they will bring their own customers. But they already have their own customers.

        Change is painful. They are going to have to be convinced that the move will be more than worth the pain of change.

        I'll say it a third time... find a way to get their potential customers in place first. Create unmet demand at the shop. THAT is the draw that will bring them over.
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  • Profile picture of the author baxterblue
    Very well said Jack. I agree 100%
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  • Profile picture of the author EaglePiServ
    In most states hair stylists have to be licensed by the state. You could buy the list of hair stylists (unfortunately they probably won't sell you a subset) and then sort for your surrounding area.

    Send them some mail with your offer, maybe a dollar bill letter, or an actual invitation, and you'll get response from that.

    That way you're targeting only the stylists and you can leave the competitor out of it.

    You could also approach a local hair stylists school and see if they are interested in renting a booth, or you could let them in for free for a short period of time. If your salon looks busy, stylists will want to come there.
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    • Profile picture of the author DABK
      If they have to be licensed, you can also just go to the State's website and make your own list yourself.

      Originally Posted by EaglePiServ View Post

      In most states hair stylists have to be licensed by the state. You could buy the list of hair stylists (unfortunately they probably won't sell you a subset) and then sort for your surrounding area.

      Send them some mail with your offer, maybe a dollar bill letter, or an actual invitation, and you'll get response from that.

      That way you're targeting only the stylists and you can leave the competitor out of it.

      You could also approach a local hair stylists school and see if they are interested in renting a booth, or you could let them in for free for a short period of time. If your salon looks busy, stylists will want to come there.
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  • Profile picture of the author bizgrower
    More WIIFMs. (what's in it for me)
    Relatively small town - why would a stylist switch salons and will the customers follow the stylists, or are they loyal to the salon more than the stylist?
    Do the salon customers like the salon owner and the other services offered at the salon - massage, nails, tanning...?
    How can your brother get stylists to move to the town - or at least do business there?
    Does your brother market his salon well, so stylists can get more clients without running their own ads?

    I think your brother needs to look in more detail at the full package offered by the other salons/spas.
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    • Profile picture of the author akazo
      Originally Posted by bizgrower View Post

      More WIIFMs. (what's in it for me)
      1.) Relatively small town - why would a stylist switch salons and will the customers follow the stylists, or are they loyal to the salon more than the stylist?

      2.) Do the salon customers like the salon owner and the other services offered at the salon - massage, nails, tanning...?

      3.) How can your brother get stylists to move to the town - or at least do business there?

      4.) Does your brother market his salon well, so stylists can get more clients without running their own ads?

      5.) I think your brother needs to look in more detail at the full package offered by the other salons/spas.
      1.) From what I am told, people follow the stylist. The bulk of the salons are all within 5 minutes of each other.
      2.) He offers all that you mentioned which is more than just about any other salon. With the new IRS regulations, most have given up on tanning. He keeps it just to draw people in.
      3.) Probably not going to happen for a rather small town.
      4. In my opinion, yes... He ranks at the top of the search engines for every service offered (that was my part). He is the only salon in town (per gossip among stylists) that has an active mailing list with promotions, contests, and specials. He does postcard marketing and even includes the booth renter's specials - at no cost to them. I told him to create a buzz and stylists would want to come when word got out, but so far, nothing.
      5.) He has, other salons offer a chair. He offers marketing support and absorbs credit card fees, and let's them tan for free. He's doing just about everything right as far as I can see.

      I think it comes down with people resisting change.
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  • Profile picture of the author Aaron Doud
    Here are a few thoughts I had:

    1. You wouldn't get me to move for $3,500

    There are costs involved with moving such as new business cards and you know the actual moving costs. Plus you have to remember the hidden costs such as losing a client (they won't lose many but they will likely lose a couple) or clients missing appointments (since they go to the wrong salon).

    $3,500 is simply not enough to get someone to move that is happy and established.

    2. That means you have to target people who want to move at least in a small way.

    These are stylists that are unhappy where they currently and just need a reason to move (saving $3500 is the reason to push them over the edge).

    3. This means a change in approach both in who is targeted and how they are targeted.

    So for established stylists the pitch has to be on their fears that it won't get better.

    "Are you tired of being nickled and dimed by the salon you are at now?" - CC Fees covered

    "Are you tired of the looks your clients give you when they look around at the dated decor?" - Fresh new salon

    "Sure you are just 'renting a chair' but shouldn't that mean more?" - Talk about the marketing they get. Talk about how you still offer tanning to get new people in the door.

    Than it is just a matter of turning that content into marketing. Rather that be direct mail or whatever to get it in front of the people.

    4. Do you even need "established" stylists?

    Why not target people in beauty school or those at the chain shops. Get the new stylists who need a place.

    5. Why rent vs. hire?

    Never understood why more salon owners don't hire people. If you are helping with the marketing think of all the customers you could drive to the salon. Does he really want those people to belong to the stylist? Sure if the stylist leaves they will take people with them. But if you brand the salon and not the stylist less of them will leave.

    With that kind of branding the whole salon could likely charge more than the surrounding ones anyways for the premium experience. Talk about his hand picked stylists and how he over sees everything.

    "No rented chairs here. Every stylist is hand picked and personally supervised by _____. "
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    • Profile picture of the author akazo
      Originally Posted by Aaron Doud View Post

      Here are a few thoughts I had:

      1. You wouldn't get me to move for $3,500

      There are costs involved with moving such as new business cards and you know the actual moving costs. Plus you have to remember the hidden costs such as losing a client (they won't lose many but they will likely lose a couple) or clients missing appointments (since they go to the wrong salon).

      $3,500 is simply not enough to get someone to move that is happy and established.

      2. That means you have to target people who want to move at least in a small way.

      These are stylists that are unhappy where they currently and just need a reason to move (saving $3500 is the reason to push them over the edge).

      3. This means a change in approach both in who is targeted and how they are targeted.

      So for established stylists the pitch has to be on their fears that it won't get better.

      "Are you tired of being nickled and dimed by the salon you are at now?" - CC Fees covered

      "Are you tired of the looks your clients give you when they look around at the dated decor?" - Fresh new salon

      "Sure you are just 'renting a chair' but shouldn't that mean more?" - Talk about the marketing they get. Talk about how you still offer tanning to get new people in the door.

      Than it is just a matter of turning that content into marketing. Rather that be direct mail or whatever to get it in front of the people.

      4. Do you even need "established" stylists?

      Why not target people in beauty school or those at the chain shops. Get the new stylists who need a place.

      5. Why rent vs. hire?

      Never understood why more salon owners don't hire people. If you are helping with the marketing think of all the customers you could drive to the salon. Does he really want those people to belong to the stylist? Sure if the stylist leaves they will take people with them. But if you brand the salon and not the stylist less of them will leave.

      With that kind of branding the whole salon could likely charge more than the surrounding ones anyways for the premium experience. Talk about his hand picked stylists and how he over sees everything.

      "No rented chairs here. Every stylist is hand picked and personally supervised by _____. "
      Great feedback, thanks!

      Why rent vs. hire? Labor laws and workers comp insurance.
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  • Profile picture of the author bizgrower
    I got to thinking about this a little more. I used to live in a smaller town - about 5 salons (2 one person shows) and a couple of day spas, and a franchise like Great Clips.

    I was in a networking group with one salon owner and got to know her operations a little. She was a go getter. One of her stylists was a go getter - used to have her own place in another town and was happy to run her own ads in the local paper. I think she had some major life change (divorce?) that caused her to move to my town.

    The other six or so stylists just seemed to be content enough with status quo. No big reason to change and loyalty to the owner, I guess. So, maybe that's typical of the population of stylists: 2 out of 8 are go getters - kind of the Pareto rule.

    Then I got to thinking about motivation - motivating hairdressers. He could offer these kinds of intiatives in his company culture to get and keep stylists (some are crap, IMO. Some will work. Sometimes it's the simple things that make stylists fell appreciated and want to work for someone.)

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