I hate wearing all the hats.
You know what I’m talking about. When you own a salon, you’re juggling roles as artist, manager, therapist (sometimes!), and yes, marketer.
The pressure never stops. Everyone’s telling you to master Instagram, perfect your email marketing skills, build that loyalty program, and for God’s sake, host some events already!
Look, we’ve covered various salon event ideas and strategies before. But what about when the very idea of planning one makes you want to crawl under your styling station? When it feels about as authentic as those “candid” Instagram poses?
In our conversation with salon veteran Marchelle Mooney last week she revealed this secret:
I spent EIGHT YEARS feeling like a failure because I couldn’t crack the damn event code. Eight years! All because events are what you’re “supposed” to do.
Play the short…
… and watch the full episode 65 of Marketing 100 with salon marketing experts John Hallberg and Kayle Yanez as they chat with salon owner-turned-VP Marchelle Mooney about why salon events aren’t for everyone—and the surprising partnership strategy that works better.
Continue reading below for our full breakdown of Marchelle’s story, including her step-by-step guide to creating referral partnerships that bring in loyal clients (without having to host a single wine and cheese night).
👉 Want to skip the years of frustration? Grab our Partnership Pitch Email Template and Partnership Potential Scorecard to implement this strategy today!
Why Traditional Salon Marketing Events Drain Introverted Stylists
Marchelle put it perfectly: “Even talking about events makes my palms sweaty.”
You’re not alone in this feeling. A recent report on marketing for creative professionals found that “Most marketing advice makes introverts feel like outsiders. It pushes tactics that don’t feel natural.”
Truth! But here’s the good news – your introvert superpowers can actually be your secret marketing weapon.
I didn’t enjoy being there with this idea that I had to, like, sell… Being in that environment where you’re trying to have meaningful conversations while twenty people are waiting for the cheese plate? Completely draining.
See, Marchelle thrives in one-on-one consultations, but asking her to transform into party-host mode after a full day of clients? Total energy vampire, especially for an introvert.
So she got creative. She ditched the in-person events and started doing Instagram Live happy hours instead. People would pop in with questions, she’d answer in real time, recommend products, and even ship them out on the spot.
No small talk. No cheese platters. Just real connection that didn’t make her want to hide in the bathroom.
Listen to me: if traditional events make you want to fake your own death, STOP DOING THEM. I’m giving you permission right now. Forcing yourself into that hostess role when it feels completely wrong is worse than doing nothing at all.
How A Dentist Partnership Became This Salon’s Best Client Acquisition Strategy
So what’s the alternative? Marchelle’s best-performing referral channel ever came from the last place I’d expect: her freaking dentist.
And focusing on referrals? Smart move. Over half (52%!) of small businesses say referrals are their number one way of getting new clients. Clearly, Marchelle was onto something big. (Firework, 2024)
Wait, what? A dentist?
The magic was in their philosophical alignment. This dentist gave every patient an unexpectedly thorough consultation—asking questions like, “On a scale of one to 10, how do you feel sitting in my chair today?”
He prioritized understanding patients just like Marchelle did with her clients.
The clincher? Father and son had matching Jeeps with custom plates—”Incisor” and “Moller.”
This passion for their craft was so inspiring that Marchelle immediately ordered her own custom salon plate after seeing it.
Marchelle spotted gold when she saw that alignment.
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Here’s the strategy she implemented:
1. The Offer: Custom referral cards with both logos (her brand colors, of course). These weren’t cheapo discount cards—they offered a FULL $100 haircut service for free. Yeah, free. Go big or go home.
2. The Pitch: She walked in and basically said, “Look, you’re obsessed with client care in a way that speaks to my soul. I want patients who appreciate your thoroughness because they’ll love my approach too.”
3. The Secret Sauce: She didn’t just dump cards at the front desk and bounce. She gave FREE HAIRCUTS to every single hygienist. Then, while sitting in the dental chair herself, she whipped out a Pinterest board of her ideal clients and trained them on exactly who to give the cards to.
This kind of effort is a prime example of smart collaboration. And according to industry reports, that kind of close collaboration in partnerships is proven to improve the quality of leads you get back, making the whole effort more effective. (Ortus Club, 2023)
4. Zero Friction: The hygienists simply slipped the card into those little goody bags they already give out with the travel toothpaste. No extra work for their team, yet perfect targeting of ideal clients.
The result?
We had our highest conversions from that partnership than we did on ANY other. And the most beautiful thing was we had high retention from that partnership.
It’s also a testament to the power of effective word-of-mouth marketing strategies.
She wasn’t just getting more bodies through the door—she was getting the RIGHT bodies. People who already appreciated meticulous care and consultation. They were pre-sold before ever setting foot in her salon.
Identifying High-Value Salon Strategic Partnerships That Convert
I can hear you now: “Are you kidding me? Give away $100 services?!” Yes, that’s real money walking out the door. But consider the lifetime value of a client who stays 5+ years.
The numbers don’t lie – referred clients spend an average of 16% more over their lifetime than others, and offering substantial value up front can boost referrals by 25%. (The stats are here)
That high-value intro offer isn’t just generosity—it’s strategic. As Marchelle discovered, getting someone to leave their current stylist is HARD, but a compelling offer clears that hurdle beautifully.
You don’t need to stalk your dentist tomorrow. Just find businesses where you’re genuinely aligned:
- Shared Values: Are they as psychotically dedicated to client experience as you are?
- Similar Clientele: Do your dream clients already go there?
- Compatible Approach: Do they market like you do? Marchelle dropped this truth bomb: “If they run a new discount every eight weeks and you NEVER discount… those clients will bounce faster than a bad perm.” Mismatched expectations = disaster.
Marketing experts call this “brand congruence,” and it’s no joke. When businesses with clashing marketing styles partner up, it confuses customers and creates friction.
People experience something called “cognitive dissonance” when your messaging doesn’t match what they experienced at your partner’s business. This mental friction makes them less likely to convert to long-term clients. I just call it the “wait, what?” effect. (Marketing minds explain it here)
Find the other weirdos who are obsessed with excellence like you are. I’m talking boutiques run by perfectionists, chiropractors who remember your kids’ names, that local jewelry designer who hand-delivers pieces. Who’s taking care of your people when they’re not with you?
Authentic Salon Marketing Strategies That Match Your Personality
Stop chasing every marketing checklist you see on Instagram. Every “guru” with a ring light is adding to what Marchelle calls your “invisible to-do list”—that mountain of shoulds crushing your creativity.
The game is how quickly can you shut down and turn off the ones that you just know intuitively are not gonna serve you and move on to the ones that will…
Trust yourself. When you’re new, it’s tempting to copycat the salon down the street with their Tuesday prosecco nights. But if that idea makes your stomach turn, RUN the other way.
Life’s too short for marketing tactics that drain you. Try Marchelle’s partnership approach instead – it’s one of many creative salon marketing campaigns that can bring better results AND preserve your sanity. Win-win.
Ready to Put This Into Action? Get Your Free Tools!
Want to create your own salon referral partnerships without the guesswork? I’ve got you covered with these free resources:
👉 Download: The Perfect Partnership Pitch Email Template. Stop staring at a blank screen wondering how to approach potential partners. This template gives you the framework Marchelle used to land her game-changing dentist partnership. Just customize, send, and start building relationships that bring pre-qualified clients to your chair.
👉 Download: The Salon Partnership Potential Scorecard. Not sure which businesses would make good partners? This scorecard helps you evaluate potential partnerships based on the key alignment factors Marchelle discussed. Don’t waste time on partnerships that won’t convert.
P.S. For even more proven salon marketing tips, don’t forget to check out the rest of our Marketing 100 series.
