While most salons pour money into Instagram ads, yello salon in Portland is packing a local bar to watch women’s soccer – and transforming strangers into loyal clients in the process.
“We don’t have a huge reach. We’re not a nationwide brand, but we’re trying to at least own our block,” explains owner Mack Olson. “We’re just trying to focus small and be present in that area and build community around us.”
Marketing attribution studies show that community members buy at rates 2.7x higher than non-community visitors when exposed to the same offers. Even more valuable for salons, retention rates among community participants average 72% higher over 24-month periods (source).
Play the short…
… and watch the full episode 67 of Marketing 100 with salon owner Mack Olson as we explore how community partnerships can transform your business and attract clients who stick around.
Continue reading below for our insights on building genuine local connections, attracting the right clients, and making your salon a neighborhood fixture without relying on discounts.
👉 Get our free Partnership Starter Kit to connect with perfect local partners
👉 Download our Event Planning Checklist to create standout salon events
What Does ‘Community’ Even Mean for a Salon?
Mack put it simply: it’s about sharing experiences with like-minded people. Think local partnerships and creative salon event strategies that feel right for your brand and the clients you love working with.
He gave a brilliant example: yellow salon teamed up with The Sports Bra, a cool local Portland bar that only plays women’s sports.
They didn’t just sponsor something, they threw a community launch party there to watch a Thorns soccer game, mixing their clients with the bar’s regulars.
What was the goal? Mack said, “more so just for people to have a good time and that we’re part of it.” Brand recognition came second to creating that shared experience.
This kind of shared experience creates an emotional connection that goes way beyond a typical salon visit. When customers feel part of something bigger, they become significantly less likely to hop to competitors offering deals (source) and naturally develop long-term loyalty.
Plus, Mack added, sometimes these things are just great for team building, and inviting clients along is a bonus because they’re people the team genuinely enjoys.
Beyond Discounts: Attracting Quality Salon Clients
We all want new clients, but are they the right clients? Mack hit on something crucial: different marketing attracts different people.
It’s like, about the quality of the client. And so when we think in advertising terms and marketing and and who we’re gonna reach out to, it’s like, how is it perceived and what kind of client is it gonna get us?
This is exactly why yellow salon steers clear of generic discounts. In Mack’s experience, “It doesn’t draw the right clientele for us.”
Understanding why quality-focused salons avoid discount promotions is critical.
While discounts might give you a quick bump, they can hurt your brand perception and attract clients loyal only to the lowest price.
But donating $100 gift cards for a school fundraiser? That hits different.
It feels like a genuine gift, connecting them positively with the local community, rather than just a transaction. It’s a smart distinction for your local salon marketing.
↓ Pin it for Later ↓
Finding Your Marketing Spark (and Budgeting For It)
So, with endless possibilities, how do you choose where to invest your time and money?
Mack uses two filters: Does it align with our ideal client? And honestly, does the idea actually excite the team?
He told us about going to a Portland Pickles baseball game, expecting “kind of like a 40 year old dude with a hot dog,” but finding a young, trendy crowd instead. That unexpected vibe sparked real enthusiasm.
It got us excited. We’re like, let’s be a part. Let’s, you know, sponsor them and bring clients to games and, like, just it it got us excited.
That energy matters! Of course, Mack noted you need the numbers to make sense, especially early on.
That team excitement translates directly to your bottom line. When your stylists are genuinely pumped about community engagement, clients feel that authenticity.
McKinsey has found that personalized experiences can reduce customer acquisition costs by up to 50% while boosting ROI – and your engaged team is key to creating those personalized experiences.
Yellow Salon started with relentless Instagram ads (“reactive” marketing, as he put it). It was only later, when the budget allowed, that they could explore these more “proactive”salon event ideas and salon partnerships.
Turning Local Recommendations into Revenue
Mack shared another cool, low-cost community initiative: simple “store cards” they hand out at checkout. These list the team’s favorite local restaurants and bars, initially created because so many clients were new to the city.
It’s a genuine value-add. Then, the wheels started turning… what if that card offered deals at those spots?
Could it become a paid membership card?
Mack admitted they hadn’t seriously considered memberships before, immediately asking, “what kind of value would we give other than a hair service?”
That’s the right question. It has to offer real value. But connecting local businesses you love with your clients?
Turns out, this hyper-local approach is gold for salons. Businesses focusing primarily on their immediate area (think 5-mile radius) see 3x more engagement than those trying to cast a wider net when using community word-of-mouth.
It’s about being a neighborhood fixture – that salon everyone in the area knows and recommends.
That’s an interesting angle for salon brand building. Mack’s reaction? “Honestly, now you’re saying that my wheels are turning. I’m thinking about it more.”
Key Takeaways from Mack
Let’s boil down Mack’s approach to salon community marketing:
- Create Shared Experiences: Do things with people, not just at them through meaningful partnerships and events.
- Attract Quality Clients: Consider how your marketing attracts people who align with your brand values, not just discount-seekers.
- Follow the Energy: Pursue ideas that genuinely excite your team and resonate with your ideal clients.
- Add Value Beyond Services: Connect clients to local resources they’ll appreciate.
- Own Your Block: Start hyperlocal before trying to conquer the world.
Your Block Is Waiting – Start Building Your Community Today
As Mack discovered, community marketing doesn’t require a massive budget or nationwide reach. It starts with a single authentic connection right in your neighborhood.
This week:
- Identify one local business that shares your ideal client profile
- Visit as a customer to experience their vibe firsthand
- Consider how you might create a simple shared experience that benefits you both
The most successful salon owners aren’t trying to win over everyone, they’re creating deeper connections with the right people. When you focus on “owning your block” through genuine community engagement, you build the kind of loyal following that marketing dollars alone can’t buy.
And don’t forget to strengthen your salon’s local presence online to complement these in-person efforts. Your digital and community strategies should work together.
Ready to strengthen your salon’s community presence?
👉 Download the “Own Your Block” Partnership Starter Kit → Identify potential partners, craft compelling outreach emails, and build valuable relationships with local businesses using our step-by-step templates and worksheets.
👉 Get the Salon Community Event Planning Checklist → Plan, promote, and execute successful local events that attract your ideal clients and establish your salon as a neighborhood fixture.
Check out Mack and Kaylee at yello.salon to see these innovative partnership strategies in action.
P.S. For even more proven salon marketing tips, don’t forget to check out the rest of our Marketing 100 series.
