Is your salon missing out on a golden marketing opportunity?
Let’s talk about something that might make you roll your eyes at first: swag and merchandise. But hold on! Before you click away, thinking this is just another post about slapping your logo on cheap pens, I promise you’re in for a surprise.
Play the short…
…or watch the full video of episode 4 of our Marketing 100 series.
Now, let’s dive into our detailed guide below.
Redefining Salon Swag for Modern Marketing
Remember those tacky promotional items gathering dust in your drawer? Yeah, we’re not talking about those. We’re diving into the world of strategic, high-quality merchandise that can take your salon’s brand to the next level.
Swag and merch have gotten a bad rap over the years, and for good reason. But, when executed effectively, these strategies can significantly benefit your business. Let me break it down for you.
Understanding Swag and Merchandise in Salon Marketing
First, let’s clear up a common confusion. Swag typically refers to promotional items given away for free, while merchandise is sold. Both have their place in your marketing strategy:
- Swag: Great for events, new client welcome packs, or as a thank-you for loyal customers.
- Merchandise: High-quality items that clients can purchase, adding to your revenue stream.
The Impact of Strategic Merchandise on Salon Success
Brand Expansion: Offering well-designed merch expands the scope of your brand. It’s not just about hair or nails anymore – it’s a lifestyle.
Perceived Establishment: Quality merchandise makes your brand appear more established. (Spoiler alert: perception often becomes reality in business!)
Extra Revenue Stream: Who doesn’t love an additional income source? Merchandising is a great way to add an additional revenue stream that brings your brand more recognition outside the salon and will continue to grow with time. The global promotional products market was valued at $15.6 billion in 2020 and is expected to reach $22.4 billion by 2025, showing significant growth potential (IBISWorld).
Customer Entertainment: Give waiting clients something to browse and potentially purchase. This not only keeps them engaged but can also boost your sales. Win-win!
Aesthetic Alignment: As a salon or spa, your brand is inherently tied to aesthetics. Having merchandise that fits your vibe isn’t just nice – it’s essential.
The Art of Awesome Swag: Quality Over Quantity
Now, I know what you’re thinking. “But, I don’t want to create more junk!” And you’re absolutely right. The key is to focus on quality over quantity. Here’s how:
Creating Brand-Consistent Merchandise: Your swag and merch should scream “you”. If your salon is all about eco-friendliness, consider sustainable products. For example, Aveda, a well-known salon brand, offers reusable water bottles made from recycled materials, aligning with its eco-conscious image.
Think Useful and Stylish: Create items people will actually want to use or wear. A beautifully designed, high-quality cap can become a walking billboard for your salon. The Dry Bar, a popular blow-dry salon chain, sells their signature yellow hairdryers and other styling tools, which customers (and their social followers) love.
Using Scarcity to Drive Merchandise Demand: Create buzz with limited-run items. Scarcity can drive demand! Sephora’s limited-edition makeup bags often sell out quickly, creating excitement and urgency among customers.
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Connecting Merchandise with Social Responsibility: Link your merch to a cause you care about. It adds meaning and shows your salon’s values. For instance, Paul Mitchell Schools raises millions each year through their “FUNraising” campaigns, which often include branded merchandise.
Eco-Friendly Materials: Consider using eco-friendly materials for your merchandise. It’s not just good for the planet – it can be a selling point for environmentally conscious clients.
Real-World Success: The DJ Cap Phenomenon
Let me share a quick story that’ll blow your mind. A business I worked with created high-quality caps with their logo. One client, a DJ, wore it to an event. The result? A flood of calls and messages asking where to get the cap. They had to order 200 more!
This isn’t just about selling caps. It’s about creating brand ambassadors who proudly wear your brand out in the world because it fits their lifestyle.
The Mangomint Example: Swag Done Right
Want to see swag mastery in action? Check out the Mangomint store. Their merch game is so strong that you can see their items all over social media. It’s not just promotional items; it’s desirable, Instagram-worthy stuff people want.
Implementing Your Salon’s Merchandise Strategy
Ready to dive into the world of awesome salon merch? Here’s your game plan:
- Brainstorm: What items align with your brand and would excite your clients?
- Design: Invest in great design. Remember, your merch represents your brand!
- Quality Check: Choose high-quality items. Remember, we’re not creating more “garbage” – we’re creating items people will love and use.
- Start Small: Test the waters with a limited run before going all in.
- Gather Feedback: Ask your clients what they think and adjust accordingly.
The Bottom Line
Swag and merchandise aren’t just about slapping your logo on stuff. When done right, they’re powerful marketing tools that can:
- Expand your brand’s reach
- Create additional revenue
- Enhance customer experience
- Turn clients into brand ambassadors
- Provide entertainment for waiting clients
Branded apparel is a highly effective marketing tool – 85% of global consumers recall the company that provided it (ASI).
So, are you ready to revolutionize your salon’s marketing with some seriously awesome swag?
Stay tuned for 96 more game-changing tips in Marketing 100.
P.S. Don’t forget to subscribe to our YouTube channel to catch new Marketing 100 episodes each week.
