Ready to Launch!

Plan an event to position your new salon as a must-visit destination.

Whether you’re launching a brand new business or expanding to open an additional salon, creating a buzz from the off can be vital to its success.

A well-executed launch event will create a lasting impression and position your brand as a must-visit destination. Generating social media content, word-of-mouth advertising and even traditional coverage in local print media, celebrating the opening with an event marks your arrival in your community.

However, a launch event isn’t just a chance for a party but an important part of your business’ marketing mix. As well as showcasing your premises, an event is an opportunity to introduce the team, highlight the services you are offering and network with other local businesses.

Make a plan

Before you go ahead and order the fizz, define your event’s goals. Is it about brand awareness, attracting new clients or engaging with influencers? Your event can be multi-purpose but be clear what you want to achieve. With measurable objectives, such as the number of attendees you want to attract, appointments booked, revenue generated in retail sales or social media mentions, you will be able to ascertain whether the event has been a success.

Plan an unforgettable experience

Decide what kind of mood you want to create to reflect your salon’s ethos. Immerse guests in your brand story using lighting, music and décor. If one of your aims is to achieve social media engagement, ensure guests create stunning imagery of your salon space; a branded backdrop or flower wall always goes down well. Encourage guests to interact with immersive elements such as a sampling station, live styling demos, express blowouts, hand massages or skin consultations.

Set a budget and stick to it

By accurately budgeting the cost of the event, you’ll keep spending within your means.

Marketing your event

Be sure to invite the right people; this is why it’s important to plan what you want the event to achieve.

These days there’s no need to create printed invitations, a stylish email is sufficient. If you’re not confident in design, invest in the skills of a professional, who can also create social media adverts in the right sizes using the same branding.

The invitation should include your business’ logo, the date, location, why your invitee should attend and how and when to RSVP so you know how many people to expect. Include a hashtag and ask guests to use this whenever they post about your salon.

Tease the event early on social media with countdowns, sneak peeks and behind the scenes content to generate interest.

Send a press release and invitation to local media; find the right person, such as the beauty or women’s editor, so your invitation doesn’t get lost. DM local social media influencers, giving them a reason to attend such as a complementary treatment.

Think about investing in items you will be able to use again, such as signage.

Consider partnering with a local florist for floral arrangements or a baker for branded cupcakes, or alternatively follow YouTube tutorials to create your own. Remember though, everything on show at your event will be a reflection of your business’ professionalism.

If you’re planning on giving away sample products, prizes or putting together goody bags, the cost will need to be incorporated into your budget (again think about cross-promotion collaborations with other local businesses).

Factor in staffing costs. If attending the event is compulsory for your employees, the hours worked will need to be paid at their regular wage rate or accrued as time off in lieu, depending upon their contract of employment.

Allocate the task of capturing the event for social media to either one of your staff or a trusted friend. They’ll need to create video footage and photographs that you can leverage in the weeks to come for reels, blog posts, email newsletters and website content. You could also live stream during the event, especially if there’s treatment demonstrations.

Post-event reflections

After the event, send personalised thank you emails and messages to all those who attended with a special offer to encourage future bookings.

Share any posts that use your hashtag and remember to reply to comments on your own social posts.

Reflect back on your original goals and measurable objectives, analysing whether the event achieved what you planned it to. Review what worked and what didn’t and use this data to inform how you plan your next salon marketing event.