The best spas today do not cater to just female guests, but also try to attract male clients by expanding their service offerings. Personal grooming and relaxation are not limited entirely to women, and a good salon can bring in more income and revenue by widening their potential market. Salon and spa services for men are the fastest growing segment in the salon industry. If you can learn how market your spa, tap this potential resource and keep them coming back again and again, you can really grow your business! Learn how to properly market your spa to meet all their needs, and you can start to develop additional long term customers. The more comfortable they feel, the more likely they will become repeat customers rather than one-time visitors.
Start by viewing your spa with the eyes of male clients’. Evaluate the overall customer experience through decorations, amenities, types of reading material, promotional brochures, treatment options and emails.
Amenities can include many things, such as slippers, robes, beverages, and toiletries, and also other offerings in addition to spa treatments. Do you have robes or slippers that are big enough to accommodate male visitors? You also might want to experiment with different scents that would appeal to men. They also may prefer beverages like beer or wine, instead of the normal coffee and herbal tea? Check you décor to see if it is gender neutral or very feminine? What subjects and topics does your reading material stress? Most men would probably balk at picking up the latest issue of “Cosmopolitan”, or “Woman’s Day”…
Try to also create an area of your spa that is for men only. Depending on the size of your salon, you may prefer a stylish divider between service stations if private rooms are not an option. Creating a little privacy may help make men feel more at ease. Men’s locker rooms tend to be an afterthought at spas, said Lisa Starr, spa business consultant and educator at Wynne Business, as quoted in Day Spa Magazine.
Some spas have gone to new levels in promoting their services to men. If you have some room to devote to male amenities, you may want to market your spa by creating a “man cave”, which may include personal TV stations and large leather chairs, but also complimentary scotch and other beverages! The rugged environment helps keep men from feeling like a “fish out of water,” said spa owner Michael Elliott.
Try to think about specific treatments that men might like, instead of those designed solely for women. A male-only treatment menu can really show you commitment to men’s needs, and many industry leaders recommend doing this in order to better market your spa. Some of the men’s services provided at various spas and salons are skin exfoliation, callous removal, hydration, and other typical problems that men might experience.
The right ambiance is also important for the male environment, and having the right pedicure spa can really help. Choose more masculine chair colors such as dark walnut, coffee, mahogany, or chocolate. Comfort is very important, and having extra features or gadgets is also a plus. Some of the larger pedicure chairs are “The Maestro” pedicure spa, and the Continuum Pedicure Spa’. They have larger seat bottoms, and also have arms that swing upward for easier entry and exit. This is important for people with a larger body frame, and it also features a larger basin that can hold close to 6 gallons of water.
Here are a few more great tips to help you market your business to male clients:
• Try to market your spa more efficiently by using specific categories on your client database that differentiate by gender and age to send strategic promotional emails that are based on client interest.
• You may want some of your employees to make courtesy calls or send emails to remind male customers of their upcoming appointment, and then always suggest scheduling a follow-on appointment to try and ensure they keep coming back.
• Most men are probably not familiar with spa terminology, so be sure to explain their treatment options in plain English.
• There are specific reasons that men would like to get away to a spa, same as women. Be sure to ask questions of your male customers, and listen to their answers. This will tell you what is important to them in terms of a spa, and allows you to better market your spa to meet their needs.