Seize the Day When Current Event-Related Sales Opportunities Come Your Way

Tuesday, May 25, 2010
By Pattie Baker

I’ve been following the oil spill in the Gulf of Mexico and one of the many very interesting details that have emerged is that hair soaks up oil and therefore sending hair is a way to help.  Some unbelievable amount of hair is trashed every day in the United States at salons and at homes, where hairbrushes are cleaned without a second thought.  Apparently, one pound of hair can absorb a quart of oil in a minute.  I believe the hair is being stuffed into recycled nylon pantyhose and then can be wrung out and used again up to 100 times.  So, hair collections are currently being organized all over the country.  If you own a hair salon, this is a perfect opportunity to give your marketing an “up-do” and perhaps see an up-tick in your business as well.    You can:

  1. Promote the fact that you are participating (go to Matter of Trust to sign up).  Be sure to highlight your effort on your website and in your advertising.  Send emails and postcards to area churches, schools, and community centers.  Drop postcards at the local coffee shops and library. Put up this poster in your salon.
  2. Offer to give a dollar donation to the cleanup effort from every haircut as well.  Actually hand your client the dollar bill and let him or her deposit it in a big oil can you put on display (kids will especially love this, and their moms will appreciate that you gave the kids this opportunity).  Ring a bell each time a donation is made to make it extra noteworthy.
  3. Weigh the hair you will be donating daily and keep an easily-visible chart with the running totals  in your salon window so the community can follow along.
  4. Consider some other fun marketing extensions such as a fashion show fundraiser for the cleanup effort that shows off your customer’s new haircuts along with clothing from a neighboring boutique.

By the way, Matter of Trust is collecting animal fur as well, so dog and cat groomers can get in on this cause-marketing opportunity as well.  Not a salon owner or groomer?  Pay attention to current events and see how you can uncover “news you can use” to boost sales–and do good at the same time.