Let’s get your Club off the ground (then rocket it into outer space!)

Yes, blocs is going to Sky Rocket your salon, but there’s a little work yet…
Using a Salon Membership scheme, such as a Blowdry Club can seriously streamline your business. Giving you an additional consistent income revenue, helping you expand your team increasing the overall income of the salon, fill otherwise un-filled blocks of time, pack out the columns of juniors and apprentices and instill incredible customer loyalty.
But a Blowdry club can only do these things if ran effectively.
SO HERE’S OUR TIPS ON SETTING UP A BANGING BLOWDRY CLUB – AND LETTING BLOCS SKY ROCKET IT.
OUR GUIDE TO RUNNING AND MARKETING AN EFFECTIVE BLOWDRY CLUB.
THE RULES
Firstly, you are going to need some rules for your Blowdry Club. These should be structured so that your members feel that they get great value for money whilst you achieve what you need to from running the club.
These rules are displayed as a link on your member’s sign up page and available to view at any time.
We have written some for you which are displayed as default (you can view them here) but we encourage you to write your own, using ours as a template only. If you have any concerns and believe that the template provided does not meet your needs, please get in touch with a legal expert to draft your own terms and conditions.

THE PRICE
We suggest you charge around double or triple your average Blowdry price per month to your members. Once up and running expect your members to receive around 5 to 6 appointments per month each.
Do not be greedy on price, it’s all about the wow factor; for the marketing to work your audience must feel its amazing value.

THE LOGISTICS
Before you open your club up to the public, throw on lot’s of availability. Before member’s have committed to paying you they are able to see the availability – remember every time they are in a seat your stylist is up selling.
All members need to book through blocs; you are giving amazing value for a reason, do not waste yours or your teams time booking members in.
Also to be cost effective you cannot offer premium spaces; bottom load availability with the junior members first and throw in the odd block with senior members – keep in mind your members do not know who they are booking.
We suggest you put one or two members of the team in charge of overseeing all the bookings. They need to know what spaces need to be filled first, who should be filled first and able to look at patterns to see when is most economical. A receptionist can be added to the system to do this.
You must enforce charges. If a member cancels within 48 hours of the appointment they will be charged automatically, but if they do not show you have to tell the system, and we have given you the ability to cancel an appointment with out a charge in extraordinary circumstances, but use it sparingly – again this keeps the club running at a profit and not a loss.
THE MARKETING
Now let’s Sky Rocket this membership! Below is a simple 12-week marketing plan designed to promote the Blowdry club idea to your clients, gain you a larger customer base and convert these to members.
The plan has been developed for SMEs without any additional spend on marketing (apart from a few pennies on printing). The social media side of the plan is based around Facebook only, however cross promoting over other channels will of course improve the outcome.
We suggest you follow the same structure as we did and which many of our Salon’s have seen to be successful – the Plan is broken up into 3 main parts – 10 free memberships, The BD Package and the VIP event.
10 free memberships:
To kick the membership off give the first 10 memberships 1 month FREE.
To do this we suggest you offer in salon vouchers to the value of the membership, you can even reduce the subscription fee in blocs to the minimum (£20) until you have the 10 members signed up, then change it to the amount you intend to continue with.
We recommend you have these 10 members sign a contract of affiliation (example here) where by they agree to provide testimonials, have photos taken in the salon, bring a friend to the double appointment etc
The BD Package:
Half way through the 12 weeks we want you to push a limited “Blowdry Club Package” at full subscription price. This could include product discount, champagne at appointments, invitation to VIP events during the year, cross promotions with other local businesses etc
By this point in the marketing plan you should be pushing the pampering, indulgent and exclusivity of the BD Club rather than the value.
The VIP Event:
This is the start of many VIP events which will add to the exclusive nature of your BD Club. Create an event which your audience want to attend, but which they can only attend if they are a BD club members.
Wine and dine them, provide entertainment, provide exclusive offers, bring in a therapist, a healer, a hypnotist – what ever will impress your members. Allow them to bring one friend and actively try to sign them up on the night.
The VIP Event:
This is the start of many VIP events which will add to the exclusive nature of your BD Club. Create an event which your audience want to attend, but which they can only attend if they are a BD club members.
Wine and dine them, provide entertainment, provide exclusive offers, bring in a therapist, a healer, a hypnotist – what ever will impress your members. Allow them to bring one friend and actively try to sign them up on the night.
Promote, review and repeat:
In between each main promotion, review the last. Let the public know how well the 10 free members are getting on with facts, figures and feedback.
Show the world that your members are benefiting from the BD package, post photos of them – glass in hand in the salon. Write a news story about the VIP event (add a charity element and get it in the local paper) Share, Share, Share.
TIPS IN BRIEF FOR USING THIS GUIDE.
This plan is building toward a VIP event for your BD club members, talk about it constantly, make it something special that clients want to attend.
Make sure you make the most of your first 10 members by having them publicize their experience.
Do not give away too much in your BD Package – overplay the benefits and keep your costs in mind.
Below is the 12 week marketing plan, across Facebook, your website and in house; follow this schedule as closely as you possibly can but continue to post day to day promotions as you would do.
Any interaction on the posts must be followed up, create conversation, on future posts tag those who commented etc
The digital posts could be created beforehand and scheduled until time for publishing.

Can’t see the plan? Download it here: MARKETING PLAN EXAMPLE

Can’t see the plan? Download it here: MARKETING PLAN EXAMPLE