With the softening of the economy and increased competition, the salon suite industry has experienced numerous changes over the past year, making it more important than ever to have the right salon studio marketing strategy. Keeping up with the latest strategies to retain suite renters and generate quality leads has never been more important. At this year’s two-day Salon Studio Franchisee Association (SSFA) Conference, in beautiful San Diego, Slick Marketers had the incredible opportunity to connect with salon suite franchise owners, discuss their most pressing challenges, and exchange valuable insights on how to navigate this evolving landscape.
Here are the top five takeaways from the event that will help salon studio businesses succeed in today’s market.
1. Local Salon Studio Marketing: Powering Lead Generation and Tenant Retention
One of the hottest topics at this year’s conference was the need for effective, hyper-local salon suite marketing. With competition in the salon suite industry growing and numerous suite options, attracting new tenants is essential. Slick Marketers President, Nikki Ong, shared strategies that have brought consistent results, with each suite location receiving an average of 115 to 200 new leads per year through targeted local salon studio marketing. Salon suite businesses can achieve this by focusing on:
- Geo-targeted ads on social media platforms to reach nearby beauty and wellness professionals
- Localized content marketing to make their online presence relatable and engaging for the local community
- Promotional content around their suite renters to showcase business support, which in the long run will drive tenant retention
- Google Ads to promote unique selling points and move-in bonuses to engage with active searchers looking for a salon suite solution
- Optimized Google Business profiles to appear in local searches and boost credibility
Local salon studio marketing isn’t just about leasing salon studios—it’s about showcasing their thriving community and promoting their suite renters.
2. Excellence in Customer Service: A Key Differentiator
Exceptional customer service was another critical theme that emerged from the conference. With more options than ever, today’s studio renters seek for more than aesthetics, they want suite locations that provide personalized, high-quality experiences for them and their clients. For salon suite renters, this means:
- To enhance customer service, ensure the facility is meticulously maintained through regular inspections and prompt repairs, reflecting a commitment to quality
- Manage service calls with an organized system for swift responses, minimizing wait times. Keep customers informed at every stage with timely updates, showing attentiveness and building trust
- Going above and beyond to make salon studio renters feel valued and understood, this includes remembering business anniversaries and birthdays and celebrating them
- Providing a welcoming atmosphere in the suite to ensure suite renters feel comfortable and catered to
With a commitment to top-notch service at a great facility, salon studios can increase retention rates and attract loyal studio tenants who value a premium experience.
3. Business & Marketing Coaching: Empowering Suite Renters with Skills and Strategy
In today’s competitive landscape, continuous business and marketing coaching is crucial for suite renters. At Slick Marketers, we’ve always prioritized marketing and support for tenants, and it was exciting to see at the conference that there’s a growing demand for tailored business marketing solutions and ongoing support. Some of the things franchisee owners are doing include:
- A dedicated manager offering personalized coaching sessions to help suite renters stay at the top of their game—keeping them motivated, accountable, and well-informed.
- Workshops and webinars tailored to the latest salon studio marketing techniques and salon trends
- One-on-one mentorship to provide personalized guidance and support based on individual needs
By investing in coaching, salon suite renters are better equipped to handle market challenges, grow their client base, and make informed business decisions that support long-term success.
4. Creating and Keeping a Community: Building Client Loyalty
Community has always been a foundation of the beauty industry, and it’s more relevant than ever in the salon suite space. Suite renters value what makes them feel connected, so fostering a salon community in and around each suite is essential. Key strategies discussed at the conference include:
- Hosting local events such as open houses or suite renter appreciation days to bring people together
- Collaborating with other beauty businesses such as beauty suppliers and schools to create a supportive environment where studio renters feel part of a larger network
- Utilizing social media to highlight the community within the salon suites, which helps tenants feel invested in the business
Building a strong community doesn’t just attract tenants; it keeps them coming back and fosters a sense of belonging that builds loyalty.
5. Business Support: Providing Resources and Tools for Success
As the industry grows and evolves, salon studio franchise owners are facing more complex operational challenges. The conference highlighted the importance of providing robust business support, including:
- Administrative tools to streamline booking, payments, and client management
- Accounting and financial guidance to help suite owners manage budgets and profits
- Operational support to ensure suites run smoothly and efficiently
With access to these resources, salon studio renters can focus on what they do best—providing exceptional beauty and wellness services—while having the peace of mind that their business operations are supported.
Conclusion: Navigating the Future of Salon Suites with Confidence
Attending the SSFA Conference gave us a fresh perspective on what the industry needs to thrive in a rapidly changing market. By prioritizing local salon studio marketing, customer service excellence, coaching, community building, and business support, salon studio franchise owners can overcome today’s challenges and achieve sustainable growth.
Special thanks to the SSFA team for putting together an incredible event! We left inspired and motivated to help our clients build stronger, more resilient salon suite businesses. For a deeper dive into these insights, book a Strategy Session with Slick Marketers for more tips and strategies on how to keep your salon studio business thriving.
Contact Slick Marketers today at (714) 496.4499 to take your franchise brand to new heights of success.