From empty to full: 7 tips to efficiently fill your salon calendar
Does your calendar sometimes feel too empty? Then this recap is your first step toward a full schedule.
In the webinar "From Empty to Full: 7 Tips to Fill Your Calendar Efficiently," business coach Vicky Vermeiren showed you how to get big results for your salon calendar with small, achievable actions.
From getting rebooked faster to smart actions that really work, you'll discover how to turn empty spaces into busy, well-filled schedules.
We gathered all the insights, tips and highlights so you can apply them to your salon right away.
Why are there gaps in your schedule?
Before you can fill your schedule, it is important to understand why those empty spaces are there. Often the cause is not one thing, but a combination of factors:
Seasonality: Every hair salon or beauty salon experiences quiet periods. Think of the dip in January, the summer vacations or the beginning of autumn. Customers often have other priorities then.
Cancellations: Last-minute cancellations or no-shows create empty seats. Without a clear cancellation policy or advances your schedule remains vulnerable.
Little or wrong marketing: No campaigns or a message that doesn't resonate? Then new customers stay away and existing customers book less often.
Low customer loyalty: You attract customers, but they don't return. Without targeted actions to increase loyalty, you lose them to competitors.
Outdated or unclear offerings: Services that are no longer relevant or are presented in an overly complicated way appeal less to customers. They then prefer to book elsewhere.
Changes in your offerings: If you discontinue a particular treatment or service, it may create temporary gaps until customers build new habits.
By knowing where the cause lies, you can take much more focused action - and that makes filling your calendar a lot easier.
Here are the highlights & tips from the webinar:
#1. Analyze your calendar
A well-filled schedule starts with insight. Take a moment to look at your schedule over the past few weeks or months. When and why do empty spaces arise? Are there certain days or hours that become structurally less well-filled? Or do cancellations often fall at the same times?
By recognizing these patterns, you know where the bottlenecks are and can take much more targeted action.
Tip: view your reports in Optios - they give you a clear overview of your busiest and quietest periods, so you can get started with the right strategy.
#2. Work with the know, like trust method
A well-filled calendar is not just about promotions or discounts, but about building trust. The Know, Like, Trust method helps you build a strong relationship with (potential) customers step by step:
Know - People have heard of you, your name has caught their eye.
Like - They already know you better and respond to your content or send a message.
Trust - They trust your expertise and become loyal customers, or even ambassadors.
Important: You must always respond to all three layers simultaneously with your content and actions. That's only a true strategy.
That way, you choose where to focus, based on your schedule:
- Still have a few free seats? Target Trust - appeal to your existing customers.
- About 6 to 10 hours a week off? Go for Like - show your expertise and provide tips.
- More empty than filled? Put plenty of effort into Know - get new people to discover you.
By smartly tailoring your communications to the right stage, you don't just work harder, you work more strategically - and you quickly notice that in your schedule.
#3. Commit to visibility (KNOW)
If your calendar remains empty, it's often because too few people don't know you. You can offer such good service - if people don't know you exist, they will never book. Introduce as many new people to your salon as possible.
Focus on:
General building of your brand awareness
Getting new people to know you
No actions, just being visible
#4. Activate your followers (LIKE)
Maybe people already follow you on social media or read your newsletter, but don't book an appointment yet. If so, they are in the "Like" phase: they already know you, but need that extra push to become a customer.
This is all about increasing interaction and engagement so that followers get to know you better AND are more likely to take the step to meet you.
Focus on:
More presence - be visible regularly through posts, stories and emails.
Loyalty programs. - Reward engagement and repeat visits.
Reminders - send a message when it's time for a new appointment.
Birthday offers - a personalized offer always works well.
Follow up after a treatment - show interest and thus increase the chances of a repeat booking.
Promotions and promotions - a temporary offer can be just that final push.
By actively keeping in touch with this group, you not only increase their involvement, but you also increase the likelihood that they will join your agenda.
#5. Reward loyal customers (TRUST).
Clients who already know and trust you are the beating heart of your salon. They like to come back, talk positively about you to others and are often open to novelties. This group usually doesn't need discounts or promotions - above all, they appreciate extra service and a personal touch.
Therefore, focus on ways to further strengthen and reward their loyalty:
Earlier access to novelties - let them be the first to try new treatments or products.
Extra upgrades - offer small extras during their treatment as a thank you for their loyalty.
(Short) Cures or Pathways. - Give them a reason to come back more regularly.
Subscriptions - make it easy for them to schedule regular appointments.
Events or workshops - Organize exclusive moments where they can learn more about your offerings.
Promote gift cards - their enthusiasm is contagious, bringing them new customers.
Giving your loyal customers that little extra attention not only makes them even more loyal, but often turns them into ambassadors who attract new customers to you.
#6. Communicate consistently
The power of marketing is not only in what you say, but especially in how often and how regularly you say it. One post or newsletter is rarely enough to convince customers. People see hundreds of messages every day - and you want to stand out among them and stick around.
Repeat, repeat, repeat. Dare to share the same message more often. What seems repetitive to you may be just the moment your client clicks.
Use multiple channels. Combine social media with emails, a WhatsApp message, posters in your salon or even word of mouth. The more often and through the more channels people see you, the more likely they are to book.
Provide regularity. Work with a set communication routine - for example, a post every week, a monthly newsletter and seasonal promotions. This will keep you top of mind with your customers.
Consistency builds confidence as well as recognition, which is exactly what you need to go from an empty schedule to a full one.
#7. Choose actions that fit your business
Actions can be a powerful way to fill your calendar faster, but only if they fit your salon and target audience. What works for one business may not have the same effect for another. So think carefully about what type of promotion suits your style and customers.
There are roughly two types of actions:
Discounts - these work well to win over doubters or to introduce new customers. Consider temporary promotions, introductory offers or bundle discounts.
Extras - these increase the value of your service without lowering prices. Consider free mini-treatments, small gifts with a booking, a free product with a spa treatment or an upgrade with repeat visits.
Important: actions don't have to be grand or complicated. As long as they fit your business, your target group and reinforce your brand feeling, they can make the difference between a half-empty and a packed agenda.
Looking back?
Want to revisit all the tips or not miss a single detail?
The full webinar "From empty to full: 7 tips to fill your calendar efficiently" can now be found in the Optios Academy. This webinar is free to re-watch for Optios customers.
Not an Optios customer yet? Create a test account and enjoy all the free webinars in the Optios Academy for 14 days.
Good luck applying these features and filling your calendar!