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Attract New Guests with Premium Styling Expertise

I have just employed a top-notch star stylist who knows new techniques. I want to attract new guests to try him out.
Business Problem

The business has recently hired a star stylist who brings new techniques and advanced expertise. However, awareness among existing and new guests is limited. The goal is to promote this stylist strategically to attract new guests, drive appointment demand, and leverage their skills to elevate the salon's overall brand perception.

Diagnose First

Before implementing solutions, verify the current state:

  • Is the new stylist's profile live on the Webstore with a photo, bio, and listed specialties?

  • Are the stylist's services correctly configured and priced in Zenoti?

  • Have you sent any launch announcement campaigns (Email/SMS) to your guest database?

  • Are you tracking stylist-specific bookings via the Appointment Analysis Report?

  • Is the stylist's availability and schedule set correctly in Zenoti?

Business Conditions

Zenoti Configuration Conditions: 

  • Zenoti is set up for appointments, POS, and marketing (Email/SMS credits available)

  • New stylist profile has been created and linked to services in Zenoti

  • Webstore is active and accepting online bookings

  • Marketing module is enabled with campaign credits available

Operational Conditions: 

  • Stylist's schedule and service pricing are finalized

  • The business is ready to allocate marketing effort to promote the new talent

  • Front-desk staff are briefed on the stylist's specialties and how to make recommendations

Zenoti Solutions

  1. Stylist Profile and Booking Configuration

    Stylist Profile Setup:

    • Navigate to Admin > Centres > Employees > [Stylist Name] > Profile

    • Add bio, specialties, certifications, and portfolio images

    • Enable the stylist for Webstore booking: Admin > Webstore > Staff Settings > Enable stylist

    Service Association:

    • Link the stylist to high-end or trending services: Admin > Services > [Service] > Providers

    • Example: "Balayage – available exclusively with Riya (Certified Color Expert)"

    Introductory Offer Setup:

    • Create a time-limited promotional offer: Admin > Promotions > Add Promotion

    • Set discount and validity period (e.g., 20% off first appointment with new stylist – valid for 30 days)

    • Alternatively, create a bundled package: Admin > Packages > Add Package

    Star Stylist Package:

    • Bundle premium services into a "Signature Collection": Admin > Packages > Add Package

    • Example: "Signature Hair Makeover – Cut, Treatment & Style"

  2. Marketing Campaigns

    Guest Segmentation & Targeting:

    • Identify high-spending, style-conscious guests: Reports > Guest Reports > Filter by Spend Tier

    • Create a re-engagement segment for guests who haven't visited in 60+ days: Marketing > Campaigns > Create Segment

    Campaign Ideas:

    • "Meet Our New Star Stylist – Now Taking Appointments!"

    • "Experience the latest techniques from our new expert stylist"

    • "Try [Stylist Name]'s Signature Style – now available for booking"

    Email/SMS Campaigns:

    • Navigate to Marketing > Campaigns > Create Campaign > Email / SMS

    • Include the stylist's photo, specialty description, and a direct Webstore booking link

    Referral Boost:

    • Offer existing guests a reward (e.g., {currency}300 credit) for referring new guests to try the stylist

    • Configure via: Admin > Loyalty > Referral Settings

  3. Webstore and App Booking Optimization

    Webstore Enhancements:

    • Add a "Now Available for Booking" banner on the home page: Admin > Webstore > Banners > Add Banner

    • Ensure the stylist is featured on relevant service pages with their photo and bio visible

    Customer Mobile App (CMA) Promotion:

    • Add a stylist spotlight under app promotions: Admin > Customer App > Banners / Promotions

    • Enable push notifications: Admin > Customer App > Push Notifications > Create Notification

    • Example message: "Book with our new expert stylist before slots fill up!"

    Staff Recommendation (Operational):

    • Train front-desk staff to proactively recommend the new stylist during check-in, checkout, and phone inquiries

  4. Commission and Staff Incentives

    Commission Tracking:

    • Set up performance-based commission for the stylist: Admin > Centres > Employees > [Stylist] > Commission Settings

    • Monitor earnings via: Reports > Employee Reports > Commission Report

    Staff Cross-Promotion (Operational):

    • Encourage other stylists to refer guests to the new stylist for services outside their own specialties

    • Track via commission rules or manual incentive payouts

    Internal Training (Operational):

    • Organize demo sessions where the new stylist showcases techniques — builds team confidence and morale

  5. Guest Loyalty and Retention

    Loyalty Points Incentive:

    • Offer bonus loyalty points for first-time bookings with the new stylist: Admin > Loyalty > Configure Points Rules

    Exclusive Membership:

    • Create a "Signature Style Membership" for quarterly premium services: Admin > Memberships > Add Membership

    • Offer discounted rates for repeat visits within the membership period

    Guest Follow-up Campaigns:

    • Automate thank-you messages post-appointment: Marketing > Automation > Post-Visit Messages

    • Collect feedback: Admin > Feedback Settings > Enable Post-Visit Feedback

  6. Reports and Performance Tracking

    • Appointment Analysis Report – Track bookings by stylist: Reports > Appointments > Appointment Analysis

    • Employee Performance Report – Measure stylist's service revenue and average ticket: Reports > Employee > Employee Performance

    • Guest Report (New vs. Returning filter) – Check how many first-time guests booked with the stylist: Reports > Guests > Guest Report > Filter: New / Returning

    • Campaign Summary Report – Analyze which promotions drive the most bookings: Reports > Marketing > Campaign Summary

    • Feedback Report – Capture and showcase guest testimonials: Reports > Guest > Feedback Report

    Priority Roadmap

    Phase

    Timeline

    Actions

    Quick Wins

    Week 1–2

    Stylist profile live on Webstore, launch Email/SMS announcement, activate referral offer

    Mid-term

    Month 1–2

    Signature package live, push notifications enabled, staff actively recommending

    Long-term

    Month 2–3+

    Membership launched, loyalty rules active, reports reviewed & campaigns refined

    If Results Are Below Target

    Contingency (Bookings remain low despite promotions):

    • Extend the introductory offer duration or increase the discount value

    • Run a follow-up SMS/Email to guests who opened but didn't book the announcement

    • Add a complimentary add-on treatment for the stylist's first 20 appointments to drive trial

    Mitigation (Awareness is not building fast enough):

    • Launch a "Stylist Experience Week" with complimentary consultations or express makeovers

    • Feature guest transformation stories in follow-up campaigns to build social proof

    • Collaborate with local beauty influencers or bloggers to review the stylist's work (External Action)

    • Use Campaign Summary Report and Appointment Analysis to refine targeting and messaging

    Expected Outcomes

    Within 60–90 days of full implementation:

    • 20–30% increase in bookings for the new stylist month-on-month

    • 15%+ new guest acquisition attributed to stylist promotion campaigns

    • Measurable referral bookings tracked via Referral Settings

    • Improved average ticket value through Signature Package upsell

    • Positive guest feedback captured and visible via the Feedback Report

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