For most businesses in the professional hair and beauty industry, January marks the quietest month of the year. While this seasonal slowdown is predictable, it doesn’t have to be inevitable. That’s where Phorest’s On Behalf Marketing (OBM) solution comes in.
OBM helps salons maintain consistent marketing visibility and steady bookings throughout the year, without relying on last-minute, seasonal promotions or adding extra work to your already-busy team. It’s a professional, hands-off approach to marketing that keeps your salon front of mind for clients- all year round.
Turning Slow Periods into Potential
To understand how to boost January bookings, it’s first important to understand why this time of year can be so slow for many hair and beauty businesses. Clients aren’t disappearing; they’re simply being more intentional. After what is usually a costly and busy holiday season, they’re reassessing spending, planning out their year, and carefully choosing where to invest their time and money.
To encourage clients back in, many salons often turn to quick discounts, rushed marketing campaigns, or DIY marketing efforts. While these tactics can bring short-term wins and one-off visits, they can also encourage bad client behaviour like:
- Inconsistent booking patterns
- Reduced perceived value of services
- Added marketing stress for teams
- Diluted brand reputation
Reactive seasonal marketing might plug a gap, but it rarely builds momentum.
The OBM Advantage
Phorest’s OBM solution helps salons move from reactive, seasonal marketing to proactive, planned campaigns that boost bookings and visibility all year round. Rather than scrambling during quieter periods, OBM delivers fully managed, professional email marketing campaigns that are planned, executed, and optimised on your behalf, without adding to your team’s workload.
Each OBM campaign is co-branded with your salon’s professional product brand and is written to speak to salon clients, meaning the messaging feels polished, professional, and aligned with the brands your clients already know and trust. This co-branding elevates the look and feel of every campaign, reinforcing your business’ positioning in the industry while keeping things consistent for your guests.
With OBM:
- Campaigns are created for you by Phorest marketing experts who understand the salon industry deeply, meaning no extra work on your team
- Messaging is tailored, timely, and aligned with how clients actually book and plan visits to your business- encouraging them to book without undervaluing your services.
- You maintain a consistent, professional presence that reinforces trust and keeps your salon top of mind
Benefits Beyond Bookings
While OBM is powerful for filling diaries (Phorest salons who participate in OBM experience, on average, a 40% increase in appointment booking), its impact reaches further than just that. In past campaigns, Phorest salons that have taken part experienced, on average: 80% higher email open rates and 46% higher revenue.
Revenue Aside, Phorest’s OBM Drives
- Closer, stickier client-business relationships
- Bookings across a range of services, not just promoted ones
- Reinforcement of your salon’s brand as established, credible, and trustworthy
- A reduced reliance on discounts to attract attention
- Closer relationships between salon businesses and their product brands of choice
When clients see your salon regularly, with clear messaging, alignment to world-renowned professional product brands, and a strong visual presence, it sets expectations and encourages them to return more regularly.
Why not use the start of the year to set the tone? We’re collaborating with a range of professional product brands to offer OBM to Phorest salons. If your brand is taking part, you can, too.
Want to See OBM Results for Your Business?
Fill in the form below to see if you’re eligible for OBM, and discover how our co-branded professional marketing solution can keep your business visible, boost client engagement, and support consistent bookings, all without extra stress on your team. Now that’s a Happy New Year!
On Behalf Marketing (OBM) may not be available to all Phorest salons. Availability is subject to brand partnerships and eligibility criteria.
