Five ways to use awards to boost your business!

By Akin Konizi, UK

As the artistic force behind HOB Salons & Academy, Akin Konizi is responsible for leading the creative direction of the HOB brand. During his prolific career, he has amassed numerous awards including the acclaimed British Hairdresser of the Year award a record-equalling four times.

Renowned hairdresser Akin Konizi shares his expert insights to boost your business in the competitive salon industry with five actionable and effective tips.

Winning a prestigious industry award is a fantastic achievement for any individual or salon business, but the true power of a win lies in how you use it to attract new clients and keep your existing clients coming back.

HOB Salons has won a multitude of awards for both their team’s creative brilliance and for their business acumen. HOB Salons international creative director and four-times British Hairdresser of the Year, Akin Konizi, offers his advice on using award wins to create client loyalty and attract new business.

Showcase your success in the salon

Don’t be shy about your achievements - let your clients see them! Place awards, certificates, and trophies in prominent positions, such as reception areas or styling stations, where clients can easily spot them. Make sure your team is ready to explain what the awards mean and how they reflect the salon’s commitment to excellence. When clients see that they’re being treated by an award-winning team, they’ll feel more confident in your services. At the 2024 British Hairdressing Awards we proudly took home three incredible titles: Artistic Team of the Year
, London Hairdresser of the Year
 and Trend Image of the Year. Promoting these award wins on our windows represents the time, dedication, and hard work that goes on behind the scenes at HOB. When clients see the titles you’ve won, they recognise them as a reflection of our commitment to excellence.

Promote awards across digital platforms

Your digital presence is an extension of your salon’s reputation. Update your website with a dedicated ‘Awards and Achievements’ page and include a banner on your homepage highlighting your latest win. On social media, post celebratory content featuring your team with the awards, behind-the-scenes moments from the competition, and testimonials from clients who’ve experienced the exceptional service that earned you the accolade.

Incorporate award wins into marketing campaigns

Awards provide an excellent opportunity to create fresh marketing content that positions you, your business and team members as leaders in the industry. Use award wins as the foundation for promotional campaigns, highlighting phrases like ‘Experience awardwinning hairdressing’ or ‘Book with our awardwinning team today.’

Use awards to strengthen client trust and loyalty

Awards don’t just attract new clients; they reassure existing ones that they’re in the best hands. When clients see that your business and team are consistently winning awards, it reinforces their decision to stay loyal; they will share your pride and feel part of something out of the ordinary. Make sure your team highlights the link between the awards and the ongoing investment in training and education that ensures clients continue to receive cuttingedge services. Include award mentions in appointment confirmation emails or newsletters to remind clients of your salon’s commitment to excellence. A simple note like ‘You’re booked with our award-winning team—see you soon’ goes a long way in building trust.

Inspire your team to deliver award-winning service every day

Your team is the backbone of your success, and awards are a reflection of their talent, dedication, and creativity. Celebrate these achievements with your staff and use them as motivation to continue striving for excellence. Host team meetings where you discuss the significance of the awards and encourage your team to maintain those high standards in every client interaction. For team members who thrive on competition and winning, awards can be a great motivational force, encouraging loyalty from your people and consistency for your clients.

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