Now that your holiday planning is percolating, it’s time to move into the next phase of your seasonal sales strategy: promotions, packages, events, and celebrations.
This aspect of running a business reminds me of a quote from P.T. Barnum, the famous American showman and businessman who founded the Barnum & Bailey Circus. He said: “Without promotion, something terrible happens… Nothing!” Yikes!
This reality of marketing means that your holiday promotions must be memorable and cohesive. Using a theme to unify your holiday happenings can be incredibly effective and helps clients instantly distinguish your spa or salon from your competition.
You should plan to deliver your messages using a variety of outlets in a series of outreaches to your clientele, such as emails, Facebook posts, coupons, or website banners that will carry your marketing efforts throughout the entire holiday and post-holiday season.
Use your theme everywhere – on your website, social media profiles, emails, gift certificates, postcards and brochures, and window and indoor signage at stations and in treatment rooms. Add information to your website to promote your holiday plans, such as holiday hours and the dates of special events and parties.
In addition to setting you apart from your competition, there are several other benefits to using a theme. It can:
- Generate Sales: When you package or bundle products around a theme, you can often sell multiple items rather than a single item – think retail sales attached to gift certificates. When you focus on adding value to your regular services, you can charge premium prices.
- Prompt Word-of-Mouth Attention: Promotions can often give your regular customers a new reason to be surprised and delighted by your business, which in turn gets them to talk about your spa or salon to their friends.
- Re-engage Your Staff: Holiday promotions are especially fun and festive. And they give you a chance to train, prepare and re-engage your employees in your business. One way to do this is to Invite your sales or store consultant to come in to demonstrate new products or treatments. Then, encourage your staff to sell those services or products throughout the season.
- Grow Revenue: It’s no secret that sales promotions are a great way to build year-over-year and month-over-month revenue growth.
Create a promotional plan that maps out what special offers you’ll be running and when. You’ll want to take advantage of big shopping dates, such as Black Friday, Small Business Saturday and Cyber Monday. You may also consider running New Year’s promotions.
Here’s a sampling of seasonal promotion services you can offer from now until year’s end under the umbrella of your holiday theme:
- Offer longer spa treatments (1.5 hours) on your menu. The holidays are stressful for everyone, and a longer session of pampering amidst the insanity may be just what the doctor ordered.
- Be sure you stock up on and promote plenty of options for the men in your clients’ lives. Take advantage of the trends ranging from retro styling to classic barbering techniques to beard grooming.
- Design promotions that give your clients high-quality services and products at accessible prices. Consider happy-hour hair and makeup specials or specially-priced manicures and pedicures. Spas might try discounting some of your waxing, body mask or massage treatments.
- Create mother/daughter specials for holiday break outings. Enhance the experience by offering your guests a hot beverage and festive treats.
- Offer BFF specials to encourage clients to bring in their best friends for special services.
- Promote a series of treatments at a discount that might include body masks, facials and reflexology. When clients purchase four sessions, give them their first session free.
Wrapping these services, treatments and products in a creative holiday theme will make your clients notice and value your spa or salon even more, while enticing prospects to try your facility for the first time.
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