In a time where texting, emailing and Facebooking are becoming the way we communicate with friends, family and clients, the holidays are the perfect time to reconnect with your clients face-to-face. Client events can be one of the most effective ways to get into the spirit of the season and boost holiday sales. And personal interaction can build brand loyalty or generate new interest in your spa or salon. It also can potentially add to your clientele and build business if an existing client brings a friend to your holiday gathering!
If you decide to host a holiday event, here are a few things for you to consider:
- Create a realistic email list. You don’t want to invite 300 clients if your spa or salon only has space for 50. When you’re estimating how many people to invite, factor in a 25% no-show rate.
- Target a weeknight, two to three weeks before the holiday, between 6 p.m. and 9 p.m. People’s calendars are especially crowded during the holidays, so schedule your event at a time when it’s less likely to conflict with work or family gatherings. Thursdays are a good day. Many people are winding down from their work week and looking forward to the weekend. A holiday gathering may be just what they need to ease into it.
- All of your staff should plan to attend. This is an all-hands-on-deck night. Salon staff should be working the latest holiday hair, makeup and nail trends, while estheticians should look smart in crisp uniforms.
- Take a mini inventory and make sure all of your shelves are stocked with retail products. Your clients may be shopping for themselves or looking for gifts.
- Pick up the phone. Call everyone who has RSVP’d to the event to remind them the date is approaching and call those who have not responded to see if they can attend.
- Order food that’s easy to eat, such as hors d’oeuvres, finger sandwiches, cookies, brownies, and edible treats cut into bite-sized pieces. If you serve alcohol, also provide sparkling water or cider for your guests who prefer a non-alcoholic beverage.
- As guests arrive, greet them at the door and thank them for coming, offer them refreshments, and have someone escort them through your facility to show them all your holiday fare.
- Give clients a reason to show up. Consider offering a sales promotion for gift cards paired with value-adds or rewards for the purchaser. For example, if a customer buys a $100 gift card, they receive a conditioning treatment at their next appointment. A $250 gift card might offer a complimentary blowout during their next visit.
No matter what you choose to do, your clients will appreciate the gesture, knowing that you’ve gone the extra step to thank them for their business.
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