Even if your spa or salon is located in an oft-traveled destination location, the influx of new clientele plus your regular customers still may not be enough to fill your book during off-peak hours.
The simple fact is that most of your clients – vacationers or not – want a weekend appointment. So you still need to employ some creative ways to get them into your salon or spa at other times. Here are a few promotions you might try.
- Offer your customers specials, upgrades on a service, or a discount if they bring a friend. A friend discount would be ideal, since it would result in two appointments instead of just one.
- Experiment with some dynamic pricing. For example, if a haircut and blow-out is usually priced at $85 on weekends, you might consider offering it on Tuesdays and Wednesdays for $65. Clients intuitively understand that certain services are more expensive on the weekends because demand is higher then. Offering them the same service at a discount during the week may just be enough of an incentive to lure them into your shop, enabling you to fill some calendar gaps.
- Promote a morning or twilight special. What if you offered your 80-minute massage for the same price as a 50-minute massage first thing after breakfast or, conversely, between 6:00 to 8:00 at night?
- Take advantage of one of your manufacturer’s existing promotions. This can be a very cost-effective way to roll out a discount to your customers. You should be able to arrange free samples and advertisements (signs, flyers, promotional samples) from the manufacturer for a special event in your shop.
- Collaborate with one of your manufacturers on a “buy one, get one free” offer. This can be especially effective if one of your suppliers is looking to move a particular product. Remember – everyone likes FREE merchandise. This approach should also help you move some overstocked items or get window shoppers to come into your spa or salon to make a purchase.
- Offer 25% off to first-time customers. This level of discounting may be enough to get prospective customers to give your spa or salon a try. You have nothing to lose and everything to gain.
- Offer $25 off for a special event. Birthdays and anniversaries are special events that are sometimes overlooked. Why not show your regular clients you remember their special day? You can bet they’ll be texting their friends about how thoughtful you are and how well you and your staff treated them.
- Publicize a girls’ night out. Pick your slowest night at the salon or spa and offer free services or product giveaways. You can hand out printed invitations, email your clients, and put a sign in the window for passing vacationers telling them to bring as many people as they want. Serve wine and cheese and make up some nice product packages in the $20 range. What a great way to increase business on a slow night!
- Provide 20% off any additional services. When a client is sitting in your chair and they say they have time to kill – after all, they may be on holiday -- offer to discount any additional services they add on. They might be reluctant to try a treatment at its full price, but a discount could be just the encouragement they need.
- Promote follow-up bookings with a 10% discount. Customers will appreciate the reminder and the advanced planning a pre-booking gives them – and they’ll love the discounted price! This also accomplishes a dual marketing goal. It not only helps fill your book, it also commits them to repeat business at your establishment. Even if they have to change the appointment at a later date, it’s still easier for them to reschedule than to make an entirely new appointment.
Want to learn more about how to make the most of summer business? Check out our Destination Profitability Guide.
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