We are in the final stretch of the holidays and gift buying is at its peak. Even though Black Friday and Cyber Monday have passed, there are still millions of people who haven’t even started their holiday shopping and there are some last minute things you can do to increase spa revenue.
Your goal over the next three weeks is to capture your audience and sell, sell, sell. You need to be creative and use social media to your advantage. If you missed our last two posts on building holiday sales, you can read them here:
- 6 Tips to Boosting Gift Certificate Sales
- 10 Tips to Increase Revenue over the Holidays
Here are some ideas to get the most out of December and reach your monthly revenue goals:
Sell What You Have: There is no time like the present to create gifts from your inventory. Think how you can pair items together that make a story and a nice gift. Wrap together with tissue, cellophane and ribbon. Offer a special price incentive, where the buyer feels like they are getting a great deal.
Offer Deeper Product Discounts: Buy one get one, buy one get one 50% off, etc. Another idea is with the purchase of 2-3 products, clients are entered into a raffle to win a gift certificate of a certain amount or receive a free product of your choice. It depends on your margin so price accordingly.
Market to the Holiday: Make your spa marketing count. Use signage in your spa that markets to the holiday. “Gift Certificates – They always fit” or “Give the Gift of Relaxation with a Gift Certificate” or “Last minute gifts, no worries, a Gift Certificate from XYZ Spa fits all”. Vistaprint and Staples are great for quick turn-around marketing materials.
Facebook Ads: If you have never used Facebook ads, now is the time. For as little as $5 a day, you can promote your post online and amplify your message. It makes targeting your audience easy. Make sure you create an eye catching, dynamic, visually interesting piece that you promote for your spa. Canva is a great free tool for the creation of marketing materials. Quick Canva optimization tips: Be sure to select Facebook post size when beginning the design process and use a hyperlink for your spa to ensure clicks direct visitors to your site. Make the offer worthwhile and for a specific period of time. You will be surprised by the reach and your brand exposure. This is great way to remind people to purchase from you.
Phone: According to the Nielsen Telemetrics Study, 42% of people use their mobile devices for pre-purchase research and more than 55% actually use them make a purchase. You need to be where they are. Consider using an SMS texting service such as Simple Texting, Trumpia or TXT180. For a small monthly fee, you can reach your audience in real time. Statistically 90% of text messages are read within 10 minutes. As part of your marketing efforts, ask if your spa clients want to have open appointments, offers and promotions sent to them. If so, collect their mobile number and sign up for a SMS service.
Additionally, do a call campaign for your spa clients. Call them to wish them a happy holiday and remind them of the great gift certificate and service promotions that are going on this month. Write a script and have your reception follow through as part of their daily duties.
Use Your Desk: All front desk reception need to be marketing to your customers, in person and on the phone. Closing each appointment and sale, clients should be asked “Can we interest you in any of our gift certificate promotions?” Just asking makes all the difference.
Email Blast: Yes we are all inundated with emails, but some do catch our eye. Use interesting subject lines that speak to your audience “Need Last Minute Gifts?” or “Make Gift Giving Easy as 1-2-3”. Create a sense of urgency. Great do’s and don’ts of creating subject lines can be read here. Reach out directly with your promotion of choice and send at the right times. Vertical Response states:
Emails sent on Mondays had the highest ROI, but emails sent on Friday had a higher click through rate. Ironically, Saturday and Sunday had the lowest volume rates, but the highest open and click through rates. So even though the weekend was not the most popular time to send emails, those who opened were much more likely to engage with it and click through or purchase.
There is no magic to email marketing, open rates and click through vary by market. Use your best judgment.
Wishing you happy retailing and a strong December. Let us know what worked for you this holiday season.