Benjamin Franklin said, “By failing to prepare, you are preparing to fail.” We all make decisions every day. Many of those decisions are in regard to fires we’re putting out in our spa. Your holiday spa marketing strategy must start now. I know we are in the dog days of summer but trust me when I tell you that the last time you want to put out a “fire” in your spa is over the holiday season. For that reason, I wanted to revisit some tips that you can start mapping out to make your spa very successful over the holidays. You’ve got 19 weeks to get ready, so let’s go!
Tip 1: Sell What You Have
Start now! Get baskets put together that people can only get at your spa. Have personalized plush robes with your brand embroidered on them? Fold those neatly and spritz just a bit of essential oils on the robe so it transports the receiver of the gift right to your spa doors. Add a spa gift certificate to actually get them in your doors. Sell some baskets with cleansers and moisturizers just to add a little variety for customers to choose from. You can do all of this with the inventory you have now and package it in such a way that people could purchase for birthdays, anniversaries and other special occasions. When the holidays come around, you can add a little holiday flare to the baskets and voila! Instant Christmas or Hanukkah gift!
Tip 2: Creative and Deeper Discounts
Don’t get slash happy with your prices. Remember that each time you cut prices, your clientele sees what you, the spa director, sees the real value of the product to be. Going forward, they’re going to want the product for that price. A good strategy to move more product is to add value by doing a giveaway or raffle. For instance, you could do a drawing for a free $200 spa gift card (or maybe even two of them so they feel they have a greater chance of winning.) Anyone who spends $150 or more on services and/or product will be entered to win a free $200 gift card. You could do the drawing for that gift card on a Facebook Live video, dressed in a holiday costume too! A smaller give-away could be trial size products of what you carry in your retail shop. If your clients book a facial or massage (you fill in your own services here), they get a trial xyz kit. Buy one, Get one 50% off is also a great choice. Psychologically, it gives your clients the discounts they want, while still having them pay full price for the first product.
Tip 3: Market to the Holiday
Don’t forget to make your gift packages stand out with colors that celebrate the holiday. Design signs that are holiday themed that draw in your clientele. Around any major holiday, gift cards are always a top seller. Market them by carefully choosing the wording for your message. For instance, “Gift Certificates Always Fit Perfectly” or “What If You Were Gifted With A Spa Day” (that’s a great email subject line by the way).
Tip 4: Use Social Media to Market Over the Holidays
If you have the work power (aka: staff) or time to use all of the social media platforms to market your holiday deals and steals, use it! If you find yourself limited on time – you’ll get the most bang for your buck from Facebook and Instagram. Make sure you’re posting on there at least daily M-F. Get creative, too! Did you know that Facebook has a poll option? Ask your audience to tell you what they would prefer for a gift. This quickly becomes a high engaging post that doubles as a gift-giving guide for your clients and/or their family and friends.
With Instagram, make sure you’re using hashtags that are important to your business. For instance, if your spa serves 90% local clients, you’ll want to familiarize yourself with hashtags that are used local to you. If you have a shopping cart on your website and serve national and international clients, you can expand your hashtags more. Always, always, always post crisp, clean photos on Instagram. Don’t have time to take any? Hop over to http://unsplash.com for super cool photos that are royalty free.
Tip 5: Email and Text Marketing
Here are some eye-opening statistics for you: According to Forbes, 95% of text messages are opened and read within 3 minutes! According to Emarsys, 29% of targeted customers will respond to your text messages (“targeted” being the key word here.) According to Intelligent Contacts, 78% of customers wish they could reach a business via text instead of merely by phone. All of this plays into your holiday spa marketing strategy. Only about 1/2 of us, as businesses, are set up to send/receive text messages. Are you one that’s not there yet? There are a number of reputable text and SMS companies out there. Avochado has 5 star reviews where you can text and manage those texts all via their dashboard. TrueDialog has similar features with built in analytics. They are also a 5 star company and have been in business for 9 years.
Tip 6: Use the Desk
Your front desk is your first and last point of contact. It’s also your first and last chance to make a sale before your customer leaves your spa. On top of asking if the client would like to make a follow up appointment, your front desk person (not just at holiday time) should be asking if there is a birthday or special occasion coming up that they would like to purchase a gift card for. I’m telling you – the hardest people to buy for would love a spa appointment! If you asked me that questions as a customer, it would be welcomed. Now I don’t have to rack my brain trying to figure out what to buy for that person. Also, I highly recommend training them from the time they are hired to offer point of sale purchases under $10, that’s the sweet spot! This is especially important to your holiday spa marketing strategy because those $10 and less purchases usually make great stocking stuffers!
Tip 7: Remember Seasons Past
Did you keep track of what worked over your holiday season last year? If not, there’s no time like the present to start keeping track of what worked and what didn’t. If we always do what we’ve always done, we’ll always get what we’ve always got. Have you heard that saying before? It’s so true, so prepare yourself for success. Get your holiday spa marketing strategy all lined up for this November and December. Use your information from last year to make it an even more successful season for you and your staff.
Wishing you each a happy and profitable holiday season. It can’t be emphasized enough how important it is to set up your holiday spa marketing strategy now, so please let me know how I can help. I always love hearing from you, so drop me a line and let me know what worked for you!