BY JOY GENDUSA
If you’re looking to fill your spa or salon with more happy clients, then take a look at these 3 proven-to-work spa marketing strategies — they’ve generated revenue like $7,350 and $7,500 for clients of mine. Plus, they’re simpler to implement than you may think!
- Give one or more special offers to generate $7,350 in revenue
If giving money off your spa’s services seems like a one-way ticket to losing revenue, I want you to think again!
When you’re marketing to brand new prospects, they don’t know how great you are. You need to show them, and how do you do that? You need to give them a good reason to call you and book an appointment to try you out — instead of your competitor, that is! And take-a-second-look special offers are your answer.
My client Page Nails was preparing for their grand opening and needed a way to announce their spa’s location and services to area residents. They decided on trying a direct mail campaign — bright pink and green postcards — targeted at everyone who lived within 2 miles of their location.
On their postcards, they promoted 20% off any service. Twenty percent off is a GREAT deal at a nail salon, right?! So they lost money, right??
Wrong!
Their results included 210 new customers and $7,350 in revenue — from that one postcard campaign.
Do you think if they omitted the 20% offer, people would’ve jumped at the chance to visit a random new salon in town? Probably not.
Here are some other tried-and-true spa marketing special offers, based on what’s worked for my own clients:
- 10- 20% off any spa service
- 30% off retail products
- FREE neck treatment with purchase
- FREE Kerastase hair treatment with any service
- $69 Swedish massage
Whatever spa marketing strategies you’re employing right now, make sure you include a special offer… I can all but guarantee it’ll boost your response rate!
2. Promote to your customer base and increase revenue $7,500
Email marketing is one of those spa marketing strategies I don’t see used enough, yet it’s a very simple tactic!
Here’s how you do it:
- Set up a free email marketing system (like MailChimp)
- Write a series of emails that cover things like: wishing them well on holidays, seasonal reminders, thanking them for their business, special offers, FAQs, etc.
- And include more information about all your services
- Upload your list of customers’ emails into the system
- And program your emails to go out in a timely manner so that you’re in their inboxes at least every other week.
This consistent communication keeps your spa or salon top of mind with your customers.
Here’s a way to take your current customer promotion and turn it into a money maker, by way of example:
My client, DaVarah Spa & Salon, needed to increase revenue and decided to mail postcards to their customer base of 2,000 people.
With two special offers on their postcard promoting 25% off any retail product, and 10% off any service, all it took was one postcard mailing to produce amazing results:
150 responses in 2-3 weeks, and $7,500 in sales.
3. Target your ideal clients with a mailing list for 93 leads
Sure, you can blanket your entire local area with your marketing. And, as far as strategies go, it’s not a terrible idea… however, you want namely qualified leads, right?
Let’s say you find out the majority of your most loyal clients are within a certain income bracket, and they live in a certain part of town. Why not advertise to more people like them with your spa marketing strategies?
With a targeted mailing list, you can — and don’t worry, it’s easy and still cost effective. Plus, targeting specific prospects will save you money on your spa marketing strategies because you’ll only be sending postcards to people PROVEN to come in and spend money at your business.
Here’s an example:
Mid-Atlantic Skin, a Maryland medical spa, wanted to debut one of their newest high-end services. But being a med spa, not everyone is financially a candidate for their services, so they only wanted to invest in spa marketing strategies likely to draw in qualified prospects and sales.
That’s why they decided to purchase a mailing list with the following demographics:
- Women between the ages of 36-55
- Who lived within 15 miles of their location
- With an income of $100k+
- And who were interested in dieting, weight loss, exercise, health, and beauty
In their Waldorf, MD, area, that meant 10,000 records for their mailing list. Not bad! They designed a postcard with a headline that called out to their prospects’ pain point (wanting to get rid of excess fat), and after just ONE mailing, they received 93 leads.
Any of these 3 spa marketing strategies can be flanked with digital ads online (which I recommend!).
But, time and time again, I see spas and salons generate leads and revenue from simply mailing postcards targeted at mailing lists chock full of their ideal clients. And if you maintain your spa marketing strategies on a year-long basis, you stand to grow your revenue into a whole new range!
About Joy Gendusa:
Joy Gendusa is an entrepreneur, business owner, author, keynote speaker and philanthropist. With only a phone, a computer and postcards (no funding of any kind!), Joy grew PostcardMania from a small startup into an industry leader that generated $58 million in 2018 and currently employs 246 people in Clearwater, FL. Her company, PostcardMania, has been featured on the Inc. 500 and 5000 lists, and has helped 81,767 small businesses with their marketing. You can request free postcard samples from Joy’s company today!
