There is a sense of rebirth and renewal when it comes to spring time. The same is true for spas and salons; it’s time to redecorate, refresh and update your promotional ideas.
“Clients are getting out and want to come into your business. It is time to get some highlights, a body scrub, facial and more,” commented Julie Pankey, managing partner of JMPankey Partners. “How are you going to get them to your spa or salon? Well, start by reading our list of promotional ideas and before you can say daffodil you’ll have an action plan!”
New Client Special – Offer a free retail gift (valued at $20) with any facial service over $75, or a free nail polish with the booking of a deluxe mani or pedi.
Create FaceBook, Snapchat and Instagram Campaigns – Share pictures of makeup, blowouts treatments. Create posts that clients can share so that you can generate new business and followers. Introduce new staff, new services, products and special promotions.
Client Appreciation Week – Make the first week of April “Client Appreciation Week”. Plan special events for each day of the week, from offering a special buffet of treats, to chair massage, complimentary makeup applications, discounts on your most popular treatments, and complimentary add-ons to client services. Your regular clients will love the opportunity to try new services and new clients will love the energy and excitement.
A Series Sale – Offering series are a great way to get new clients. Popular series are for waxing, nail and manicure services and massage. Promote series to your clients with the incentive of the discounted price from the standard pricing. Typically series can be anywhere from 15-20% off the standard rates. It’s a nice way to build business for the summer months.
Mother’s Day Special Beauty Packages – Mother’s Day is May 8th and promotions should start in mid-April. Create some custom packages. Think fun, catchy language and phrasing. Make your promotion a statement, so instead of Client Appreciation Week, say “We love Our Client BFFs” or instead of Mother’s Day specials, something like “Don’t Neglect Your Mom this Mother’s Day“. Reach your target with friendly, funny, emotion-evoking language. Get your staff involved for more brain power and creative ideas.
“Remember, all promotions need to be posted through your spa or salon social media channels, on in-house signage,and through direct email campaigns,” shared Pankey.
“Additionally, staff need to know what is planned for the spa and to be excited about it. Hosting monthly staff meetings to discuss your marketing program will keep them informed and generate a buzz,” said Pankey. “Another spa best practice is to add internal sales and product contests for your staff. It’s basic human psychology to be motivated by goals and rewards. Give them a little Spring motivation with cash prizes, their favorite products, a night at the movies or mall gift certificate.”
JMPankey Partners specialize in spa operations consulting, social media, website design, marketing and brand development. Founder Julie Pankey, known as the 7-figure spa consultant, is a results-oriented spa industry expert and visionary. Julie has contributed to the success of such companies as Four Seasons Hotels and Resorts, Spa at Norwich Inn, Marriott, Cliff House Resort and Spa, Catania Hospitality, Pacifica Hotels, Fluhme Beauty, Christopher Drummond Beauty and OSEA Malibu.