The holiday season is almost here and, as a business owner, it's your chance to capitalize on the merriment. The cash register’s cha-ching sounds good, true, but don’t lose sight of what really matters: your clients. ‘Tis the season for pampering your customers, and for spreading cheer that will keep them coming back to your chair well into the New Year. Read on to learn how amped up marketing efforts can provide your guests with the experience they're craving this holiday season while simultaneously boosting year-end revenue, too.
Plan for the Big Days Now
Don’t wait to hash out your holiday marketing promotions, or you might miss out on some of the biggest shopping days of the year: Black Friday, Small Business Saturday and Cyber Monday. Consider offering incentives or running special promotions for those who enjoy the post-Thanksgiving hooplah. When November winds down, it’s time to focus your efforts on the 25-day countdown to Christmas, along with other holidays your guests celebrate, including Hanukkah or Kwanzaa. And don’t forget to start marketing early for the New Year, too!
There are so many things you can do to add more value to your guests experience over the holidays. It’s up to you to determine if you want to discount retail, provide free add-on services, or send your guests home with a gift. So many of these added-value gifts can also be seen as a way of introducing your clients to new retail items or services.
Send an email to your clients now, reminding them that your books fill up fast during the holidays. Consider offering a promotional retail item to clients who book an appointment by the end of the week. Also, consider how many clients stretch their first service of the New Year to March or later. It’s never too early to launch a New Year’s promotion—If guests pre-book a January or February 2018 appointment by December 1, give them 10 percent off retail at the time of their service.
Deck Your Halls
Not only will décor help to spread the holiday cheer, but it might get your guests in the mood for holiday spending. Spruce up your studio with holiday-themed décor, and develop a special playlist featuring time-honored classics or—if you’re feeling funky—modern renditions of traditional tunes. Serve up a holiday treat, too! Warm cider and decorated gingerbread cookies: total crowd pleasers; for health-conscious clients, bake apple spice muffins or offer pumpkin pie spiced popcorn made with coconut oil, sea salt, and, of course, pumpkin pie spice.
Gift with Purchase
When it comes to retail, give customers an added incentive to buy. For example, purchase individual facial mask treatments and give them away with the purchase of any two regularly priced retail items. Or, consider throwing in a lip-gloss or nail polish when a guest reaches a retail minimum purchase.
Sell Gift Certificates
Your wonderful clients already refer you to their friends and family, right? Make it even easier for them to make a referral by selling gift certificates for your services. To reward guests for buying gift cards, offer them a $20 gift card for every $100 in gift cards purchased.
Vow to spread a little love and light this year. Host a clothing, gift or canned food drive, and invite your clients to contribute an item when they come in for their next appointment. Bonus: Reward clients for their donation with 10% off one retail item.
Enter to Win
Want to drum up a little excitement and have a little fun with your guests? Run a holiday raffle. Every time a customer purchases a given amount of services or pre-established amount of retail, enter them into a drawing for a grand prize of free services (your choice of value) in the New Year. If a client is one service short of entering, encourage them to get that much needed deep conditioning treatment. Or, if their retail minimum is just under, we are willing to bet they’ll purchase that extra product they’ve always wanted.
Share Your Promotions
Now that you have a marketing plan in place, it’s time to blast out multiple emails, text messages and holiday cards announcing your sales. Inside your studio use signage and gift displays to showcase your promotions, and consider hanging a gift certificate in your mirror, too, for added enticement. Encourage seasonal referrals by crafting festive referral cards. And, of course, post about your salon happenings on social media, where you can wow guests with pictures, details about gift packages and special pricing and more. You might even consider running a holiday contest or sweepstakes. Remember: Repetition sells, so market often. Here’s to a season of love, light and profit.