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Bringing in Promotions

By: Wendy Lewis
Posted: January 28, 2011, from the February 2011 issue of Skin Inc. magazine.
Spa promotional fliers and mailers

Promotional fliers and mailers can feature seasonal themes to keep them fresh and intriguing.

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Treatment-bundling is another proven method that can be implemented to benefit loyal clients and keep schedules full. You can start by identifying which services are the least profitable. For example, a light-based treatment for redness that takes 15 minutes to perform may bring in much more revenue than cellulite therapy that ties up a treatment room for 90 minutes. Therefore, you may want to bundle less profitable services with more time-compact offerings, such as laser or light treatments or dermal fillers. Also, have them booked together or paid for at the same time.

You can bundle treatments with products, too. As retail falls under the category of passive income, offering clients a complimentary product as a bonus with a full-priced treatment is an ideal way to maximize their experiences. For example, including a broad-spectrum sunscreen with high SPF with every fractional resurfacing treatment serves the dual purpose of emphasizing the need for sun protection post-laser treatment and improving compliance.

Worth comments, “Even in Palm Beach, clients love to get something extra. We recently offered a special microdermabrasion manicure bundled with every laser treatment. And another very successful promotion we’ve used is to have clients bring in their old eye cream and then upgrade them to a more advanced eye product by offering 10% off the retail price. This allows us to introduce them to our skin care brands.” It also generates retail sales.

Incentivizing clients

Nowadays, the luxury concept may conjure up images of the conspicuous consumption and out-of-control self-indulgence that landed the economy in this global crisis, so it’s important to emphasize that skin maintenance therapies aren’t only about pampering anymore. Consumers buy into the concept that taking care of their skin and appearance goes hand in hand with an integrative approach to health and wellness. By raising the awareness of the long-term benefits of the therapeutic services you offer, clients will be encouraged to invest in preventive and maintenance treatments even if they’re cutting back on discretionary spending.

Spas and medical spas can remain relevant to their clientele by adding introductory services at lower price points and refocusing on results-oriented treatments for clients who may have less money to spend. And to get the most out of these new offerings, it helps to modify your marketing and promotions to adapt to new consumer concerns and priorities.