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Bringing in Promotions
By: Wendy Lewis
Posted: January 28, 2011, from the February 2011 issue of Skin Inc. magazine.
Promotional fliers and mailers can feature seasonal themes to keep them fresh and intriguing.
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For example, if your monthly facial and micro-dermabrasion clients cannot afford to keep up with a $250-plus service, consider ways to incentivize them in order to make the treatments more budget-friendly. Most spas and medical spas offer substantial price breaks for those who sign on for a series of repetitive treatments and pay for the package in advance. So, the popular strategy of including a free treatment with every package of four purchased, offering a complimentary manicure or makeup application with every series, or including a free home care product can really aid in boosting business.
And although everyone is clamoring for new clients, it is equally important to take extra special care of your loyal customers who have been faithful throughout the years. Referral cards are a tried-and-true way to reward loyal clients. For example, giving current customers 20% off a facial service for every referral they bring in can help drive new business into your spa. With today’s atmosphere, you cannot wait for people to come to you—you need to reach out to them.
Again, to generate excitement among clients and incentivize them to come in, a call to action has to have a specified time period. Open house events offering a 20% courtesy discount on all treatments booked at the event can be very effective during slow periods, or you may also consider offering a complimentary skin care product to every client who brings a friend to an event. “We always include ‘Bring a Friend’ on all our invitations to encourage clients to come in with their girlfriends for our special Saturday champagne brunch events,” says Worth. “The secret to success is to keep it interesting, fun and to teach them something new.”
Spas and medical spas also are having to come up with other creative ways to fill empty appointment schedules and slow periods, and one of the most cost-effective marketing channels is e-mail marketing. Many have seen great success with e-blasts designed to drive traffic to a well-designed website, which ideally includes a facility’s complete menu of services, online scheduling capability and online shopping featuring the products sold at the spa.
Worth notes that many of her business mailers are also e-mailed to clients who have opted in to learn about the spa’s newest deals via the Web, and often, the e-mails generate quite a response. “The e-blast that was sent for our most recent event was extremely successful,” she explains. “We hosted an event to launch Sculptra Aesthetic, which had just gotten FDA approval. We had about 30 women join us for a featured presentation by our medical director and our esthetic director. Five of the attendees brought five new clients, and we prebooked approximately $11,000 in treatments, which were then administered during the next week. We also booked two cosmetic surgery procedures and sold approximately $1,000 in retail at the event.”