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Working Successfully With Daily Deal Websites

Scott Callahan August 2012 issue of Skin Inc. magazine

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In today’s digital landscape, it is vital to have a strong e-presence beyond your facility’s website and to know how to navigate digital platforms. Understanding and having a strong presence on daily deals websites, such as Groupon and Living Social, is imperative to success. Knowing how to position your spa and services is key to separating your spa from all the others on the daily deal sites.

Daily deal sites are the independent spa’s best friend. Think of them as an extension of your marketing and PR departments. With these sites, it is all about the approach. It is important to manage your own expectations regarding results. Know that the deal site only provides a “warm lead” that is going to require some hand-holding to convert into a client.

Structure the deal correctly

Do not worry about giving away too much initially. You must give a little to get a little; however, it is key not give away the entire process. You must structure the deal so the client is required to make an additional purchase along with the deal, so it baits the hook for a larger purchase at the consultation. For example, offer a three-for-the-price-of-two deal on a service that has best results in a series of seven or eight sessions.

Manage your conversion expectations

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