We all know that the run up to Christmas is an effortless time to make money for our spas. We don’t even need to try in December!
We are always going to be to totally out-the-door, and it could be said we cash in, like all the other retailers.
But, did you know if you think out of the box, you can actually revolutionise your Christmas trade to keep you busy for the whole year?
Is is really possible to make Christmas profit last all year?
There is no point in celebrating all the joys of the season only to find the extra profits you have made will barely pay your bills and staff throughout the dreaded slow start of New Year.
January and February is when everyone complaines they are short of cash and the credit card bills won’t be paid off until March.
(Thank goodness for Valentines Day, that’s all we can say!)
So, let’s get straight into some tips for making your Christmas trade last all year. The first idea is going to be a calendar for your clients.
Normally you would give your beloved clients a token gift in December to thank them for all their custom during the year. Instead of a pen, or a couple of free bathbombs I recommend their gift to be either
a: A calendar.
b: A diary.
These are the only two gifts you can really utilize to do this.
Let’s start with the calendar.
Have them printed off with a stunning picture of your business on the front, contact details etc. Then on the first of each month manually write in with your best handwriting what your offer will be for that month.
Have printed on the calendar somewhere your terms and conditions which most importantly will be that the offer has to be used by the end of that month. The last thing you want is clients picking and choosing. As January is going to be your quietest month, make this is an offer they cannot refuse. I would suggest also making it something relaxing as everyone needs to de-stress after all the festivities.
February and March aren’t so quiet because of Valentines Day and Mothers Day, (UK) and credit card bills from Christmas been paid, so just offer whatever you fancy. As you go through the months make sure to offer everything in rotation, plus include retail offers, or cross retail and treatment offers in one e.g. 25% off any cleansing product this month when you have a facial.
The same applies to the diaries. Simply mark off your monthly offer on the first of each month.
We used to do the diaries in my salons and they were a huge hit. Many clients told me they enjoyed checking to see what was going to be the offer of the month when checking their dates.
Also I think nowadays that diaries and calendars have become less common, due to mobile phones and Apps, so it’s something different and nostalgic to give.The cost to you will be minimal as buying these products in bulk cheap and yet they are so beautifully personalised, fun and thoughtful.
Next up is the glass bowl idea.
Basically this should be a large glass bowl placed strategically on your reception desk with lots of hand written notes inside, business card size is ideal. Decorate round the bowl with Christmas cheer.
These handwritten notes will again have an offer of some kind. Everytime a client purchases a gift voucher or certificate they get a chance to put their hand in the glass bowl and see what they have “won”. Have one in twenty with a great offer, something free, either a treatment or a product.
Many people are going to be buying your vouchers or tokens anyway, but more will buy if they are getting something out of it too.
Lastly don’t forget your products.
A great way to get your clients to return throughout the year to buy more of your skincare etc. is in December make sure your clients know you have skincare promotions. Again go for a yearly momentum with these.
As with all sales it is essential to build brand loyalty, so think about how you can tie skincare routines, brand loyalty and rewards all together with a yearlong plan.
Start by packaging your skincare beautifully in a Christmas giftbox of say 3 products.
Within the box include an appointment card for a free personalized skin- analysis in say March, to see how the client’s skin is improving. Make sure to include in your writing that this service normally costs $10 for example so they know they are getting something free. Once they return you can pamper them, and up or cross sell your products at the same time.
To make your product loyalty campaign last all year, at six months you should be doing something similar, but market it more as a “Did you know skincare needs a re-think every six months to keep results at their optimum level “ type campaign.
Again offer the free skin analysis, but this time focus more on selling different products within your range, i.e seasonal changing for skin environments , or if you have 2 product ranges, swap, for a rejuvenated skin.
Nine months into the year hold a VIP product evening for everyone who is a loyal buyer and pamper them with massive specials on the night, demonstrations, fizzy wine and canapés. These nights are gratifying for brand loyalty.
For those clients you haven’t had further purchases from during the year, this is also a great time to send out we miss you emails. Remind them of the great benefits of your skincare, nailcare etc, and again offer an incentive of your choice to invite them back in to see you.
Show concern in your email that you do miss them and would love to see and pamper them again.
Head on over to your neighbours with your brand of Christmas cheer.
Ultimately you won’t get many no-shows in December as everyone is desperate to look great for their parties, but when you do get that one pesky client appointment that doesn’t appear to be appearing, it’s time for you to focus on the positive and go out and spread some Christmas cheer from your salon or spa.
Get your snow boots on and head out to your nearest businesses, whether it be solicitors, coffee shops or dentists and hand them a personalised Christmas card from your business. Inside the message should read a Merry Christmas from us all at ….. insert your Spa name… and also include offers for your quietest months.
Pick three months you know to be slow and simply pick an offer of your choice. The key with this one is to pick places where you know the owners or staff aren’t already clients of yours. It’s a new client search, and Christmas is the perfect time to introduce yourself with cheer and enthusiasm.
Don’t have any businesses near yours?
It’s perfectly acceptable to pop a Christmas card through a residential door. You don’t have to knock or perform any sales pitching, just put that card through the letterbox.
Hopefully this has spurred some imaginative thoughts for your momentum of Christmas trade all year round and I can guarantee these practices will have some happy returning customers.
Why shouldn’t it be Christmas all year round ? In your accounts and salon profits it can be!
Do you have any Christmas marketing tips you would like to share?
Please do so in the comments below.