Successful PromotionsTo Attract, Retain and Delight Clients

Getting Started

Copyright © 2015 by JMPankey Partners. All rights reserved.

The Basics

• Plan ahead of time – a year in advance is ideal

• Hold quarterly meetings and ask employees for ideas

• Make sure to subscribe to or visit online industry publications

• Bookmark & regularly visit your competitors and role model spas for ideas

• Maximize your spa’s overall marketing for ongoing exposure & online searchability (claim your Google place online!)

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Get Your House In Order

• Make sure you know your spa’s performance metrics so you can target your promotions. These metrics will help:• Retail & treatment revenue/month for the entire year• New clients/month• Measurements surrounding previous promotions –

success rate, marketing methods, etc.

• Organize this information in a way that helps you see when & where you need to boost sales

• Ask yourself:• Which revenue stream are you looking to increase?• What type of customers do you want more of?

Promotions Planning

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Use Your Current Products and Vendors

• Include retail in your promotions to maximize earnings, like free product with treatment or BOGOs

• Review your product lines and ingredients to see what you already have that matches your promotion ideas

• Contact your vendors to see what kind of help they can offer

• Some have employees assigned to product promotion & they may even sponsor events – remember they want you to sell their products!

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Plan. Document. Rinse. Repeat.

• Document your plan – it helps you delegate (& remember!)

• Include:• Treatment/package details

• Social media marketing & advertising dates, plans and content

• Order dates for retail products and treatment ingredients

• Protocols and training details for new treatments

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Getting the Word Out

• Social media & blog• Plan these announcements on your calendar as they are crucial to success

• Promote well in advance – at least a month whenever possible

• Email/Mail clients to advertise specials

• In-spa advertising (waiting areas, restrooms, front desk, staff)

• Use promotion partners to advertise – it’s in their best interest!

Have you tried or another social media management platform for

scheduling your social media posts out ahead of time?

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Getting the Word Out Part II

• Local bloggers• Create a relationship with local events and publications bloggers so they can

mention your promotions for FREE – they want the inside scoop and valuable offers to present to their readers

• Local radio stations• Offer a spa giveaway that is promoted on the radio, like a “Mother of The

Year” contest[Ex. Contestants send in letters to the radio station to be read over the air. The radio station gets content and a way to engage with their listeners at no cost and your spa gets free advertising. As part of this promotion, visit the radio station to speak on air about the Day at The Spa Package and what makes it so great.]

Promotion Ideas

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What’s Working in the Spa Industry

Source: ISPA Snapshot Survey Results Report –Marketing Insights 2014

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Survey Respondents’ Most Successful Promotions

• Added value options: complimentary glass of champagne, brow wax, mini manicure, upgrade or product discount with treatment

• Annual, one day only 20% savings for pre-holiday shopping in late November (including gift cards)

• Discount on Sunday-Thursday for local clientele

• Black Friday special (ex. buy a gift card for $100 & get $125 in value)

• Book two treatments prior to 2 pm and receive 22% off

• Buy a package of four massages get one massage free

• Combination spa service with restaurant voucher for prix fix meal

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More Successful Promotions

• $20 off gift card purchases

• $25 off seasonal treatments during the weekday

• $49 for a one-hour massage. (This is run the first Tuesday of each month for Facebook followers.)

• $99 50-minute Swedish massage, signature facial or signature manicure and pedicure. Includes gratuity, glass of champagne and 30-minute infrared sauna session. Only valid Monday-Friday.

• 20% product discount coupon for purchase of $100 gift card

• 30% off 90-minute treatments

• And the list goes on! There is no limit to the ways you can craft promotions to meet your goals and your clients’ needs.

Look for ideas on Pinterest!

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Driving Business in the Low Season

• Get clients in during the holidays • Offer “gift-worthy” item with purchase, such as a robe or other retail item

that could be given as a gift

• Create offers to buy gift certificates & get treatment at the same time

• Shopping evening(s) for holiday gifts

• Men’s shopping event week before Christmas – with free beer & food

• “Family driving you to drink? Get a free bottle of wine with treatment!”

• And in the New Year: • How to lose weight and regain sanity – “New Year, New You!”

Hot Topic Discussion: Should I use Groupon or similar services?

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Ongoing Promotions

• Ideas for ongoing or off-season periods• Ladies night out 1x month, include free meal at a local restaurant

• Discounts or added value specials on specific days for: • Social media followers

• Seniors

• Locals

• Employees of partner businesses, organizations, city, etc.

• Rewards programs – frequent spa goer, bring a friend

• Wedding anniversary and birthday specials• Tip: Use your registration paperwork to collect this information from your clients!

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• Donate money from treatments to local schools, Hospice, pet shelters, senior centers • Make the donation in the client’s name to share the credit with them

• Cancer awareness months• Match ribbon colors to ingredients, nail color and/or decorations

• Promote organic product lines as a means to avoid unnecessary exposure to harmful chemicals

• Honor survivors, support their caregivers and promote awareness (screening opportunities, signs & symptoms)

Charity and Awareness

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• Back to school

• “The” holiday season – October to December

• Treatments for each season• Skin woes for each season: cleanse, exfoliate, moisturize and protect

• Preparation for warm and cool months (ex. detox, sunburn relief and nourishing body treatments)

• Using fresh, in-season ingredients during harvest months, flower essences in spring & summer

• Valentine’s Day, Mother’s & Father’s Day, Graduation • Tip: Chocolate for Valentine’s Day would be exception to the “no chocolate”

rule!

Holiday and Seasonal

In Closing…

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Remember!

• Be willing to make less money in order to keep staff busy during slow periods

• Partnerships and co-sponsored events will decrease your costs and forge relationships with other local businesses

• Don’t try to reinvent the wheel – there are loads of industry and retail resources with tried and true promotions ideas

Copyright © 2015 by JMPankey Partners. All rights reserved.

The Ultimate Goal…

• Be creative, relevant, and provide value through your spa’s promotions to attract, retain, and delight clients

• Example: Wentworth by the Sea offers a “flight” of spa treatments during the local wine festival

Need More Help?

1) Keep scrolling, we’ve included a list of useful resources and links at the end of this document!

2) What you’ve seen today is what we do for our clients every day. With more time, we can help you create a long-term marketing and promotion plan that will bring success to your spa.

Visit us at jmpankey.com to learn more.

Copyright © 2015 by JMPankey Partners. All rights reserved. This content may only be used for personal, educational or noncommercial purposes.

Thank you for your time!

Copyright © 2015 by JMPankey Partners. All rights reserved.

RESOURCE DOCUMENT

Successful Promotions to Attract, Retain, and Delight Clients Webinar

ONLINE RESOURCES We compiled a list of useful links to sites for researching promotions ideas.

Industry Publications

• American Spa Magazine • International Spa Association Magazine (Pulse) • DAYSPA Association • DAYSPA Magazine

Charity & Awareness • Breast Cancer

• www.breastcancersociety.org • ww5.komen.org

• Skin cancer • www.skincancer.org

• Autism • www.autism-society.org

• Cancer Awareness Months • http://www.choosehope.com/calendar-of-cancer-awareness-months

Marketing Resources

• Eight Easy Ways to Promote Your Small Business For Free • Yahoo! Small Business Local Listings • Yelp Small Business Listing • Foursquare Small Business Listing • Holiday calendar

Spa Industry Articles

• Marketing Tips from Rhonda Allison

• Day Spa Magazine Article about Promotional Calendars

• American Spa Article on Marketing Calendars