What Promotions Can I Do To Attract More Business

Dear Felicia -

I am the owner of a day spa for 20 years and for the past two years my business has slowed. I am in the process of doing seasonal promotions and would like some advise. Do you think I should offer a discount or a complimentary service? My services includes several different facial treatments, massages peels, waxing and products.

I am not sure which direction to go. One of my therapists told me that I should offer a package, but these are hard times and I am not sure if that is the most practical way to go. Any advise would be a great help to me.

By the way, these specials will not be sent out in a postcard form but will be posted on a sandwich board in front of the spa and posted on at the desk.

Thanks,

Rosaline

Dear Rosaline -
 
Thanks so much for your email and question. Promotions for every season are a good idea, especially in a time when spa-goers and other consumers are looking for incentives and specials on pretty much everything these days. That being said, you are smart to give thought to exactly what kind of specials and promotions you should do.
 
I checked out your website and looked over the list of your services. Seeing that you specialize in skin care and waxing services, I would start with offering a special for summer beach/bikini season. You could offer a reduced rate or bundled service price on bikini, leg and underarm waxing, or self-tanning sessions. You might also offer some kind of mini or express facial to help bring in new clients or provide a less expensive option to regular clients who can't afford their "usual" treatment right now.
 
You could do this with massage as well or offer some pricing breaks for massage clients if they purchase a bock of sessions or come in regularly (Buy 1 get one free or something similar). And of course as far as retail specials go, anything that has to do with sunscreen, or skin protection is a great addition as May is National Skin Cancer Awareness Month.
 
Whatever promotion you decide to go with, it is imperative that your clients know about it. Even if you have a limited budget, you can get the word out by posting it on the sandwich board and at the front desk as you mentioned. You can also add the specials to your website and post in other areas of the spa. If you have an email list, you can send the group an email update of your specials or if you have therapists with time on their hands, have them call your clients about the specials.
 
Without knowing how your services are priced or how your service providers are compensated, it is hard to give specifics on dollar amount or percentage discounts on services or packages. However, with the cooperation of your staff and/or vendors, you can put together appealing, low-cost specials, events and promotions. If you would like to schedule a free 30 minute consultation to discuss more ideas about other marketing and PR ideas for your spa, I'd be more than happy to talk with you.
 
Have a fantastic day!
 
Felicia Brown, LMBT
Owner & Spa Consultant ~ Spalutions!
Certified Guerrilla Marketing Coach
336.508.0790 ~ Direct
 

Posted by Felicia Brown LMBT at 5/13/2009 6:13 AM
Categories: Business Q and A, Marketing Ideas and Opportunities
Tags: spa promotions specials marketing
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  • 6/10/2009 12:06 AM Gregg Gottschling wrote:
    Hi Rosaline,
    I saw your question to Felicia, and thought I would give you a few ideas that may help. During these tough times, you're not the only spa owner who is interested in finding new ways to generate additional revenues for your business! Discounting your services is certainly an option, but I would only offer discounts on packages or services that exceed your average cost per client, therefore you're not giving your services away for free, but up-selling your clients who are willing to spend some extra money for what they see is a good deal!

    Another great way to generate additional revenue is through online gift card sales. I'm not sure if you currently offer your customers this option, but you may want to consider it if you don't. According to the National Retail Federation 2008 gift card sales will surpass 24 Billion Dollars (http://ow.ly/deVh), which is down from the previous year, but still a stagering number! Another interesting statistic is that up to 30% of all gift cards go unredeemed. We all know your goal as a practitioner is to provide your product and/or services, but with that stat in mind, it's crazy not to capitalize on the opportunity.

    I hope this information is helpful.

    Gregg Gottschling
    www.TheGiftCardCafe.com
    Reply to this
  • 6/10/2009 10:57 PM Felicia Brown LMBT wrote:
    Thanks Gregg. As you know, I recommend online gift cards to all of my consulting clients. I think it is really a no-brainer, especially if you already have a website, and is a very simple way to provide your clients with better (and faster) service when it is gift giving time. One reminder to businesses selling gift certificates in NC is that the laws regarding using expiration dates on gift certificates have changed. In NC, if you put an expiration date on your gift cards or certificates, after a period of time (three years I think) anything funds that are unredeemed is considered "abandoned" and supposed to be turned over to the state. BUT if there is no expiration, you may keep your gift certificate sales revenues indefinitely...that is as long as you continue to honor all outstanding certificates. 

    Click here for a listing of gift certificate laws by state that appears to have been updated in 2007.
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