Make Holiday Magic with Seasonal Promotions

Tis the season to start rolling out holiday marketing campaigns and promotions. Consumers are already shopping for winter holiday deals, reports strategy and management consulting firm McKinsey & Company. Despite concerns about inflation, pricing and overall affordability, McKinsey’s latest “ConsumerWise Survey” finds that consumers plan to spend what they have in the past, but they have shifted their focus to needed versus discretionary goods. Due to rising shipping costs, gift cards have moved to the top of the list as the most planned purchase for the holiday season.[1]

Trends in early consumer buying mean now it is time to get in front of clients and prospects with holiday marketing campaigns to draw them in the door for the rest of the year and into the next. Seasonal treatments and retail promotions that meet price and preferences will assure you a place on holiday shopping lists.

Holiday marketing strategy

Consider the following holiday marketing strategy as you develop your holiday campaigns. Strategically winning campaigns during this season should focus on:

• Offering skincare and massage treatments tailored tied to the message of “treating yourself and others.”
• Make it easy for clients to buy items to give to others.
• Incorporate fragrances associated with the holiday season.

10 holiday marketing campaigns

Holiday marketing campaigns should create enthusiasm among clients to return repeatedly over the holiday weeks to take advantage of your unique offerings and encourage them to make your spa or massage studio, a “go-to” for holiday gift giving.

Plan a calendar of content: Holiday marketing strategies should incorporate content for the next two months for your social media channels and blogs that inspire clients and prospects to think about a special treatment at your spa or massage practice.  Include at least two to three posts on your channels per week, focusing on treatments to rejuvenate skin so clients look their best at holiday parties and massage to help relieve stress during this hectic time of year. Also highlight holiday retail gift items. Since a picture says a thousand words, use images as much as possible as well as video. As an example, you might want to create a short video of your holiday gift items.

Seasonal treatment packages: Offer a seasonal package among your holiday marketing campaigns that feature treatments that complement one another and feature scents of the season. A treatment package could include a body scrub or mud or wrap followed by relaxing massage, with unscented ingredients enhanced with pomegranate and or cranberry aromatherapy essential oils to put clients in a holiday mood.

Promote gift certificates: Gift certificates should be a key part of your holiday marketing campaigns. They are truly the gift “that keeps giving” since they can introduce new clients to your spa or massage practice. Gift certificates make great last-minute gift items when clients are struggling to come up with a new way to say “thanks” or “I care” to family and friends or business associates.

Create a special landing page on your website where customers can easily purchase gift certificates. Optimize the page for mobile devices to capture on-the-go shoppers. Set up displays within your spa or massage practice promoting your certificates. And make sure your front desk team mentions the offer when a client checks out. 

Plan holiday specials: Beginning with Black Friday and other days leading up to the New Year. offer a discount on the price of two or more services. For example:

·         Offer clients the opportunity to book two hour-long massage services and get the third at ½ off.

·         Offer clients a percentage off the total price of two or more services purchased at once.

·         Give clients a card that you punch or mark each time they book a treatment. When the card is full, the next treatment is free.

To create a sense of urgency for your holiday marketing campaigns, you could make specials “limited time only” during a special few weeks leading up to the end of the year.

Focus heavily on retail: Retail should be a big part of your holiday revenue, so make sure your holiday selection is highly visible and merchandised in colorful displays with bold signage to gain the attention of clients. For starters have enough product inventories on hand. Make sure one of your team is always available to discuss retail product options and provide a demonstration on proper use. Also focus on add-on sales. For example, offer retail components of products used in treatments at a special price. Or pair retail products together.

Give clients a way to give back: Get involved with a local charity that is holding an event, such as a toy drive. Promote the event at your spa or massage practice and indicate a percentage of your sales are going to support the cause. Your clients will appreciate your generosity and welcome a chance to lend support.

Co-market with another business:  Drive new clients through the door by partnering with another business – a fitness center or even a restaurant. Ask the other business to hand out your flier or specially designed postcard to their customers that offer your special holiday packages. In turn, promote your partner by offering a discount for their services or goods.

Help holiday shoppers relax. Among your holiday marketing strategies help clients take the edge off the holiday frenzy. Offer discounted neck or foot massages at a local shopping center on Black Friday just to get potential new clients in the door.

Create a party for top clients: After Thanksgiving when holiday shopping gets serious, host a special party at your spa or massage practice for your top clients. Provide guests with a small retail gift or a special discount for a future massage or skin treatment. Be sure to have your holiday gift items on display and consider offering a special discount for the day,

Send pre book reminders: As part of your holiday marketing strategies send out special email messages and use social media to remind clients and prospects to book their treatments, if they have not already. Extend hours to accommodate those who cannot take time from work to get in during the day. 

Among holiday marketing tips, do not forget to say thanks. Develop and send a special email expressing thanks to customers for their business throughout the year. Be sure to include a discount on a service or retail offering for the first purchase in the New Year.  Clients appreciate your thoughtfulness and gratitude for their business. Saying thanks increases the client loyalty that drives business throughout the year.