Mother’s Day is just around the corner and it’s a great opportunity for estheticians and spa owners to promote their services and attract new clients.
Members of our Esthetician Inner Circle are already putting together some really great promotions and I’m very excited to share a few ideas with you.
Before we talk about all the different tactics and promotions, I want to make sure we have a solid foundation.
What is your strategy this year for Mother’s Day?
You have to first identify your goals and objectives before you can choose the right tactics and promotions that are most beneficial for your business.
Do you want to generate more revenue or attract new clients?
Do you want to expand into a new market or cultivate loyalty of existing clients?
For example, if you’re just starting out, you may want to focus on attracting new clients by choosing a tactic that will put you in front of as many potential clients as possible, such as partnering with other local businesses.
After you have decided on the goal of your Mother’s Day promotion, you can then select the most effective campaign to achieve your objectives.
Here are a few ideas to consider:
Bonus Gift Card
Gift cards are always popular and you can incentivize clients to purchase one with a “buy one get one” promotion.
For example, when someone buys a $100 gift card for her mom, she’ll get a free $20 gift card for herself.
I recommend setting some restrictions on when the bonus gift cards can be used (e.g., during weekdays, or slower times of the year) so you don’t have everybody trying to book an appointment during your busiest times.
Partner With Local Businesses
There was a florist who sold beautiful flower arrangements a few doors down from where I had my spa. We developed a great relationship and did all sorts of promotions together, such as weddings, Mother’s Day, and Valentine’s Day.
The truth is, many men don’t know what to give their wives so flowers are still one of the most popular go-to items for Mother’s day.
When I partnered with this florist, I included a $25 gift card for a service in every bouquet or flower arrangement she sold. I was happy with the conversions. Approximately 1 in 10 came to our spa. We wowed them with our customer service and gained a new client.
It added value to the item, made her look good, and put my name in front of many new potential clients.
Of course, when a new client comes to your business with a gift card, you want to ensure they receive the ultimate client experience. Always do your best and turn her into a stellar paying client.
There’s, however, a caveat to using this promotion tactic. You should only do this if you want to build your clientele.
If you have a full practice already, giving away too many gift cards may distract you from delivering the best services to your current clients and impact your profit negatively.Always do your best to create stellar client experiences. Click To Tweet
Social Media Contest
Social media is still effective but only if you can generate engagement.
Contests are a great way to create a two-way conversation with your followers and there are some fun things you can do.
You can launch a selfie contest, with fun themes such as “mini-me” (mother and daughter,) how many generations can you fit into a selfie (daughter, mother, grandmother,) or a baby bump story.
You can also ask your followers to share stories or ideas on how they pamper their moms.
Refer to your client avatar and decide on a theme for your campaign that’d be most appealing to your ideal audience.
Make sure contestants are mentioning your business and tagging the photos or posts so you can track and share. Don’t forget to ask them to share their entries with friends so more people become aware of the campaign.
Whether you’re partnering with a local business or running a social media contest, you should create some buzz and let as many people know about it as possible.
Sending out a press release is often an overlooked tactic to getting some attention without having to pay for advertising.
It’s quite easy to write up a press release and you can send it out to local publications and stations.
Make sure you mention the “who, what, where, when, and why:”
Who are you? What is the contest about? Where is your business? When is it happening? Why should the readers care? And who’s it for?
Write a bold, attention-grabbing headline and don’t forget to focus on the benefits and value of the prize.
Posting relevant content on seasonal topics is a great SEO tactic to drive traffic to your website and generate some excitement for your campaign.
Add value by sharing some helpful information or Mother’s Day gift ideas and then mention your special promotion.
After the promotion is over, you can edit the post to remove the part about the promotion and even update the content to make it evergreen.Use promotions to help you attract your ideal clients and build relationships. Click To Tweet
Be Creative… and Always Put Your Audience First
Mother’s Day is a great opportunity to generate some buzz for your business.
Many stores and service providers are vying for attention. You need to be bold and creative with your ideas in order to stand out.
Your promotion should ultimately help you attract your ideal clients and build relationships.
It’s an investment of your time and resources so make sure to track your results, see what works and what doesn’t, and improve upon the strategies for your other marketing efforts.
What Mother’s Day promotion has worked for you in the past? Please leave us a comment! ?