Planning Your Mother’s Day Promotions
March 16, 2016
Mother’s Day is just around the corner. Soon, teenage/adult children and dads (on behalf of younger kids) will be on the search for the ideal Mother’s Day gifts. What type of offers will get more clients in your salon or spa?
1. Rest and Relaxation
Some moms just want a day of peace and relaxation – a chance to get away from the kids. For all the sacrifices they make for their children, they deserve at least a few hours away from the hustle and bustle of everyday life.
While creating your packages, build it around one popular service. Then, choose some additional services with high profit margins to include for free or at a discounted price. It is a great way to allow clients to try services that they may not have tried or even considered previously. After trying it out as part of the bundle, many of them will choose to purchase that upgrade in their future visits.
2. Mother-Daughter Spa Day
Mothers with adult children will likely have a different wish list than those with younger children. They may not get to spend much time with their teenage children who are busy with school or with their adult children who now live elsewhere. Instead of getting time to themselves, these moms may desire spending it with their kids.
Rather than building a bundle of services for a discount, you could alternatively offer an exclusive package for a limited time. For example, let the moms and daughters enjoy a bottle of wine or chocolate-dipped strawberries while they’re enjoying their massage. Since you are adding value, you can even charge a premium.
3. Ongoing Services
Showing appreciation to moms should go beyond the one day each year. Encourage return visits by offering a discount for future services. If a new client comes in for a service in May, offer them a discounted service when they come back in June. Alternatively, offer a series of services (e.g. 6 massages for the price of 5). For a longer term commitment, promote your membership packages as the ideal gift.
4. Retail Products
Of course, there are some mothers who just don’t have the time or resources to make their way to your salon or spa. But they shouldn’t be forgotten about! Offer relevant products to still give them the experience they desire and deserve! For example, consider stocking up on and selling hair styling tools, nail polish sets, bubble baths, or perfumed candles! Sell a few Mother’s Day cards to go along with the gift as well.
5. Gift Cards
Finally, you can’t go wrong with selling gift cards! In fact, a 2015 survey by RetailMeNot showed that 27% of moms preferred receiving a gift card as their Mother’s Day present. Gift cards are great for building brand awareness, attracting new customers, improving sales, and even increasing loyalty.
Remember client retention is cheaper than acquisition!
Once you have these clients in your salon chairs or tanning beds, be sure to leave a lasting impression so that they will return! For those coming in on Mother’s Day (or on the Saturday before if you’re closed on Sundays), bring in some beverages or snacks if you don’t do this already. Also, get a couple bunches of flowers and hand them out to the moms as they arrive for their appointment!
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