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Marketing Strategies that WORK!Angela Cortright

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Angela CortrightPrincipal and Founder

Spa Gregorie’s

YOUR PRESENTER

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speaktme.comm i l l e n n i u m s p a s a l o n . c o m | m e e v o . c o m

Be thinking of your own successful promotions

to share at end of session!

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Enter to win a Free WebOpenings Setup

• Fill Quiet Times• Last Minute Appointment• Totally Automatic• Fully Integrated with Millennium

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Today we’ll discuss

• Leveraging your assets – relationships, staff, your brand, social media

• Promotions – special and ongoing• Good Marketing Management

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Spa Date for Two – our #1 package:

• Generates $70K+/yr.• Massage or Facial each + $25 local dining voucher• Same price as the 2 services a la carte• Partner with local restaurant for voucher free• Cross-promote to leverage your partner’s mktg.!

Leverage with local partners!

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Leverage with local partners!

Think of other potential partners

• Wedding Planners• Photographers• Moms Clubs• Golf Courses• Fitness Centers

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Leverage with local partners!Social Media Partnership with golf

course

• Easy Promo – guess the #golf balls

• Both companies supported via social media

• 200+ responses!!!

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Bring a friend – get a discount… and bubbly!

We run 2-3 times per year, yield 100+ bookings per run

Leverage – your clients!

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Discount cards –

Have your staff hand out toEveryone they encounter – Waiters, baristas, drycleaners, cosmetic counter clerks, dentists, Drs., etc.

Leverage – your staff!

2014: 376 redeemed for $30,277 incremental business

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$20 Thank You cards for new customers

Leverage – your first time clients!

2014: 219 redeemed for $20,548 revenue

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Leverage – each gift certificate!“Share the Joy” (bring a friend…)$10,000+ in annual incremental business

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Our #1 promotion performer consistently:• Birthday bonus – emailed

once per month• Yearly 762 redemptions

equaling $57,500• Totally Automated in

Millennium

Promotions!

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• Birthday Perks:– 20% off any regularly priced service– 10% off any regularly priced retail– Valid within 60 days of birthday

Promotions!

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Promotions!Anniversary…. Of their first visit….YTD 34 redemptions for $2,691 in revenue

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Promotions!Teddie Kossof Salon/Spa

Total Series Sale Revenue for 2014: $115,335.40

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New Client Special! Especially for PPC & Social Media!YTD redemptions: 260 for $20,500 in revenue!!

Promotions!

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Promotions - Events……

Strategic promotion with Mio and Moms• Vendor Supported• Small cost of entry• Big Incentives• Smart Partnership with Moms Club!

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Vendor Demo Days

• Vendor provides staff and/or product to perform express services (works best with facials or hair)

• Low cost service (25%+ off retail)• Credit toward product purchase

Promotions - Events……

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• Bundle up Sale – 2 x per year– 10% off for 2 products, 20% off for 3 products

Monthly sales: 126 at 10% off, 750 at 20%!!! Use coupon codes to track

Retail Promotions

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Product of the Month

• At Point of Sale• In Newsletter• On Website• On Social Media

Retail Promotions

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MONTHLY HERO PRODUCT CAMPAIGN Step 1: Each month, select a product used in a service to feature. 

Step 2: Write a blog post & send an email with the post and an offer. Make it educational - why is this product and treatment healthy for you - what are the benefits.  

Step 3:  Have your Hero Product brand share your spa’s blog post and give you X QTY of the Product for to support your campaign - Clients booking the treatment get a take home of the Hero Product.  

Step 4: Invite a blogger to come and experience and review the treatment and take home the Hero Product.  Share the blogger’s review on your own blog and social media.  

 

Extra Credit: Take a short video introducing the offer/treatment/product and post it in your blog post and on YouTube.  

Jeannie Jarnot

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Black Friday GC Sale

Totally Automated in SpaBoom

Last year, sold 74 Gift Certificates for a total of $6,599

Normal for this day is 6 gift certificates!!!

Gift Certificate Promotions

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Gift Certificates:

-Offer gift certificate redemption at off peak times with a value added treatment. “Come in any Tuesday or Wednesday between 10 and 2 with your full session massage gift certificate, and we’ll add (an extra 15 minutes), (a foot scrub), ($20 in our spa boutique)”! Free up space for those rack rated spa guests! J

Lynne Curry

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Good Marketing Practices

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Create a marketing calendar a year in advance for our clients and stick to it. • Holidays and observances• Local events• Charity events• Seasonal events• Industry events• Editorial submission dates for publications

Build the marketing plan around these each month. The calendar will have every form of marketing effort so that we have consistency throughout all platforms; blog, Facebook, Twitter, Pinterest plus traditional marketing like newsletter, mailer or print media

Julie Pankey

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Marketing Calendar ideas:

February 6: Wear Red Day (Heart disease)April: Stress Awareness Month (4/16 is stress awareness day)April 22: Earth DayApril 30: Hairstylist Appreciation DayMay 5: Teacher Appreciation DayMay: Skin Cancer Awareness MonthAugust 1: National Girlfriends DayOctober 2: National Boyfriends DayJune 5: National donut dayJune 8: Best Friends Day2nd Saturday in June: Global Wellness DayJune 26: National Beauticians daySeptember: National Chocolate Day

Calendar Sources:http://www.cute-calendar.com/http://nationaldaycalendar.com/www.holidays-and-observances.com

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Low cost/no cost upgrades- Footscrub at end of service- Stones (on back only)- Scalp massage and treatment- Aromatherapy- Arnica Deep Muscle Relaxer

Julie Pankey

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Photo Frames instead of signs:

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Photo Frames instead of signs:

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Photo Frames instead of signs:

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Photo Frames instead of signs:

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Photo Frames instead of signs:

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Understand your market and market needs – Nusta (Washington DC)opens doors during slow hours for breastfeeding moms, leverage on PR opportunity   ZAZA Houston, close to big cancer center. Created cancer menu that never said ‘no’ – said ‘yes’ to all needs. The room had everything custom to cancer patients Media Days – host significant media who agree to editorial in exchange for service

Facebook: Turtle Bay Oahu Spa Director constantly posting about staff, ingredients, services, vendors.

Amy McDonald

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Never Fail method of getting email addresses

#1:Ask for birthday ‘so we can send you a birthday gift’

#2:‘We will send you your gift via email, may I have that information please?’

NEVER FAILS!!!!

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Favorite VendorsHarms!! Robly – Email Newsletter PlatformSpa Boom – Instant Gift Certificates, Auction style GC salesPrint Runner - PrintingSurvey Monkey - SurveysStark Logic - WebsiteHootSuite – Social Media ManagementWebOpenings – Last minute bookingsUpside Wireless – text confirmationsEasy Promos – Social media sweepstakes/contests

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So what are your best promotions???

Please share….