The Ultimate Spa Guide for Mother s Day
Maximizing Your Spa s Mother s Day Sales For the Love of Mothers It s estimated that there are more than 85 million moms in the US (2012 Census). For this very reason, Mother s Day is the 2nd largest retail holiday in the beauty business right after Christmas. There s nothing like a mother s love, and we have the gift card sales to prove it. Last year, more than $2 billion was spent on gift card sales alone, and another $1.5 billion on personal service gifts to show how dearly we love our mothers. Proper planning and implementing for Mother s Day can result in higher gift card sales and bring a steady stream of appointments in June, July, and August. SpaBooker has created this guide to ensure your success. Following these simple, but important tips can boost your sales this Mother s Day and Beyond! Page 2
Pillars of Planning The difference between a successful Mother s Day marketing plan and one that does not perform can be found in the details and execution of your strategy. Before you can begin planning, you must understand your target audience, set a budget, and define metrics to measure. 1. Dive Into the Demographics (Get to Know Who s Buying for Mom) It may come as a surprise that the majority of the purchasers will be adult men. Use SpaBooker to run reports to determine the zip codes in which your clients live. Studies have shown that 85% of purchases made are done within 10 miles of the purchaser s home! Get a general idea of your clients age group. This will aid in your strategy to reach your audience. Identify businesses in the area that men tend to use. Having a strong list of ancillary businesses in your market will be highly valuable. 2. What s Your Budget? Determining how much you can spend to promote Mother s Day will impact how you will reach your target customer and what you will later offer in the promotions. Remember: Larger businesses = Larger budgets Smaller businesses = Smaller budgets Radio Advertising Partner with Male-Centric Businesses Television Advertising In-salon marketing materials Digital Advertising Electronic Push Direct Mail Direct Mail Page 3
3. Set Goals & Track Your Success Advertising of any kind is an investment for your salon. It s important to make the best decisions that suit your business. Be sure to set goals and expectations for your campaign. Then track the performance of your advertising and marketing efforts to later help you learn if it was worth the investment. Insider Tip: No matter what your budget, SpaBooker provides email marketing and social media tools to help reach your customers. Be Proactive in Your Promotions Creating your Mother s Day Promotions should not be done without an end goal in mind. Determine what you hope to achieve; increase gift card sales, boost retail sales, customer retention or upselling and cross promotion. Once you ve decided what want, then you can develop a plan to achieve it. Gift Card Percent Off Sale Offer these in late April to reward early shoppers and guarantee that you capture those customers. Service Packages Create unique and fun packages that will help last minute male shoppers feel comfortable navigating the unknown territory of women s beauty. Product Gift Baskets Products for home care are a great add on to any gift card sale. Combine Services with other businesses: - Flowers & Facial - Brunch & Blowout - Chocolates & Manicure Page 4
Collateral is King Create marketing collateral materials that will help to convey your Mother s Day promotions such as: Flyers Window signs Signs at your front desk Signs in your waiting areas Direct Mail Pieces Insider Tip: If you re already using SpaBooker use the Mailing Labels Report to easily and quickly create labels for your direct mail recipients! Push Your Promotion Getting the message out to your potential customers is the essential to the success of your plan. Email Marketing - Use the email marketing function and link to your e-commerce page on SpaBooker to sell Instant Gift Cards. Social Media - Sell Instant Gift Cards on the major social media platforms such: - Facebook - Twitter Page 5
Last minute reminders with links to Instant Gift Cards on your ecommerce page in SpaBooker can net you big returns. Partner with Male-Centric Businesses - Go to businesses in your market that cater to men. Direct Mail - Use the Mailing Label report inside booker to generate the labels for your direct mail. Insider Tip: SpaBooker integrates directly with your Facebook and Twitter accounts to allow you to post promotions, book appointments, and manage your social feeds within your system. Bonus Tip: Don t be shy; a final push in the first two weeks of May is the key! Because SpaBooker offers Instant Gift Cards, you can sell gift cards electronically up to Mother s Day. Last minute reminders with links to Instant Gift Cards on your ecommerce page in SpaBooker can net you big returns. Be sure to use SpaBooker s Email Marketing & Social Media tools. Page 6
Success as Sweet as Honey Shon and Alissa Bayer, co-owners of Milk +Honey salons and spas in Austin, Texas found tremendous success selling Mother s Day Gift Cards. Their marketing plan includes some radio advertising and direct mail, but their most successful tool has been email marketing! Milk + Honey used email marketing and their e-commerce page on SpaBooker to sell more than $130,000 in Gift Cards during the week leading up to Mother s Day 2013. Bayer explained, Instant, printable gift certificates integrated into the system are a huge benefit of SpaBooker. Here are a few more tips from Shon to help you maximize your Mother s Day sales: Develop relationships with your customers and focus on retaining them. Use ecommerce and Instant Gift Certificates to boost sales and add convenience for your customers. Signage is key! Place it in your windows, reception desk, and waiting areas. E ducate your customers on your offerings for Mother s Day. Make it simple for them to find it on your site. Use social media and don t be afraid to engage with your customers! Page 7
potential Mother s Day Gift Card Sales! Your spa is sitting on a gold mine of Happy Selling! Your spa is sitting on a gold mine of potential Mother s Day Gift Card sales! Maximize the opportunity by using SpaBooker s built in email marketing and social media tools to help you find that gold. We re happy you took the time to read this guide and hope these tips provided you with ideas to make your Mother s Day a success. It s never too late to implement these best practices into your business. Get started today with SpaBooker. Visit spa-booker.com or call us at 1-866-966-9798 for a free demonstration. Stay connected to SpaBooker latest industry insights and tips by joining the conversation on social media! www.facebook.com/spabooker Page 8 www.twitter.com/spabooker