by Dori Soukup, Executive Director of InSPAration Management
Yes, it’s November already and you know what that means — Thanksgiving, Christmas, the entire Holiday Season is just around the corner. You know the old saying “if you don’t have a plan, you are planning to fail”, so don’t postpone your success! Here are a few KEY steps to insure a profitable holiday season for your spa or salon.
“8 Steps for Success” Plan:
1. Merchandising MIX
2. Gift card packages
3. Decorating the spa
4. Holiday event
5. E-news Marketing
6. Special client gifts
7. Team targets
8. Team party
1. Merchandising MIX
Decide what new gift items you want to offer and order them now. Create a festive way to package them. Bundling a few items together is a good idea, but make sure the packaging is attractive and irresistible. You want low, medium and high price points in order to appeal to different clientele. Run reports to determine what sold very well for you last year and do something similar. Don’t get stocked up on only skin care. Combine skin care with other items like CD’s, bath products, accessories, candles, books, etc. Get creative and involve your team in the process. If they are sold on the items, your team is more likely to promote and sell them.
2. Gift Card Packages
Gift card sales are always a big hit during the holidays, but here is a tip on how to maximize your gift card sales. Don’t sell gift cards alone. Create three to four packages of gift cards and include product gifts within each one. So instead of someone just buying a gift card, they are able to buy a gift with the card. Create a flyer featuring 3 or 4 packages and make sure they are at different price points. Display the gifts in a prominent area within the spa to attract attention and make people aware of the packages. This really works! You can increase your gift card sales tremendously.
3. Decorating the Spa
Make the spa ambiance festive, but keep it simple. Remember less is more. Include your products within the decorations. A simple thing to do is to display beautifully wrapped packages with ribbons especially by the gift card area. Have fun and get creative!
4. Holiday Event
What a great way to thank all your clients and generate revenue at the same time!
Planning a Holiday party should involve the whole team. I can write an entire article about this topic alone. But to summarize, you will need to do an invitation, barter all your food and drinks, decide on which treatments you want to feature in each room. Most importantly, set a target as to how much business you want to generate. One key point is to give each guest when they walk in “spa dollars” that are good only during the event. Spa dollars are used towards a variety of items you are offering on that day. At events like this, depending on how many people you invite, thousands of dollars in sales can be generated.
5. E-news Marketing Prepare and send out gift card promotions via e-mail. Inform your clients of all the fun and exciting things you have going on this season. Include some spa cuisine recipes and tips on how to stay healthy during the Holiday season, and of course promote your gift packages. If you don’t have an e-newsletter check out, we have the “Ready-to-GO” Spa E-news, please visit our site InSPAration Management for details.
6. Special Client Gifts
We all have special clients that spend a lot of money. You want to show your appreciation to them with some sort of gift. Let them know they are special to you! One way to give a beautiful gift AND advertise your brand is with a rhinestone shirt from Sparkle Plenty Designs can create tees with your logo and/or name in attention-getting crystal or rhinestone — a gift your customers will enjoy wearing (and they can chat up your spa when people notice their sparkle-wear).
7. Team Targets
Set team targets for service, retail, and gift card package sales. Make a contest and give the winners or whoever reaches the target something special. Get the team excited about the opportunities they have.
8. Team Party
A Team appreciation party is a must! Do something special to let them know how valued they are. Lee Romano Sequeira, co-owner of Sparkle Plenty Designssays, “If you have a business or a team which needs to work together, or create a brand image for your company, giving your employees custom crystal or rhinestone apparel is terrific to build a sense of team spirit and camaraderie. It shows your staff that they are part of something.”
Go ahead and get started. We found the best way to get these things done is to schedule them into your calendar and begin working on them. If you start now and don’t procrastinate, you and your team will have a great Holiday Season.
If you own or manage a Spa, or wish to find out more information about coaching services to ignite your operation for dynamic spa performance please visit InSPAration Management. InSPAration management specializes in delivering a full spectrum of proven-effective spa consulting solutions to ensure your spa’s success. Whether you have an existing spa or are opening a new spa, InSPAration offers professional spa consluting from pre-opening to grand opening…and beyond.
InSPAration management specializes in delivering a full spectrum of proven-effective spa consulting solutions to ensure your spa’s success. Whether you have an existing spa or are opening a new spa, InSPAration offers professional spa consluting from pre-opening to grand opening…and beyond.