During many months of the year, your marketing strategy will be focused around getting new clients in the door. However, the festive period is hectic. Your chairs will fill themselves with those you see every week, who scheduled appointments months ago, and those you haven’t seen in a while trying to squeeze in at the last minute. So, for your Christmas marketing strategy, we suggest focusing on how you can maximise the value of all of those clients coming in the door instead. Increase retail sales, build relationships, encourage loyalty and retention and maximise those average spends!
Spread The Festive Cheer...
... With Decorations
During the stressful Christmas period, your business should be a haven of relaxation and peace for frazzled clients. So - maybe avoid a constant loop of repeating Christmas songs. But, you can still get creative with Christmas decorations. Decide on a theme that fits with your interior, and make it happen! Pop up a tree, have some relaxing, twinkly lights, and get the festive cheer going. Creating an environment of visual and sensory stimuli is helpful in encouraging clients to purchase. This is particularly true when clients are feeling positive emotions, so don’t be a grinch - spread the festive cheer.
... With Party PrepWith family reunions, office parties and a lot of photographs happening - everyone wants to look their best for the festivities. So, spread the festive cheer by getting clients prepped and ready for party season! There is no need to be discount driven, as people are not afraid to spend at Christmas. Focus on treatment packages with enticing add ons - a free full sized product or a deluxe treatment upgrade. You could offer a free soothing mask after microdermabrasion sessions when booking 6 sessions, a free bottle of aloe vera gel when booking a course of IPL, or additional relaxing massage when investing in Collagen Lift.
... With Enticing Retail
Gifting is exciting, and clients want inspiration and ideas in the run up to Christmas. Remember, everyone will have lots of people on their list to buy for - family, friends, secret santa’s, and even themselves! Have lots of varied products on show to satisfy this range of needs. Remember to talk about product benefits, give recommendations and help clients see how your retail will benefit them. To begin, ensure you have eye-catching retail stands and displays. Have various gifts across different price points, for example, large gift sets, small stocking filler, and special gift vouchers for those who are hard to buy for. If you are focusing on retail, ensure a member of staff is always available to help with purchasing - clients will not stand around and wait for an impulsive gift.
... With Local PartnershipsGetting involved in the local community is a great way to give back, while also helping your business and your clients. At Christmas, everyone is trying to find the perfect gifts and ease their stress, and businesses are trying to find their ideal clients. A festive event bringing together members of the local community with a few local businesses is a win/win situation.
When partnering with other local businesses, try to find those that offer things you do not, while targeting a similar audience. If you do not know where to start, remember, when approaching other businesses with a partnership offer, don’t forget to explain how you suit their business, not just how they suit yours.
Inviting clients to a fun, festive event means when they are looking for a service in the new year, you will be front of mind! To make this even more likely, on the day you can offer treatment patch tests, demonstrations and festive goodie bags - with samples and money off treatment vouchers. If you make sure some of the vouchers are valid only in January, you are even more likely to bring clients back in the January “slump”.
... With Social Media
Social Media is a fast, convenient way to spread festive cheer, stay in touch with your clients, and keep them updated. Don’t forget to give your socials a festive update by renewing your cover picture, updating your profile picture and include your special Christmas opening hours in your bio. If you are struggling with social media, or can’t find the time, a Christmas competition is a great way to kickstart your social strategy. Have clients follow, like and share to win a festive treat. Whether it is a free product or service, make it enticing so it is shared and engaged with as widely as possible. The boost it will have on your reach will help you build your social media ready for the new year.