Client News, Philippa's Blog

Valentine’s Day is around the corner…are you ready?

Posted on by Philippa Abbott

I hope the quiet that January brings has not left any of you realizing it’s almost late to plan for Valentine’s Day! It is so easy to wake up at the beginning of February (next week) to discover that the year is flying by already. This is one of the most profitable days for Spas and Salons and you must make sure you capitalize on this special day. You have so many opportunities to drive promotional activity always remember to focus on all areas;

  • Treatment Packages, that are low cost and can be booked back to back in many areas of your spas and salons are by far the most profitable. Make sure you remember how important it is that you have the ability to book these treatments 2 by 2! Discount these treatments or add extras like chocolates and champagne for a higher perceived value and you will have a guaranteed winner.
  • Extended Operating Hours, it is always advisable to extend your operating hours on Valentine’s Day to make sure your spa or salon has more availability on this day. Couples want to come in the evening so you will fill the space very easily.
  • Specials on Gift Vouchers, are always a very good idea. Sometimes the gents don’t want to come in for the treatments on the day but they want to spoil their, someone special. Throw in a gift with purchase and you become a one-stop-shop for your client! And we all know a man who can get shopping done quickly is a happy man.

Now as long as you can check all of these off your list you are ready! If not, here are a couple of hints and tips that will assist you in making sure that you never get caught unawares again;

Planning your Marketing

Marketing Calendar- PLAN & PLAN

Set a calendar for the year.  This helps you keep track of events and any required work leading up to the event.  It also makes it easier to look at what was done in previous years which can be used as a bench mark for future marketing.  This should be laid out right from the beginning of the year so that your staff are focused and never miss one single opportunity to market to your clients.

Key Annual Events

Plan your events for the year.  Dates such as Christmas, Valentine’s Day, Mother’s Day, Father’s Day, bosses day and secretary’s day are important to plan in advance. Ensure you have a solid game plan for each of these special occasions. Make sure that you have highlighted all your marketing channels and that you have a content schedule for each channel.

Themes

Do not only rely on your key annual events for marketing.  You should have a marketing campaign for every month of the year and theme your promotional activity around theme. E.g. January – detox month good month to perhaps promote detox and slimming treatments

Promotional activity

Think on your feet at all times.  Do not run more than one promotion at the same time this can become confusing for the guest as there are too many messages.  During down times however offer valuable promotions that will get the numbers through the doors.

Database

Spas and salons often underestimate the power of a good, clean database. ENSURE that the Clients name is not in your data base before you insert it and when doing bookings please ensure you have the Client’s phone number and email address. Make use of your computer system to capture the details. Exhaust all options if the Client says they have been before reinserting the Client. With regards to marketing to your data base it is imperative that you keep this up to date and as accurate and duplicate free as possible.

Some more top tips

The RIGHT message to the RIGHT person at the RIGHT time

Client is Key and WORD OF MOUTH is invaluable

Use a reputable RECRUITMENT agency

Brilliant WEB presence is the best foundation

Use the MARKETING STRATEGY best suited for your business

The better the MARKETING the better the RETURN ON INVESTMENT

 

Are you struggling with any of these areas?

Spa Sense offers a fantastic management training module that includes an outstanding marketing section.

For more information on training on these areas please contact Philippa on 011 614 9976 / 078 145 3336 or Philippa@spasense.co.za

 

 

Philippa Abbott

I qualified as a Somatologist in JHB in 2001. I began my career in the spa industry working on cruise ships for Steiner Transocean. I furthered my studies on my return to SA qualifying in advanced make up and special effects. I then moved to London where I worked in 2 of the most prestigious spas. I acquired knowledge in all aspects if the spa business and moved quickly from hands on therapy to part of the management team. When I finally came back to South Africa to settle for good I joined the management team of the Spas of Distinction where I grew my skill set even further and established a professional network throughout the South African Spa Industry. It is here where my roots are now deep seated and where I will remain for good. I started Spa Sense in 2010 and we have grown from strength to strength every year since then; forming key relationships with all the industry specialists. I head up the consultancy division of Spa Sense and run many of our training courses including Front Office, SOPs and Spa Sales and Retail. I also oversee our recruitment division making sure that all my clients and candidates expectations are always exceeded by the level service they receive from my team. I am incredibly passionate about what I do and hope I remain blessed enough to be in this exciting industry forever. This blog is a place I can share my views and experience so I hope you enjoy the articles and find them useful enough to use in your business.