Valentine’s Day is the promotions for skin care specialists and other beauty professionals. Often times January is slow because your clients are recovering financially from the holidays. Take advantage of this lull because you need that time to prep for Valentine's Day. You have four main marketing targets with Valentines Day; make sure you take the time to think outside the box to get them to pay attention to what you offer.
The first market is the hubby, the boyfriend, the man in the relationship who is feeling the pressure to demonstrate love on this socially pressured day. Direct mailing to your client, so she can "leave" the postcard or flyer lying around the house for the significant other to spot, is one tactic. You can also develop a "wish list" that your client can complete at her appointment and take home to her SO.
The next audience you are marketing to is the client and her BFFs. Valentine’s Day is all about love, and that goes for friends too. Offering a "Girls’ Night Out," "Partners in Crime," or "Galentine's Day" event is the way to go. Choose a weekday or weekend to offer a "limited seating" event with special refreshments and skin care, hair, or nail specials that can build your business. Have a new treatment your offering? This is the time to introduce it. Offer a drawing, give extra tickets into the drawing to all attendees who check-in on Facebook or share a photo of the event on Instagram. Want to take it to the next level for next year? Partner with a boutique and offer a fashion show.
The Single Ladies (Or Guys)
Your third audience is the single client. Cater to this market by offering your specials can afford to treat herself with a special skin care product or treatments to keep her skin healthy. If not a regular, promotions for Valentine’s Day are a great way to remind clients that it's time to re-commit to professional skin care treatments or whatever service you're offering. Reinforce the truth that self-care is not self-indulgence. Create packages for this audience with catchy names like "Treat Yourself." Want to expand your market? Approach a spin, barre, or yoga studio to have marketing material at their locations. Work a deal and offer a discount to the instructors so they can experience your services too.
The last market for your Valentine's Day efforts are the couples. Tandem services will be a big hit. Dual massages, facials, or combination packages are especially appealing when you add little romantic touches like aromatherapy candles and special music. Offering a picture frame and a "selfie" spot for photos can also give you a marketing opportunity when they are uploaded to social media. Next level idea: A local florist may be open to partnering. Offer a package that includes a flower delivery on Valentine’s Day along with a gift card for your services. Spiff up your gift cards with a tiny box of artisan chocolates, or include a bottle of wine, sparkling cider, or champagne.
Valentine's Day Tips For Salon and Spas
When it comes to the ultimate Valentine's Day, building special packages that incorporate add-on services is a better marketing strategy than discounting an existing service. For example: "A pampering 60 facial with a complimentary firming neck and decollete treatment, an $80 value” is a better promotion than discounting your facial service. Put a Valentine's Day spin on things by creating names that evoke that warm, fuzzy, love feeling. Examples: a Decadent Chocolate Anti-oxidant Facial, a Luscious Lips treatment, etc. can fill your books for weeks. Be creative because the more vivid you are in describing your service, the more you can influence your target audience. Have plenty of gift cards on hand and consider small spontaneous purchase gifts at your check-out desk like lip glosses, nail polish, hand lotions, travel size skin care packs, candles, or haircare items. Don’t ignore this holiday for love. Get your specials ready to launch for Valentine's Day now to add some spice (and sales) to your winter.
Photo: Shutterstock | YRABOTA
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Mary Nielsen grew up in Minnesota but calls Portland, Oregon home for the past 30 years. She is the Executive Director of Spectrum Advanced Aesthetics Institute and serves on the board of Certified Advanced Estheticians for the state of Oregon. She is a happily married grandmother who has been thrilled to be working in the never dull field of advanced esthetics for over 17 years. She spends her free time outdoors or at her sewing machine.
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