If you’re like me, your birthday IS a holiday! I always want to feel special, and I always appreciate the special ways in which I am recognized on my big day.

One of the first places I look when planning birthday festivities is in my inbox! Every year, I receive emails from various retailers offering discounts and freebies on my birthday, and I take advantage of as many offers as I can.

One of my favorites is from a local pizzeria. Each year, I get a free birthday pizza and it has become one of my favorite birthday traditions over the years. On a weeknight, I gather family and friends to go out with me for pizza in a fun, casual setting. Now, what you must understand is that one free birthday pizza does not feed 10-15 guests, and we need something to drink to wash down all that dough… so guess what, we order more – much more! And because we order more, we spend more money, all because I’m a loyal customer year round and they want to thank and reward me with a free pizza on my birthday!

As a customer, I appreciate the gesture and it makes me feel special that a place I frequent values my business and recognizes me on my birthday. It’s a great personal touch, and it makes me feel as though my loyalty to that business means something.

What do you do to make your loyal clients feel special on their special day? If you don’t do anything, seriously consider it!

Why Implement a Birthday Loyalty Program?

In short, you are a beauty business, and who doesn’t like to get pampered on their birthday? As a beauty business, you have a very distinct advantage over other industries because you offer a pleasurable, relaxing experience that is all about making the client feel special. Throwing a freebie into this mix can result in a win-win situation for you and your client because of the three (3) reasons outlined below;

1. It Makes Your Current Clients Feel Special

You come face-to-face with your clients every week or two and have certainly built some type of rapport or relationship with them. They are patronizing you on a regular basis and help you keep the lights on, so at a minimum, it would very nice to show some appreciation by offering them a discount or freebie on their birthday. People value being recognized and appreciated. Show your clients they are important to you and that you are thinking of them on their very special day. 

2. You Can Gain New Clients

On my birthday, everywhere I go it’s a party and the salon or spa is no exception. While you may offer the birthday recipient free or deeply discounted services through birthday loyalty programs, encourage them to have a party or bring friends to celebrate with them for a lesser discount. This is a way you can get potential new clients in your chair.

3. You Are the Ultimate Winner

I’m a firm believer in karma and giving back. When you give, it always comes back to you 10-fold. Offering your clients something on their birthdays will only benefit you later. As in my pizza story, one freebie for a loyal customer generated about $200 extra in food and drinks for the restaurant. Just the same, a free manicure (token of appreciation) can result in the purchase of a pedicure, additional top-tier services or even a birthday party with multiple guests.   

Implementing a birthday loyalty program for your clients does not have to be complicated. Make it as simple as sending an email or a handwritten, personalized note, but always ensure that it conveys your appreciation for their loyalty.

Photo: Africa Studio

Breaking It Down

In this post, we talked about birthday loyalty programs as a way of recognizing and appreciating your loyal clients. This simple to implement program costs you very little and spreads more than goodwill and cheer, it creates an opportunity to bring in more clients and keep your existing ones feeling special and appreciated. Check out these two online classes on how to bring in more clients.

Make More Money with Nail Services Online Class
This CE eligible online class is for anyone wanting to upsell their client experience, understand pricing strategies and feel good retailing.

Sales and Marketing Basics Online Class

Loyalty programs are a marketing tool to assist in the retention of clients. This online class goes beyond the basics to help you market yourself and your business to attract new clients while increasing the retention of your current client roster.