TENDER LOVE AND SKIN CARE SPECIALS
While discounts might seem like the natural way to reach these coupon-clippers, consider running specials that focus on added value instead. Try offering upgrades or a free consultation with treatments. For example, offer a free upper lip wax with every facial. Also, spruce up spa packages. For instance, Viva Day Spa in Austin, Texas offers a variety of packages – from “Mother Nurture” to “Super Mom” – that include wine, hot tea, and chocolates during the service, as well as a take home gift bag.
Additions like this cater to the pampering that women look forward to on Mother’s Day without the risk of revenue loss that sometimes accompanies discounts.
Though mothers are usually the icons of bargain shopping, Mother’s Day is meant for indulging. So, avoid sounding too salesy when marketing promotions. Rather, emphasize benefits like relaxation, rejuvenation, renewal, and rest. In Colorado, Ethereal Day Spa offers a “Heavenly Flee” package this time of year. Similarly, be intentional with word choice. Incorporate buzz words like “royalty,” “queen,” “indulge,” “escape,” “relax,” and so forth, into menus and advertising.
Also, get the word out. While many Mother’s Day clients may treat themselves, advertising gift cards and certificates is a good idea. Consider asking a local business geared towards men, such as a barbershop or men’s apparel store, to put up a poster or flyer. Additionally, advertise online. Engage clients through social media with trivia, quotes about motherhood, and throwback photos of retro hairstyles or classic TV moms. To gain more attraction to the spa’s promotions, consider hosting a giveaway in which followers share their best mom moments or motherhood selfies for the chance to win a spa freebie.
Remember, the goal with any seasonal promotion is to gain and retain clients. From expecting to empty-nesting, the women that visit a spa span a wide range on the motherhood scale. During treatments, take advantage of the opportunity to educate clients on skin care tailored to their stage of motherhood. For instance, for those with young children, teach a quick and simple homecare routine suited for a busy schedule. Meanwhile, educate grandmothers on best skin care practices for aging skin. For pregnant women, give tips for pregnancy and post-baby skin care. And, with summer just around the corner, emphasize the importance of proper sun care to any mother. To ensure a return appointment, focus on how proper homecare and regular follow-up will improve a mom’s well-being and skin and give her some much needed time to herself.
Last, match product recommendations to the various stages of motherhood, as well. Get creative. Sell baskets filled with products for pregnancy and post-baby skin care routines. Create homecare bundles for young, busy moms and kits for grandmothers featuring products for mature, aging skin.
As efforts are focused on retail, education, marketing, and specials this Mother’s Day, spas will not only provide clients with an experience as sweet as breakfast in bed, they will also gain new clients and increase revenue in the process.