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Marketing Strategies that WORK!
Angela Cortright

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Angela Cortright
Principal and Founder
Spa Gregorie’s
YOUR PRESENTER

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4. speaktme.comm i l l e n n i u m s p a s a l o n . c o m | m e e v o . c o m
Be thinking of your own
successful promotions
to share at end of session!

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Enter to win a Free WebOpenings Setup
• Fill Quiet Times
• Last Minute Appointment
• Totally Automatic
• Fully Integrated with Millennium

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Today we’ll discuss
• Leveraging your assets – relationships, staff,
your brand, social media
• Promotions – special and ongoing
• Good Marketing Management

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Spa Date for Two – our #1 package:
• Generates $70K+/yr.
• Massage or Facial each + $25 local dining voucher
• Same price as the 2 services a la carte
• Partner with local restaurant for voucher free
• Cross-promote to leverage your partner’s mktg.!
Leverage with local partners!

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Leverage with local partners!
Think of other potential partners
• Wedding Planners
• Photographers
• Moms Clubs
• Golf Courses
• Fitness Centers

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Leverage with local partners!
Social Media Partnership with golf
course
• Easy Promo – guess the #golf
balls
• Both companies supported via
social media
• 200+ responses!!!

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Bring a friend – get a discount… and bubbly!
We run 2-3 times per year, yield 100+ bookings per run
Leverage – your clients!

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Discount cards –
Have your staff
hand out to
Everyone they
encounter –
Waiters, baristas,
drycleaners,
cosmetic counter
clerks, dentists,
Drs., etc.
Leverage – your staff!
2014: 376 redeemed for $30,277
incremental business

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$20 Thank You cards for new customers
Leverage – your first time clients!
2014: 219 redeemed for $20,548 revenue

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Leverage – each gift certificate!
“Share the Joy” (bring a friend…)
$10,000+ in annual incremental business

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Our #1 promotion performer consistently:
• Birthday bonus – emailed
once per month
• Yearly 762 redemptions
equaling $57,500
• Totally Automated in
Millennium
Promotions!

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• Birthday Perks:
– 20% off any regularly priced service
– 10% off any regularly priced retail
– Valid within 60 days of birthday
Promotions!

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Promotions!
Anniversary…. Of their first visit….
YTD 34 redemptions for $2,691 in revenue

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Promotions!
Teddie Kossof Salon/Spa
Total Series Sale Revenue
for 2014: $115,335.40

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New Client Special!
Especially for PPC & Social Media!
YTD redemptions: 260 for $20,500 in revenue!!
Promotions!

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Promotions - Events……
Strategic promotion with Mio and Moms
• Vendor Supported
• Small cost of entry
• Big Incentives
• Smart Partnership with Moms Club!

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Vendor Demo Days
• Vendor provides staff and/or product to
perform express services (works best with
facials or hair)
• Low cost service (25%+ off retail)
• Credit toward product purchase
Promotions - Events……

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• Bundle up Sale – 2 x per year
– 10% off for 2 products, 20% off for 3 products
Monthly sales: 126 at 10% off, 750 at 20%!!!
Use coupon codes to track
Retail Promotions

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Product of the Month
• At Point of Sale
• In Newsletter
• On Website
• On Social Media
Retail Promotions

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MONTHLY HERO PRODUCT CAMPAIGN
Step 1: Each month, select a product used in a service to feature.
Step 2: Write a blog post & send an email with the post and an offer. Make it educational - why is this
product and treatment healthy for you - what are the benefits.
Step 3: Have your Hero Product brand share your spa’s blog post and give you X QTY of the Product for
to support your campaign - Clients booking the treatment get a take home of the Hero Product.
Step 4: Invite a blogger to come and experience and review the treatment and take home the Hero
Product. Share the blogger’s review on your own blog and social media.
Extra Credit: Take a short video introducing the offer/treatment/product and post it in your blog post and
on YouTube.
Jeannie Jarnot

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Black Friday GC Sale
Totally Automated in
SpaBoom
Last year, sold 74 Gift
Certificates for a total of
$6,599
Normal for this day is
6 gift certificates!!!
Gift Certificate Promotions

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Gift Certificates:
-Offer gift certificate redemption at off peak times with a value added treatment.
“Come in any Tuesday or Wednesday between 10 and 2 with your full session
massage gift certificate, and we’ll add (an extra 15 minutes), (a foot scrub), ($20 in
our spa boutique)”!
Free up space for those rack rated spa guests! J
Lynne Curry

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Good Marketing Practices

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Create a marketing calendar a year in advance for our clients and stick to it.
• Holidays and observances
• Local events
• Charity events
• Seasonal events
• Industry events
• Editorial submission dates for publications
Build the marketing plan around these each month. The calendar will have every form of
marketing effort so that we have consistency throughout all platforms; blog, Facebook,
Twitter, Pinterest plus traditional marketing like newsletter, mailer or print media
Julie Pankey

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Marketing Calendar ideas:
February 6: Wear Red Day (Heart disease)
April: Stress Awareness Month (4/16 is stress awareness day)
April 22: Earth Day
April 30: Hairstylist Appreciation Day
May 5: Teacher Appreciation Day
May: Skin Cancer Awareness Month
August 1: National Girlfriends Day
October 2: National Boyfriends Day
June 5: National donut day
June 8: Best Friends Day
2nd Saturday in June: Global Wellness Day
June 26: National Beauticians day
September: National Chocolate Day
Calendar Sources:
http://www.cute-calendar.com/
http://nationaldaycalendar.com/
www.holidays-and-observances.com

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Low cost/no cost upgrades
- Footscrub at end of service
- Stones (on back only)
- Scalp massage and treatment
- Aromatherapy
- Arnica Deep Muscle Relaxer
Julie Pankey

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Photo Frames instead of signs:

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Photo Frames instead of signs:

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Photo Frames instead of signs:

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Photo Frames instead of signs:

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Photo Frames instead of signs:

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Understand your market and market needs – Nusta (Washington DC)opens doors
during slow hours for breastfeeding moms, leverage on PR opportunity
ZAZA Houston, close to big cancer center. Created cancer menu that never said
‘no’ – said ‘yes’ to all needs. The room had everything custom to cancer patients
Media Days – host significant media who agree to editorial in exchange for service
Facebook: Turtle Bay Oahu Spa Director constantly posting about staff, ingredients,
services, vendors.
Amy McDonald

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Never Fail method of getting email
addresses
#1:
Ask for
birthday
‘so we can
send you
a birthday
gift’
#2:
‘We will
send you
your gift via
email, may I
have that
information
please?’
NEVER FAILS!!!!

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Favorite Vendors
Harms!! J
Robly – Email Newsletter Platform
Spa Boom – Instant Gift Certificates, Auction style GC sales
Print Runner - Printing
Survey Monkey - Surveys
Stark Logic - Website
HootSuite – Social Media Management
WebOpenings – Last minute bookings
Upside Wireless – text confirmations
Easy Promos – Social media sweepstakes/contests

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So what are your best promotions???
Please share….