Creating promotional offers —
another way to show you care
Promotional specials can bring in new clients and get your
established clients to schedule more frequently. And giving
people a chance to receive your services for a reduced rate
is another way to show you care, especially when money is
tight.
When you want to offer a special, where do you start?
What is your goal?
Your practice can only be as vital as your ability to reach
out and clearly communicate what you have to offer. In creating
your message, start by thinking about what you want to achieve.
More new people in the schedule? More return visits from
current clients? Bookings for new modalities? Tailor your
special offer to meet your aims.
Bringing in new clients
Examine for a moment the kinds of specials that can catch
the attention of new people. Because bodywork is an intimate
type of service, many people won't try out a new practitioner
without knowing something about them. So, give people a
reason to contact you with one or more of the following:
- an offer nobody can refuse,
- a safe and easy way to experience your service, or
- a special that prospective clients receive through
someone they already know.
Let’s look at number one, creating a deal that’s
hard to pass up. Here’s one example from our customer
Amanda Braun, who “sold” gift certificates for
an amazing deal at the holidays. One caveat: this strategy
is all about generosity, but remember not to undercut yourself.
Plan ahead and only offer what you can reasonably afford.
I sent a promotional to the members of my business
networking group that said, “Be your clients’
favorite person this holiday. Why not send gift certificates
for 1/2 hour massage? Recipients can upgrade to an hour
for $30.” I sold the 1000 gift certificates for
$1 each to cover the costs of the gift certificates. I
had 260 people redeem them, and all but 20 upgraded to
an hour.
Give people a chance to meet you that feels completely safe.
For instance, you could have a special one-time or ongoing
event where people in the spa, clinic or health club where
you work can receive a free or low-cost chair massage. Or
a foot massage. Or a brief reiki treatment. Offer something
that is brief, inexpensive and doesn’t require undressing.
Research shows people are more likely to use a service if
it is recommended by someone they know. Spread the news
of a great offer with a postcard
that you ask clients and friends to pass on. You could even
entice them with a two-for-one special. A foot and hand
treatment for your client and their family member
or friend for the price of one, for example.
Increasing return bookings
Now consider specials for your current clients. They are
probably busy, and money may be tight. But they know you
and they know how great they feel after they see you. Sometimes
all it takes is a reminder, such as the simple message,
“It’s been awhile.” To increase the rate
of response, offer a discount.
- A package deal is almost guaranteed to increase your
bookings — buy a package of five, get the sixth
treatment free.
- Offering a special treat several times a year can
really perk up your clients during the doldrums of any
season. For an example, see our article, "Reaching
Clients through the Seasons — Create special offers
that show you care."
- Offer a discount as a special appreciation. Give your
clients a $10 or $20 discount at their birthdays, or
as a Thanksgiving special. Always include a message
of heartfelt thanks, making sure to relay how much you
value them as clients.
Bookings for your new modality
You worked hard learning and getting certified in a new
modality, and now you want to share it with your clients.
How can you nudge them to try it? Whether it’s Thai
massage, Reiki or skin care, send them an offer with a message
that conveys the benefits they’ll experience, like
relaxation, pain relief or healthy, glowing skin.
- Give them a discount even if it’s simply $5 off.
- Offer a multiple-service special that allows them to
get their hour massage plus 1/2 hour of your new technique
for only an extra $15.
- To really make a splash, offer a special gift
certificate package for your new technique around
a gift-giving season such as Christmas or Valentine’s.
Encourage your clients to use one of the certificates
in the package to treat themselves.
When your clients are on the table experiencing your new
modality, remember to ask them to notice how they feel before
and after. After all, you want them to take note if your
new offering helps them feel even better than your standard
treatment.
For many more ideas for special offers, see the personalization
example page. |
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