The time from Thanksgiving to the New Year typically ushers in brisk service and product sales in the salon and spa. As sales rise, so does the spirit among your staff. Ever wish you could extend that Nirvana a little bit longer? Simply redefine the season, advises Inez Gray, owner of Habitude Salon and Spas in Seattle, Washington.
“Holiday is a big time of year, and for us the timeline starts November 1 and runs through February 15,” says Gray. “Thinking about it this way, and marketing for it, allows us to avoid the January slump we used to see.”
For the campaign, Habitude purchases ads on large billboards that target high-traffic locations just outside their neighborhood. They combine that with large-sized postcards direct-mailed to a targeted list, pay-by-click online advertising, a radio ad campaign and the salon’s constant contact e-mail newsletter. On November 1, the exterior holiday lights frame the salon and large window posters, trees, holiday decorations and holiday merchandise come out.
“On November 5 this year, we hosted our company-wide PowWow to launch special holiday goals and inspire staff to get them pumped,” says Gray.
The second Saturday of November, the spa hosted Holiday “Sneak Peak” Open House for clients during the regular neighborhood art walk. The event showcases a Holiday Fashion Show inspired by the salon’s Fresh Talent apprentice team.
“November 10, we hosted a spa night for corporate clients and all of the concierges around Seattle,” says Gray. “In addition, we are taking part in three other community events, including sustainability and wellness fairs and a holiday buying extravaganza.”
To staff up for the busy days ahead, Gray recruits seasonal college students to run a large gift card table set up in the lobby. “Our goal is to sell 3,000 gift cards in the next ten weeks—we are kicking it!”
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