Promotions can be a super effective marketing technique to grow your business, but how do you know if yours will expand your business or minimize your value?
I know from experience that offering a discount to drive traffic isn’t always helpful. Years ago, before I was a solo esthetician, I worked at a salon and spa where they created a groupon for body waxing in order to drive traffic and help establish a waxing clientele.
It was the most successful groupon campaign that the salon had done - selling around 40 deals. I slaved over my wax pot making something like a measley $15 per person (after groupon and my salon owneres took their cut) - one woman who got a series of brazilian waxes had the audacity to tell me “Oh I am not just here for the groupon, I’ll definitely be back for more waxes.” and POOF - gone like a ghost.
Volume and traffic may have brought more bodies in the door, but it didn’t bring value to me or my business overall.
Instead of simply discounting product or services to increase customer & sales volume, consider these methods:
Cross Promotion - encourage a guest to try another type of service or referring a friend
A punch card with “Get 10 brow waxes, get a complimentary 30 minute facial.”
Referral program “For every friend you refer, you each get 15% off your service”
Adding Value - increase the experience or value of the service instead of detracting the price - more for the same price instead of same for the lesser price
Free hot-stone add on with every facial for the month of January
BONUS if the add-on doesn’t add any product/time costs to you!
Creating Opportunities for Relationships - strategically targeting specific people to benefit from a discounted service in anticipation that they will recommend you to their networks or come back frequently
When you first open, consider offering a discount to local business owners who already have a large established network. Or even offering complimentary mini services to hair stylists in your salon - this can create relationships and open up for a lot of referrals
When I offer specials on my lash extension services, the majority of my clientele comes back every two weeks for fills - this discount creates a relationship and more paid services!
You deserve to have a successful, thriving business and have clients who are excited to pay you your worth.
If you’d like my guidance in curating a business that feels amazing, lights you up, and helps you live out your life’s mission, consider my course “Authentic Business with Empathetic Beauty”
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