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Black Friday is the official kick-off to the holiday season. While many salon owners tend to ignore gift cards, viewing them as impersonal, the truth is when promoted properly gift cards make a fabulous source of holiday cash flow. Gift cards allow you the opportunity to become a part of your guest’s holiday gift-giving solutions while simultaneously being an indulgent gift (when presented right), a last-minute gift, and a cash cow.
Boost salon profits this holiday and start planning your gift card promotion launch NOW. Read more for strategies and tips to run the perfect Black Friday promotion that will kick you” in the black”!
Everyone likes a gift card, but sometimes it’s hard to make it look like a thoughtful and clever present. It’s a Holiday gift card, not a discount coupon. At the very least you need an attractive gift card presentation. This should reflect your salon brand, and be contemporary and high quality. For larger gift card purchases a bespoke branded box is more fitting. It is much more exciting to discover a gift card nestling inside a pretty box than just a dreary certificate printed on cheap paper.
So many hair and beauty salons present cheap-looking gift cards which proudly boast $100 on them. If a guest is spending $100 + on a present – it needs to look and feel special!
The first step to a strong campaign is the right message, the right offers, and the right design to help promote gift card sales in the 4 weeks leading up to Christmas Day. Promote deals that are a low cost to your business but provide added value to the purchaser.
A “Buy One, Get One Free” gift card special is the perfect solution for easy holiday gift-giving:
Sample Offer details:
Spend $100 and receive a $25 gift card good for salon services (give or keep for yourself)
Spend $150 and receive a $50 gift card good for salon services (give or keep for yourself)
Spend $200 and receive a $75 gift card good for salon services (give or keep for yourself)
Spend $250 and receive a $100 gift card good for salon services (give or keep for yourself)
In addition to simply offering gift cards for $$$ amounts, create name-themed packages that combine services. This adds to the gift card’s perceived value. Would you rather buy a $100 Gift Card for your friend or a LUXURY EXPERIENCE of a Keratin Treatment and Blowout/or HydraFacial and Parrafine Manicure?
When people receive a gift card with a dollar amount, they tend to use it to purchase retail or services they “need”. It is more profitable to sell luxury service packages – luxury is always the perfect gift. Packages are also a great opportunity to sell combinations of services and get guests to try services they may have otherwise never tried.
Create packages at several price points and get creative. Don’t be afraid to offer high-priced items like “A Year of Hair Color” or “A Massage of the Month”. Gift givers can be very generous if the gift is right. Encourage higher gift card sales by combining 3 or 4 services into a “beauty day” specially priced at 25% off for a limited time. Pull together hair and skin packages that engage your guests with fun names, pretty packaging, and wonderful bows.
Create in-salon signage to let your clients know what gift packages are available – gift cards don’t sell themselves, you have to keep them top of mind. Give your beautiful gift cards high visibility in your salon – at the reception desk, at the close of the sale, is the perfect place to have a display – the second best place is in your retail and waiting areas. Many salon owners mistakenly hide gift cards away and miss many opportunities and a lot of money on the table.
Create attractive in-salon displays with a promotional graphic and promotion. Custom signage helps you sell even more. Spread the gift card idea through social media postings too.
Include how/where to buy, the denominations available, and any terms and conditions. Make sure you highlight them on the Home Page too. Don’t just send them directly to an ugly interface of your third-party app – create a page that gives the purchaser an upscale “experience” while purchasing the gift card. Make the purchase feel like they are buying something with a value of $75 and up. Give the “act of gifting” MORE VALUE by enticing the actual buyer (not the recipient of the gift card).
Tip: Make sure you highlight gift cards on the Home Page too – a CTA visual and link “above the fold” is the best position for ease of purchase, as well as a selling tool from your home page.
Make it easy for clients to buy! Instant purchase applications help you work smarter, not harder and can add thousands of dollars to your bottom line. Online commerce should be easy, and all salons and spas should utilize this tool. Sell gift cards online by providing a stand-alone, turn-key, secure, and full-featured gift card shopping cart system branded with your company’s logo. It is easily added to your existing website with a simple link or “buy now” button.
The easiest gift to give? Salon gift cards. Be sure to include gift cards in your e-mail marketing campaigns commencing on Black Friday and continuing right up through to Christmas. Send out an e-newsletter reminding clients that the holidays are on their way.
Run your campaign like this:
Email 1: Black Friday: Initial Offer
Email 2: December 10: Offer reminder
Promote your salon or spa’s holiday gift cards as perfect “last minute” gift options. Gift cards can be a big money-making opportunity for salons if panicked gift-givers, who didn’t plan ahead, can step in or access your salon’s website and purchase a thoughtful gift at the last minute. Remind your guests about the convenience and last-minute opportunities of salon or spa gift card giving.
Run your campaign like this:
Email 3: December 21: Only 3 Days left!
Email 4: December 23: Last 24 Hours!
Gift card promotions provide the opportunity to turn a “gift card guest” into a repeat and loyal client. A solid first impression with their Holiday Gift Package experience will make them more likely to return. There are 3 other ways to turn holiday guests into loyal clients. First, ask each guest to fill out a client card to allow future correspondence. Second, treat each “gift card” guest like a VIP. Third, re-book the client for a follow-up service at the end of the experience. Each gift card client can turn into a $2000 annual revenue guest.
To appeal to the right market all promotional materials must be professionally written and designed. From the actual marketing concept to copywriting, to imagery, a marketing professional is well-trained and experienced in the field of marketing.
Get in the black with this gift card strategy. Leave the job of marketing to the experts.
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