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Mother’s Day is one of the biggest gift-giving holidays on the salon marketing calendar. Many salons tend to ignore gift cards, seeing them as impersonal. But when promoted properly, a Mother’s Day Gift Card Strategy can be a source of Spring season cash flow.
Everyone likes a gift card, but sometimes it’s hard to make it look like a thoughtful and clever present. It’s a Mother’s Day 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 branded box is more fitting. It’s much more exciting to discover a gift card nestling inside a pretty box than just a dreary certificate printed on cheap paper.
Pro-Tip: So many hair and beauty salons present cheap-looking gift cards which proudly boast $75 on them. If a guest is spending $75 + on a present – it needs to look and feel special!
The first step to a strong campaign is the right message, the right offer, and the right design to help promote gift card sales in the 2 weeks leading up to Mother’s Day. Promote offers that are a low cost to your business but provide added value to the purchaser.
“Buy One, Get One Free” gift card special is the perfect solution for easy Mother’s Day gift-giving:
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 offering gift cards for dollar amounts, consider putting together some packages. When people receive a gift certificate for a dollar amount, they tend to use it to purchase services they are already receiving at the salon. It is more profitable to sell “luxury service” packages. Luxuries are 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.
Pro-Tip: 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” set of 3 massages. Gift givers can be very generous if the gift is right. Encourage higher gift card sales by combining 3 or 4 services into a “Mom’s Day Off” luxury package.
Create signage to let your clients know what Mother’s Day service and retail packages are available. Give the cards high visibility in your salon, too many times gift cards are mistakenly hidden away. Think of all of the opportunities you miss out on by not displaying them at your cash wrap. Create attractive in-salon displays, custom signage helps you sell more.
Include how and where to buy, the denominations available, and any terms and conditions. Make sure you highlight them on the Home Page too.
The easiest gift to give? Salon gift cards. Be sure to include gift cards in your email marketing campaigns – commencing 2 weeks before and continuing right up to Mother’s Day. Send out an email newsletter reminding clients that Mother’s Day is around the corner. Share the same sequence of posts on social media platforms.
Run your campaign like this:
Email 1: April 24th Mother’s Day: Initial Offer
Email 2: May 1: Offer reminder
Promote your salon or spa’s 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 access your salon’s website and purchase a gift at the last minute. Remind your guests about the convenience and last-minute opportunities of salon or spa Mother’s Day gift card giving.
Run your campaign like this:
Email 3: May 4th Only 3 Days left!
Email 4: May 7th: Last 24 Hours!
Make it easy for clients to buy! Instant purchase apps 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 maximize the power of the web.
You too can sell gift cards online by providing a stand-alone, turn-key, secure, and full-featured gift certificate 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.
Gift card promotions provide the opportunity to turn a “gift card guest” into a repeat and loyal client. A solid first impression of their Mother’s Day experience will make them more likely to return.
Pro Tip: Follow these 3 steps to turn gift card guests into loyal clients
1) Ask each guest to fill out a client card to allow future correspondence.
2) Treat each “gift card” guest like a VIP.
3) Re-book the client for a follow-up service at end of the experience.
Don’t forget that a new client can turn into a $3000+ annual revenue per guest.
Read our blog post 6 Mother’s Day Marketing Ideas to Rock Your Revenue or Sign up for our weekly beauty business blog for salon marketing tips
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