In this space we often discuss holidays—like Valentine's Day—that present prime marketing opportunities to raise awareness for your spa or salon, and to broaden your client base. Today we're going to discuss one you might not have thought of before. The beauty of this option is that it gives you the ideal chance to connect with local businesses in your community.
Employee Appreciation Day
This year Employee Appreciation Day falls on Friday, March 6. Across the country bosses—from CEOs to team managers—find unique ways to reward and honor their employees. Typically this happens in the form of food: leaders will bring in bagels as a morning treat, or will take teammates out to lunch. So this is where spas and salons come in; you can market to these businesses on a couple of levels—and offer something entirely unique that employees will appreciate much more.
Offer Bundled Services for Employees
Pulling together an Employee Appreciation promotion for these employees should be fairly easy. You can create a package for a spa day, or a series of treatments at a discounted rate. You'll need to create collateral for business leaders to pass out to their employees, or provide an email template that they can easily send. Catering collateral and communications to that specific business is important, too; those CEOs, as well as their employees, want to feel like the promotion is exclusive to them.
Creating the Relationship
At the heart of this marketing effort is the relationship you're creating with local business leaders. Cultivating that relationship takes time, so it may take multiple attempts to establish it. This means you might want to go beyond just offering a discount on your services. For example, you can offer a free Employee Appreciation Day treatment or spa day in the form of a contest that the boss can hold in the workplace for his employees, along with discounted services for everyone else. Another option is to create a gift basket of your best spa or salon supplies as a giveaway. No matter your method, getting creative upfront might grant you the potential to establish a long and lasting relationship.
Make It an Annual Tradition
Reaching out to local businesses lets you plant your beauty flag firmly within the community. These types of relationships can create internal word-of-mouth praise within that local business, but also expand to employees' friends and family. Again, that relationship with leaders—or the HR department—is critical for success. With their buy-in, this can become an annual promotion, one that has the legs to extend to loyalty and rewards programs simply based on business affiliation. But to get to that point, first you have make the suggestion, then an impression. From there, who knows where it will lead?