With holiday season just around the corner, it’s time to start planning a special event for your salon or spa to introduce your holiday offerings! ‘Tis the season for gifting and shopping, and a spa event is a great way to get clients in your spa to purchase gift certificates, retail products, and schedule spa services for themselves or their loved ones. A lot of work goes into planning a successful event, and if you are not prepared it will show. Below is a timeline to keep you on track for a successful holiday spa event.
6 weeks prior to the event:
- Save the date and brainstorm. Schedule a date, time and concept for your event. Brainstorm a fun theme (i.e. “Glow and Go” for the holidays with mini facials and massages or express holiday treatments) and design your save the date around this theme.
- Schedule a staff meeting. This will ensure that your employees are up to date on protocols and know what’s expected of them for the event.
- Update your client database. Double check that you have the correct client emails and addresses on file and clients’ names are spelled correctly.
- Stock up on inventory. Check that you have enough back bar products, retail shelves are stocked. This is also the time to order holiday gifts and displays. Remember, not only are your clients going to be shopping for themselves, they are also going to be looking for gifts for friends and family.
- Create service menus. Have service menus available or create customized service menus for the services you want to highlight (i.e. “Glow and Go” service menus)
- Think about food and drinks. Work with your caterer (or be your own!) to create a customized menu of hors d’oeuvres and holiday cocktails.
- Make an announcement on social media. Once a date and concept are determined, start spreading the word!
4 weeks prior to the event:
- Send out invitations. Send e-invites to all clients and physical mailings to your VIP clients.
- Post on social media. Continue to get the memo out by posting throughout the week on all social media platforms.
2 weeks prior to the event:
- Deep clean the entire spa. Ensure you have clean, fresh testers, product directories, and tissues. It is better to have too many than not enough!
- Follow up with clients. Re-send emails and contact those who have RSVP’d to remind them the date is approaching. Also contact those who have not yet RSVP’d to see if they will be able to attend.
- Pick your music. Select the kind of music you will be playing at the event. Choose music that best suits your customers’ tastes and preferences. Also make sure that your audio system is working properly.
- Hold another staff meeting to explain the goals of the event. If you are able to, offer staff incentives. This will keep your employees ambitious and they will really work the crowd. It will create a lively environment for the event and also help your salon or spa make money!
- Continue posting on social media. Post, post, and post again! Keep reminding your clients about the event they don’t want to miss.
The day before the event:
- Clean and sanitize your spa. Make sure from the floor to the ceiling your spa is immaculate.
- Check inventory again. Remember, retail, retail, retail!
- Put out sales and marketing tools. Have shelf talkers, posters, and signage on display to create further excitement.
- Decorate. Set up your holiday gift displays and make your spa look festive.
- Send out a last reminder email. Remind your clients that tomorrow is the big day!
The day of the event:
- Host a staff meeting. Have a brief staff meeting to review each person’s assignments.
- Do a walk through. Take one more complete walk through and make sure everything is in its place.
- Set up food + refreshments.
- Go live on social media. During the event go live on Facebook or Instagram, to show clients what they’re missing.
Now that your event has finally arrived, get to work and sell! As guests arrive, greet them at the door and thank them for coming and offer them refreshments.
Following treatments, make sure your estheticians are recommending retail products and explaining exactly how they work. If your client is looking to smooth fine lines and wrinkles show them anti-aging products that they can use at home.
As I always say, “Show and tell and you will sell!” Show your clients the retail products, tell them how they work, and get them up to the register! I hope that this event planning timeline is helpful for your salon or spa during this holiday season. I wish you all the best of luck!
Please join us for our Power Lunch December 3, 2018 for more great business tips and holiday shopping.
