Black Friday is a prime opportunity for estheticians to boost sales and attract new clients. Shoppers are often motivated by the thrill of scoring a great deal and the excitement of holiday shopping. For estheticians, crafting a Black Friday offer that resonates with your clients while maintaining profitability is essential. In this blog, we’ll explore how to brainstorm and structure the perfect offer.
Why People Love Shopping on Black Friday
Great Deals: Shoppers look for significant savings on products and services.
Gift-Giving: Many people shop for gifts, making it a good time to promote packages.
Limited-Time Offers: The urgency of Black Friday deals encourages quick decision-making.
Experience: For some, shopping is a social event that kicks off the holiday season.
By understanding these motivations, estheticians can craft offers that appeal to both new and returning clients.
Understanding Your Clients' Needs
Research Your Target Audience:
Who are your ideal clients? Determine if they seek skincare treatments, relaxation, or specific products.
Need Help Identifying Your Target Audience? Check out our Esthetician Handbook, which includes a step-by-step workbook for identifying your ideal clients and scripts for client communication.
https://www.themoneymakingesti.com/product-page/the-esthetician-s-handbook
Action Step: Create a customer persona. Outline details such as age, skincare concerns, preferences, and budget.
Analyze Your Services
Examine your current service menu to identify which treatments have been the most popular.
Action Step: Review booking data for the past six months and note the top three services your clients frequently book.
Choosing Your Offer
Select Core Services:
Choose one or two of your most popular services as the foundation of your offer.
Example: If your facial treatment is a client favorite, consider creating a package that includes a series of facials.
Add Value Through Bundling:
Bundling products with services is an effective way to increase perceived value without heavily discounting services.
Action Step: Consider offering a package like “Purchase a series of 3 facials and receive a free skincare product.”
Determine Pricing:
Set a price point that reflects value but also allows for a healthy profit margin. Aim for discounts of 15-30% instead of large markdowns.
Example: If a facial normally costs $100, consider a “Buy 3 for $250” offer rather than “50% off.”
Marketing Materials to Prepare
Visual Mockup: Create visuals to showcase your offer. Use tools like Canva to design eye-catching graphics highlighting the details of your package.
Action Step: Draft a simple flyer or social media post template that includes your offer details.
Catchy Taglines: Think of appealing phrases that encapsulate your offer.
Examples: “Glow Into the Holidays!” or “Self-Care Made Affordable!”
Client Testimonials: Collect feedback from clients who have experienced your services. Positive reviews enhance credibility and encourage bookings.
Action Step: Reach out to clients for testimonials and ask if you can feature their results on your marketing materials.
Dos and Don'ts
DO: Focus on your most popular services to ensure repeat business.
DON'T: Heavily discount your services, as this can undermine their perceived value.
Black Friday presents a fantastic opportunity to not only increase sales but also to attract new clients to your practice. By understanding your clients' needs and crafting a thoughtful, valuable offer, you can make the most of this shopping frenzy. Don’t forget to leverage the insights in your Esthetician Handbook to identify your target audience and effectively communicate with your clients. Happy planning!
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