News & Reviews

lavish.co.uk April 2009

Susi Pink has kindly asked me to write some marketing tips for her "Lavish Updates" that are monthly e-newsletters sent out to all spas and salons that redeem Lavish gift vouchers.

Lavish is a UK website specialising in luxury beauty and spa gift vouchers.  Lavish vouchers are now accepted at over 200 gorgeous destination spas, health spas and beauty salons across the UK. They can be spent on thousands of wonderful pampering treatments for example: replenishing facials, soothing massages, relaxing spa days, manicures, pedicures and more! 

I started this month with some tips on e-mail marketing:

Getting the Spring back in your step

It's time to shrug off the winter chill and the recessionary gloom with a spot of Spring cleaning ... of your customer data. The economic downturn isn't going to go away in a hurry, at least that's what we keep being told, so let's stop hanging our heads and start thinking positively again with some thoughtful and cost-conscious marketing.

E-mail is one of the most cost-effective and efficient forms of marketing and you have a willing database of customers who like to visit you or have shown interest in the past.

Step One is to go through the names, collect as many missing e-mail addresses as possible and check that the data you have is up to date. You will have already started your marketing campaign by getting in touch to clarify this information. Give them with a teaser by saying that you will be e-mailing them with some exciting news soon.

Step Two
Start compiling your lists e.g. those you haven't seen in over a year, those who have had a facial in the last 6 months, those very local to you (who could come in at short notice). With more detailed customer data, your marketing can be targeted and therefore more effective, and you will start seeing results.

Step Three
Analyse your figures. At this stage it's important to see if there is any correlation between the lists you have compiled and the revenue you obtain from those lists. You wouldn't want to focus on those you haven't seen for over a year when you know that those who haven't had a facial in the last 6 months would be more likely to visit. Start with the lists you believe will bring you the most revenue in the shortest time first.

Step Four
Decide what you are going to promote. It's always important to offer your customers an attractive promotion. ‘Value' is the word on the street at the moment. But, don't sacrifice your profit margin for the sake of it. I'm never one to encourage discounting because you are inviting your customers to re-negotiate their relationship with you. Discounting devalues what you were offering in the first place. Have a look at ‘added value' promotions. You could put together a new promotional treatment package, give it a fixed promotional price and then state what it would "normally" be ie the price of each individual treatment added together. Or offer an extra 15 minutes to a treatment (a head massage to a facial) or a free consultation and mini-treatment on a recently launched treatment or product, and give away product house samples. (That's another thing, never give away samples without a reason!) And don't forget to make sure that your offer is relevant to your chosen lists.

Step Five
Follow up on your e-mail. There's no harm in sending a reminder e-mail about a week before the promotion finishes. It's always worth jogging your customers' memories. Include some new copy in your e-mail so that it looks like you have given some time to it and you care.

Step Six
Say thank you. Whether it's another e-mail, a hand written card or a little present when they leave, tell your customers how grateful you are that they participated in your promotion. It doesn't have to cost you much. If you look after your customers while times are hard, then you'll be enjoying the fruits of your labour far into the future.

 

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