Now I know, you know, that Christmas will happen this year whether you’re ready or not, so you might as well be ready!
Make some time to gather your thoughts, put together some ideas and sketch out a plan for your Christmas marketing. Think about timing, budget, staff, products and promotions. It may all seem very daunting at this stage, however planning now will not only save you time and hassle later, but will also boost your business profits this coming Christmas and New Year.
Here are some simple steps to help get you started on this year’s plan!
Step 1: Create staff targets
It was Stephen Covey in his book “The 7 Habits of Highly Effective People” that said “begin with the end in mind”. What he meant was that you should know what you want to achieve and work backwards to determine the steps to get there.
When I talk about targets at this time of ear, I’m talking about setting up special Christmas ones. There are tonnes of options to choose from for this, like increasing gift voucher sales or determining how many new clients you want through the door.
The important message here is it’s only once you know what you want to achieve that you can start making it happen. Remember “begin with the end in mind” and then plan. If you find you struggle with planning, then contact me.
Does your salon and spa software assist in setting and monitoring staff targets? See how Kitomba can help set targets for your salon, spa or clinic.
Step 2: Step up your retail offering
What are your suppliers doing for you for Christmas? Do they offer gift packs? Have you budgeted for an increased spend to boost retail sales? If not, ask the questions – I’m sure your rep will come up with something great.
In saying this, don’t rely solely on your suppliers. A lot of products make great stocking fillers! Or think about packaging products yourself – for example a straightener and a heat protectant product beautifully gift-wrapped. Remember, people are always looking for gift ideas at Christmas time, so make it an easy and convenient option to purchase them from you.
Don’t forget to think like a supermarket too. How many times have you grabbed something at the checkout that you didn’t intend to buy? Stack your front desk with small, inexpensive items and you’ll add serious dollars to your Christmas sales.
Step 3: Take immediate action
Action changes things. What do I mean by that? Well if you plan to have posters promoting your Christmas gifts, then get them designed as soon as you lock in the gift ideas. Are you creating gift cards? Book a meeting with your staff now so you’ll definitely have time to get them on board with selling them.
Basically, get busy getting things done now while you have the time, so you’re not putting yourself under time pressure as the silly season gets closer. Make a list of what you need to get done to make it the best Christmas ever and then create an action plan for achieving it!
A good way of doing this is to block out 30 minutes every Monday morning and plan your week based on the things on your to-do list.
Need a hand planning out your days? Download our free daily planner, complete with a to-do list and space for taking notes: download daily planner here.
Step 4: Hype up your team
Training your salon team so they’re ready for Christmas is vital, so try to brief them on as much as you can, as soon as you can.
Make sure they understand why you’re running each promotion, how it’ll work, your expectations for sales and their attitude and commitment. Motivate your staff by making it fun, but at the same time express how crucial this time of year is, so they understand the job to be done, and will give it their all to create the best Christmas for the salon and its clients.
Think about creating rewards, or incentives for great performance – the huge effort they’ll put in over the next few weeks deserves reward!
See more about motivating your team for success.
Step 5: Be forward thinking
Did you know the best time to market your business is when you’re busiest?
With this in mind, incorporate ideas about marketing for January and February appointments at the same time as you’re promoting your Christmas campaigns.
Don’t just stick to a rebooking promotion, be creative and get your team involved. Think about a free upgrade in treatment for the month of January, or offer a referral voucher to your current client base that will need to be used in January or February.
Remember, ‘tis the season to be jolly, and your clients will already be in the spirit of spending around Christmas time! You’ll find it much easier to pre-book your January and February appointments if you start during the busy season.
Merry Christmas and Happy Holidays!
Does your salon and spa software have the features you need to make your salon a success this season? Find out how Kitomba can help you maximise profits, save precious time, and take the admin out of day-to-day tasks: book your free demo.
Editor’s note: This article was originally published on 1 November 2016 and has been updated for relevancy and comprehensiveness.