Black Friday is one of the biggest shopping events of the year, and as an esthetician, it’s the perfect opportunity to boost your earnings and get new clients into your treatment room. But to make the most of it, you need more than just a discount; you need a well-thought-out strategy. Here’s how to create and market the perfect Black Friday offer that maximizes earnings while drawing in both new and repeat clients.
Step 1: Create Your Black Friday Offer
The key to a successful Black Friday offer is crafting an irresistible deal that appeals to your clients. Here’s a step-by-step approach:
1. Understand What Your Clients Want
Look at your booking history or talk to your clients about their preferences. Are facials, chemical peels, or acne treatments most popular? Create offers around your top services or the services your clients wish they could try at a lower price.
2. Choose a Series Offer
Series offers—packages of multiple treatments—work well for Black Friday because they encourage repeat business. For example, offer a "Buy 4, Get 1 Free" facial package. This brings in more revenue upfront and guarantees clients will come back, making it more likely they'll invest in other treatments.
3. Bundle and Upsell
Consider bundling your treatments with retail products. For instance, "Purchase a series of facials and get a free skincare kit." Bundling adds value and encourages clients to try products they might fall in love with and reorder later.
4. Create Different Tiers
Not all clients have the same budget. Offering different pricing tiers ensures you appeal to a wider audience. For example:
Basic Deal: $99 Facial or Chemical Peel (normally $150)
Mid-Tier: $250 for a 3-treatment package (normally $450)
VIP: $500 for 6 treatments plus a $100 gift card for future services.
5. Time-Sensitive & Limited Quantity Offers
Creating urgency can push clients to act fast. Phrases like "Limited to the first 20 clients" or "Offer expires in 48 hours" encourage quick decisions.
6. Add Value with Bonuses
Instead of only discounting, add value with bonuses like free mini treatments (e.g., complimentary hand massage or brow shaping) or product samples. This makes clients feel they're getting more for their money without eroding your profit margin.
Step 2: Market Your Black Friday Offer
Once you have your offers ready, it’s time to market them effectively to ensure maximum exposure and bookings. Here’s how:
1. Plan Your Campaign Early
You should start promoting your Black Friday offers at least 4-6 weeks before the actual event. This allows you to build anticipation and gives your clients time to plan. For 2024, aim to begin by mid-October.
2. Utilize Email Marketing
Create an email series that builds excitement:
Teaser Email: Let clients know something big is coming. Use subject lines like "Our Biggest Event of the Year is Coming!"
Offer Reveal: Send the full details of your Black Friday offer 2-3 weeks before Black Friday.
Reminder Emails: Send 3-4 reminders in the days leading up to the offer. Urge them to book quickly by emphasizing the limited-time nature of the deal.
3. Social Media Strategy
Clients need to see your offer multiple times before committing. Here’s how to structure your social media approach:
Weekly Posts (4 weeks out): Start with teaser posts hinting at your Black Friday deal.
Daily Posts (1 week out): In the final week before Black Friday, post every day. Use visuals like before-and-after images, client testimonials, and countdowns to create a sense of urgency.
Instagram Stories & Reels: Behind-the-scenes clips, product reveals, and client success stories can draw attention. Use engaging polls or questions to keep followers interested.
4. Leverage In-Person Promotions
Promote your offers in your treatment room:
Table Cards or Flyers: Display them at checkout so clients can see the upcoming deals.
Word of Mouth: During appointments, mention the upcoming sale and plant the seed for future bookings.
Text or DM Reminders: Send personal messages to your most loyal clients to make them feel like VIPs with early access to your offer.
5. Paid Ads
Consider running targeted Facebook or Instagram ads. Use your client demographics to create ads specifically for those in your local area or who have engaged with your social media before. Keep your ads simple, highlighting the urgency and value of the offer.
Step 3: How Often Do People Need to See the Offer Before Buying?
Studies show that customers need to see an offer at least 7-10 times before they take action. This is why consistency across multiple platforms is crucial—emails, social posts, in-person mentions, and ads work together to drive home the message.
Touchpoints:
Email: 3-4 emails before Black Friday
Social Media: Daily reminders in the week leading up to the event
In-Person: Promoting the offer during every client appointment
Text Messages: 1-2 reminders for your most loyal clients
Step 4: Final Touches
1. Offer Pre-Bookings
Allow clients to pre-book their Black Friday deals before the day itself. This gives them peace of mind, knowing they’ve locked in the special offer before it sells out.
2. Create a Waitlist
If your Black Friday offer is a huge success and books out fast, have a waitlist ready. You can create follow-up deals for those on the list later in the year.
Final Tips: Dos and Don’ts of a Successful Black Friday Offer
DO:
Start planning your offer early.
Use urgency and limited quantities to create demand.
Bundle services and products for higher perceived value.
Promote the offer across multiple platforms.
Follow up with clients who don’t book immediately.
DON’T:
Don’t discount too heavily, or you risk devaluing your services.
Don’t wait until the last minute to promote your offer.
Don’t forget about your loyal clients—offer them early access or VIP perks.
Don’t rely on one form of communication. People need to see the offer multiple times.
By planning strategically, offering enticing deals, and consistently promoting across all channels, you’ll maximize your Black Friday earnings and build a client base that keeps coming back long after the sale is over.
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