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David ValenzuelaWisdom Inspired Skin Health®
For over twenty years, he served in executive roles overseeing development and distribution for Aveda, Dermalogica, CosMedix, and Face Reality. After listening to hundreds of consumers say, "I WISH my skin looked like this" or "I WISH my product worked like that," WISH was born.
As we approach the holiday season, Black Friday looms large for businesses in the skincare industry. I had the pleasure of chatting with David Valenzuela to gain insights into effective strategies for this crucial sales period. Here’s what we discussed:
1. Recommended Products for Black Friday Sales
Maria: David, which products do you think we should focus on for Black Friday?
David: I recommend tailoring your offerings to your audience. As the climate shifts towards dry weather, hydration products like the Emerge Biome Repair Cleanser, Conditioning Hydra-Mist, and Macro Moisture+ become essential. These products are not only relevant but also top sellers during colder months.
2. Discount Percentages That Resonate
Maria: What discount percentages do you believe resonate most with customers during Black Friday?
David: Customers generally expect significant discounts for Black Friday. However, I prefer to offer more value rather than deep service discounts. Retail products have healthy margins, making them a great way to introduce clients to items they may not have tried yet. I recommend bundling a service with retail products, creating attractive gift card combos. Just be cautious not to position offers that could lead to losses.
3. Product Bundles for Increased Sales
Maria: Do you have suggestions for product bundles that could encourage more sales?
David: Absolutely! Bundle products that align with seasonal needs. For instance, pair heavier moisturizers with cream cleansers or hydrating toners. During the fall and winter, combining products like a toner/moisturizer or a serum/moisturizer can appeal to clients looking for effective solutions to dryness.
4. Timing Your Promotions
Maria: When do you recommend starting Black Friday promotions for maximum visibility?
David: Retailers are beginning their promotions earlier each year. Look at Prime Day as an example; Amazon is already trying to capture holiday spending. Starting promotions at the end of October and running through November into December allows you to create anticipation. I recommend saving a very special offer for Black Friday itself, encouraging clients to support your small business.
5. Target Demographics
Maria: What demographics should we focus on for our Black Friday campaign?
David: If your goal is to attract new clients, consider advertising to nearby small businesses. For existing clients, especially if your base includes teenagers, target their mothers, who often control spending decisions. If your clients are adult women, highlight seasonal products and create compelling service/product combos.
6. Effective Marketing Channels
Maria: Which marketing channels have proven most effective for reaching customers during the holiday season?
David: Your primary communication method should be tailored to your client base. Email is a powerful tool for sharing promotions. If you utilize social media, direct message your clients with links to purchase; consumers expect efficient transactions in 2024 and beyond.
7. Engaging Customers Pre-Black Friday
Maria: How can we engage customers leading up to Black Friday?
David: Create content that resonates with your niche. Avoid overwhelming your audience with too many service offerings. Focus on being recognized as an expert in your market. For example, if you want to be known as the go-to acne practitioner, share posts related to acne care, nutrition tips, and even before-and-after images.
8. Loyalty Programs for Returning Customers
Maria: Any loyalty programs or exclusive deals for returning customers during Black Friday?
David: I love rewarding existing clients for referrals; it's one of the best forms of advertising. Offer incentives for referrals—whether it's a product or a gift card. Incentives between $20 to $50 for new client referrals are worthwhile, considering the cost of acquiring new clients.
9. Incorporating Sustainability Practices
Maria: How can we incorporate sustainability into our Black Friday promotions?
David: Sustainability should be a core focus. Avoid deep discounts that might attract clients who only come for sales. Instead, aim to attract customers who value your services and products year-round.
10. Follow-Up Strategies Post-Sale
Maria: What follow-up strategies do you recommend after the sale to retain customers?
David: Follow-up is crucial! Go above and beyond in your client interactions. Handwrite thank-you cards, text clients about their services, and check in on the products they purchased. Exceeding expectations should be the standard in your business.
Cheers to a Successful Holiday Season!
Thank you, David, for sharing your invaluable insights! As we gear up for Black Friday, these strategies can help businesses not only maximize sales but also foster lasting relationships with clients. Here’s to a healthy and profitable holiday season!
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