8 Simple Steps To Running A Successful Spa Or Clinic Promotion

Your business-promo checklist according to Kirsty Sinclair from Apoyo Club.

Seasonal and holiday promotions present a prime opportunity for skin clinics to boost revenue and attract new clients. However, simply offering a discount isn’t enough to drive meaningful results. While discounting is often the default tactic for seasonal promotions, it can quickly become a race to the bottom—undermining long-term value and brand perception. Truly successful seasonal campaigns are built on thoughtful planning, well-targeted communication, and strategic execution that speaks to the right audience at the right time.

Being organised—both in life and in business—is a cornerstone of success. The same principle applies when it comes to running a successful promotion. Reactive marketing rarely delivers the results you’re after, and it’s neither enjoyable nor sustainable in the long run. While the process itself is simple, it does require dedicated time to focus, plan, and execute with intention.

Plan your marketing calendar 

Ideally, promotional planning should begin 6 to 12 months in advance—though a minimum of 3 months is essential. This allows ample time to get organised and helps you avoid falling into a reactive cycle. When deciding which promotions to run, look back at insights from previous campaigns to identify what worked well and what didn’t. Let that data guide your decisions for the months ahead.

Set clear objectives

Start by asking yourself: what do you actually want to achieve? Is it to attract new client bookings, increase product sales, boost appointments for a particular treatment or team member, or introduce a new service? Getting clear on your objectives is key. Once you’ve defined your goals, you can build promotions—and set KPIs—that are directly aligned with what success looks like for your business.

Create a multi-channel marketing plan

To maximise the impact of your promotion, use a multi-channel approach. Leverage email marketing, social media (both organic content and targeted ads), your website, SMS, and in-clinic point-of-sale materials to ensure your message reaches the right audience. A few Instagram posts won’t cut it—consistent, cross-channel visibility is essential for driving real results.

Create compelling content

Invest in high-quality, visually appealing content that clearly communicates the benefits of your promotion and captures attention quickly. To drive action, create a sense of urgency with limited-time offers or exclusive deals, and always include a strong, clear call-to-action (CTA) to guide your audience on what to do next.

Get ahead by pre-scheduling and automating

Prepare your marketing assets in advance and schedule your emails, social posts, ads, and SMS campaigns ahead of time. Ideally, you should start teasing your promotion 3–6 weeks before launch and maintain consistent communication throughout the promotional period. This proactive approach ensures you’re not scrambling to post or send emails last minute, allowing you to focus on engagement and conversion once the campaign is live.

Hype up your team

Make sure your team is fully across any upcoming promotions and actively communicating them with clients. Even a simple script or reminder note at the reception desk can help keep it top of mind. Consider setting clear KPIs or sales targets to keep everyone aligned. At the very least, the promotion should be mentioned during every client interaction—consistency here can make a significant difference in campaign performance.

Execute!

If you’ve followed the steps above and pre-scheduled the bulk of your communications, you should now be in a strong position—no last-minute scrambling required. With your campaign live, it’s time to focus on identifying opportunities for cross-selling and up-selling during consultations and treatments. This not only boosts campaign performance but also enhances the client’s overall experience. Stick to your plan, keep the promotion top of mind for the team, and maintain momentum throughout the campaign period to maximise results.

Create a ‘post-promo checklist‘

After your promotion wraps, it’s important to close the loop with thoughtful follow-up. Send post-purchase or post-treatment emails, and consider including simple feedback surveys to capture valuable testimonials and customer insights. These not only strengthen relationships but also provide data you can use to refine future offers.

Take time to review the overall success of your campaign—what worked, what didn’t, and why. Analysing performance across channels and touchpoints will help inform smarter, more effective strategies moving forward. Creating checklists or Standard Operating Procedures (SOPs) for recurring tasks can also streamline your process, ensuring consistency, efficiency, and success across your entire team.

Ultimately, running successful promotions requires more than just a good idea—it demands a strategic and organised approach. Promotions are not only a chance to generate revenue but also a powerful opportunity to build trust, foster loyalty, and deepen client relationships.

So, get organised, plan ahead, communicate clearly, review your results, and adapt. By focusing on both strategic execution and delivering an exceptional client experience, you’ll lay the groundwork for sustainable growth and long-term success in your skin clinic.

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