Taneesa Williamson Unpacking the do’s and don’t’s around Black Friday.
The allure of Black Friday is undeniable, with consumers eagerly anticipating slashed prices and limited-time offers.
The hype around this year’s event is at an all-time high, with many businesses keen to jump on the BFCM (Black Friday Cyber Monday) bandwagon.
However, when it comes to service-based industries like spas, beauty or wellness clinics, the decision to participate in the Black Friday frenzy can be a tough one to make.
Madelene (Maddi) Ragno, Owner/Director of MADE Creative Co, is a fiercely passionate thought leader in the digital marketing industry. Known for her ability to stay ahead of the trends, Maddi is responsible for successful digital marketing strategies for numerous spa, beauty & wellness clinics throughout Australia.
We spoke with Maddi to find out what you need to consider when it comes to Black Friday specials for your business.
Why should clinics consider marketing for Black Friday?
Black Friday presents a big opportunity for clinics to attract new clients and retain existing ones. It serves as a prime occasion to highlight your clinic’s offerings and entice potential customers to experience your services at a discounted rate. By offering promotions you may convert people who have previously not committed. They get the ability to “try” you or your service at a discounted rate, fall in love with the experience you provide and keep coming back. Which means your initial loss is recouped.
It’s also a great way to increase brand visibility, foster customer loyalty, and create a hype around your services.
Despite the potential benefits, some clinics may choose not to participate in Black Friday promotions. For service-based industries focused on holistic wellness, the decision against participating in these sales events might stem from a commitment to maintaining the value and integrity of their services. Concerns about devaluing their high standards of service, attracting price-focused clientele, and overextending resources during a short promotional period are all valid concerns that may lead some clinics to opt out.
Additionally, some clinics may prioritise cultivating a sense of exclusivity and a premium service, steering clear of the mass consumerism associated with Black Friday. By emphasising the importance of a high level of care, attention to detail and a personalised or “VIP” experience, these clinics aim to differentiate themselves from competitors and uphold a distinct brand identity that aligns with their unique values and principles.
What are your tips to make it seem less e-commerce focused, and more beneficial to the service-based industry?
Make your promotions more enticing by bundling services together to offer complementary packages. These packages can combine treatments or services that cater to different areas or needs. For example, a facial with an LED treatment or a fat cavitation session with a sauna session.
By promoting bundled services, you can entice customers to try your clinic without cutting into your margins as much as a “% off” promotion.
Another effective strategy is to offer special prices for purchasing multiple services over a period of time. By encouraging clients to invest in extended plans or treatment packages during the Black Friday promotion, you not only increase their lifetime value but also secure future cash flow for your clinic.
Emphasise the cost-saving benefits of these long-term investments, positioning them as a valuable opportunity for clients to prioritise their well-being while enjoying exclusive savings and enhanced results.
Where lies the power in marketing for Black Friday sales?
Communication during Black Friday is key. Craft engaging email marketing campaigns (EDMs) that highlight the unique benefits of your services and emphasise how clients can achieve results through your offerings. Incorporate compelling visuals, such as before-and-after transformation stories or testimonials, to showcase the impact of your services.
Consider leveraging SMS marketing to engage with clients directly. By sending personalised messages with exclusive Black Friday offers, you can prompt clients to respond with a simple “yes” to indicate their interest in taking up the offer. This approach not only streamlines the booking process but also fosters a sense of individualised customer experience.
Tap into the power of social media to promote your Black Friday offerings and connect with your community. Create compelling posts that highlight the value of your services and what to expect from your Black Friday promotions. Encourage client engagement by running interactive campaigns, such as polls or Q&A sessions, to generate buzz and build excitement within your online community.
Ultimately, the decision to participate in Black Friday promotions should be carefully thought out and should consider how this aligns with the clinic’s overall objectives and brand strategy. By understanding the potential gains and losses, you can make an informed decision that complements your long-term business goals.
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