Boost Your Wellness Practice with the Stocking Stuffer Special! Part 1/2
Merry Christmas! Or as we say here in Hawaii – Mele Kalikimaka!
Here’s my most effective strategy for holiday marketing to give your wellness practice an end-of-year boost, jump-start your 2018 income, and offer your clients affordable one-stop shopping for every body on their list!
My holiday marketing campaign involves one of my favorite holiday traditions – Christmas stockings – both giving and receiving! Here in Hawaii, stockings are “hung by the palm tree with care!”
Several years ago, I started offering my clients a new holiday shopping experience! It was an instant success and every year since, they look forward to it!
This annual holiday marketing tradition started because I noticed my clients had similar responses when I offered holiday gift certificates: “With so many people to buy gifts for, I simply can’t afford it!”
I get it! $100 gifts for 20 people makes Christmas shopping a little pricey! So I started brainstorming ways to sell holiday gift coupons that would accomplish 5 goals:
- Offer low-cost, high-value massage for holiday gifts.
- Help my clients with their holiday shopping
- Allow more people to experience my work.
- Provide me with a holiday income boost.
- Attract new clients into my business.
And here’s what I created – the Stocking Stuffer Special – an amazingly profitable holiday marketing strategy for wellness practitioners. Here’s how it works:
Offer Gift Coupons for short treatment sessions, sold in packages of 4 or 8 – the more they buy, the more they save per session. For massage, I offer 15- and 30-minute massages for $20 and $40 per session.
Adjust your offer to fit your modality – a brief, affordable intro to your work, sold in packages.
My clients buy them up like crazy for one-stop Christmas shopping! This short-session, lower-cost strategy works especially well for gift occasions such as Christmas, when we have the large expense of giving presents to many people at once. Of course, you should also offer Gift Coupons for your regular sessions as well.
I recommend selling Gift Coupons as a package deal because of the advantages for clients:
- Save money, allowing them to buy more.
- Appropriate for any age, size or occasion.
- Easy to mail or email.
- Always have last-minute gifts on hand.
Now here’s where the fun – and the income – really begins! You can leverage the Stocking Stuffer Special into even more income!
Most of the Gift Coupons will be redeemed after the holidays. So the original coupon sales will boost your holiday income. And after the holidays, you can kick-start your new years income and avoid a post-holiday income slump!
When the gift recipients call for their appointments, offer them an upgrade to a longer session for an additional fee. Because they didn’t pay for the gift, they see it as getting a bigger gift for a low fee – such a deal!
Example: Your client buys her friend a $25 GC for an introductory mini-treatment. When the friend calls to schedule her appointment, you offer her an upgrade to a full session for only $50, letting her know that your regular full-session fee is $80.
It’s a win-win-win – the giver saves time & money, the receiver gets a healthful gift, and you make more money!
One of my massage clients, a corporate human resources director, bought 3 dozen 15-minute Stocking Stuffer Gift Coupons for her employees! Most of them chose to upgrade to 60 minutes for $50 – a great deal for them and more income for me!
Here’s how the money math played out:
36 gift coupons @ $20 each = $720 + 30 upgrades @ $50 = $1500. Total = $2220!
(Two did not upgrade and four of the 36 coupons were never redeemed, resulting in $80 profit that I didn’t have to work for. But I would rather work and have the opportunity to enroll new clients!)
As an added bonus, 13 of these coupon recipients became regular clients who buy gift coupons for their friends, who become regulars, etc. etc. Yes – referral-based marketing the way it’s supposed to work!
Bodywork is ideal for this strategy. Other modalities might be more challenging to adapt to selling packages of mini-sessions.
Example: Suppose you’re a family counselor. You could offer a 15-minute coupon recipient a simple solution to one common family problem, such as: “How can I get my kids to cheerfully cooperate with chores so we have more time for family fun?”
Wouldn’t this be a great gift for an overwhelmed mom?! When she calls for her appointment, offer an upgrade to a longer intro session that delves a little deeper into her situation.
The point is to get creative with your holiday marketing and make it affordable for your clients to share your skills with their loved ones, while boosting your business with new clients and more income!
Once I figured out the Stocking Stuffer strategy, I needed a way to promote it. Don’t miss my special system in next week’s post!
Meanwhile, get started with your very own Stocking Stuffer Special! Decide on your Gift Coupon offer, and design and print your Gift Coupons. Then you’ll be all set for next week’s article – to help you bring in more money, attract new clients and create more time to enjoy your holidays!