With all of the hubbub around how Groupon might not necessarily be such a great thing for small businesses, my friend Seth Gardenswartz of SpaBoom alerted me that they are going to be hosting a webinar on how to “roll your own Groupon.”
It sounds like its worth checking out. I particularly like their take on “Intelligent Discounting”:
- Create a discount program that will deliver a brand value for potential clients, and a high ROI for the spa/salon.
- Avoid directly competing with your existing service offers.
- Build an offer with a higher margin from which to discount by adding product, or non-staff required services.
- Engage your entire staff in the promotion.
- Front desk staff should offer details and engage existing clients to participate in spreading the word.
- Encourage therapists and estheticians to work within the promotion cost to facilitate awareness and gain new business to benefit the entire organization.
- Promote a group deal that encourages viral growth.
- Use existing clients to go viral and bring in like-minded individuals.
- Extend your community relationship reach.
- Run the deal yourself, or use niche, local deal sites. Don’t give 50% of your revenue away.
- Focus on return client visits.
- The goal is to build your client base and create a relationship, not devalue your brand by catering to deal seekers or nomad buyers.
- Create a deal that rewards subsequent appointments booked.
- Know where your control panel is when working through your discount promotions.
- Be aware of your spa/salon’s resource limits.
- Customer Service must be fully engaged to make the most of this marketing effort.