I am in a tiz about my Christmas promotion. Help!

Hi Aunty B

I am the owner of a beauty salon offering beauty essentials and I am in a tiz regarding my Christmas marketing.

Historically, in my industry, gift certificates are a popular present. I want to promote this, but should I promote something else, as the gift certificates usually sell themselves? Also, if you suggest gift certificates, should I promote a voucher for the buyer or not? Say, a 10% discount voucher for the buyer of the gift certificate?

Tiz @ Xmas

Dear Tiz @ Xmas,

Love gift certificates. Money for jam. I am often given gift certificate for things like golf lessons. I never redeem them and I then lie through my teeth, telling the generous giver of the certificate that my handicap is improving.

If I were you I would promote the hell out of the gift vouchers but don’t offer a discount. Your aim is to get every cent in the door that you can. Offer a little extra to the kind purchaser. What is cheap and quick to do? An eyelash tint? A five minute hand massage? An eyebrow tidy up? Or can you offer a choice?? Being a natural beauty I don’t know the costs of these services but you get the general idea.

When people ring to book, ask them would they also like a gift certificate to send to a friend, as you would like to give them an eyebrow tidy up or a hand massage as a thank you for their generosity.

You could also do some local marketing around the theme along the lines of “Forget the house this Christmas. Tidy up those awful eyebrows instead. We will do it for free when you book your usual Christmas visit and buy one gift voucher for a friend!”

Well, you may word it a little more politely than that (I am in the media and we call a spade a shovel) but you get my drift!

Good luck!
Your Aunty B

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