Marketing & Promotions

10 Ways to Beef up Business in the Show Months

How about starting a membership program for loyal clients? 

DESIGN SPA GIRL NAIL CLUB, a membership program with rewards for the loyal. Start with a phone campaign; sign clients up for free and offer a January special to get them reaping the rewards. Make the reward a popular winter retail product with one or two services. Be club creative all year long.

OFFER “RENT-A-NAIL SPA” PRIVATE PARTIES for guests to soothe their spirits after the holidays in the privacy of their friends’ and family’s company. Structure the policy, times, and amenities. Plan the times for slow nights and days. You may decide to offer it all 12 months.

SEND OUT A DIRECT-MAILING POSTCARD advertising your own Client Appreciation Month. Clients can bring in this card and enjoy 10% off beauty products and a free paraffin treatment with every manicure during the month. Spa Girl Nail members could be offered 15% off for their loyalty.

PLAN A SPA NAIL PARTY AND OPEN HOUSE! Invite your entire clientele. Bring in a local celebrity-maybe the local TV weather gal. Contact the local eateries for a taste of your community. Introduce products with special savings. Set up treatment stations for paraffin dips; nail repair demons, reflexology, and aromatherapy hand massage.

PLAN CLASSES ON TOPICS LIKE NAIL REPAIR AND GROOMING SPA NAILS AT HOME. Sell tickets to be redeemed toward at-home repair products.


When Mom books a manicure, the teen gets a lesson free. Introduce this service by invitation; go to the local junior high school to post the invite.

START A REFERRAL PROGRAM and triple the rewards for every client who sends you five or more clients during the month of January. Notify the clients with a direct letter and by phone.

EXPAND YOUR COMFORT AMENITIES. Set up a tea tasting or chocolate bar. Include cakes and cookies to complement the flavors. Make sure you sell some of the teas and hot chocolate. Check if your business community has an import food distributor. New retail, new revenue!

HAVE PRE-VALENTINES DAY GIFT-CERTIFICATE MONTH. Create a special, stating, “Purchase your Valentine’s spa gift certificate before February 1 and receive a Hand-Saver Kit.” The kit might be a signature nail kit you create. Sell the left-over kits afterward, as a travel girl’s necessity.

HAVE A STAFF CONTEST, “Sell the Most, Pre-Book the Most, and Service the Most.” The winner could receive a $100 value of nail products or dinner and a movie for two.

Bonnie Canavino is spa consultant for Spa Specifics (

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