Prepare? Yes. Not with gifts and reservations for brunch. Mother’s Day comes the same time each year, so how is it that one of the most lucrative holidays for massage therapists ‘sneaks up’ on us? Are you ready? Here is what ready looks like:
(1) You update your website or Facebook page for your massage practice regularly.
If you don’t have a website or FB page: Don’t fret. You can fix that in less than 10 minutes. Let’s be clear. If you choose to use social media, then make a distinction between your personal life and your work. If you don’t have a website, you will need a Business Page on Facebook that focuses on your massage practice.
(2) You sell online gift certificates.
If you don’t: Don’t fret. This too is quite easy to set up, but don’t rush. The benefit of ONLINE gift certificates is clients can buy anytime night or day. As a substitute, print out the number you want to sell. Want to set a quick goal? Say you’d like to pay your rent this month with gift certificate sales. Divide your rent by what you charge per hour for massage. Example: $750 rent. $75/hour for massage. That would be 10 gift certificates as a goal. Maybe you want to pay your May mortgage with Mother’s Day gift certificate sales. $1500/mortgage divided by $75/massage = 20 gift certificates. Do you know how to print GCs? If not, email me and I’ll send you the video. Print 5-10 more than you think you’ll need. If you currently offer gift cards, CONGRATS! You are ahead of the game!
(3) Ready for Mother’s Day also means you will distribute flyers to cars in parking lots and on bulletin boards or place a 1 week $25 Facebook ad.
If you don’t have a flyer: Create a flyer (or ask someone to) and print it at your local Staples, Office Depot or just print off copies at a friend’s work. How many will you need? You will need 5x more than the amount of gift certificates you want to sell. Want to sell 20 gift certificates? You will need 100 flyers. Here’s the key: flyers don’t work sitting on your desk. You must distribute them! Don’t be shy. Your local shopping center is one of the BEST places to put flyers on vehicles. Yes. It is old school, but it’s almost Mother’s Day!
(4) Finally, send an email blast with a special offer. I like 90 minutes for the price of 60 minutes. Careful not to overuse your promotions. If you always do ‘buy 5 get one free’, its not special.
Post the printed, framed promotion in your office; put it on your flyer; tell your staff. By the way -if you have staff- they get paid their NORMAL rate for 90 minutes, not a discounted rate. Suck it up buttercup; you’re the boss.
Last point to be prepared for Mother’s Day: most gift purchases are made on the Saturday before so…flyer on the Friday. Set the Facebook ad to run til midnight Mother’s Day. Be prepared to work that day (Saturday and Sunday) or hire someone to answer the phone and sell the gift certificates.
Benjamin Franklin says, “By failing to prepare you are preparing to fail.” Take a few minutes to get ready and you’ll make Mother’s Day a very happy and financially healthy holiday!