Issue link: https://www.ascpskindeepdigital.com/i/1236015
find your dream career! ascpskincare.com/career-toolkits 59 PLAN FOR REFERRALS AND LOYALTY REWARDS Create your plan for referrals and loyalty rewards before you reopen, and share the details with all your contacts in your database. This marketing strategy is most eff ective two weeks before your offi cial fi rst reopening day. Also, most spa software programs have built-in loyalty and rewards platforms included, so you can begin to fi ll your book of business immediately. Grand openings held at diff erent times of the day will attract specifi c target groups. For example, if you want to attract stay-at-home moms (or dads), a midday grand opening drop-in event is ideal. If you're targeting teens, plan an after-school and weekend event. After-work events are more likely to attract working professionals. USE GIFT CARDS TO DRIVE APPOINTMENTS Unclaimed, partially claimed, and even expired gift cards can be used to fi ll the appointment book. Prioritize your list with any unclaimed gift card holds and target them for a special welcome back. Even if you do not know the name of a gift card recipient, the purchaser probably does. Reach out to thank them again for the purchase and remind them that your reopening is planned. STRETCH YOUR MARKETING BUDGET You may not have a marketing or branding budget at this moment, but with a little creativity you can stretch your available dollars. Begin to identify local infl uencers, media contacts (such as local newspapers and radio stations), and groups (such as the local chamber of commerce or business groups). Also, research local (and usually free) calendar of events listings where you can post your upcoming return to business. Finally, create a press release and send it out to local media contacts. If you have a local radio station, they could be an excellent resource for promotion. Positive news will be much appreciated! PREPARE FOR THE BIG DAY When the peak of the pandemic has passed and life slowly begins to return to normal, people will want to feel better again. Give them a reason to feel better with you. Your reopening doesn't need to be overly elaborate or expensive. Plan for some refreshments, tours of the business, and off ering specials on the services you off er. (This is a great time to create and share some "welcome back" specials.) If you follow these tips, your fi rst offi cial day back in business is sure to be a hit, and your appointment book will refl ect the eff ort you expended to set yourself up for success. We will get through this. Be strong, be focused, and be confi dent that you will reopen—better than ever. Notes 1. Profi tableUSP, "How to Create a Strong USP For Your Business," YouTube video, accessed March 2020, www.youtube.com/watch?v=rlPVu0EzGAY. 2. Joan Sotkin, "10 Eff ective Business Networking Tips," accessed March 2020, www.prosperityplace. com/10-eff ective-business-networking-tips.