Issue link: https://www.ascpskindeepdigital.com/i/1415888
On Time, Every Time With retailers like Amazon off ering fast shipping, there's never been a more critical time than the holiday season for your clients' orders to arrive when they're supposed to. Research shows delivery times and shipping rates are always extremely important factors in purchasing decisions—and clients want transparency in what they can expect. Let your clients know the last day they can order to guarantee holiday delivery, and also be up front with your shipping policies. When possible, follow the industry standard to get orders out the same day or the next day. Plan ahead and purchase shipping labels, boxes, tape, and any other necessities so you can get orders shipped quickly. Learn from History Like last year, this holiday season is positioned to start earlier than the Black Friday kickoff of years past. Some of last year's early push was to pivot from not being able to host large groups of people in the stores, but also for supply chain issues, shipping delays, and labor crunches— things we are set to endure again this year. This means you need to get ahead of the game and get organized, so you're not scrambling at fi rst sight of holiday deals from other businesses. 'TIS THE SEASON It wouldn't be an article on strategies for the holiday season without mentioning parties and client appreciation events. While large gatherings still aren't encouraged, you can still spread holiday cheer with a few adaptations. Micro Events One trend we've seen emerge through the pandemic is micro events. Instead of inviting 300 of your friends, invite 30 of your best friends. We've seen this trend in the wedding space become so exceedingly popular that even caterers and event planners have adapted by marketing special packages for smaller events. You can use this to your advantage and work with a caterer to off er a special evening to put the celebration back into the holiday season in an intimate setting. Invite your best clients to thank them for their loyalty and create an "insider" event so your top customers feel like VIPs. During this event, you can debut new products, showcase special services, and promote packages for the upcoming year. Your clients will love the inside knowledge and early access to your holiday off erings. Virtual Events Don't forget clients who are uncomfortable in any size gathering. These clients still have money to spend for the holidays, so consider off ering a virtual holiday party with the same or similar promotions for all your clients who attend. You'll want to clearly organize your event to keep your clients entertained and purchasing from you. A show-and-tell type format where you highlight a product or service and discuss the features and benefi ts works well. You could also do a tutorial showing clients how to create a holiday party makeup look—and retail the kit they need to achieve their holiday glam! Sometimes just hosting a skin care Q&A can be enough too. MAKE IT A HAPPY HOLIDAY No matter what you decide to do for your holiday marketing, remember to plan and stay organized. Your clients will appreciate your eff orts and the opportunity to connect, gather, and celebrate—however that looks for you and your spa. So, throw on a Santa hat and spread some holiday cheer! NORA SCHLESINGER/PEXELS Listen to the ASCP Esty Talk podcast at ascpskincare.com/podcasts 67