Keep Them Coming Back for More, More Often
Elizabeth Brown | elizabeth @ 12monthsofmarketing.net
Be InPulse Branding, Marketing and Design | beinpulse.com
Design a special premium-with-purchase series that will keep clients coming back and coming back more often.
April 6, 2009
10 cents or maybe 25 if they include electronics. That’s what one source estimates the average cost to McDonald’s is for the toys they distribute with kids meals (incidentally, they sell them for two dollars and up if you want just the toy and not the meal).
And that’s the point.
These items, which have almost no real value of their own, have become collectibles important enough to be purchased on their own, online, on e-bay at premium prices. In efforts to attract kids, fast food chains created rock star style demand (in some cases, like with Beanie Babies) for items which would otherwise be in the redemption bins at Chuckie Cheese for skeeball tickets.
Other companies have created successful premium-with-purchase programs over the years; supermarkets have done this with dinnerware, bakeware, silverware, and other like items. In fact, several years ago I bought a set of china in a consignment shop because I loved the colors in the pattern, some pinks, grays, an olive green, and a silver rim. It was unusual compared to a lot of the stock china I saw in stores, and I like things that are a little different. I have four kids and I love to throw big dinner parties, so I wanted to get more plates and serving pieces, but I had no idea how to find it since it’s not available in retail outlets. I started looking online and after a few hits online found out that my Noritake pattern had been sold through Safeway stores in the 50s and 60s as grocery store premium pieces. I purchased more plates and serving pieces on ebay and now have a large set - enough for any size get together I want to throw, and enough to divide for my girls later if they want it.
The idea isn’t new one, but it’s proven. Is there a premium-with-purchase type of item that you can envision creating for your salon or spa?
Add-ons and gift-with-purchase incentives are better than discounting. Discounting can leave a customer feeling like they were getting ripped off at the regular price, or like what you have to sell isn’t worth as much as they thought. Can you think of a low-cost collectible type of item that you release for a limited time only that you can release as a series to bring clients back? An item that could be used to get your clients back on track for a visit to the salon every 6 weeks? An item that could be used to expand and increase your retail sales?
You could create a series of ‘Diva’ or great women’s quotes on t-shirts, coffee mugs, water bottles, key chains – or even cool nail files. You could purchase and release a series of aromatherapy candles and room scents one flavor at a time (Pearatin and Davines offer both). Or you could purchase wine glasses and/or wine charms and release them one at a time, one (charm) each month so that collectors would come back for the next release.
Ideally you will release a new item at least once every 6 weeks, tailoring your releases to how often you want clients to rebook. And you don’t have to give things away – quite often grocery store premiums were not given away for free, but you qualified to purchase pieces at a special price based on your store purchases. For instance, you qualified to purchase a plate at a low cost for every 25 dollars of in-store purchases. You can establish the same sort of program relative to service dollars, retail dollars, or even your salon or spa punch card. You can recoup the cost or even a little more of your promotional item which you buy in bulk or at wholesale, while still passing on a good price to the client.
Use e-mail and direct mail marketing to alert customers to new releases and last chance offers, and suggest ways that they can use these items as well as other retail items as gifts or to pamper themselves. Or work with another independent seller and create a girls night out or a monthly ‘Ladies Night’ event where you demo mini makeovers, cool blow out and styling techniques, have a wine tasting, and treat clients to an escape from the every day.
If you have been looking for a way to spark retail sales and bring clients back into the salon or spa more often, create reasons for them to come to you. Create a bigger space for your business in the lives of your clients. Meet more of their needs and fulfill more of their desires. Give them more reasons than their color or cut and style to come and see you.
Resources: I work with a multiple distributors of branded and promotional products including nail files, shirts, water bottles or coffee mugs, and I can provide you with free quotes on items you might be looking for, or help you create a series of Diva or great women-quote items. There are also many websites online that you can browse and order from directly.
I ordered from several companies online recently for a non-profit auction and dinner I was involved with as a volunteer that did a great job on product and my order fulfillment.
- Glass Tech - www .glasstechweb.com (I ordered 264 quantity of 16 oz branded glasses for giveaway)
- Spectrum Advertising - www .spectrumadvertising.com (I ordered 100 quantity of 176 oz branded plastic ice buckets for the same banquet)
- I also ordered inexpensive items for kids games, balloons, and other giveaway items from Oriental Trading Company, and Windy City Novelties (this company has some great, inexpensive and fun items for giveaways in-salon or in your community events) www .windycitynovelties.com
Elizabeth Brown
elizabeth @ 12monthsofmarketing.net
Be InPulse Branding, Marketing and Design
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