For any aesthetics business, the Summer season poses a unique set of challenges that can result in a slump in sales, and can be difficult to overcome. Many practitioners find that in the run up to the season business is booming, with many patients preparing to look their best well in advance of their holiday Instagrams. However, by the time late Summer rolls around, bookings take a nosedive as people either arent around for a few weeks, or their normal routine is disrupted so self-care may take a back seat, or finances are somewhat depleted after the excesses of summer holidays and extra holiday childcare.
While Summertime sales slumps are a normal aspect of running a business in the aesthetics industry, that doesnt mean you have to take it lying down! Luckily, there is plenty you can do to help fill your booking diary throughout the season.
Events and Offers
Holding events to generate interest is one of the oldest tricks in the book, and for good reason. Hosting special, one-time events is a great way to re-engage your potential clients in what you have to offer and generate sales leads for your business. The best part is, you can tailor your event to your business strengths, showcasing your skills and spotlighting treatments with live demonstrations and open evenings. Special events may help convince nervous patients, who would never book a consultation off their own backs, to ask their burning questions and get them back through your doors- you can even offer a free consultation to all attendees to help funnel interest into the services you offer. Also encouraging your patients to bring a friend helps to expand your clinic database and potential sales reach.
Similarly, if youre in the midst of a sales slump, it may be worth thinking about encouraging potential patients with specially proved or seasonal offers. In the aesthetics industry, many practitioners are reluctant to discount their prices, fearing appearing unprofessional or low-end. However, doing so doesnt always have to leave you looking cut-price. During a sales slump, carefully discounted offers can be key to getting patients back through your doors, creating an incentive that leads them to take action and book in a consultation. It is, however, important to ensure that any promotions are carefully positioned to avoid trivialising treatments, and ensuring that proper consultation and consideration periods are still adhered to. If in doubt, check the CAP guidelines or the MHRA Blue Guide.
Increase Your Marketing
If offers and events arent working, it may be time to reassess your marketing efforts, and how youre engaging with your potential client base. Take a look at your marketing schedule for this Summer – is it fresh, relevant, and interesting? Does it use seasonal marketing tactics to relate to the thoughts and feelings of your target market? If not, it may be time to go back to the drawing board and insert some Summer influences to your marketing outputs – website, newsletters, blogs and social posts. By keeping your efforts relevant to the season, you are far more likely to encourage engagement with your following, which, in turn, will help you build a relationship that makes them more likely to step through your doors, no matter the weather outside.
For expert marketing and PR advice, including more information on conquering a summer sales slump, please dont hesitate to get in touch with a member of the Kendrick PR team!