Turn Holidays into Engagement Opportunities
By Amanda Stefani
The wellness industry is famously seasonal—just ask any salon owner about the holidays or gym owner about the post-holiday rush as clients scramble to fulfill their New Years’ resolutions. No matter what type of business you operate, you’re sure to see customer engagement change monthly.
But that doesn’t mean you should let the slow season stall your business. You can put the calendar to work for you—and keep your clients engaged throughout the year.
By maintaining a calendar of holidays, local gatherings, major sporting events and national and international observances for the year, you’ll always have a wealth of potential marketing options. These special happenings offer you the chance to promote campaigns that span a single day or an entire month.
Plan your annual calendar ahead of time and you won’t have to put something together at the last minute. Plus, it’s a great way to give your clients something to look forward to.
Unsure what to include? Check your community’s calendar of events, do a search for national holidays and don’t forget any major sporting events or other occasions that your community is passionate about.
Does National Doughnut Day sound fun? Sure! But it might not make sense for your business. As you sit down to plan your calendar, be picky. What you choose to focus on should be relevant to your business, your goals, and your audience.
When building your calendar, some choices will be obvious. If you’re a gym owner, National Family Health & Fitness Day provides a relevant way to connect with your audience, but there’s no reason to limit yourself when putting together a calendar of events. You can still make the more unique observances work for you.
National Dog Day is a great example. If you’re in the beauty industry, this provides the perfect opportunity to host a social media competition for whose dog has the best hair—or maybe a special promotion that caters to your clients and their furry, four-legged friends.
Quality Over Quantity
Focus on creating sensible campaigns built around your brand and the message you want to convey. There’s no reason to put a holiday into your calendar if it simply doesn’t fit, and you don’t want to run so many specials that your events become mundane. After all, the ultimate success of a campaign is measured in how effectively it retains your existing clients (or brings new ones in the door).
Remember Your Audience
Be conscious of your customers, and try to anticipate the messages that resonate with them. After all, not everyone celebrates the same holidays, and certain messaging may not be appropriate for your unique client base. The last thing you want to do is turn off or offend a current or potential client.
Transforming Your Hard Work into Consumer Engagement
The goal is to create a fun experience for your clients: You’re providing a chance for them to meet new people, learn new things, relieve stress or simply get out of the house. Above all, remember that doing something different helps your brand stand out.