WEBVTT 00:00:00.000 --> 00:00:03.620 The Estes who win aren't discounting harder, 00:00:03.859 --> 00:00:09.660 they're planning smarter. Here's how. Hey, today 00:00:09.660 --> 00:00:13.640 we're talking about Black Friday in October because 00:00:13.640 --> 00:00:16.899 60 % of consumers start looking for deals in 00:00:16.899 --> 00:00:20.839 October. This episode, we're going to talk about 00:00:20.839 --> 00:00:23.559 offers that work for Estes and how you can roll 00:00:23.559 --> 00:00:26.280 it out to your clients. I'm Doreen. I'm a content 00:00:26.280 --> 00:00:28.859 and brand strategist and former esthetician. 00:00:29.260 --> 00:00:31.879 And I'm Suzanne, Sadesco Certified Esthetician 00:00:31.879 --> 00:00:35.380 with over 30 years, former spa owner and now 00:00:35.380 --> 00:00:40.200 educator mentor to BUD Pros. And Suzanne, I know 00:00:40.200 --> 00:00:42.719 you've probably done lots of Black Friday specials 00:00:42.719 --> 00:00:46.420 with your business and it's important. I did 00:00:46.420 --> 00:00:49.979 some stat research just to show our listeners 00:00:49.979 --> 00:00:54.020 and our viewers, like really people are out there, 00:00:54.020 --> 00:00:56.600 they're looking for deals, they start shopping 00:00:56.600 --> 00:01:01.850 in October, and they are looking for bargains. 00:01:01.869 --> 00:01:05.549 70 % plan to bargain hunt. And if you're thinking, 00:01:05.829 --> 00:01:08.689 yeah, they're going to buy TVs or something like 00:01:08.689 --> 00:01:13.409 that, actually, year over year, 24 % increase 00:01:13.409 --> 00:01:17.150 in spending in beauty and wellness. People are 00:01:17.150 --> 00:01:20.010 spending more on themselves too. So this is an 00:01:20.010 --> 00:01:22.430 opportunity for us statisticians to take advantage 00:01:22.430 --> 00:01:25.090 of. Yeah, that doesn't surprise me that people 00:01:25.090 --> 00:01:28.090 are leaning towards that self care. it's been 00:01:28.090 --> 00:01:31.230 on the rise the last few years and it's going 00:01:31.230 --> 00:01:34.810 more and more and I hear it from people that 00:01:34.810 --> 00:01:37.450 I know that maybe they don't do regular facials 00:01:37.450 --> 00:01:39.370 or pedicures and that but they're considering 00:01:39.370 --> 00:01:43.349 or they're searching more about skin care or 00:01:43.349 --> 00:01:46.310 nail care or hair care like they're really diving 00:01:46.310 --> 00:01:50.569 in or what's interesting they're trying to find 00:01:50.569 --> 00:01:54.370 relaxed and calm when I go especially when she 00:01:54.370 --> 00:02:00.569 puts the red light there Like it's really interesting 00:02:00.569 --> 00:02:03.569 how people are becoming in this industry beauty 00:02:03.569 --> 00:02:06.150 pros are getting more creative and bringing that 00:02:06.150 --> 00:02:09.210 self -care into it, which is Exactly how you 00:02:09.210 --> 00:02:11.849 can hone in on this new way of life, I guess 00:02:11.849 --> 00:02:15.430 Yeah, and it is a great opportunity to like we're 00:02:15.430 --> 00:02:17.330 living in a time where the cost of living has 00:02:17.330 --> 00:02:21.409 increased and Sometimes that means that the services 00:02:22.319 --> 00:02:25.500 luxury or special treat like facials or whatever 00:02:25.500 --> 00:02:29.280 are the first things to go. So those are probably 00:02:29.280 --> 00:02:31.139 the first things you're looking to get a deal 00:02:31.139 --> 00:02:33.939 on because you have missed getting your regular 00:02:33.939 --> 00:02:36.680 facials. So I think it is really a great opportunity 00:02:36.680 --> 00:02:40.419 for aestheticians to attract some new clients 00:02:40.419 --> 00:02:44.219 or keep them as they have or get them back. Yes. 00:02:44.400 --> 00:02:46.560 Yeah. And you could get somebody else depending 00:02:46.560 --> 00:02:49.439 on what you're doing with your promotions. Absolutely. 00:02:49.870 --> 00:02:52.770 My stats that I got were from a Black Friday 00:02:52.770 --> 00:02:55.189 consumer study done by the Boston Consulting 00:02:55.189 --> 00:02:57.050 Group and they did it country by country and 00:02:57.050 --> 00:03:02.169 it said that 64 % of Canadians prefer X % off 00:03:02.169 --> 00:03:07.569 of everything or cash back gift card with purchase 00:03:07.569 --> 00:03:10.990 type of promos. But today we're going to talk 00:03:10.990 --> 00:03:14.449 about a few options that you can offer your clients 00:03:14.449 --> 00:03:16.870 as a promo and then how you're going to roll 00:03:16.870 --> 00:03:20.340 that out to them as well. Cool. Okay. The first 00:03:20.340 --> 00:03:28.819 one is the bonus gift card. This plays into that 00:03:28.819 --> 00:03:31.919 self -care. You know, one of the things that 00:03:31.919 --> 00:03:35.020 consumers do do a lot of a lot, and I didn't 00:03:35.020 --> 00:03:37.840 mention it before, was that they're doing early 00:03:37.840 --> 00:03:40.759 holiday shopping, Christmas, holidays, whatever 00:03:40.759 --> 00:03:45.360 you celebrate. So it's like two birds, one stone. 00:03:45.699 --> 00:03:52.580 Sorry, birds. You know, you can get a gift card 00:03:52.580 --> 00:03:56.680 as a gift idea for somebody, but you also can, 00:03:57.039 --> 00:03:59.460 as the consumer, then get something for yourself 00:03:59.460 --> 00:04:02.060 too. So as the professional can offer, you know, 00:04:02.180 --> 00:04:07.080 buy a $100 gift card, get a $25 credit on your 00:04:07.080 --> 00:04:10.240 account or your own, another $25 gift card or 00:04:10.240 --> 00:04:18.069 whatever it is. I've tried different things over 00:04:18.069 --> 00:04:21.029 the years, right, when I had my business. The 00:04:21.029 --> 00:04:23.730 one that I started to do is because people of 00:04:23.730 --> 00:04:27.050 the spending side of it, of course, they might 00:04:27.050 --> 00:04:30.730 cut back a bit. So I looked at if they continued 00:04:30.730 --> 00:04:34.110 doing their services, did they receive something 00:04:34.110 --> 00:04:38.810 as well? So here's a gift card the month of October, 00:04:39.149 --> 00:04:41.529 let's say, or even November could be the promotion. 00:04:42.990 --> 00:04:45.850 You're coming in spending X amount of dollars 00:04:45.850 --> 00:04:51.029 if you spend in services $150 the month of November 00:04:51.029 --> 00:04:54.910 Receive a $25 gift card that you can use for 00:04:54.910 --> 00:04:58.189 yourself or regift to anyone else Mm -hmm. I 00:04:58.189 --> 00:05:01.750 like that. So that is the services going but 00:05:01.750 --> 00:05:05.430 they got something for sticking with it and I 00:05:05.430 --> 00:05:11.089 would say that or with a gift card purchase Depending 00:05:11.089 --> 00:05:15.689 again how much receive this gift to you. And 00:05:15.689 --> 00:05:18.430 you could do like a little post care gift or 00:05:18.430 --> 00:05:22.149 something like that. So every year I try to do 00:05:22.149 --> 00:05:24.750 something different. Those were probably the 00:05:24.750 --> 00:05:28.209 most popular ones. Gift card for a gift card. 00:05:29.310 --> 00:05:32.970 It was okay. But I'm like, gift cards are good. 00:05:32.990 --> 00:05:36.110 Don't get me wrong. Like I had I did do it one 00:05:36.110 --> 00:05:37.930 time. I remember doing that first time because 00:05:37.930 --> 00:05:40.779 this isn't new. This is this has been around 00:05:40.779 --> 00:05:44.660 forever, and buy a gift card and receive another 00:05:44.660 --> 00:05:47.819 gift card. The only thing is, is then all of 00:05:47.819 --> 00:05:49.300 a sudden you're bombarded with all these gift 00:05:49.300 --> 00:05:53.439 cards. So the money came in early. So if you're 00:05:53.439 --> 00:05:57.180 not budgeting for when they're all coming in, 00:05:58.000 --> 00:05:59.620 you see what I'm saying? Because then all of 00:05:59.620 --> 00:06:01.540 a sudden, January, February, people are using 00:06:01.540 --> 00:06:04.040 the gift cards and you have no income coming 00:06:04.040 --> 00:06:06.459 because you received all that money beforehand. 00:06:07.000 --> 00:06:10.639 So it's just understanding so I would allot it 00:06:10.639 --> 00:06:14.600 ahead of time and say okay I would say from history 00:06:14.600 --> 00:06:18.939 gift cards are being used 25 % in January 50 00:06:18.939 --> 00:06:23.120 % of it comes in February and Usually 10 % don't 00:06:23.120 --> 00:06:25.600 even use it. I don't know what those stats are 00:06:25.600 --> 00:06:28.279 anymore But just be aware they can still come 00:06:28.279 --> 00:06:31.279 back because gift cards do not expire mm -hmm 00:06:31.279 --> 00:06:34.519 so it you can do a lot of things I mean you can 00:06:34.519 --> 00:06:37.339 have fun with it and play with it and Really, 00:06:37.519 --> 00:06:39.839 it's about if you have staff or maybe friends 00:06:39.839 --> 00:06:42.160 that you can kind of talk to other beauty pros 00:06:42.160 --> 00:06:45.040 that you collab with What would entice them? 00:06:45.379 --> 00:06:48.540 You know, what do they think would be interesting? 00:06:48.779 --> 00:06:52.060 And I think that is gonna have to be a given 00:06:52.060 --> 00:06:57.209 for every business, you know, your demographic, 00:06:57.370 --> 00:07:00.589 the time, all that and keeping track of the promos 00:07:00.589 --> 00:07:03.129 that you do and then see how they work. So the 00:07:03.129 --> 00:07:06.009 first one bonus gift will say so whether you 00:07:06.009 --> 00:07:08.149 do a gift card for a gift card or a credit or 00:07:08.149 --> 00:07:10.410 you do a service and then you get a credit or 00:07:10.410 --> 00:07:13.370 a gift card, there's a few ways that you can 00:07:13.370 --> 00:07:18.509 offer that. The second one is retail bundles. 00:07:18.529 --> 00:07:22.129 So this again falls into catering to people who 00:07:22.129 --> 00:07:26.100 are shopping for early holiday gifts. You could 00:07:26.100 --> 00:07:28.879 do this by looking at your top selling products 00:07:28.879 --> 00:07:33.199 and then creating your own little gift sets. 00:07:33.699 --> 00:07:36.319 I know that a lot of times like distributors 00:07:36.319 --> 00:07:39.319 and suppliers will have Christmas gift sets that 00:07:39.319 --> 00:07:42.339 you can purchase, but you can also make your 00:07:42.339 --> 00:07:45.939 own, I think. It just depends on what you want 00:07:45.939 --> 00:07:48.920 to do and... gives you a little bit more control 00:07:48.920 --> 00:07:50.939 because you can create these little gift sets. 00:07:50.980 --> 00:07:53.660 You can create that scarcity. These are limited 00:07:53.660 --> 00:07:56.120 time. They're unique to you. They're not going 00:07:56.120 --> 00:07:59.199 to be anywhere else. You can put up a little 00:07:59.199 --> 00:08:02.899 cute little gift guide sign with them in your 00:08:02.899 --> 00:08:06.500 studio or salon. And yeah, just be able to offer 00:08:06.500 --> 00:08:09.560 that as an option versus just a service based 00:08:09.560 --> 00:08:15.079 product. Yeah. And really look out there at your 00:08:15.079 --> 00:08:17.199 distributors. because they're usually having 00:08:17.199 --> 00:08:20.759 some sort of promo in the month can you use any 00:08:20.759 --> 00:08:23.379 of those because then they're discounted or maybe 00:08:23.379 --> 00:08:25.740 you're getting a free gift with something it 00:08:25.740 --> 00:08:27.839 didn't cost you anything so why don't you re 00:08:27.839 --> 00:08:30.139 -gift it you know there's other ways to do it 00:08:30.139 --> 00:08:32.600 if you can't afford to do that then what can 00:08:32.600 --> 00:08:36.299 you afford to do so take a look at do you offer 00:08:36.299 --> 00:08:41.600 it at 50 % off as a big you know intensive like 00:08:41.600 --> 00:08:43.779 enticing thing even though you're not going to 00:08:43.779 --> 00:08:46.080 probably make anything on it but what will you 00:08:46.080 --> 00:08:49.960 gain from it? So, you know, there was also another 00:08:49.960 --> 00:08:53.340 one that we did was enter a draw. So every service 00:08:53.340 --> 00:08:56.179 that they came in for, it didn't matter if it 00:08:56.179 --> 00:08:58.460 was a brow wax, it didn't matter if they came 00:08:58.460 --> 00:09:02.539 for facial mani -pedi, then they got three, those 00:09:02.539 --> 00:09:06.000 are three services, so they got three names in 00:09:06.000 --> 00:09:09.700 to draw. And then we pulled out a gift card at, 00:09:09.700 --> 00:09:12.279 you know, for before Black Friday that they could 00:09:12.279 --> 00:09:14.440 use, they could re -gift or use for themselves. 00:09:14.799 --> 00:09:19.759 So for the month of November for the Black Friday 00:09:19.759 --> 00:09:22.360 special. Yeah, and then there's a bonus you could 00:09:22.360 --> 00:09:24.559 do on Black Friday. We're going to do a second 00:09:24.559 --> 00:09:28.580 draw. And maybe that's the gift bundle that you've 00:09:28.580 --> 00:09:31.679 come together with, right? I mean, if people 00:09:31.679 --> 00:09:34.440 know that Costco is ahead of time, there's Christmas 00:09:34.440 --> 00:09:37.440 stuff already. So this is why they're doing it, 00:09:37.519 --> 00:09:39.720 is to get you thinking about it, to spend the 00:09:39.720 --> 00:09:42.470 money. I always looked at that and thought, wow, 00:09:42.490 --> 00:09:45.370 that's amazing that they're that far ahead. Actually, 00:09:45.389 --> 00:09:47.389 that's smart because you are looking and you 00:09:47.389 --> 00:09:49.309 don't want to miss out. You want to get it before 00:09:49.309 --> 00:09:54.669 they sell out. Yeah. So I think with you talking 00:09:54.669 --> 00:09:58.809 about like discounting stuff, the consumer study 00:09:58.809 --> 00:10:04.009 report that I read said that most people expect 00:10:04.009 --> 00:10:08.059 a minimum. a 30 % discount during Black Friday. 00:10:08.460 --> 00:10:12.779 So don't give me no 10 % discount. When I see 00:10:12.779 --> 00:10:16.419 10 % discount on Black Friday, I'm not stopping. 00:10:16.679 --> 00:10:19.539 I'm looking for an actual deal. So I think even 00:10:19.539 --> 00:10:22.759 if you do bundle your products, you're going 00:10:22.759 --> 00:10:25.059 to get a deal from your distributor, but then 00:10:25.059 --> 00:10:28.419 you can discount it. 30 % I would say is the 00:10:28.419 --> 00:10:30.600 minimum if you can't afford to discount more 00:10:30.600 --> 00:10:33.340 at least go for 30 % and it just comes across 00:10:33.340 --> 00:10:38.360 as more of a deal than like 10 % or 20 % Well 00:10:38.360 --> 00:10:40.960 and on that note if you purchase the product 00:10:40.960 --> 00:10:44.220 from your distributor at your pro price full 00:10:44.220 --> 00:10:48.740 pro price Then you're giving them 30 % If you're 00:10:48.740 --> 00:10:52.019 getting a discount on that item from your distributor 00:10:52.019 --> 00:10:56.639 like could be 20 % could be 30 % So if you mark 00:10:56.639 --> 00:11:00.460 it down to 50 % from the actual retail price, 00:11:01.299 --> 00:11:03.240 that looks big, but you're not really giving 00:11:03.240 --> 00:11:06.059 them 50 % off because you got a deal on it too. 00:11:06.620 --> 00:11:09.299 But it looks that way, right? So I know it sounds 00:11:09.299 --> 00:11:13.460 deceiving, but it's not. This is how it works. 00:11:13.700 --> 00:11:15.639 I mean, if you go out there and you wonder why 00:11:15.639 --> 00:11:18.379 that shirt that is on sale on the clearance rack, 00:11:19.259 --> 00:11:24.019 well, why is it on there? it's it's how everything 00:11:24.019 --> 00:11:26.720 all of that kind of works. Yeah and I think the 00:11:26.720 --> 00:11:29.259 end consumer is not going to be like your clients 00:11:29.259 --> 00:11:31.519 are going to feel like they're being deceived 00:11:31.519 --> 00:11:34.519 they're getting a deal and you're not losing 00:11:34.519 --> 00:11:37.440 as much. No yeah I was referring to the beauty 00:11:37.440 --> 00:11:39.320 pro the way I was saying it right I don't want 00:11:39.320 --> 00:11:42.000 anyone thinking that I'm deceiving anybody it's 00:11:42.000 --> 00:11:46.360 just technically that discount you received and 00:11:46.360 --> 00:11:49.600 you are passing it on yeah right because otherwise 00:11:49.600 --> 00:11:52.789 that cream that cream would be $75 but now you 00:11:52.789 --> 00:11:56.710 know what you got it for I don't know 60 and 00:11:56.710 --> 00:12:00.090 you can offer it for less than that right so 00:12:00.090 --> 00:12:05.730 yeah okay so that's products but another idea 00:12:05.730 --> 00:12:11.830 is to do packages that you can promote during 00:12:11.830 --> 00:12:14.830 the month of November and then have available 00:12:14.830 --> 00:12:19.149 that they can Buy not necessarily but they don't 00:12:19.149 --> 00:12:21.970 do book it or do it on Black Friday But it would 00:12:21.970 --> 00:12:24.230 be like available for purchase only on Black 00:12:24.230 --> 00:12:27.090 Friday and these are killer deals or whatever 00:12:27.090 --> 00:12:30.730 But it'd be really good to do a tiered system. 00:12:30.809 --> 00:12:34.070 So you have your like entry level It's a good 00:12:34.070 --> 00:12:37.809 deal you have for your maybe more regular clients 00:12:37.809 --> 00:12:39.629 and you're giving them a little bit of a better 00:12:39.629 --> 00:12:41.970 deal it's a little bit of a higher price point 00:12:41.970 --> 00:12:45.929 and you've got your VIP and that's going to to 00:12:45.929 --> 00:12:48.950 be a little bit more luxurious, a little bit 00:12:48.950 --> 00:12:51.389 higher on the price point, but you're also still, 00:12:51.389 --> 00:12:53.809 they're still getting a deal as well. And that 00:12:53.809 --> 00:12:56.470 gives you kind of, you're hitting every client 00:12:56.470 --> 00:13:00.629 category because buyers want value. They don't 00:13:00.629 --> 00:13:04.350 just want discounts, right? Like if you, if it 00:13:04.350 --> 00:13:06.850 looks like I'm getting a lot, that's gonna be 00:13:06.850 --> 00:13:10.169 really appealing. Well, and I think too, like 00:13:10.169 --> 00:13:12.450 the point of that, when you say that is like 00:13:12.450 --> 00:13:15.830 you do have clients We'll call them the VIPs. 00:13:16.190 --> 00:13:18.009 What are you doing for them? They're the ones 00:13:18.009 --> 00:13:22.350 repeat coming back, probably referring, right? 00:13:22.429 --> 00:13:27.029 So I know some SDs out there that they like really 00:13:27.029 --> 00:13:31.230 nice gifts at Christmas. But they start now planning 00:13:31.230 --> 00:13:34.309 for it. Right, so they're budgeting for it. They're 00:13:34.309 --> 00:13:37.190 looking for the deals to see what they can give 00:13:37.190 --> 00:13:40.720 and. the clients are like oh my god oh my god 00:13:40.720 --> 00:13:42.259 i can't believe you did that it's like well i 00:13:42.259 --> 00:13:44.519 really appreciate you as a client and that you 00:13:44.519 --> 00:13:48.539 were so you know always here dedicated coming 00:13:48.539 --> 00:13:51.500 referring whatever that might be and this is 00:13:51.500 --> 00:13:53.360 why we're talking about this because not only 00:13:53.360 --> 00:13:55.940 black friday's coming but what things do you 00:13:55.940 --> 00:13:59.139 see as an sd that you could use also right for 00:13:59.139 --> 00:14:02.120 after the fact yeah or maybe it's a spin on the 00:14:02.120 --> 00:14:06.120 black friday here's a gift for you you know like 00:14:06.120 --> 00:14:08.019 that could be instead of If one's looking for 00:14:08.019 --> 00:14:11.080 a deal, what if you gifted them something for 00:14:11.080 --> 00:14:14.700 your VIPs, for example? Yeah. I mean, but that 00:14:14.700 --> 00:14:18.519 could be part of your package too. And it can 00:14:18.519 --> 00:14:20.639 be something you don't necessarily have to promote 00:14:20.639 --> 00:14:24.879 publicly as well. So it could be in several ways. 00:14:25.580 --> 00:14:29.000 And then you can also do join the two and do 00:14:29.000 --> 00:14:32.840 a service and retail. Bundle if you want like 00:14:32.840 --> 00:14:36.320 maybe you have again, I would go by like what 00:14:36.320 --> 00:14:40.039 is my more popular services? What is your specialty? 00:14:40.320 --> 00:14:43.039 Like are you doing lots of my meddling? Maybe 00:14:43.039 --> 00:14:45.960 for the month of November if they purchase a 00:14:45.960 --> 00:14:48.879 micro needling series they get a post care kit 00:14:48.879 --> 00:14:52.519 or Whatever like you can do a retail bundle. 00:14:52.519 --> 00:14:56.500 You can do the service and retail you can do 00:14:56.500 --> 00:15:01.259 all of them or do one of them That's right. It 00:15:01.259 --> 00:15:03.100 just depends on what you want to do, but the 00:15:03.100 --> 00:15:06.340 biggest thing too that people Please track it 00:15:06.340 --> 00:15:09.200 see what worked like you heard me say earlier 00:15:09.200 --> 00:15:11.700 while I discovered that this worked really well 00:15:11.700 --> 00:15:15.840 with my clients So in the in the spot itself, 00:15:15.879 --> 00:15:18.000 everybody felt the same and it didn't matter 00:15:18.000 --> 00:15:20.820 if they were having a brow wax nails done facials 00:15:20.820 --> 00:15:24.059 massage like Something right and then you know, 00:15:24.059 --> 00:15:27.679 we we worked with the team in general at the 00:15:27.679 --> 00:15:31.480 spa. Like if someone was offering massage and 00:15:31.480 --> 00:15:33.340 someone's offering nails and someone, especially 00:15:33.340 --> 00:15:35.919 if you have contracts and renting rooms from 00:15:35.919 --> 00:15:39.299 you, will work together as a team and come up 00:15:39.299 --> 00:15:42.419 with a promo together what you could do. It's 00:15:42.419 --> 00:15:44.559 okay that you're, you know, one's going to one 00:15:44.559 --> 00:15:47.120 room for one thing, et cetera, but, or, or if 00:15:47.120 --> 00:15:49.159 you work in the studios that you're renting, 00:15:49.519 --> 00:15:51.039 you know, is there someone you can collaborate 00:15:51.039 --> 00:15:54.179 with? I think it's a great idea. So I know there's 00:15:54.179 --> 00:15:58.740 a lot more entrepreneurs out there on their own. 00:15:58.830 --> 00:16:01.450 So that could be something you could work with. 00:16:01.970 --> 00:16:03.470 And that's why it's important to start early, 00:16:03.669 --> 00:16:06.389 because to start your planning early, start thinking 00:16:06.389 --> 00:16:08.850 about it early, our next segment, we're going 00:16:08.850 --> 00:16:12.450 to talk about how you can roll it out. But starting 00:16:12.450 --> 00:16:15.470 and thinking about it in October is not necessarily 00:16:15.470 --> 00:16:17.529 mean you're telling your clients about it in 00:16:17.529 --> 00:16:19.970 October, but you're getting your done in a row. 00:16:19.970 --> 00:16:22.450 Right. And then you're going to come up with 00:16:22.450 --> 00:16:24.909 the plan of how you're going to share that content 00:16:24.909 --> 00:16:29.639 with your clients. And I think whatever you pick, 00:16:30.159 --> 00:16:33.399 pick based on the data that you have. So if you 00:16:33.399 --> 00:16:35.820 don't sell a lot of retail products to begin 00:16:35.820 --> 00:16:38.399 with, maybe don't do a retail bundle because 00:16:38.399 --> 00:16:40.840 it might not work for you. And then you're going 00:16:40.840 --> 00:16:43.840 to be disappointed. I would just start off by 00:16:43.840 --> 00:16:46.299 really working on the things that I'm already 00:16:46.299 --> 00:16:50.690 selling. and then maybe incorporating. So if 00:16:50.690 --> 00:16:53.210 I do a lot more services and not a lot of retail, 00:16:53.289 --> 00:16:55.429 maybe I would focus on doing like a service and 00:16:55.429 --> 00:16:57.950 retail bundle so that I can then introduce my 00:16:57.950 --> 00:17:00.730 retail. And that can be something that comes 00:17:00.730 --> 00:17:03.990 back to me in the future. So kind of thinking 00:17:03.990 --> 00:17:07.170 about like, how am I going to benefit down the 00:17:07.170 --> 00:17:12.630 road and not just this one time? All right, so. 00:17:12.990 --> 00:17:15.369 You pick you pick what you want but how are you 00:17:15.369 --> 00:17:20.130 gonna tell your people about it. Plan so this 00:17:20.130 --> 00:17:22.730 is something that you know I use with my clients 00:17:22.730 --> 00:17:27.730 we use a beauty cult and. It's pretty simple 00:17:27.730 --> 00:17:31.529 to follow. You gotta start at your four weeks 00:17:31.529 --> 00:17:36.119 out so four weeks from. The you know black Friday, 00:17:36.259 --> 00:17:40.000 which is November 28. I believe this year Starting 00:17:40.000 --> 00:17:42.579 four weeks out does not mean you know four weeks 00:17:42.579 --> 00:17:45.480 out. You're just filling all the beans, but you 00:17:45.480 --> 00:17:49.039 want to create a little bit of Interest you want 00:17:49.039 --> 00:17:52.259 to plant seeds and you want to give that the 00:17:52.259 --> 00:17:56.299 perception of you know? What's the word I'm looking 00:17:56.299 --> 00:17:59.740 for like you want to give the like build a wait 00:17:59.740 --> 00:18:02.950 list, you know make your Clients feel special 00:18:02.950 --> 00:18:06.569 like you want to get on my VIP waitlist or Get 00:18:06.569 --> 00:18:09.829 on this so I can tell you first about my specials 00:18:09.829 --> 00:18:13.009 or my promos that helps create a feeling of You 00:18:13.009 --> 00:18:15.789 know connection with your clients. It helps make 00:18:15.789 --> 00:18:18.509 them feel special all that stuff. So I would 00:18:18.509 --> 00:18:20.710 say like four weeks out We're starting with like 00:18:20.710 --> 00:18:24.069 planting seeds and building a wait list. It's 00:18:24.069 --> 00:18:27.490 something as simple as like a post about your 00:18:27.490 --> 00:18:31.170 Black Friday Menu or Black Friday specials coming 00:18:31.170 --> 00:18:34.690 soon. If you want to know exactly what they are 00:18:34.690 --> 00:18:37.710 you can say like Notify me you can sign up to 00:18:37.710 --> 00:18:41.329 be notified when they're live or whatever You 00:18:41.329 --> 00:18:44.009 you talked about this earlier, but I would do 00:18:44.009 --> 00:18:46.509 you could do it earlier. You could do it in your 00:18:46.680 --> 00:18:50.200 for week out, which is a poll asking clients 00:18:50.200 --> 00:18:52.960 what they want. Yes, you've already decided at 00:18:52.960 --> 00:18:56.279 this point, but you can still still view it. 00:18:56.440 --> 00:18:59.319 It's just the perception as well. And it gives 00:18:59.319 --> 00:19:02.619 you data for moving forward. Like if your poll 00:19:02.619 --> 00:19:05.859 is saying one thing and you picked something 00:19:05.859 --> 00:19:08.259 else and it didn't do well, then maybe next year 00:19:08.259 --> 00:19:10.420 you refer back to your poll and try something 00:19:10.420 --> 00:19:15.819 else. Then at three week out, this is where you 00:19:15.819 --> 00:19:18.880 can talk a bit more about your actual packages 00:19:18.880 --> 00:19:21.480 or promos, whatever it is you decide to go with. 00:19:21.799 --> 00:19:25.799 I still would not talk specifics on what the 00:19:25.799 --> 00:19:31.019 deals are, but I would just start with like a 00:19:31.019 --> 00:19:34.200 pre -sell on choices that. or options that are 00:19:34.200 --> 00:19:37.400 available, educate about like how to choose, 00:19:37.880 --> 00:19:41.319 especially if you're doing packages or series 00:19:41.319 --> 00:19:43.900 and retail products and just kind of talking 00:19:43.900 --> 00:19:46.039 a bit more in the education realm and getting 00:19:46.039 --> 00:19:49.500 people interested. And again, always remember 00:19:49.500 --> 00:19:52.500 to create that sense of scarcity, like this is 00:19:52.500 --> 00:19:55.980 limited time. early access is available, you 00:19:55.980 --> 00:19:58.019 know, get it before they're gone, sign up for 00:19:58.019 --> 00:20:00.779 the VIP list so you can be first to be notified 00:20:00.779 --> 00:20:03.799 and first to have access to buy. On that, it 00:20:03.799 --> 00:20:06.640 could even be I'll be limiting it to 10 for the 00:20:06.640 --> 00:20:10.200 first 10 people, first 20 people, right? So then 00:20:10.200 --> 00:20:12.539 they know, oh, I got to pay attention to these 00:20:12.539 --> 00:20:15.519 newsletters coming. Absolutely. The communication 00:20:15.519 --> 00:20:19.640 you're using. Scarcely. And that's a good point 00:20:19.640 --> 00:20:21.920 to make. You're using all the communication. 00:20:22.680 --> 00:20:25.539 Yeah. You want to if you have an email list and 00:20:25.539 --> 00:20:27.720 you do email marketing you need to you should 00:20:27.720 --> 00:20:32.200 be using that if you are Hopefully you're on 00:20:32.200 --> 00:20:35.299 social media use that like do it all Email them 00:20:35.299 --> 00:20:38.019 and put it on social media and have a sign in 00:20:38.019 --> 00:20:41.279 your studio and text your VIPs If you have there, 00:20:41.579 --> 00:20:45.430 you know, I would just do it all At two week 00:20:45.430 --> 00:20:48.750 out, this is where you're going to reveal everything. 00:20:48.970 --> 00:20:51.230 You're just going to reveal all the pricing, 00:20:51.569 --> 00:20:54.269 but this is for your VIPs. If you've collected 00:20:54.269 --> 00:20:57.589 emails or you've gotten your people sign up to 00:20:57.589 --> 00:21:00.470 be notified early, this is when you notify them 00:21:00.470 --> 00:21:05.109 so that they know and they have that VIP experience 00:21:05.109 --> 00:21:08.509 that they have the early access. You can because 00:21:08.509 --> 00:21:10.950 it we're talking like weeks like you can do it 00:21:10.950 --> 00:21:13.549 early on two weeks out and then later in that 00:21:13.549 --> 00:21:15.670 week You can reveal it to the public as well. 00:21:15.809 --> 00:21:20.710 Just depending on how your What the uptake is 00:21:20.710 --> 00:21:23.990 like from your first initial reveal to your VIPs 00:21:23.990 --> 00:21:28.089 and then what it's like Later on does that make 00:21:28.089 --> 00:21:30.890 sense? It does and and I'd suggest to close the 00:21:30.890 --> 00:21:34.230 window off say, okay This is rolled out to VIPs 00:21:34.230 --> 00:21:38.380 for these three days Yes, then it's open access 00:21:38.380 --> 00:21:42.779 to it before I open it to the public Right. So 00:21:42.779 --> 00:21:47.240 that's that extra special That you're doing with 00:21:47.240 --> 00:21:51.539 your with your VIP clients and it's again we're 00:21:51.539 --> 00:21:54.579 creating that fear of missing out that scarcity 00:21:55.069 --> 00:21:57.410 This isn't like don't lollygag and take your 00:21:57.410 --> 00:22:00.369 time because because people will and i'm guilty 00:22:00.369 --> 00:22:03.390 of it myself, you know Leave it to the last minute 00:22:03.390 --> 00:22:06.210 until you and unless you create that sense of 00:22:06.210 --> 00:22:10.009 like Urgency is the word urgency They need to 00:22:10.009 --> 00:22:12.769 do it now where it's going to be gone And then 00:22:12.769 --> 00:22:14.730 it's also too like you're competing with a lot 00:22:14.730 --> 00:22:17.829 of things out there happening Like maybe they 00:22:17.829 --> 00:22:20.009 really want the tv. They know they have to upgrade 00:22:20.009 --> 00:22:24.529 but they way Rather have you you know, it's like 00:22:25.039 --> 00:22:29.460 So give them a choice. Yeah, absolutely. All 00:22:29.460 --> 00:22:31.180 right. And then when you're one week out, so 00:22:31.180 --> 00:22:34.380 the week leading up to Black Friday, this is 00:22:34.380 --> 00:22:37.359 where you're going to be more active, I would 00:22:37.359 --> 00:22:40.519 say, in your reminders, posting on social media, 00:22:40.619 --> 00:22:43.160 sending emails, talking to every client that 00:22:43.160 --> 00:22:46.119 comes in your door about your Black Friday. I 00:22:46.119 --> 00:22:47.960 mean, talk to the person at the grocery store. 00:22:48.059 --> 00:22:51.400 It doesn't matter. Tell everybody. This week, 00:22:51.900 --> 00:22:53.559 you're just, you're telling, you're talking all 00:22:53.559 --> 00:22:56.400 about it because you want to get as much awareness 00:22:56.400 --> 00:23:01.079 and traffic to your Block Friday promos. It's 00:23:01.079 --> 00:23:04.359 free advertisement. Yeah. Because it's not costing 00:23:04.359 --> 00:23:07.359 you anything to be, you know, pounding the pavement 00:23:07.359 --> 00:23:12.240 as they say, right? And one of the things that 00:23:12.240 --> 00:23:16.279 I do when I talk about is like making it as easy 00:23:16.279 --> 00:23:21.079 as possible for people. To buy whatever it is. 00:23:21.079 --> 00:23:24.359 They are buying if they're buying a Bundle if 00:23:24.359 --> 00:23:26.299 they're buying gift card if they're buying a 00:23:26.299 --> 00:23:29.539 service or a series You need to make it as easy 00:23:29.539 --> 00:23:32.299 as possible. So setting up that system if you 00:23:32.299 --> 00:23:37.480 don't already have it to buy like They might 00:23:37.480 --> 00:23:40.500 not be buying, you know, the nine to five hours. 00:23:40.519 --> 00:23:42.740 Maybe it's 11 o 'clock at night. They're scrolling 00:23:42.740 --> 00:23:45.880 on their phone and they see your post. How are 00:23:45.880 --> 00:23:48.799 they going to buy? You need to make it very easy. 00:23:48.920 --> 00:23:51.859 Have your links in your bio. Have a very clear 00:23:51.859 --> 00:23:54.400 instructions on how they can purchase from you. 00:23:54.559 --> 00:23:58.599 If you're not set up for that and you can, that 00:23:58.599 --> 00:24:00.940 would be great to be able to have that online 00:24:00.940 --> 00:24:06.539 payment option because a lot of times the convenience 00:24:06.539 --> 00:24:10.400 also wins. Do you know what I'm saying? Oh absolutely. 00:24:11.839 --> 00:24:15.779 I know for Christmas I do all my shopping after 00:24:15.779 --> 00:24:18.660 my kids go to bed and I do it all online and 00:24:18.660 --> 00:24:23.339 I do it in the middle of the night. Well you're 00:24:23.339 --> 00:24:27.680 not disturbed and you can think and you can surprise 00:24:27.680 --> 00:24:31.460 them. It's all those things for sure. Convenient 00:24:31.460 --> 00:24:34.769 is what that is, really convenient. So that is 00:24:34.769 --> 00:24:37.170 like honestly how I would just like try to make 00:24:37.170 --> 00:24:39.130 it as easy as possible for people to give you 00:24:39.130 --> 00:24:44.809 their money Yeah Exactly But yeah, then don't 00:24:44.809 --> 00:24:47.509 forget like the day of black friday just kind 00:24:47.509 --> 00:24:50.910 of be a bit active on your social media channels 00:24:50.910 --> 00:24:53.309 Ask your clients if you've got clients coming 00:24:53.309 --> 00:24:56.630 in the door ask them to post and share Just make 00:24:56.630 --> 00:25:01.069 it Make a big deal out of it make it something 00:25:01.069 --> 00:25:03.329 you like, you know not event but make it just 00:25:03.329 --> 00:25:06.269 like a thing that's happening and I would just 00:25:06.269 --> 00:25:09.789 like hold off until after Black Friday and then 00:25:09.789 --> 00:25:13.970 you can talk about if you still have a lot of 00:25:13.970 --> 00:25:17.910 whatever the promo is then you can you know pop 00:25:17.910 --> 00:25:21.150 on and Extend the promo because it was so popular 00:25:21.150 --> 00:25:24.039 or something like that Monday Exactly. And just 00:25:24.039 --> 00:25:27.299 say, you know what, this was so popular. We sold 00:25:27.299 --> 00:25:29.619 out right away. We're going to extend where we've 00:25:29.619 --> 00:25:32.240 opened up more spots or we've gotten more products. 00:25:32.359 --> 00:25:34.359 We're extending it for the weekend. Don't tell 00:25:34.359 --> 00:25:36.539 them you're going to do it ahead of time. That's 00:25:36.539 --> 00:25:38.619 right. You know, on Saturday, maybe just then 00:25:38.619 --> 00:25:42.400 post about the deal is all weekend long. And 00:25:42.400 --> 00:25:45.920 then you can try to capitalize on that weekend 00:25:45.920 --> 00:25:52.829 and the Cyber Monday as well. Lots of good juicy 00:25:52.829 --> 00:25:58.369 tips. Yeah, and I think, you know, it's just 00:25:58.369 --> 00:26:02.990 trying and seeing what works for you. And if 00:26:02.990 --> 00:26:06.230 it's your first time, try start small, like do 00:26:06.230 --> 00:26:08.730 one thing and then see how it works and then 00:26:08.730 --> 00:26:11.470 work your way into it. But I think, like we said 00:26:11.470 --> 00:26:15.950 at the beginning, you win by planning and not 00:26:15.950 --> 00:26:19.029 scrambling last minute. Yeah. And we'd love to 00:26:19.029 --> 00:26:22.009 hear feedback, comments, let us know what's worked 00:26:22.009 --> 00:26:24.609 for you. What's been a Black Friday promotion 00:26:24.609 --> 00:26:26.529 that you've offered that's worked? Or what's 00:26:26.529 --> 00:26:30.230 one that you've bought that you loved? What's 00:26:30.230 --> 00:26:32.670 a great deal you found? Because that's how you 00:26:32.670 --> 00:26:34.890 get your inspiration as well. Because I usually 00:26:34.890 --> 00:26:36.769 think, what am I looking for? And I'm always 00:26:36.769 --> 00:26:41.170 looking for a killer deal. Who isn't nowadays, 00:26:41.250 --> 00:26:44.490 you know? that's for sure exactly yeah but questions 00:26:44.490 --> 00:26:47.130 comments reach out to us love to hear you from 00:26:47.130 --> 00:26:50.109 you and don't forget to subscribe and follow 00:26:50.109 --> 00:26:54.190 us thanks for listening to beauty babble