Next week starts the busiest shopping season of the year. Surveys estimate 74.2 million people shopped on Black Friday last year, and a whopping 95 million came out for Small Business Saturday. Now don’t you want a piece of that pie?
Here are some ideas we’ve seen work well:
Market While You're Closed
Put a sign or flyer in the door or window of your business stating your holiday hours AND promote a package. Use something like:
“Thanks for visiting! We are closed for Thanksgiving on Thursday, November 24th, but our online store is open. Visit the website below to purchase our intro offer – 30 days for $69!”
You can substitute the promotion to be for gift cards, a different special package, or a promotion you’ll be running for Black Friday and/or the other sales days. Step it up a notch and leave offer cards or postcards for visitors to take with them.
Run a Few Pay-Per-Click (PPC) Ads
Run three separate Facebook Ads on each of the corresponding days. Schedule them to start and end, lasting for just that one day. We’d suggest spending the maximum $20/day on each of these, as your reach will be thousands up to tens of thousands (depending on your market and location). Make sure each promotion is for a different package or service and the marketing message is tailored to the specific sales day, i.e., “Cyber Monday Special…”
Network for Free Advertising
Cross-promote your deals and promotions with nearby businesses. If you are in a high-traffic area, you can leverage that proximity on both Black Friday and Small Business Saturday. Walk over and talk to those neighbors about what promotions they’ll be running. Ask them if they have any sales sheets, coupons or flyers you can post at your business. Make sure to take postcards or offer cards with you that detail your specials and ask them to keep them at their front desk or post in their window.
Create a bundle package with your local partners. Brainstorm businesses that complement your services or class offerings. Some examples include; nearby juice bars, chiropractic offices, massage studios, cryotherapy studios, fitness retail stores, health food stores, and many more. Meet with these companies and put together a package (or multiple) to cross-promote one another’s services. Here’s an example:
Holiday Pound Prevention Plan $239 (normally $425)
- 30 days of group fitness classes at Honest Pilates Studio
- 25% off supplements at Benefits Health Food
- A one-hour massage at Harmony Massage Clinic
- A weekly cryotherapy session at Cryo Health Center (4 total)
- 20% off athletic apparel at Athletic Wear
Promote Within Your Network
Promote the specials you’ll be offering ahead of time. It’s not too late to start now! Send an email out to your contacts and members with the special promotions you’ll be running. Make sure to explain that promotional pricing is only valid on said holiday (even if you’ll allow flexibility). This causes a sense of urgency for customers – a marketing tactic that works well. Make sure to do multiple social posts to promote these offers, but don’t overdo it. We suggest about 2-3 posts per week to promote this holiday sale weekend. Don’t forget to use the proper hashtags which include:
- For Black Friday: #BlackFriday, #BlackFri
- For Small Business Saturday: #ShopSmall, #SmallBiz, #BuyLocal, #SmallBizSat, #SmallBusinessSaturday
- For Cyber Monday: #CyberMonday, #CyberMon
- For all holiday shopping: #HolidaySavings, #Presents, #StockingStuffers, #deals
Spread the Word
Have your instructors and front desk staff start talking about the big sales days now. It doesn’t have to be super sales-y. It can simply be that the front desk staff mentions the upcoming sales to customers as they check out or sign into class. It helps to have a business card sized promotional piece to hand out.
Whatever your plans, just make sure to do something for your business on the biggest shopping weekend of the year!
Need help with your marketing? SWETI Services is a fitness marketing agency that provides a full suite of marketing services designed to help fitness businesses stand out, grow, and get more customers in the door! Contact us to learn more.