Holiday Marketing for Health and Wellness Businesses: The Eight Stages of Christmas!

Wellness Holiday Marketing CalendarThe annual holiday shopping season presents wonderful revenue opportunities for wellness centers, yoga studios, health clubs, healthy lifestyle businesses and other health and wellness businesses.The only catch? It takes planning to catch this wave, because the holiday marketing season actually has eight distinct stages.

 

(And consider your audience – the “season” includes Christmas, Hanukkah, and Kwanzaa, for example.)

Build your online, email and print holiday promotions around this calendar:

WHEN: Now through 11/15

WHAT: Early Bird Marketing

  • Add a holiday teaser to your normal non-holiday marketing communications
  • Update customers and members with new gift possibilities since last year
  • Start “wishlist” marketing to help customers hint to their loved ones

WHEN: 11/15 – 12/15

WHAT: Primetime

  • Help your clients match your services to their gift recipients – by price, by recipient, by area of interest
  • Consider tie-ins to charities your wellness business supports
  • Use BONGOL promotions – buy one now, get one later. Especially appealing to current clients who secretly want more of your services for themselves. The second item doesn’t have to be identical to the first.
  • Personalized or customized gifts, like hand-picked packages of services or custom gift baskets built around a gift certificate or prepaid participation in one of your health or wellness programs or services

WHEN: Day after Thanksgiving through end of November

WHAT: Thanksgiving/Black Friday/Cyber Sunday-Monday Marketing

  • Partner with related local or online merchants to offer “Holiday Shopping Days” that incent customers to buy from your GROUP of businesses
  • Consider: special discounts, gifts which bundle services from multiple merchants, punch cards redeemable only after being punched by each participating business

WHEN: First week of December

WHAT: Season’s Greetings! loyalty marketing

  • Primarily a goodwill message like “Season’s Greetings, with our warm wishes for a happy and healthy holiday”
  • Include a freebie (our preferred recommendation) or a special offer (but this changes the tone and impact)
  • Consider your audience – the “season” includes Christmas, Hanukkah, and Kwanzaa, for example.

WHEN: No later than December 10

WHAT: Countdown marketing

  • Multi-day “X Days of Christmas” or daily deal promotion campaigns
  • Best done at your locations and through Facebook or Twitter so you don’t overwhelm your email subscribers

WHEN: Two weeks before Christmas

WHAT: Last-chance marketing

  • Last day to order – key deadlines
  • Last chance to get personalized or custom gifts
  • Last chance to prepay participation for limited-enrollment programs

WHEN: One week before Christmas

WHAT: Last-minute marketing

  • Stocking stuffers
  • Curbside service – they buy over the phone or online, then zip in to pick up their already-gift-wrapped purchase (and YES, you can and should beautifully gift-wrap gift cards and gift certificates!)
  • Buy-one, get-one – great for last-minute purchases because you can cross off two names at once
  • E-gift cards or online gift certificates – instant delivery makes these the perfect extremely-last-minute choice

WHEN: Day after Christmas and beyond

WHAT: Post-holiday marketing

  • Redemption marketing – get people to redeem gift cards and certificates
  • Upsell opportunities – for example, selling a sports bra to someone who got a personal training gift certificate

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