2019 Marketing Planner

Marketing your practice is a full time job. The importance of doing so on a regular basis can't be overstated. It reminds regulars of the value your services provide to their daily lives, while simultaneously attracting others to want to experience those benefits firsthand. 

Regardless of what success means for you, a loyal clientele - no matter how big or small - who regularly visits your table is essential for thriving. Everyone has different needs, wants and ambitions, but clients are the constant that keeps business booming. 

The calendar is loaded throughout the year with obvious (and not so obvious) opportunities for advertising, and a strategy that's planned well in advance will assist in successfully executing your vision. 

Here's where the Marketing features come into play. Both Campaigns and Promotions can be drafted now and scheduled to activate at anytime in the future. You put in the effort upfront, and let your virtual team do the rest at the right time. Set it and forget it. You'll be glad you did! 

This planner outlines holidays and special events throughout 2019 and includes ideas for how to capitalize on them. You'll find significant happenings under every month, a description for each, and tips for how to incorporate Campaigns, Promotions, and Gift Certificates. 

Use it as a resource for inspiration and success, but remember, always be cognizant of the opportunities that are ever-present. Be diligent in your research, and think locally about what's near and dear to you too! 

The following months are planned and ready to be put into action: 

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February 

  • Heart Health Awareness Month: February focuses on the importance of maintaining your heart's well-being by practicing a healthy lifestyle. Regular massage therapy fits right into the message, and it's a great opportunity to increase bookings by spreading the word.
  • Tip:
    1. Create a Campaign for all Clients.  
      • Let them know about it being Heart Health Awareness Month. Include a message about the significance of keeping a healthy heart and how massage therapy helps. Instruct Clients that they can book through the provided button in the email and to spread the word to others. If you're selling Gift Certificates for Valentine's Day, include a P.S. about them being available for purchase through your MassageBook Business Website. 
      • Schedule it to send on January 31st so recipients get it right before the month kicks off. 
    2. Replicate it after the first is sent. 
      • Edit the copy to include a friendly reminder about it being over halfway through the month, and encourage Clients to book if they haven't already done so. Remove the P.S. if you included one. 
      • Schedule it to send on February 19th. 
  • Valentine's Day (February 14th): This one's a no brainer. It's prime time to spread the love by letting Clients know you offer Gift Certificates for sale through your MassageBook Business Website. 
  • Tip:
    1. Activate your Gift Certificates Menu so they can be sold online. 
    2. Create a Campaign to advertise them. 
      • Use a Gift Certificates template so that the call-to-action button in the email automatically directs recipients to the Gift Certificates page of your MassageBook Business Website. 
      • Promote the benefits of massage as a wonderful gift for Valentine's Day, and inform recipients of how convenient and easy is it to buy through your site. Tie in Heart Health Awareness for added effect.  
      • Schedule it to send on February 5th. You don't want to send too many emails too close together if you're sending one for Heart Health Awareness. 
    3. Replicate it after the first is sent. 
      • Edit the copy to be more directed at people looking for a last minute gift, and reiterate your high points from the first email. 
      • Schedule it to send on February 12th.
  • Tip:
    1. Create a Promotion for a Gift Certificate
      • Select your most popular Service Certificate or one generic Custom Certificate to make the selection simple. Include a $10 discount to entice buyers during this heavy gift giving time. 
      • Start the sale on February 1st, and end it on February 14th. It'll go live on the start date.
      • Do not limit the overall number of purchases or purchases per day. Those settings are per purchase, not per Client. That way each Client will be eligible to buy without being restricted by other Clients.
    2. Build your own Campaign template to send to all Clients.
      • Convey the same message as the first tip, and include information about the deal you're running. 
      • Add a call-to-action button and link it to the Promotion's page so recipients can purchase through the email.
      • Schedule it to send on February 5th like the first tip. 
    3. Replicate it to send on February 12th like the first tip. 
    4. Post the deal every few days on social media once it's active. 

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March

  • Brain Awareness Week (March 11th - 17th): Massage isn't only great for the body; it's just as powerful for the mind too! Brain Awareness Week is a celebration of the brain, and it's an excellent chance to promote the benefits that bodywork has on it.  
  • Tip:
    1. Create a Campaign to send to all Clients.  
      • Let them know about it being Brain Awareness Week, and use your expertise to enlighten them on how massage boosts feel good neurotransmitters such as serotonin and dopamine. Paint a picture of how good they'll feel after a session with you, and use that to coax them into booking their next appointment through the provided button in the email. Ask that they spread the good news to others as well.
      • Schedule it to send on March 11th to kick off the week. 
  • Client's Day (March 19th): This day is dedicated to expressing gratitude and appreciation for your Clients. A simple thank you and acknowledgment is all it takes to get the message across. 
  • Tip:
    1. Create a Campaign to send to all Clients. 
      • Write from the heart here. Let Clients know the significance of the day, broadcast how much their loyalty and support means to you, and put a smile on their faces. 
      • Schedule it to send day of on March 19th. 
  • First Day of Spring (March 20th): Use the arrival of spring to invigorate Clients who haven't visited in awhile to get over the winter blues, and use a limited special to kick start the bookings.
  • Tip:
    1. Create a Promotion for a Service
      • Select your most popular Service + 60 minute duration, and include a 20% discount for big savings on their end. 
      • Start and end the sale on March 20th so it's only available on that day. 
      • Limit the total number of bookings to a maximum of 6 to create urgency. 
      • Require prepayment to ensure commitment to the deal. 
    2. Build your own Campaign template. 
      • Filter your list so it only sends to Clients who haven't visited in more than 45 days. 
      • Remind recipients of the rejuvenation that the arrival of spring brings, and use the special to show them why it's never been a better time to get on your table. Let them know to go to the Promotion's page on March 20th to access the sale.  
      • Add a call-to-action button and link it to the Promotion's page so recipients can book through the email. 
      • Schedule it to send a few days in advance on March 18th. 
    3. Create a second Campaign just like the first. 
      • Tailor the message to let Clients know that the sale is now live but that it won't last long. 
      • Schedule it to send day of on March 20th. 

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April

  • Spring Break: The kids shouldn't be the only ones who get a vacation. Offer your Clients a temporary escape with a Service Promo that's available for booking throughout April. 
  • Tip
    1. Create a Promotion for a Service
      • Select your most popular Service + 60 minute duration, and discount it by $5. 
      • Start the sale on April 1st, and end it on April 15th. Set the redeem by date for April 30th so that booking options don't extend past the end of the month. 
      • Require prepayment to ensure commitment to the deal. 
    2. Build your own Campaign template to send to all Clients. 
      • Send word that you're offering a mini spring break special throughout April, outline the specifics surrounding the deal, and fill them in on how to book it. Encourage them to share the booking page with others too. 
      • Add a call-to-action button and link it to the Promotion's page so recipients can book through the email. 
      • Schedule it to send day of on April 1st. 
    3. Post the deal every few days on social media once it's active. 
  • World Health Day (April 7th): This event celebrates and promotes taking care of your health and the health of your community. Regular massage goes hand in hand with the theme, plus it's a great way to segue into your spring break special. 
  • Tip
    1. Build your own Campaign template to send to all Clients. 
      • Let them know about it being World Health Day, and use it as an opportunity to educate them about the many health benefits associated with regular visits. Tie in that you're running a Service Promo for April appointments only. 
      • Add a call-to-action button and link it to the Promotion's page so recipients can book through the email. 
      • Schedule it to send day of on April 7th. 

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 May

  • Graduation: Commencement ceremonies happen all throughout May (and June), so it's likely that someone in your list knows a student or two who is graduating. What better way to reward their hard work than to give the gift of rest and healing? 
  • Tip: 
    1. Activate your Gift Certificates Menu so they can be sold online.  
    2. Create a Campaign to promote them. 
      • Use a Gift Certificates template so that the call-to-action button in the email automatically directs recipients to the Gift Certificates page of your MassageBook Business Website. 
      • Focus on those who maybe searching for a graduation gift, highlight how much the recipient will enjoy the me time after the stress of finals is over, and inform recipients of how convenient and easy is it to buy through your site. If you're selling Gift Certificates for Mother's Day, include a P.S. about the upcoming holiday and add a teaser about the Mother's Day Gift Certificate Promo (see below) that's coming.
      • Schedule it to send on May 1st for those who maybe graduating the first weekend of May. 
    3. Replicate it after the first is sent. 
      • Schedule it to go out two weeks later on May 15th. 
  • Mother's Day (May 12th): Here's the perfect chance to show love and appreciation for the hardest workers around, moms. Offer significant savings on Gift Certificates for a limited time in an effort to really boost purchases during this heavy gift giving time. 
  • Tip: 
    1. Activate Custom Certificates
      • Create a generic one for $75 and $100. 
    2. Create a Promotion for a Gift Certificate
      • Select the two Custom Certificates, and discount each by $25. Each will be valued at the original amount but only cost the discounted rate. 
      • Start the sale on May 8th, and end it on May 9th. It'll go live on the start date. 
      • Limit the number of purchases on any given day to 5. That's how many will be available on both Wednesday and Thursday, and the option to buy will be deactivated once that limit is reached per day. 
    3. Build your own Campaign template to send to all Clients.  
      • Get them really reminiscing about how much mom means. Highlight the value of this first come, first serve deal, and let them know to go to the Promotion's page on May 8th to access the sale.  
      • Add a call-to-action button and link it to the Promotion's page so recipients can purchase through the email. 
      • Schedule it to send on May 7th just before the sale begins. 
    4. Create a second Campaign just like the first. 
      • Tailor the message to let Clients know that the sale is now live but that it won't last long. 
      • Schedule it to send day of on May 8th. 
  • Summer Kickoff: The end of May means that the arrival of summer is on the horizon. Warmer, longer days bring opportunity for new adventures, but it's also easy to let routine go by the wayside. Use this as an opportunity to remind Clients to keep up their self care in between all the busy summer activities. 
  • Tip:
    1. Create a Campaign to send to all Clients. 
      • Send well wishes for a fun and safe summer, and stress the importance of sticking to a regular bodywork routine. Let Clients know when you're available (and maybe when you aren't) for their maintenance needs throughout the next few months. 
      • Schedule it to send on May 28th. 

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To be continued... 

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