iS Skin Source 2021 Q3 | Page 79

staff , creating plans , strategies , and marketing in a different way to appeal to the summer-loving clientele . In this article , I will share some proven strategies to appeal to that summer vibe and keep your practice thriving all year long .
SCHEDULE
Why should we keep the same operating hours all year long ? Having “ seasonal hours ” is a great way to keep your employees and clients coming in at the most trafficked times , considering seasonal trends . Weekends might slow way down in the summer , but later weeknight hours may be more appealing . Run some reports on when you are the busiest , and adapt the hours to cater to the demands .
Summer vacation schedules within the practice need to be scheduled months in advance . Likely , most of your team will want some long weekends or vacation time during the summer . You can make it all work through communication and a good schedule . If the week of July 4 th slows way down , consider closing to give your employees a break ? One small business I worked for closed every year for an entire week over July 4 th , and the first week of each year . These two-week-long set closures gave the whole staff much-needed time off and vacation time adjusted ( for the most part ) to the business closure . It worked very well for that business . Think outside of the box about how you can get the most seasonal traffic while giving employees the time off they need .
SUMMER EVENTS
One of the secret weapons to improving business during the summer months is to organize small and curated events . Instead of creating events to which your patients should adapt , think of what event would motivative key small groups of your clientele ? For instance , curate a special VIP list of clients you know love skincare and extend an exclusive invitation to them . featuring skincare and an offer you know will motivate them to $ pend ! The iS Clinical

With this shift in seasons , often our practices go into cruise control and absorb that summer vibe .

Customer Appreciation Day can be the featured event for your skincare lovers , and they will stock up for months . I once co-hosted an affair with an aesthetician with 11 attendees , multiple phone orders , 20 % off iS Clinical 1-day only , which resulted in $ 11k in iS Clinical sales . Nobody could resist the 20 % discount , and the aesthetician reached out thoughtfully and strategically , resulting in a fun and profitable event . So , go through your client lists and think of what type of event would motivate key groups of people toward different offerings and services .
EDUCATION and MARKETING
Skin changes in the summer . Skincare routines also need to change during the summer months . Sending out quick , accessible educational pieces through Instagram , E-blasts , and text messages to clients will help educate and market the necessary changes needed in skin-
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