Summer often brings a lull for many businesses, and the aesthetics industry is no exception. While clients are busy enjoying vacations and outdoor activities, appointments for aesthetic procedures can slow down. However, this seasonal dip doesn't have to spell doom for your practice.
With the right strategies, you can turn these slower months into an opportunity to engage your audience, promote specific treatments, and even accelerate business. Let's dive into some recommendations for procedures and products to push and other tactics to keep your business thriving during the summer slump.
1. Promote Summer-Specific Procedures
Certain aesthetic procedures are particularly well-suited for the summer months. Focusing your marketing efforts on these treatments can help draw in clients who are eager to look their best for summer events and activities.
Popular Summer Procedures:
1.1. Non-Invasive Body Contouring
Summer is synonymous with beach trips and poolside lounging, making it the perfect time to promote non-invasive body contouring treatments like Emsculpt. These procedures help patients achieve a slimmer, more toned appearance without the downtime associated with surgery.
Marketing Tips:
Share before-and-after photos to showcase results.
Highlight the minimal downtime and how clients can return to their regular activities immediately.
Offer special summer packages or discounts to attract new patients.
1.2. Laser Hair Removal
With more skin on show, many patients seek smooth, hair-free skin. Laser hair removal is a highly sought-after treatment during the summer months.
Marketing Tips:
Educate your audience about the benefits of starting laser hair removal in summer for smoother skin year-round.
Promote package deals to encourage patients to commit to multiple sessions.
Share testimonials and success stories from past patients.
1.3. No Peel-Peels and Facials
While sun exposure can limit the use of certain treatments, lighter chemical peels and summer-safe facials can help patients maintain a glowing complexion.
Marketing Tips:
Highlight the benefits of refreshing and rejuvenating the skin during the summer.
Promote special summer facials that focus on hydration and repair.
Offer bundled packages with sun protection products to emphasize skin safety.
2. Promote Summer-Friendly Skincare Products
Skincare routines often change with the seasons. Summer is a great time to promote products that address seasonal concerns like sun protection, hydration, and oil control.
Popular Summer Skincare Products:
2.1. Sunscreen
Emphasize the importance of daily sun protection to your patients. Offer a range of sunscreens suitable for different skin types and preferences.
Marketing Tips:
Educate your audience on the importance of SPF and how to choose the right product.
Run promotions on sunscreen purchases, such as "Buy one, get one 50% off."
Share content on proper application techniques and the benefits of broad-spectrum protection.
2.2. Lightweight Moisturizers
Hot and humid weather can make heavy creams feel uncomfortable. Promote lightweight, non-greasy moisturizers that keep skin hydrated without clogging pores.
Marketing Tips:
Create social media content about transitioning to summer skincare routines.
Highlight ingredients that are beneficial for summer, such as hyaluronic acid.
Offer product bundles with other summer essentials like sunscreen and serums.
2.3. Mattifying Products
For patients with oily skin, summer can be a challenging time. Promote products that help control shine and keep the skin matte throughout the day.
Marketing Tips:
Share tips on managing oily skin in the summer.
Offer samples or travel-sized versions of mattifying products.
Create engaging content showing the effectiveness of these products, such as "before and after" photos.
3. Host Summer Events and Promotions
Special events and promotions can draw attention to your practice and encourage both new and existing patients to book appointments.
3.1. Summer Open House
Host a summer-themed open house event to showcase your services and products. Offer free consultations, mini-treatments, and product samples.
Event Ideas:
Live Demonstrations: Show potential patients how procedures like CoolSculpting or laser hair removal work.
Raffles and Giveaways: Offer prizes like free treatments or skincare products to attendees.
Exclusive Discounts: Provide event-only discounts to encourage immediate bookings.
3.2. Referral Programs
Encourage your existing patients to refer friends and family by offering incentives such as discounts on future treatments or free products.
Referral Program Ideas:
Tiered Rewards: Offer escalating rewards based on the number of referrals.
Double Rewards: Provide bonuses for both the referrer and the new client.
Seasonal Specials: Run a summer-only referral program with exclusive perks.
3.3. Limited-Time Offers
Create a sense of urgency with limited-time offers on popular treatments and products. Highlight these offers in your email newsletters and social media channels.
Promotion Ideas:
Flash Sales: Announce short-term discounts on select services.
Bundle Deals: Combine complementary treatments or products at a reduced price.
Summer Loyalty Programs: Reward clients for multiple visits during the summer months.
4. Enhance Your Online Presence
Your online presence is crucial, especially during slower times. Engaging content and strategic promotions can help attract new patients and keep your current audience interested.
4.1. Social Media Campaigns
Leverage social media platforms like Instagram, Facebook, and TikTok to reach a wider audience. Share engaging content that highlights your expertise and promotes your summer offerings.
Social Media Tips:
Post Regularly: Maintain a consistent posting schedule to stay top-of-mind.
Use Hashtags: Utilize popular and relevant hashtags to increase visibility.
Engage with Followers: Respond to comments, answer questions, and interact with your audience.
4.2. Educational Content
Position yourself as an authority in the aesthetics field by sharing educational content. This can include blog posts, videos, and infographics about various treatments and skincare tips.
Content Ideas:
Procedure Overviews: Write detailed posts about the benefits and processes of different treatments.
Skincare Tips: Share advice on maintaining healthy skin during the summer.
Client Testimonials: Post success stories and reviews from happy patients
4.3. Email Marketing
Keep your patients informed about new promotions, events, and services through regular email newsletters. Personalized emails can make patients feel valued and encourage repeat business.
Email Marketing Tips:
Segment Your List: Tailor your messages to different patients groups based on their preferences and past purchases.
Include Call-to-Actions: Encourage readers to book appointments, purchase products, or attend events.
Track Performance: Use analytics to measure the effectiveness of your emails and adjust your strategy accordingly.
5. Collaborate with Influencers and Partners
Collaborations can expand your reach and introduce your services to new audiences. Partner with influencers, local businesses, and other professionals in the aesthetics industry.
5.1. Influencer Partnerships
Partner with influencers who align with your brand to promote your services and products. Influencers can provide authentic testimonials and reach a broad audience.
Collaboration Tips:
Choose the Right Influencers: Look for influencers whose followers match your target audience.
Offer Value: Provide free treatments or products in exchange for honest reviews and promotion.
Track Results: Monitor the impact of influencer collaborations on your business.
5.2. Local Business Partnerships
Team up with local businesses such as gyms, spas, and salons to cross-promote each other’s services. This can help you tap into each other’s customer base.
Partnership Ideas:
Joint Events: Host events together to attract a diverse group of attendees.
Cross-Promotions: Offer discounts to each other’s clients.
Collaborative Content: Create joint content, like videos, to share on social media.
6. Invest in Training and Development
Slower months can be an excellent time to invest in professional development for you and your team. Enhancing your skills and expanding your knowledge can set you up for future success.
6.1. Continuing Education
Attend workshops, webinars, and conferences to stay updated on the latest trends and techniques in the aesthetics industry.
Education Opportunities:
Aesthetic Conferences: Participate in industry conferences to network and learn.
Online Courses: Enroll in online courses to expand your skill set.
Certification Programs: Pursue additional certifications to enhance your qualifications.
6.2. Staff Training
Use the downtime to train your staff on new procedures, customer service skills, and marketing strategies. A well-trained team can provide better service and contribute to the success of your practice.
Training Ideas:
Procedure Training: Ensure your staff is proficient in the latest treatments.
Customer Service Workshops: Improve client interactions and satisfaction.
Marketing Seminars: Teach your team about effective marketing and social media strategies.
7. Optimize Your Practice Operations
Take the opportunity to review and improve your practice’s operations. Streamlining processes and enhancing the client experience can boost efficiency and satisfaction.
7.1. Upgrade Technology
Invest in new technology to improve the efficiency and effectiveness of your treatments and operations.
Technology Upgrades:
Booking Systems: Implement an online booking system to make scheduling easier for clients.
CRM Software: Use customer relationship management software to track client interactions and preferences.
Treatment Equipment: Upgrade your treatment equipment to offer the latest and most effective procedures.
7.2. Enhance Client Experience
Focus on creating a positive and memorable experience for your patients, from the moment they walk in the door to post-treatment follow-ups.
Client Experience Tips:
Comfortable Environment: Ensure your practice is welcoming and comfortable.
Personalized Service: Tailor treatments and recommendations to each client’s needs.
Follow-Up Communication: Send follow-up messages to check on patients after their treatments and encourage feedback.
While the summer months may bring a natural slowdown in business, they also present an opportunity to innovate, engage, and grow. By promoting summer-specific procedures and products, hosting events and promotions, enhancing your online presence, and investing in professional development, you can turn the summer slump into a period of growth and success.
Stay proactive, creative, and connected with your audience, and you’ll not only survive the summer but thrive in it. Remember, your clients want to look and feel their best all year round. With the right strategies, you can ensure they continue to choose your practice for their aesthetic needs, no matter the season.
Do you need help putting these tips into action?
Our team of content strategists, content creators, and creative marketers would love to help. Book your free virtual consultation with us at any time.