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Think about what usually makes or breaks your marketing efforts. It’s timing.
While you and your team are busy providing exceptional services for your guests, marketable holidays can come and go before you know it – taking with them the chance to boost your revenue.
A well-planned marketing calendar is essential for leveraging special occasions and holidays to increase customer engagement and fill your schedules each quarter – and we can help.
With Spring in full bloom, there’s a renewed sense of energy and a myriad of opportunities for beauty and wellness brands to engage their audiences in fresh and impactful ways.
Lean into the idea of shedding the drab, winter months, and embracing a fresh, new look this month. Do this by promoting special packages that combine revitalizing services: Think fresh spring trims with color treatments, or brightening skincare services with fresh mani-pedis.
The importance of mental health and wellbeing cannot be overstated, particularly during April which marks Stress Awareness Month. Appeal to your audience by promoting your most calming, relaxing services throughout the month. Host virtual meditation sessions or create self-help guides as resources for your guests, being sure to promote these via email campaigns and social media platforms.
Key marketing dates in April
April 1: April Fools' Day If executed correctly, a joke campaign or announcement can be a great way to show off your brand personality and increase engagement on social media. Start brainstorming and planning well in advance to ensure its success.
April 10: National Siblings Day
April 14: Perfume Day
April 22: Earth Day
April 25: National Hairstylist Appreciation Day Highlight your hairstylists' talents by showcasing their top before-and-after photos in an Instagram carousel post. Put these dedicated team members – and their skills – in the spotlight for the day to attract potential guests.
Zenoti Tip: Add a "Book Now" button across your social platforms, making it easy for customers to act right away if they like what they see.
May marketing overview: A month of celebrations
May presents unique opportunities to celebrate mothers, nurses, and teachers. While flowers, mugs, and chocolates are always appreciated, is there any better gift than relaxation?
As Mother’s Day is celebrated in the U.S. and Canada on May 12, start planning your campaigns early in April, and use the opportunity to promote online gift cards – a major revenue growth trend according to the Zenoti 2024 Beauty and Wellness Benchmark Report.
Fill your schedules by offering discounted rates for packages such as mother-daughter massages, facials, and mani-pedi sessions that can be enjoyed together. Bundling expensive services with slower-selling retail products could be a clever strategy to move more product off the shelf.
Be mindful, this holiday can be a difficult time for many of your customers. Consider sending an optional opt-out to your subscribers before your Mother’s Day campaigns.
Key marketing dates in May
May 7: Teacher Appreciation Day
May 12: International Nurses Day/Mother’s Day (U.S.)
May 20: World Bee Day Promote any treatments or facials that use honey or beeswax-infused products. Highlight the nourishing and natural benefits for the skin, and perhaps throw in a one-day-only discount to sweeten the deal.
May 24: National Wine Day
May 27: National Sunscreen Day Offer your customers guidance on selecting the right sunscreen for different skin types and the importance of sun protection. Think about launching an email campaign featuring your top sun protection products along with a 10%-off code for online purchases.
Zenoti Insight 25% of all beauty and wellness gift cards are redeemed by new clients. 2024 Beauty and Wellness Benchmark Report
June marketing overview: Ready for summer
June brings the start of summer, when thoughts turn to achieving a radiant summer glow, and prepping for vacation season.
Highlight packages, services, and skincare treatments that prepare the skin for the warmer months. With longer, sunnier days just around the corner, start building campaigns around bikini waxes, body scrubs, or spray tans – and don’t forget pedicures as open-toed sandals come out of hibernation.
We celebrate Father’s Day in North America on June 8, putting dads in the spotlight. Though often more understated, this is a marketing opportunity that the wellness sector should capitalize on more.
Focus on grooming and relaxation, showcasing the full range of wellness not exclusive to women alone. Consider offering complimentary upgrades or add-ons for dads on Father’s Day. If he’s booked for a haircut, think about a scalp massage or free upgrade to a deluxe hot shave.
June also marks Pride Month, where authentic allyship and the celebration of diversity should be at the heart of any campaign.
Key marketing dates in June
June 5: World Environment Day
June 8: National Best Friend Day Already offering couples' treatments? Modify these to cater to best friends. Add options for side-by-side services so your guests can enjoy the experience together. Introduce a referral reward for clients who bring a friend through your doors this month. June 16: Father’s Day
June 21: National Selfie Day Encourage clients who visit your business to snap a mirror selfie with your branding visible. Motivate them to share it online and tag you for a chance to win a special gift. Consider creating a unique selfie hashtag to maximize your brand exposure.
June 23: National Hydration Day
Zenoti Insight More than half of consumers will choose a salon or spa based on a referral from a friend or family member. Salon Consumer Survey, Zenoti, 2023
The second quarter of 2024 is brimming with possibilities for beauty and wellness brands to connect with their audiences in meaningful ways, and boost revenue with timely, themed campaigns.
By strategically aligning your marketing efforts with the key dates and events outlined in our Q2 calendar, and infusing your campaigns with creativity and purpose, you can make a lasting impression that resonates with your customers.
Remember to remain authentic, prioritize value, and use the occasions not only to sell but also to build relationships and foster a positive brand image.
Cheryl uses her background in journalism to help brands bring their unique stories to life. She is passionate about content strategy with experience leading both print and digital publications.
Cheryl Cole
Senior Content Specialist
Cheryl uses her background in journalism to help brands bring their unique stories to life. She is passionate about content strategy with experience leading both print and digital publications.
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Personalized Marketing Campaigns Put Patients First
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Coming from a healthcare family, growing up as a competitive athlete, and being trained as a filmmaker, and MBA, Cullie brings diverse experience to her storytelling and digital business-to-business product marketing. Her writing focuses on sharing trends and insights from her experience in software, entertainment, wellness, and fitness.
