It’s one thing to get the marketing message right for a new business, but what about a well-established, well-loved, successful business? That was the challenge that came into the shop a couple of months ago. How do you transition clients over to the new brand?
Beth Estey of Tootsie’s Mini Spa had a couple of dilemmas:
1) Gift Certificates – The system she had was tricky for customers to order gift certificates and print them off.
2) Rebranding – While Tootsies had received 5 Daysies awards for Best Pedicure, they were being pigeon-holed into that one service. Many customers were surprised to learn of all the other offerings. Beth needed a way to educate her clients that Tootsies was a lot more than playing footsies…
4) Social Media – Tootsies has a very loyal following, how were we going to bring them to liking a new entity such as Mini Spa VT?
Here’s a before/after video of the transformation of the website. You’ll see some of the ways we made it easier for Beth’s clients to buy from her. What do you think?
Last Saturday, Beth conducted a “Win a Free Facial” Facebook contest which was very popular. She gave me one so I could have the whole experience. The result? The REN products left my skin softer than a sugar glider. She had light appetizers, she had another upsell opportunity of receiving a full-blown facial for $50. She also took the care in writing down all the products used that day and emailing the list to the client so they knew the products. Later, she’ll set up a coupon code so those same participants can use her new website to order REN products at a discount (how cool is THAT?)
As for transitioning the social media, Beth will use the techniques outlined in this blog post – again, it will go slow and steady so that clients aren’t jolted. If you make it easy for your clients to continue buying from you, tell them what you’re doing, give them a forum to give an opinion (such as Facebook), you’re engaging your customers and have your hand on the pulse.
If your company needs a website makeover, let’s talk!