Hold a Holiday Promotion: Discounts on Gift Cards for Your Pilates Studio

Why promote gift cards during the holiday season?

The holiday season provides a perfect opportunity for your Pilates studio to run a gift card promotion. As your clients and community members search for meaningful gifts for their loved ones, discounted gift cards to your studio make thoughtful presents that also benefit your business.

Promoting gift cards taps into the holiday spirit of giving while allowing recipients to choose their own experience with your studio. Rather than guessing what Pilates merchandise or equipment might make good gifts, gift cards empower recipients to select private sessions, group classes, or Pilates teacher training that suits their interests and fitness goals.

Beyond individual gift buyers, gift cards also appeal to corporate clients and human resources managers looking for unique holiday gifts for employees and clients. Branded gift cards demonstrate that you understand the true spirit of the holidays and allow the recipient to unwind with much-needed self-care tailored to their needs.

Advantages of promoting gift cards during the holiday season

Running a holiday gift card promotion provides many advantages for your Pilates studio, including:

• Increased cash flow: Gift cards drive revenue during the slower winter months when post-holiday fatigue sets in. Rather than starting from $0 in January, your studio begins the new year with income already on the books from unredeemed gift cards.
• New client acquisition: Gift cards put your studio in front of new audiences who receive the cards as gifts. Even if the original gift buyer is your client, their recipient may be entirely new to your studio. Gift cards convert one-time shoppers into first-time students.
• Marketing and brand exposure: Strategically marketing your gift card promotion increases awareness and reinforces branding for your Pilates studio. Gift buyers serve as brand ambassadors who indirectly market your services to their gift recipients.
• Customer loyalty and retention: Clients who purchase gift cards demonstrate loyalty. Recipients who try your studio for the first time with gifted sessions convert to ongoing students at high rates, fueling retention.

Tips for promoting gift cards during the holiday season

As you prepare to run your holiday gift card campaign, keep these tips in mind:

• Offer discounted pricing: The holiday season primes buyers for deals and bargains. Price your gift cards at least 10-20% below average rates for services to spike interest. Consider bundling packages of 5, 10, or 20 sessions at increasing discount tiers.
• Set purchase expiration dates: To incentivize quicker buying decisions, set an end date for your promotion about five days before December 25th—the time pressure prompts immediate action from buyers ready to take advantage of discounts.
• Spotlight your promotion: Allocate your marketing budget specifically for gift card advertising across your website, email lists, social channels, and more. Consider a small paid advertising campaign to spread awareness beyond existing audiences.
• Personalize gift options: Provide gift customization like branded gift card holders and greeting cards to make each present feel unique rather than generic. Offer gift wrapping or handwritten notes from your Pilates instructors available by request.

How to set up a gift card promotion for your Pilates studio

When establishing the details of your holiday gift card promotion, implement best practices like:

• Select discounts and pricing: Decide what percentage discount or dollar amount reductions make sense for your profit margins on sessions, packages, and boutique items. Consider tiered options to entice larger bulk purchases.
• Configure online payment portals: Ensure clients can securely purchase gift cards through your website. Test all payment gateway integrations and update website messaging surrounding gift options, pricing, and promotion expiration dates.
• Order gift supplies: Purchase any needed physical gift card formats to print and distribute to buyers. Bulk order branded card holders, greeting cards, envelopes, ribbons, and wrap if providing gift personalization options.
• Train staff: Educate all studio staff and Pilates teachers on the gift card promotion details so the entire team provides consistent messaging when assisting clients.
• Market early and often: Begin teasing, messaging, and advertising the gift card promotion at least two weeks before the purchase start date. To drive awareness, utilize email nurture sequences, targeted social ads, in-studio signage, and direct outreach across channels.

Marketing your gift card promotion

A well-planned marketing strategy makes all the difference for your gift card campaign success. Be proactive with these tactics when spreading the word about holiday gift card savings:

Creating your promotion

• Spotlight on website: Display banner ads for the gift card promo across every webpage's top and key sides. Provide specifics like discounted pricing, expiration dates, and value bundled packs.
• Dedicated landing page: Craft a dedicated landing page that thoroughly explains the gift card promotion with animated graphics and an easy way to purchase cards online.
• Promotional graphics: Design fun social media graphics, email headers, and ad images that grab attention with holiday flair. Maintain consistent branding by incorporating studio colors and familiar visual elements.

Advertising your promotion

• Email sequences: Send a series of promotional and reminder emails to your subscriber list in the weeks leading up to the expiration date. Mix informational details with urgent calls to action to buy now before discounts disappear.
• Social media posts: Craft engaging social copy and eye-catching graphics to show followers your gift card sale. Repurpose content across Instagram, Facebook, and additional channels.
• In-studio signs: Print flyers, posters, and brochures to display in high-visibility spots around your physical studio location. Also, provide flyers at the front desk for clients to take and share with friends and family interested in gifting Pilates sessions.

Instigating a sense of urgency

• Countdown timer: Incorporate a visible countdown clock on your website and social channels, ticking away the time left until offer expiration. The real-time urgency prompts buyers to take advantage of dwindling discounts.
• Limited supplies: Instead of framing the promotion around date-based expiration, market that only a limited number of discounted gift cards are available for sale. The scarcity factor incentivizes quicker purchase decisions.
• Bonus freebie: Offer an extra freebie Pilates workout, boutique discount, or bonus gift card amount as a bonus free gift only for buyers who purchase their discounted gift card within the first week of the promotion launch. Early buyers get the best perks.

Reaping the rewards of your promotion

Once your holiday gift card campaign concludes, focus on redeeming rewards from your promotional efforts using tracking metrics and client incentives:

Tracking your results

• Collect purchase data: Aggregate data on how many gift cards are sold at each discount tier or bonus level. Compare redemption rates throughout the holiday season to identify your peak selling periods.
• Gather client feedback: Survey gift card purchasers and redemption recipients to learn what enticed buying decisions or studio experience suggestions post-redemption.
• Review marketing analytics: Compile digital metrics from your email campaigns, website traffic, social media engagement, and any paid ads. Determine your highest converting marketing channels to inform future promotions.
  

Encouraging repeat business

• Post-holiday fatigue: Market January sessions as the perfect self-care antidote to combat post-holiday fatigue and stress as recipients return to work refreshed from studio sessions.
• Win-back offers: Pay attention to one-time gift card redemption clients who don’t return for additional paid sessions. Target them with special win-back discounts and class packages to reactivate their patronage.
• Ongoing incentives: Sustain momentum beyond the initial gift card redemption by promoting Pilates gear giveaways, athlete ambassador programs, or other VIP perks to hook new students on repeat visits.
  

Running holiday gift card promotions deepens relationships with existing clientele while attracting new audiences to your Pilates studio through creative gift-giving. Discounted gift cards make ideal presents during the season of joy and giving thanks. Follow best practices when structuring your promotion, utilize effective marketing tactics to spread awareness, and analyze post-campaign data to inform future initiatives. Most importantly, convey authentic appreciation to every gift card purchaser and redemption recipient for their continued loyalty and support. Happy holidays from our entire Pilates team!