Hey guys!
Hey guys!

Savanna Bell here with My Massage World and in this week’s video we’re talking gift
Savanna Bell here with My Massage World and in this week’s video we’re talking gift

certificates.
certificates.

We’re going in depth today so this one is going to be a bit longer than my usual videos,
We’re going in depth today so this one is going to be a bit longer than my usual videos,

but it’ll be worth it.
but it’ll be worth it.

We’re in the first week of October and that means the holidays are coming up fast.
We’re in the first week of October and that means the holidays are coming up fast.

And while I’m one of those people who can’t stand to see Christmas stuff up in stores
And while I’m one of those people who can’t stand to see Christmas stuff up in stores

before Halloween, when you run a business, you cannot afford to wait until the last minute
before Halloween, when you run a business, you cannot afford to wait until the last minute

to think about the holidays.
to think about the holidays.

This is something to start planning now, and gift certificates are a huge part of that.
This is something to start planning now, and gift certificates are a huge part of that.

Now, let’s get one thing very clear here…gift certificates should be a year-round thing
Now, let’s get one thing very clear here…gift certificates should be a year-round thing

for your business.
for your business.

You should be promoting them regularly regardless of the season, but the holidays are prime
You should be promoting them regularly regardless of the season, but the holidays are prime

time to get a large number sold in a relatively short amount of time.
time to get a large number sold in a relatively short amount of time.

First, let’s talk about some numbers that may give you a bit more insight into the world
First, let’s talk about some numbers that may give you a bit more insight into the world

of gift certificates.
of gift certificates.

According to the NRF Holiday 2017 Recap, “For the eleventh year in a row, gift cards remain
According to the NRF Holiday 2017 Recap, “For the eleventh year in a row, gift cards remain

the most popular items on wish lists, requested by 61 percent of those surveyed.”
the most popular items on wish lists, requested by 61 percent of those surveyed.”

That means that well over half of the people in your area, or more specifically, more than
That means that well over half of the people in your area, or more specifically, more than

half of your ideal clients, are asking for gift cards for the holidays.
half of your ideal clients, are asking for gift cards for the holidays.

It’s up to you to make sure you’re the business where they’re getting those gift
It’s up to you to make sure you’re the business where they’re getting those gift

cards.
cards.

Here’s another one…men spend about 12% more on gift cards than women according to
Here’s another one…men spend about 12% more on gift cards than women according to

the NRF Gift Card Spending Survey.
the NRF Gift Card Spending Survey.

Many of us focus on a female majority clientele, but we can’t forget to speak to the guys
Many of us focus on a female majority clientele, but we can’t forget to speak to the guys

too.
too.

Even if you don’t see male clients, you’ll need to tailor your marketing to speak to
Even if you don’t see male clients, you’ll need to tailor your marketing to speak to

those men who are buying gift cards for the women in their lives.
those men who are buying gift cards for the women in their lives.

Also, a First Data study found that 75 percent of consumers who were redeeming a gift card,
Also, a First Data study found that 75 percent of consumers who were redeeming a gift card,

spent just over $27 more than the amount on the card.
spent just over $27 more than the amount on the card.

Meaning, that it’s not just the amount you’re selling that gift card for, but the extra
Meaning, that it’s not just the amount you’re selling that gift card for, but the extra

the receiver might spend once they come in.
the receiver might spend once they come in.

People are often more willing to purchase an add-on or upgrade to a better treatment
People are often more willing to purchase an add-on or upgrade to a better treatment

or more time since they’re not having to pay for the initial service.
or more time since they’re not having to pay for the initial service.

Plus, 85 percent of gift cards are redeemed in the first 60 days after they’re received;
Plus, 85 percent of gift cards are redeemed in the first 60 days after they’re received;

meaning those first few months of the year, when things typically slow down for a lot
meaning those first few months of the year, when things typically slow down for a lot

of us as everybody is recovering from the ungodly amount of money they spent over the
of us as everybody is recovering from the ungodly amount of money they spent over the

holidays, those gift cards can help to fill your books in January and February.
holidays, those gift cards can help to fill your books in January and February.

And last statistic I’ll throw at you; according to the National Gift Card Annual B2B Gift
And last statistic I’ll throw at you; according to the National Gift Card Annual B2B Gift

Card Report, “75 percent of the volume in gift card program redemptions is still in
Card Report, “75 percent of the volume in gift card program redemptions is still in

physical cards versus 25 percent for digital gift cards.”
physical cards versus 25 percent for digital gift cards.”

So we’re seeing an increase just about every year in the purchase and redemption of digital
So we’re seeing an increase just about every year in the purchase and redemption of digital

gift cards, but most people still prefer the physical cards or certificates.
gift cards, but most people still prefer the physical cards or certificates.

Now, here’s my take on it.
Now, here’s my take on it.

While it may seem like since more people prefer physical cards, so you think you might just
While it may seem like since more people prefer physical cards, so you think you might just

stick with that and only sell those gift cards in office, you are probably missing out on
stick with that and only sell those gift cards in office, you are probably missing out on

a lot of sales if you don’t offer digital gift certificates.
a lot of sales if you don’t offer digital gift certificates.

There are all kinds of people whose schedules don’t line up with your office hours and
There are all kinds of people whose schedules don’t line up with your office hours and

simply cannot drop in to buy a gift card.
simply cannot drop in to buy a gift card.

Then there are those who simply do all their holiday shopping online and the easier you
Then there are those who simply do all their holiday shopping online and the easier you

can make the purchase, the better.
can make the purchase, the better.

And still yet, there are those last-minute shoppers who are making purchases in the middle
And still yet, there are those last-minute shoppers who are making purchases in the middle

of the night on Christmas Eve.
of the night on Christmas Eve.

Are you really going to sit in your office all that time and just wait for people to
Are you really going to sit in your office all that time and just wait for people to

maybe drop in.
maybe drop in.

No.
No.

But when you have those digital gift certificates available right on your website and social
But when you have those digital gift certificates available right on your website and social

media pages, everything is taken care of automatically and all you have to do is keep track of the
media pages, everything is taken care of automatically and all you have to do is keep track of the

finances – which I’m going to talk a bit more about in just a minute.
finances – which I’m going to talk a bit more about in just a minute.

But first, I get asked a lot which online gift card program to use.
But first, I get asked a lot which online gift card program to use.

There’s several out there, and honestly, I think it’s important that you do your
There’s several out there, and honestly, I think it’s important that you do your

research and find what is going to work best for you.
research and find what is going to work best for you.

It depends on the features you’re looking for, you know, how much customization of the
It depends on the features you’re looking for, you know, how much customization of the

look, how much in fees you’re willing to pay, what sort of delivery systems, tracking
look, how much in fees you’re willing to pay, what sort of delivery systems, tracking

capabilities, etc.
capabilities, etc.

If you’re already using a booking software, many of those have digital gift certificate
If you’re already using a booking software, many of those have digital gift certificate

capabilities, so take a look and see if it will work for you.
capabilities, so take a look and see if it will work for you.

Plus, there are several independent digital gift certificate companies, like The Gift
Plus, there are several independent digital gift certificate companies, like The Gift

Card Café, where you can design them, put a button your website, and everything is done
Card Café, where you can design them, put a button your website, and everything is done

through their program.
through their program.

You get the notifications and payment into your account.
You get the notifications and payment into your account.

Simple as that.
Simple as that.

Or, you can even just email your own designed PDFs out, but know that, like with any paper
Or, you can even just email your own designed PDFs out, but know that, like with any paper

gift certificate, digital or not, you’ll need to track these a bit more carefully to
gift certificate, digital or not, you’ll need to track these a bit more carefully to

ensure people aren’t copying them, or trying to redeem multiple times.
ensure people aren’t copying them, or trying to redeem multiple times.

As you can see, there’s a lot of options, so sit down and think about what you want
As you can see, there’s a lot of options, so sit down and think about what you want

out of any digital gift card process and start looking at your options.
out of any digital gift card process and start looking at your options.

Now, let’s look at designing those gift cards to fit your branding.
Now, let’s look at designing those gift cards to fit your branding.

I know many people think of these as just a piece of paper or a plastic card stuck in
I know many people think of these as just a piece of paper or a plastic card stuck in

a little envelope; but you can make it much better, and much nicer than that.
a little envelope; but you can make it much better, and much nicer than that.

The card or certificate obviously needs to look really nice and fit your branding, but
The card or certificate obviously needs to look really nice and fit your branding, but

what about going beyond that.
what about going beyond that.

So instead of discounting your service price, like a lot of people think they need to do
So instead of discounting your service price, like a lot of people think they need to do

when promoting gift cards, why not offer more value, as I usually harp on.
when promoting gift cards, why not offer more value, as I usually harp on.

For example, with every $100 or $200 gift card purchase, or even a specific package
For example, with every $100 or $200 gift card purchase, or even a specific package

on a gift card, they get the card in a pretty little box that’s in a nice basket that
on a gift card, they get the card in a pretty little box that’s in a nice basket that

has several small samples of products you sell like scrubs, lotions, essential oils,
has several small samples of products you sell like scrubs, lotions, essential oils,

things like that.
things like that.

And maybe some tea bags with a little mug that says “relax” and has your logo on
And maybe some tea bags with a little mug that says “relax” and has your logo on

it.
it.

The options really are endless.
The options really are endless.

You could spend $10-$15 per basket like that, make up several and offer it as a limited
You could spend $10-$15 per basket like that, make up several and offer it as a limited

time and limited quantity special thing for the holidays.
time and limited quantity special thing for the holidays.

For smaller amounts, you can still offer a nice box and maybe a single sample product
For smaller amounts, you can still offer a nice box and maybe a single sample product

as a special touch for the holidays so it’s not so plain as an envelope or just the card.
as a special touch for the holidays so it’s not so plain as an envelope or just the card.

You can Google ‘branded gift card boxes’ and you’ll get millions of results.
You can Google ‘branded gift card boxes’ and you’ll get millions of results.

Design it all to fit your brand colors and theme, and to speak to those ideal clients.
Design it all to fit your brand colors and theme, and to speak to those ideal clients.

And by the way, if you’re interested in having the cards instead of paper certificates,
And by the way, if you’re interested in having the cards instead of paper certificates,

check with your credit card processing company.
check with your credit card processing company.

Many of them, like Square, offer customizable gift cards that are all tracked through your
Many of them, like Square, offer customizable gift cards that are all tracked through your

Square processing, and are run just like a credit card.
Square processing, and are run just like a credit card.

Next, let’s look at how you can sell those gift cards.
Next, let’s look at how you can sell those gift cards.

A lot of people assume they need to discount in order to sell gift certificates, since
A lot of people assume they need to discount in order to sell gift certificates, since

that’s what a lot of companies do, right?
that’s what a lot of companies do, right?

You get a $50 gift card for $40 type of thing.
You get a $50 gift card for $40 type of thing.

And while that can give you a boost, I’m all about added value over discounting.
And while that can give you a boost, I’m all about added value over discounting.

Not that discounting is inherently bad, but it just needs to be done strategically.
Not that discounting is inherently bad, but it just needs to be done strategically.

So if you choose to discount, remember that it’s an investment, just like in that basket
So if you choose to discount, remember that it’s an investment, just like in that basket

idea I talked about.
idea I talked about.

It’s an incentive; but do you want to incentivize people to purchase at a discount or purchase
It’s an incentive; but do you want to incentivize people to purchase at a discount or purchase

because of the high value you’re offering?
because of the high value you’re offering?

Big difference.
Big difference.

Anyway, here’s a few ideas on how to sell those gift cards…
Anyway, here’s a few ideas on how to sell those gift cards…

Make it obvious that they’re for sale.
Make it obvious that they’re for sale.

Put them on the front desk in a nice display reminding people of the upcoming holiday and
Put them on the front desk in a nice display reminding people of the upcoming holiday and

reasons to buy; have a few flyers or sidewalk sandwich board signs, or whatever you need
reasons to buy; have a few flyers or sidewalk sandwich board signs, or whatever you need

to get it in front of those who are coming into your office and those who happen to walk
to get it in front of those who are coming into your office and those who happen to walk

or drive by.
or drive by.

Ask each and every client if they’d like to purchase a gift card.
Ask each and every client if they’d like to purchase a gift card.

Every time you are checking out a client and you’ve booked their next appointment, simply
Every time you are checking out a client and you’ve booked their next appointment, simply

ask if they’d like to get a gift card for anyone.
ask if they’d like to get a gift card for anyone.

Most of the time you’ll probably hear “no thanks” and that’s ok.
Most of the time you’ll probably hear “no thanks” and that’s ok.

No one is going to be offended by you asking a very quick, simple question they can easily
No one is going to be offended by you asking a very quick, simple question they can easily

say no to.
say no to.

But what you’ll notice, is those clients who say “Oh, yes!
But what you’ll notice, is those clients who say “Oh, yes!

I totally forgot I need to get my mom something for Christmas!” or something like that.
I totally forgot I need to get my mom something for Christmas!” or something like that.

It’s just a gentle reminder that you have them available.
It’s just a gentle reminder that you have them available.

And of course, since you’ll have a beautiful display of cards at your checkout counter,
And of course, since you’ll have a beautiful display of cards at your checkout counter,

just point and ask.
just point and ask.

And again, let’s talk added value.
And again, let’s talk added value.

So instead of offering a few dollars off, why not use that same money to add something
So instead of offering a few dollars off, why not use that same money to add something

as an incentive.
as an incentive.

So maybe when they purchase $200 in gift cards, they get a $25 gift card for themselves, or
So maybe when they purchase $200 in gift cards, they get a $25 gift card for themselves, or

something along those lines.
something along those lines.

I mean people like to give, but they love to get too.
I mean people like to give, but they love to get too.

Alright, moving on…let’s talk expiration for a second.
Alright, moving on…let’s talk expiration for a second.

I know I covered this in another video about legal issues massage therapists tend to run
I know I covered this in another video about legal issues massage therapists tend to run

into, but I want to go over it again here in case you haven’t watched that one.
into, but I want to go over it again here in case you haven’t watched that one.

If you’re not aware, for US therapists, you cannot put whatever arbitrary expiration
If you’re not aware, for US therapists, you cannot put whatever arbitrary expiration

date you want on a gift certificate.
date you want on a gift certificate.

There is a state minimum time that you are required to honor all gift cards, and you
There is a state minimum time that you are required to honor all gift cards, and you

cannot put an expiration of less than that.
cannot put an expiration of less than that.

That’s not a request, that’s the law.
That’s not a request, that’s the law.

Every state has its own requirements, and I’ll put that link in the description for
Every state has its own requirements, and I’ll put that link in the description for

you, but just know that most of them require at least 2 years, some 5 years, and others
you, but just know that most of them require at least 2 years, some 5 years, and others

do not allow any expiration at all.
do not allow any expiration at all.

It’s up to you to know what your state requires.
It’s up to you to know what your state requires.

For example, I live in Tennessee, so all gift certificates sold in the state have to be
For example, I live in Tennessee, so all gift certificates sold in the state have to be

honored for at least 2 years.
honored for at least 2 years.

Now just know, this applies to purchased gift certificates, not ones that you donate to
Now just know, this applies to purchased gift certificates, not ones that you donate to

charities and things like that.
charities and things like that.

If you’re donating a gift card, you can put whatever expiration date you want on it,
If you’re donating a gift card, you can put whatever expiration date you want on it,

but if someone has given you any amount of money for a gift card, you must honor that
but if someone has given you any amount of money for a gift card, you must honor that

state required minimum.
state required minimum.

Now this brings me to my last thoughts on gift certificates.
Now this brings me to my last thoughts on gift certificates.

Let’s talk tracking and accounting for all these gift cards you’re going to be selling.
Let’s talk tracking and accounting for all these gift cards you’re going to be selling.

Because a lot of people get this huge influx of money from their gift cards, spend it like
Because a lot of people get this huge influx of money from their gift cards, spend it like

it’s theirs to spend the second they have the money in their account, and then feel
it’s theirs to spend the second they have the money in their account, and then feel

like they’re giving free massages when the gift cards get redeemed.
like they’re giving free massages when the gift cards get redeemed.

But you’re not.
But you’re not.

You got paid for a service.
You got paid for a service.

It’s not the client’s fault that you didn’t keep on your accounting like you should have.
It’s not the client’s fault that you didn’t keep on your accounting like you should have.

So let’s look at that.
So let’s look at that.

How do you track both the gift cards and the money from them?
How do you track both the gift cards and the money from them?

First, the gift cards themselves.
First, the gift cards themselves.

This really depends on how you’re selling them.
This really depends on how you’re selling them.

If you’re using something like those nice gift cards through your credit card processing
If you’re using something like those nice gift cards through your credit card processing

company or an independent gift card company like The Gift Card Café I mentioned earlier,
company or an independent gift card company like The Gift Card Café I mentioned earlier,

then they should have the tracking all set up.
then they should have the tracking all set up.

If not, you’ll need to keep your own records.
If not, you’ll need to keep your own records.

You can make this really simple in an excel sheet or even make your own little table printout
You can make this really simple in an excel sheet or even make your own little table printout

to write this all in.
to write this all in.

Just list out each of the following…purchaser, receiver, amount, gift card number, purchase
Just list out each of the following…purchaser, receiver, amount, gift card number, purchase

date, redeemed date, fee location.
date, redeemed date, fee location.

That last one is going to help you keep track of the financing of this too.
That last one is going to help you keep track of the financing of this too.

So, when someone purchases a gift card, simply put all that info into that excel sheet or
So, when someone purchases a gift card, simply put all that info into that excel sheet or

on that printed table.
on that printed table.

Anytime a gift card is purchased, that money needs to go into a completely separate account
Anytime a gift card is purchased, that money needs to go into a completely separate account

that is only for gift card funds, because you do not put that money into an account
that is only for gift card funds, because you do not put that money into an account

to spend until it is redeemed!
to spend until it is redeemed!

So, when you’re filling in that info, in that ‘fee location’ section, put “gift
So, when you’re filling in that info, in that ‘fee location’ section, put “gift

card account”.
card account”.

Later, when you go in to mark that card as redeemed and put in that ‘redeemed date’,
Later, when you go in to mark that card as redeemed and put in that ‘redeemed date’,

you move that money over from your gift card account to your checking or savings or whatever,
you move that money over from your gift card account to your checking or savings or whatever,

and mark it as such in that table.
and mark it as such in that table.

This ensures that you’re tracking the purchase and redemption of all your gift cards, AND
This ensures that you’re tracking the purchase and redemption of all your gift cards, AND

keeping track of the money associated with each one; so you’re not spending money that
keeping track of the money associated with each one; so you’re not spending money that

technically shouldn’t be spent yet.
technically shouldn’t be spent yet.

Does this make sense?
Does this make sense?

You could get far more detailed with this, but I like simplicity, and that always worked
You could get far more detailed with this, but I like simplicity, and that always worked

for me.
for me.

The holidays are fast approaching, and while gift card sales should be a part of your year-round
The holidays are fast approaching, and while gift card sales should be a part of your year-round

marketing strategy, the holidays can give you a huge boost.
marketing strategy, the holidays can give you a huge boost.

Remember, this is the time of year where people are looking all over for gift ideas; and while
Remember, this is the time of year where people are looking all over for gift ideas; and while

they’re bombarded with ads all day long geared toward the holidays, you also have
they’re bombarded with ads all day long geared toward the holidays, you also have

to realize that it’s not just about making the sale right this second, even though that’s
to realize that it’s not just about making the sale right this second, even though that’s

obviously the primary goal, but also gaining a ton of exposure for your business more readily
obviously the primary goal, but also gaining a ton of exposure for your business more readily

this time of year.
this time of year.

Even those who don’t purchase from you this holiday season, are likely to remember your
Even those who don’t purchase from you this holiday season, are likely to remember your

business and your brand far into the new year, for gifts again later and for themselves.
business and your brand far into the new year, for gifts again later and for themselves.

For more tips on dealing with holiday marketing, be sure to join the free My Massage World
For more tips on dealing with holiday marketing, be sure to join the free My Massage World

Facebook group where we’re spending all week discussing it, plus new topics of discussion
Facebook group where we’re spending all week discussing it, plus new topics of discussion

each week.
each week.

Thank you so much for watching today.
Thank you so much for watching today.

As always, check us out at MyMassageWorld.com, like us on Facebook, subscribe to us on YouTube,
As always, check us out at MyMassageWorld.com, like us on Facebook, subscribe to us on YouTube,

and stay tuned for more videos – there’s a new one every week.
and stay tuned for more videos – there’s a new one every week.