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As a medspa owner, you know that certain days on the calendar—like Valentine’s Day, Mother’s Day, or even New Year’s—are prime opportunities to attract new clients and delight existing ones. These “calendar events” are moments when people are actively searching online for gifts, self-care experiences, or ways to celebrate.

Calendar events tap into universal celebrations that are generally paired with gift giving which trigger increased purchasing but simply running a special isn’t enough—you need a strategic, multi-channel approach to stand out in a crowded market and capture those searches.

In this post, we’ll walk you through a step-by-step process to promote your calendar event specials effectively. For this example, we’ll focus on Valentine’s Day, but you can apply this framework to any holiday or seasonal promotion. Let’s dive in!

Step 1: Plan Your Offer Around the Holiday

Align with the Spirit of the Event:
Whatever “moment” your specials support, make sure it aligns with the emotions of that event.

Set Time Constraints:
Holidays create urgency naturally, but reinforce it with clear deadlines and psychological triggers

(e.g., “Offer valid until February 14th” or “Limited spots available”).

Set Special Limits:
Whatever you are offering, set volume limits (amount that can be purchased) and usage limits (e.g., purchase up to 100 units of Botox to use any time in 2025)

Determine Your Parameters:
This is super important. Figure out before you post anything what “the rules” are. 

  • Can your customers combine this with other offers.
  • Can they bank and for how long
  • If you memberships how do your offers conflict with your VIP client pricing
  • Will you give refund or can they tranfer $$ to other treatments
  • How purchasing done and when? Online, in office, before a certain date

Think about every possible variable and have a solution for that – and all of this “fine print” is available to client’s prior to purchase.

Define Your Audience:
Who are you targeting? Singles looking to boost their confidence, couples investing in self-care, or gift-givers seeking unique presents? Tailor your messaging accordingly by using hyperpersonalization.

light touch medspas orlando valentines day specials example

Step 2: Optimize Your Website for Maximum Visibility

Optimizing your website should be the first (after determining your offerings) thing you do.

Start with a Front Page Banner:
Add a visually appealing banner announcing your Valentine’s Day special on your home page. Include a direct link to a dedicated landing page.

For maximum power create a landing page for each special.

Create a Dedicated Landing Page (s):

Having a dedicated landing page or pages for a specific calendar event is key for search. A dedicated page allows you to create a unique title/description/focus/url that will show up on search.

  • Use SEO-friendly keywords like “Valentine’s Day Spa Deals in [City Name]” or “Valentine’s Day Gifts for Women.”
  • Highlight the offer details, benefits, pricing, and booking instructions on the dedicated page.
  • Add multiple CTAs throughout the page (e.g., “Book Now,” “Claim My Spot”).
  • Include Google Reviews that talk specifically about the treatments on special on the landing page. These will add credibility to the treatment and to your business.
  • Don’t rely on graphics alone to tell the story. Graphics without supporting and descriptive content and context is not read in search. Learn more about how to maximize graphics for seo by reading:

Going Beyond the Graphic: Boosting Your Marketing and SEO Impact

Write a Supporting Blog Post:
Publish a blog titled something like “5 Reasons to Gift a Medspa Gift Card This Valentine’s Day.” Link back to your landing page and include internal links to related services. Add hyperlinks to existing blog posts for treatments that are part of your specials. 

Optimize Pop-Ups:
Design a pop-up that appears when visitors land on your site. Highlight the offer with urgency (e.g., “Last Chance to Book Our Valentine’s Special!”).

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Valentine's Day pop up specials, beautyfix medspa example

Step 3: Update Google My Business (GMB)

Don’t forget your GMB, now or ever. This page has power and should be updated and optimized with all new content you create. 

Add a GMB Post:
Create a post or offer about your Valentine’s Day special with high-quality images, details, and a direct link to your landing page.

Update Your GMB Description:
Temporarily tweak your description to mention the special (e.g., “Celebrate Valentine’s Day with our exclusive spa deals!”).

Encourage Reviews:
Ask satisfied clients to leave reviews during the promotion period. Positive feedback boosts local SEO and builds trust.

googe search

Step 4: Leverage Social Media

Tease the Special Early:
Start posting about your Valentine’s Day offer at least 2-3 weeks in advance. Use countdowns, testimonials, and behind-the-scenes content to build anticipation.

Run Paid Ads:
Boost posts targeting local audiences interested in spas, wellness, and gifting. Use eye-catching visuals and clear CTAs.

Engage with Followers:
Host contests or giveaways (e.g., “Tag your partner for a chance to win a free hydrafacial!”). Respond promptly to comments and DMs.

list of dedicated landing page urls for specials
!

A dedicated landing page with optimized keywords specifically for your event will be triggered when people search for things like “valentine specials near me”, or “ideas for valentine’s day gifts for my wife.” 

Step 5: Send Targeted Email Campaigns

Segment Your List:
Divide your email list into groups (e.g., past clients, new subscribers, inactive leads). Personalize messaging based on their behavior.

Craft Compelling Emails:

  • Subject Line: Use urgency and emotion (e.g., “Don’t Miss Out on Our Valentine’s Specials!”).
  • Body: Highlight the benefits of the offer, include testimonials, and add a clear CTA.
  • Timing: Send at least two emails—one early announcement and one reminder closer to the deadline.

Include Visuals:
Use professional photos of your spa services and happy clients. Embed buttons linking directly to the booking page.

newsletter example promoting medspa specials for valentines day

Step 6: Utilize SMS Marketing

Send Text Reminders:
If you have permission, send short, personalized texts reminding clients about the special (e.g., “Hi [Name], don’t miss our Valentine’s Day deal! Book now: [link].”).

Offer Exclusive Discounts via SMS:
Provide an additional incentive for texting back or booking through SMS (e.g., “Reply ‘YES’ to get 10% off your appointment”).

Remember to follow to rules when it comes to SMS:

Don’t Get Banned or Fined: The Medspa Owner’s Guide to SMS Marketing Compliance

Step 9: Analyze

Analyze Results:
Review metrics like revenue generated, new vs. returning clients, and overall ROI. Check your Google Analytics to see how people found your page. Analyze which specials were the most popular and who purchased them. Document lessons learned for your next Calender Event Special campaign.