holiday 2015 - Massage Envy

Transcription

HOLIDAY 2015
Roll-Out Guide | November 16, 2015 – February 13, 2016
TABLE OF CONTENTS
Holiday�� 1
Black Friday��2-4
National Gift Card Offers�� 5-18
Retail Gift Sets & Retail Open Sell��19-20
Visual Merchandising Elements�� 21-24
Solve Not Sell�� 25-27
Membership Conversion��28
Marketing Materials�� 29-33
Event Timeline & Checklist��34-36
Team Readiness Guide�� 37-38
FAQ�� 39-40
Resources��41
Massage Envy Icon Key: Throughout the roll-out guide, look out for the symbols below for important items.
BEST
Manager Checklist Item
Massage Envy Best Practice:
Reporting & Tracking
Additional Resources
The contents of this Holiday 2015 Roll-Out Guide are confidential under the franchise
agreement and are considered trade secrets and proprietary to Massage Envy Franchising, LLC.
HOLIDAY
Event Overview
This year’s Holiday event encompasses four (4) strategic components, all of which are designed to drive
location revenue. All four are required components supported nationally through various marketing platforms.
Black Friday (11/16 – 11/27)
“The benefits of Black Friday without having to wake up early!”
Locations will be offering high value retail items to members and guests (savings up to 54%)
National Gift Card Offers (11/16 – 12/27) – offers not available online
FREE 1-hour service with $150 in gift card purchases
• Voucher valid for a 1-hour massage or facial until 9/15/16
FREE Whish® Gift with Purchase (GWP) with $75 in gift card purchases
• 3-piece Whish GWP ($18.50 value)
Retail Gift Sets & Open Sell Retail Items (11/16 – 12/27)
New vendors such as Whish, Spongelle, Do Not Disturb and Thymes are available. Mix and match to create
your members/guests ideal gift.
Guest Membership Conversion (12/28/15 – 2/13/16) – updated tools available December 15
It’s important to focus on membership conversion especially when a high traffic number of new guests are
being introduced to Massage Envy through gift card redemption.
Timeline
Black Friday
Nov 16–27
National Gift Card Offers
Nov 16 – Dec 27
Retail Gift Sets & Open Sell
Nov 16 – Dec 27
Membership Conversion
Dec 28 – Feb 13
For any questions, please use the email address [email protected]
1
BLACK FRIDAY
Overview
WHAT: “The benefits of Black Friday without having to wake-up early!”
Locations will be offering high value retail items to members and guests (savings up to 54%).
WHEN: November 16-27
Spongelle Duet
Soi Co 3 Wick Tin
Black Friday Retail $13
Wholesale $6.50
Retail after 11/27 $28
54% Savings
Black Friday $12
Savings 34%
TheraPearl Eye Mask
Whish Body Butter Trio*
Black Friday Retail $7
Wholesale $3.50
50% Savings
Black Friday $15
Wholesale $7.50
Savings 51%
Do Not Disturb Neck Cozy
Black Friday $29
Savings 18%
Whish Body Wash Trio*
Black Friday $12
Wholesale $6
Savings 8%
*The Whish Trio sets were created at a value price point and will remain at
their Black Friday price points post Black Friday Event. Do not manually
adjust price in Millennium post Black Friday.
2
BLACK FRIDAY (cont’d)
Planograms
Below are suggestions on how to merchandise Black Friday in your location during holiday (11/16-11/27).
body butteR tRio
15
$
$29 value
Whish
· Indulgent Body Cream
· Naturally Sourced
Organic Ingredients
· Pomegranate
· Coconut
· Lavender
batH + body gel tRio
12
$
$15 value
Whish
· Powefully Moisturizing
Organic Ingredients
· Pomegranate
· Coconut
· Lavender
Black Friday Cash Wrap Display
Black Friday Table Display
Elements Utilized (see page 19):
• Table
• Linen
• 3 tier riser
• Shelf talkers
Place Whish Trios on cash wrap with testers.
Place testers in front of retail product to
ensure members and guests can experience
the products.
Shelf Talkers (Shipping with the Holiday POP kits)
body butteR tRio
15
$
$29 value
Whish
Organic Ingredients
· Pomegranate
· Coconut
· Lavender
3 wick tin candle
Aqua de Soi
12
$
$20 value
· 100% Premium Soy Oil
· Citrus + White Tea Scent
· 70 hr Burn Time, 21 oz
batH + body gel tRio
12
$
$15 value
Whish
· Powefully Moisturizing
Organic Ingredients
· Pomegranate
· Coconut
· Lavender
3 wick tin candle
Aqua de Soi
12
$
$20 value
· 100% Premium Soy Oil
· Lavender Provence Scent
· 70 hr Burn Time, 21 oz
neck cozy
Do Not Disturb
29
$
$35 value
· Flaxseed Neck Pillow
· Massage Envy Exclusive
· Release Stress and Tension
· Handmade in the U.S.A
bouRbon vanilla duet
Spongellé
13
$
$28 value
· Body Wash Infused Buffers
· (2) 5.5 oz Buffers
· Cleanse + Hydrate
· 30+ Uses
pink tiaRe duet
Spongellé
13
$
$28 value
· (2) 5.5 oz Buffers
· Cleanse + Hydrate
· 30+ Uses
body butteR tRio
15
$
$29 value
Whish
Organic Ingredients
· Pomegranate
· Coconut
· Lavender
eye Mask
7
$
TheraPearl
· Soothing Relief for Eye Area
· Conforms to the Body
· Microwave + Freezer Safe
$14 value
Locate the appropriate shelf talker for the retail items you are displaying. Slide the shelf talker on the shelf/acrylic riser so
the lip is flush with the shelf or acrylic riser. Additional shelf talkers are available through Clayton Kendall (CK).
*Remove Black Friday shelf talkers (excluding Whish products) EOD 11/27.
3
BLACK FRIDAY (cont’d)
Millennium
All Black Friday retail SKUs are active in Millennium. Locations are recommended to enter their on-hand
units in Millennium (See QRC in additional resources).
Black Friday pricing will run from 11/16–11/27. On 11/28, SKUs in Millennium will revert to regular retail price
(excluding Whish).
BEST
Best Practices:
»» Ask member/guest if the retail item they’re purchasing is a gift. If so, offer to print another receipt. View in
additional resources on how to reprint a receipt.
»» Add new products (“remerch”) to the display daily to keep fresh, full and compelling
»» Have a tester in front of each product to ensure members and guests can experience the product
»» Pull the code for all Black Friday items from Millennium when ringing up. Do not manually enter them in the
system. This will allow you to better track sales of the individual items.
Holiday Retail Catalog
QRC: How to Edit an Inventory Count in Millennium
QRC: How to Reprint a Receipt
Retail Summary Report
All Black Friday retail can be tracked using Retail Breakdown Report.
4
NATIONAL GIFT CARD OFFERS
Overview
WHAT: This year, Massage Envy locations will offer two (2) gift card promotions with national support.
WHEN: November 16 - December 27
Why Are There Two Offers?
It’s all about offering a solution! Having two different offers allows Massage Envy locations to better meet the needs
of members/guests. Shoppers have multiple people on their holiday lists and have different amounts they want to
spend on them.
Gift Voucher
Holiday Gift Card Promotion
Redeem this voucher for a 1-Hour customized massage or a 1-Hour Healthy Skin facial session.
Recipient Name:
Must Redeem By: 09/30/2016
Massage Envy.com
B150000001
*Voucher has no cash value. For promotional purposes only, not valid for gift card purchase or in conjunction with other offers. Voucher may not be replaced if lost or stolen. Redeemable at any Massage Envy location nationwide. See clinic for details. Voucher
must be presented upon check-in. Let us break it down for you; a one-hour service is 50-minutes of hands-on time, a five-minute consultation and five-minute dress time. Voucher does not include gratuity. Rates and services may vary by location and session.
Additional local taxes and fees may apply. Each location is independently owned and operated. ©2015 Massage Envy Franchising, LLC. Now stop reading this and go enjoy your massage or facial.
FREE 1-Hour Service with
$150 Gift Card Purchases
Gift Voucher
Recipient Name:
• V
oucher mayMassage
be Envy.com
redeemed for 60-minute massage
or facial session
B150000001
Gift Voucher
• V
oucher auto-expires in Millennium
on 9/15/16
(Longer redemption period to manage new guest
influx)
Massage Envy.com
Recipient Name:
B150000001
• Voucher cannot be redeemed for cash, gratuity, or tax
• V
oucher is preloaded with $49 (if redeemed for $39
massage the $10 facial upcharge will expire)
FREE Whish Gift with Purchase
with $75 Gift Card Purchases
• 3-Piece Whish Lavender Body Trio
• .75 oz. Lavender Body Wash
• .75 oz. Lavender Body Butter
• .75 oz. Lavender Shave Cream
• $18.50 value
• O
ne Whish Gift With Purchase only with every $75
in Gift Card Purchases. Cannot be combined with the
FREE 1-Hour Gift Card Offer.
• O
ne voucher only with every $150 in Gift Card
Purchases. Cannot be combined with the Gift With
Purchase Offer.
5
NATIONAL GIFT CARD OFFERS (cont’d)
New Gift Cards
To
From
New Gift Cards Just in Time for the Holidays! All seasonal
gift cards and gift card related products (e.g. carrier, boxes,
envelope, and vouchers) will have the new brand look and
feel. For those customers for whom the gift card may be their
first touchpoint with the new brand, we must ensure their
experience with the brand is consistent with all other marketing
and advertising materials.
©2015 Massage Envy Franchising, LLC.
Action Required!
Amount
Massage. Facials. Skincare.
BECAUSE
Holiday Gift Card
.
Holiday Gift Card
Carrier - Outside
Holiday Gift Card
Carrier - Inside
Destroy all 2014 holiday gift cards. Any holiday-themed gift cards left over from the 2014 program will not
be allowed for distribution this holiday season. You may continue to sell the existing, non-holiday (purple)
gift cards until they are depleted.
•
•
Order new holiday gift cards now on CK in order for them to arrive by November 12
Begin distributing new gift cards on November 16 in new acrylic gift card holder (see planogram on page 7).
These acrylic gift card holders will be included in location POP kits.
Vouchers
WHERE: Available on CK.
WHEN: Begin ordering now. Expedited shipping may be required if ordered after December 14.
HOW MANY: Pull location goal from gift card calculator. Take 44% of that goal and divide by $150. This number is your
target number for your FREE 1-hour vouchers. Example: 2015 goal $55,000 X 44% = $24,200 / $150 = 162 vouchers
HOW ARE THE VOUCHERS PACKAGED: 3 vouchers per sheet X 50 sheets per package = 150 vouchers per
package. In the above example you would need to order 2 packs.
VOUCHER COST: Pack of 50 vouchers is $12.50. 3 vouchers per sheet or 150 vouchers per pack, or equivalent to
$0.083/voucher.
Vouchers are not customizable with location information. Vouchers will be accepted nationwide.
6
Planogram
gift witH puRcHase
fRee
with $75 in gift card purchases
Whish
· A Value of $1850
· .75 oz Lavender Body Butter
· .75 oz Lavender Body Wash
· .75 oz Lavender Shave Cream
gift witH puRcHase
Whish
fRee
with $75 in gift card purchases
· A Value of $ 1850
· .75 oz Lavender Body Butter
· .75 oz Lavender Body Wash
· .75 oz Lavender Shave Cream
It’s recommended to merchandise Whish gifts with purchase next to your gift card holder on your front counter.
Elements Utilized (see page 21):
• Acrylic risers
• Shelf talker
Millennium
Whish GWP SKU has been pushed active into Millennium. It is recommended that locations enter their
quantities on hand for accurate tracking.
7
BEST
Best Practices
»» New
“Because” card carriers will allow members and guests to personalize their gift. Front desk associates
should recommend the gift purchasers to fill out the “Because”, or the reason why they are buying the gift for
the gift receiver. This is a great step to add during the recommend phase of “Solve Not Sell”. (see pages 25-27).
How to Ring-Up & Redeem Vouchers
How to Ring-Up GWPs
2015 Holiday Gift Card Calculator
A holiday gift card calculator is available now on MEIntranet. The calculator is preset with your
location’s specific gift card sales goal and the location specific goal takes into consideration the ongoing
of the location’s YOY growth. Use this information to motivate your staff and adjust individual goals
as needed to meet or exceed expectations.
Gift Card Calculator
Holiday Event -‐ Gift Card Plan Calculator
Your Clinic
10/14/15
9999
To find your location’s goal, select your location’s number
in the dropdown box
Clinic Name
Region
Gift Card Revenue Goal
Revenue
New Holiday 2015 Gift Card Report
A new report will be available on the Franchisee Portal on November 15.
8
Holiday Gift Card Consultation Card
Included in the Holiday POP kit, each location will receive one counter card to assist with sales. Additional
consultation cards are available for purchase on CK.
How to Use the Consultation Card Job Aid
Intent
Use this job aid to help you understand how to use the consultation card to sell gift cards to members and guests. The suggested talking points are
examples of how you can speak to members and guests.
The consultation card is
specific to your region’s
price point. Use it to
share examples of services
members and first-time
guests could potentially
receive for the dollar
amount listed— at your
specific location.
Suggested talking point:
“At this location, $110 would
get your recipient a service
like Hot Stone Envy plus an
enhancement like Aromatherapy. I recommend you put a
little extra value on the card to
cover tax and tip and maybe
some great products as well!”
Suggested talking point:
“For $122, at this location,
your recipient can receive
a massage, a facial, and
an enhanced therapy. To
ensure tax and tip are
covered, I recommend you
buy a $165 gift card, which
means you’ll also receive a
voucher for a free 1-hour
service!”
Solve and recommend:
Help the member or guest
understand which potential
services they can receive
for the dollar amount they
want to spend. Keep in mind
that prices vary by region.
Substitute prices and services
that are more appropriate for
your region if needed.
Remember, gift cards are like cash and have a cash value. They are not for individual services.
9
Suggested Talking Points
Discover and reaffirm the need before using the consultation card to provide samples of services the member or guest can receive for a certain dollar amount:
• “How much are you looking to spend on the gift?”
• “What kind of experience would you like them to have?”
• “Have they been to a Massage Envy before?”
After determining the need, use the consultation card during the solve and recommend steps to help the
member or guest understand which potential services they can receive for the dollar amount they want to
spend:
• “For (insert amount), at this location, your recipient can receive a massage, a facial, and an enhanced
therapy (point this out on the consultation card). To ensure tax and tip are covered, I recommend you buy a
(insert amount) gift card, which means you’ll also receive a voucher for a free 1-hour service!”
• “At this location, (insert amount) would get your recipient a service like Hot Stone Envy plus an
enhancement like Aromatherapy (point this out on the consultation card). I recommend you put a little
extra value on the card to cover tax and tip and maybe some great retail products as well!”
Be sure to reinforce that if the gift card recipient redeems the gift card at a location other than where it was
purchased, services and price points may vary.
• “You said your grandmother lives in Florida? She may not receive these exact services, but the card is
worth a dollar amount and she can get whatever she wants up to (insert amount of gift card).”
Encourage members and guests to personalize their gift by writing in their “because” (the
reason they are buying the gift) on the gift card holder!
BEST
Best Practice
»» U
se the national offers as starting points as you “Solve Not Sell” in increments of $75. Describe the gift receiver’s
entire experience with talking points such as “Would you like to increase the dollar amount to include gratuity,
tax, retail, etc.?”, to help the purchaser meet the offer minimums.
10
QRC – How to Ring up and Redeem a Voucher (B150)
How to Ring up a Holiday Voucher (B150)
Offer: Buy a minimum of $150 in gift cards per transaction, receive a voucher for a free
1-hour customized massage or free 1-hour Healthy Skin Facial.
Step 1: Register Window
1. Enter the member or guest’s name in
the Paying Client field.
2. Click on the Gift Card button.
Step 2: Create the Voucher
1. Scan the voucher bar code. (number
will start with a “B”). For clinics with
the dual mag/barcode readers, you
will need to type the number into the
system or purchase a hand scanner.
2. Note: Purchased For should be the
same as Purchased By (unless you
know who the voucher is for).
3. Select the Sold By employee name.
4. Select the Certificate Type “B150
Voucher-Holiday 2015” from the drop
down menu.
5. Note the Valid From date
(11/16/2015).
6. Click the Expiration Date field and
enter 9/15/2016.
7. Click Save at the bottom of the Gift
Card window. 8. No Price Entered prompt opens. Click
Yes to continue with save.
©2015 Massage Envy Franchising, LLC. Millennium Quick Reference Card. All rights reserved.
1|Page
11
9. A prompt opens as a reminder to
close the Gift Card window. Click OK.
10. Click the X button to close the Gift
Card window.
11. The Register window displays. Notice
the Gift Card button is now red.
12. Complete the sale.
12
How to Redeem a Holiday Voucher (B150)
Unlike purchased gift cards, vouchers are not good for a dollar value, but rather for a specific
service/session time. Therefore, if a member or guest uses a voucher for a “Complimentary 1hour customized massage session or 1-hour Healthy Skin Facial,” he/she will pay nothing for 1
hour of the service. Vouchers may not be used to cover other expenses not specified by the
offer. (See Gift Card Policy, Complimentary/Promotional Gift Cards section for general
voucher/promo guidelines.)
IMPORTANT: The Holiday Voucher is redeemable 11/16/15 – 9/15/16 only. You will need to collect
vouchers from members/guests at the time of redemption and discard all of the vouchers
collected. (Vouchers have varnish logo on the back to prevent fraud.)
Step 1: Register Window
When a guest presents a voucher as
payment:
1. Ring up the service from the
Appointment Book to access the
Register window.
2. Once the Register screen opens,
verify the type of appointment and
the type of voucher being
redeemed. In your region, the
voucher should say, “Redeem this
voucher for a 1-hour customized
massage session or 1-hour Healthy
Skin Facial.”
3. Double-click in the transaction line of
the existing Modality field. Type ~PRO
and Press Enter. (This is a search clue
for all promotional modalities)
Step 2: Select the Promo Modality
1. Select the appropriate Promo GC
modality and click Ok.
2. Note: For a massage, please select
“PRGC60.” For a facial or dual
service, please select the promo gift
card type that corresponds with the
Murad Healthy Skin Facial the
member/guest received.
©2015 Massage Envy Franchising, LLC. Millennium Quick Reference Card. All rights reserved.
13
Step 3: Compare to Session Length
1. If the voucher covers the length of
the entire original service, the
transaction is ready to be finalized.
Click Sale, and Skip to Step 5.
2. If the voucher only covers a portion
of the original service length (i.e., a
1-hour voucher applied to a 1 ½-hour
service), further adjustments must be
made. Continue in Step 4.
Step 4: Adjust the Sale
1. Double-click in the transaction line of
a blank modality field (Transaction
Line 2), and enter the search clue to
make the appropriate modality
change:
•
•
~30 to add another ½ hour
~60 to add another hour
NOTE: for guests who receive dual
service, the Promo GC modality should
be used for the facial portion. Use ~60 for
the massage portion.
2. Select the appropriate modality from
the list, then click Ok.
3. Once the voucher and the modality
have been adjusted to match the
original session length, the
transaction is ready to be finalized.
Click Sale.
14
Step 5: Redeem the Voucher
1. The Payment Types window opens. If
the guest would like to add non-cash
gratuity, you would add it now using
the Auto-Tip button. (In this example,
the guest has already left a cash tip
with the Massage Therapist.)
2. To redeem the voucher, click the Use
button in the Gift Card row.
3. Note: The No Gift Certificates dialog
box may display to indicate no gift
certificates are associated with the
guest record. Certificates are
associated with the purchaser’s
account.
Click Ok.
4. The Gift Card Redemption window
opens. Click in the Gift Card Number
field and scan or type in the voucher
number.
5. If the voucher was applied to a facial
service, click Ok.
If the voucher was applied to a
massage, click in the Amount to Use
field and enter the value of a
massage ($39 in the example).
Then click Ok.
6. The Change Due screen opens if
there is no balance due. Click Ok.
7. Note: If there is a remaining balance,
the Payment Types window will reopen so the second form of payment
can be tendered.
15
QRC – How to Ring up Gift with Purchase (GWP)
How to Ring up Gift with Purchase (GWP)
This process details how to ring up Holiday 2015 “Gifts With Purchase” (GWPs).
Step 1: Register Screen
1. If you have not done so already,
open the Register Screen and
locate the Paying Client by using
the Search icon near the top.
2. Once you’ve added the Paying
Client to the transaction, Click on
the Gift Card button.
Step 2: Gift Card Screen
1. On the Gift Card screen, Click in the
Gift Card # field and scan (or
carefully key in) the gift card
number.
2. Under Sold By, locate and select
your name, or the name of the FDA
checking out the member or guest.
3. Fill out and select the rest of the
fields as follows:
a. Certificate Type: Non Member
b. Price / Value: $75.00
4. Click Save. A dialogue box titled
Finalizing
the
Transaction
will
appear.
5. Click OK, then click the X in the
upper-right corner of the Gift Cards
window to close it and return to the
Register Screen.
16
©2015 Massage Envy Franchising, LLC. Millennium Quick Reference Card. All rights reserved. 1 | P a g e NATIONAL GIFT CARD OFFERS (cont’d)
QRC – How to Ring up Gift with Purchase (GWP)
Step 3: Fill in the Transaction
1. Notice that the Gift Card button is
now red, with the value of the gift
card ($75.00) next to it. This is the only
visual indicator the gift card is
attached to the transaction.
Click the next empty Transaction
Line.
2. Under Employee, fill in your name, or
the name of the FDA checking out
the member or guest.
3. Under Type, select RO (Retail Only).
4. Click in the Product field, and scan
the Gift With Purchase barcode.
5. Confirm that the GWP product
code WH-0100-BF now appears in
the Product field.
NOTE: The product will display $0.00 price.
Step 4: Finalize Sale
Click Sale to open the Payment Screen
and tender the transaction accordingly.
©2015 Massage Envy Franchising, LLC. Millennium Quick Reference Card. All rights reserved. 2 | P a g e 17
QRC – How to Reprint a Receipt in Millennium
How to Reprint a Receipt in Millennium
This process details how to reprint a receipt. There are two ways to reprint receipts.
How to Reprint a Receipt Using the Transaction Listing Tab
Step 1:
From the Register window, select the
Transaction Listing tab.
Search for the transaction you would like
to reprint a receipt for.
Step 2:
Select the transaction and click Receipt.
If it is a gift receipt, select the Gift Receipt
box.
To print an invoice, click Invoice.
How to Reprint a Receipt Using the Client’s History Icon
Step 1:
From the Register window, find the guest or
member you need to reprint a receipt for and
bring them into the register.
Click the Client History icon.
Step 2:
From the Client History window, select the
transaction you want to reprint a receipt for.
Click Receipt.
©2015 Massage Envy Franchising, LLC. Millennium Quick Reference Card. All rights reserved. 1 | P a g e 18
RETAIL GIFT SETS & RETAIL OPEN SELL
Overview
WHAT: Increase retail revenue through holiday retail sets and open sell retail items. Sell items alone or mix
and match to create custom gift sets for all price points. New vendors such as Whish, Do Not Disturb,
Spongelle and Thymes will be introduced this holiday season.
WHEN: November 16 - December 27
Planograms
Elements Utilized (see page 21)
These are suggestions on how to merchandise a two-foot
retail shelving, four-foot retail shelving, and the counter top at
the cash wrap/front desk.
BEST
Best Practice
»» Merchandise heavier items on the bottom of the retail shelving i.e. Mother Earth Pillow
»» Place testers in front of retail products to ensure the member/guest can experience the products
»» Utilize risers to create height and levels when merchandising the table
19
RETAIL GIFT SETS & RETAIL OPEN SELL (cont’d)
Shelf Talkers (Shipping with the Holiday POP kits)
Mini spa tReatMent
30
$
Do Not Disturb
tRavel candle
9
$
· Relax, Renew + Rejuvenate Dry Skin
· Soothing Lavender Sleep Mask
· Healing Lavender Soy Candle
· Lavender Spa Cream + Shower Gel
Do Not Disturb
· 100% Soy Candle
· Infused with Lavender Essential Oils
MoistuRizing socks
Bamboo Naturals
6
$
pedi scRub
Spongeables
8
$
· Use with Your Favorite
Lotion to Soften Skin
· Made from Eco-Friendly
Bamboo Fabric
· Exfoliates Dry, Rough Feet
· Moisturizes
· 15+ Uses
HoMe foR tHe Holidays
Clean & Contemporary Soy Candles
11
$
Mistletoe kiss
11
$
· Traditional Holiday Scent
of Mulling Spices, Orange,
Cinnamon + Cloves
· 55 hr Burn Time
· Scents of Mistletoe, Pine
Boughs + Berries Create
this Holiday Tradition.
· 55 hr Burn Time
sinus pillow
peppeRMint twist
11
$
· Uplifting Peppermint with a
Dark Chocolate Finish
· 55 hr Burn Time
25
$
Mother Earth
· Relieve Discomfort
· Therapeutic Compression
· Breathe Scent Includes Eucalyptus,
Peppermint, Lemon Balm.
· Hot or Cold Therapy
Muscle Relief set
Performance Health
35
$
· Perfect Holiday Gift for an Athlete
· BioFreeze Roll On
· Thera Pearl Sports Pack
· Thera Band Exercise Band (Green)
Frasier Fir
36
Thymes
28
$
19
· Clean + Contemporary Soy
Candle Peppermint Twist
· Spongellé Peppermint
Ornament
14
$
· Relieve Discomfort
· Therapeutic Compression
· Breathe Scent Includes Eucalyptus,
Peppermint, Lemon Balm.
· Hot or Cold Therapy
San Francisco Salt Company
35
$
$45 value
Men’s supeR buffeR
Spongellé
18
· Bath Salts
· 3-1 lb Shakers
· Muscle Soak
· Sleep
· California Breeze
Petite Lotion + Roller Ball Set
$
$
$
$
57
$
· Mother Earth Large
Trigger Pillow
· Do Not Disturb Travel
Lavender Candle
20
gifts we love undeR $60
53
$
· Whish Body Butter and
Bath + Body Gel Duo
· Mother Earth Sinus Pillow
Spongellé
8
$
Sink Set with Caddy
eucalyptus
Thymes
· Rose, Peony, Asmine,
Clementine + Vanilla.
· .34 oz Fragrance Roller Ball
· 2 oz Body Lotion
snowflake body buffeR
· Body Wash Infused Buffer
· Verbena Absolute Scent
· Cleanse, Exfoliate + Hydrate
· 20+ Washes
kiMono
Rose
Thymes
· Matcha Tea, Bergamot,
Lemongrass, Cardamom
· .34 oz Fragrance Roller Ball
· 2 oz Body Lotion
· Bamboo Naturals
Moisturizing Socks
· Spongeables Pedi Scrub
salt sHakeR tRio
Jade MatcHa
Thymes
20
· Expansive Home Fragrance
· 40 hr Burn Time
· 9 oz
Mother Earth
Petite Lotion + Roller Ball Set
eucalyptus candle
· Crisp Forest Holiday Scent
· Expansive Home Fragrance
· Reeds Included
· 4.1 oz
$
48
$
Reed diffuseR
Thymes
$
Large
tRiggeRpoint pillow
33
· 8.25 oz Hand Wash
· 8.25 oz Hand Cream
53
$
· Spongellé Men’s
SUPER Buffer
· Performance Health
Muscle Relief Set
8
33
$
· 8.25 oz Hand Wash
· 8.25 oz Hand Cream
78
$
25
$
· Do Not Disturb Mini Spa
Treatment Gift Set
Trigger Pillow
Whish
· 3 oz Bath + Body Gel
· 4 oz Creamy Sugar Scrub
· 4 oz Silky Soft Body Butter
· Pomegranate Scent
· 5+ Uses
spongetté tRio
Spongellé
25
$
Body Butter and Bath + Body Gel Duo
iced fig
$40 value
Spongellé
8
$
· Peppermint Scent
· 5+ Uses
On the Go Set
Sink Set with Caddy
lavendeR
Thymes
Spongellé
$
· Champagne Scent
· 5+ Uses
coconut
Whish
28
$
$42 value
· 5 oz Body Butter Moisturizes,
Replenishes + Firms
· 13 oz Bath + Body Gel Moisturizes,
Replenishes + Firms
lavendeR
Whish
28
$
$42 value
fRasieR fiR candle
Thymes
29
· Coconut Verbena
· Pink Tiare
· Bourbon Vanilla
· 5+ Uses Each
Replenishes + Firms
Replenishes + Firms
$
· Crisp Cut Forest Fragrance
· 50 hr Burn Time, 6.5 oz
poMegRanate
Whish
28
$
$42 value
Replenishes + Firms
Replenishes + Firms
76
$
· Whish Body Butter and
Bath + Body Gel Duo
Trigger Pillow
From the holiday POP kists, locate the appropriate shelf talker for the retail items you are displaying. Slide the shelf talker
on the shelf/acrylic riser so the lip is flush with the shelf or acrylic riser.
Millennium
All Holiday retail SKUs are active in Millennium. Locations are recommended to enter their on-hand units in
Millennium.
All Holiday retail can be tracked using Retail Breakdown Report on the franchisee portal.
Recommended Post-Holiday Mark-Down Strategy
WHAT: To help liquidate any holiday retail items use the following guidelines:
WHEN: First markdown December 26-January 2
HOW: Mark remaining holiday items down 20%. A free download sign will be available on CK.
Posthol20 - 20% off coupon will be activated in Millennium on December 26 and will expire on January 2, 2016.
WHEN: Second markdown January 3-17
HOW: Mark remaining holiday items down 33%. A free download sign will be available on CK.
Merchandise items on your table using either acrylic risers or 3 tier riser.
Posthol33 - 33% off coupon will be activated in Millennium on January 3 and will expire on February 1, 2016.
Resources
Holiday Retail Catalog
Vendor Brand Overviews & Learning Materials
20
VISUAL MERCHANDISING ELEMENTS
Below are suggested visual merchandising elements. These are recommended specs to best feature the
holiday retail items.
T-Bar can be utilized on the cash wrap/front desk to display Spongelle Snowflake ornaments or Bamboo
Socks
BuyStoreShelving.com
Countertop T- Bar Purse Display
Adjustable height 14”-25”.
Top bar 13” long. Chrome.
Item #: RB-17
$33
Tables & Tablecloths
Tables are a great visual merchandising element to utilize for events and promotions. During
holiday we suggest mechandising Black Friday and Holiday retail sets on the table.
www.EventStable.com
Table
30” round with 30” and 42” poles
Item #: ES3324
$91
TableLinensForLess.com
Round Majestic Damask Tablecloth
126” round tablecloth fits 30-35” table
Item #: MJC126R-CHL
$66.22
Above is the preferred linen in charcoal.
Risers
Risers can be utilized to create dimension when merchandising.
RetailResource.com
Taupe Metallic Display Risers Set of 3
1 at 8” H, 1 at 12” H, 1 at 16” H. Platform 8”x8”
Base 6”x6”. Taupe Mtl.
Item #: 61289
$150
StoreSupply.com
Acrylic Riser U-Bend (set of 3)
• Small: 4"H x 6"W x 6"D
• Medium: 6"H x 8"W x 6"D
• Large: 8"H x 10"W x 6"D
Item #: 55195
$5.95
21
VISUAL MERCHANDISING ELEMENTS (cont’d)
Below are suggested visual merchandising elements for decorating your location with a holiday theme. When
purchasing holiday decorations be mindful of the brand image; look for items that have a hint of the season.
Purchase items with natural elements and metallic tones. Steer away from holiday merchandising elements
that are “cliché” and/or have a religious connotation, such as Christmas trees, snowmen, Santa, lights, and red
and green ornaments. As our brand evolves so will our approach to in-location visual merchandising.
These are recommended specs for holiday decorations.
MarketingHolders.com
Acrylic Display Cube 5x5x5
(5 sided)
$19.99
All holiday items were purchased at a local craft store, Hobby Lobby®. Please visit your local craft store for similar type items.
22
Suggested Gift Wrapping Materials
Below are gift wrapping suggestions.
Gift Bags & Wrapping
Bagsandbows.com
French Vanilla Crinkle Cut Fill
Item #: 431-10-11
$25.69 per box
Papermart.com
Medium Bag
Item #: 1453080 (Cub)
$79.93 (250 case)
Small Bag
Item #: 1451080 (Rose)
$79.80 (250 case)
Bagsandbows.com
Medium Bag
Item #: 264-080409-7
$103 (250 case)
Small Bag
Item #: 264-050308-7
$99.91 (250 case)
Consumercrafts.com
Cardboard Box
Item #:2849-11
$17.97 per set of 5
Bagsandbows.com
White Boxes
Item #:250-00120C-9
$75.02 (120 case)
Bagsandbows.com
White Tissue Paper
Item #: 11-01-9m
$17.76 (480/Ream)
Bagsandbows.com
Purple Ribbon
Item #: 5100-3-064
$6.59 (100 yards)
Boxandwrap.com
Linen Gift Boxes
Available in Gold or Silver
Item #:3-008
$135.27 (50 case)
23
Suggested Gift Wrapping Ideas
While images were shot
using the natural colored
cardboard box, please
feel free to also use the
previously mentioned
colors as well for holiday.
8” Box
12” Box
12” Box
8” Box
5” Box
Medium Bag
Small Bag
10” Box
Small Bag
How to Tie a Bow
1
2
3
4
5
6
Follow the above images to tie the perfect bow.
24
SOLVE NOT SELL
The goal of solve is to establish the FDA as the brand and product expert by delivering a personalized
recommendation of services and products. Solve not Sell is an enhanced approach to deliver a meaningful
member and guest experience.
Suggested Solve Not Sell Talking Points
The goal of Solve Not Sell is to establish the Front Desk Associate as
the brand and product expert by delivering a personalized
recommendation. Solve not Sell is an enhanced approach to deliver a
meaningful member and guest experience.
Determining the different needs of members and guests can be
accomplished through four simple steps of ‘Solve Not Sell’. The four
steps are listed below.
1. Discover: Determine the need by asking open-ended questions and engaging the member or
guest in conversation.
Suggested ‘Discover’ talking points:
• “Who is on your holiday shopping list?”
• “Are you shopping for yourself or a friend today?”
2. Reaffirm: Assure the member/guest you understand their needs by restating what they have
told you in your own words.
Suggested ‘Reaffirm’ talking points:
• “So you are shopping for
and would like to help her
.”
• “Ok, you would like to find a gift for
and spend
.”
3. Solve: Provide a solution based on the needs you uncovered during the ‘Discover’ phase.
Suggested ‘Solve’ talking points:
• “We have the following Black Friday gifts under
to help her
.”
• “You mentioned your friend is stressed about going home to meet her boyfriend’s family, I
would suggest purchasing a Gift Card for $
for (services) so she feels her best!”
4. Recommend: Give the member/guest a reason to come back! Recommend an additional
service or product that would complement the solution you have provided. Help the customer
identify the “Because” of their purchase- this is the reason they are purchasing the service for
the other person.
Suggested ‘Recommend’ and ‘Because’ talking points:
• “I’d also like to recommend a facial service to help her relax and feel her best…”
• “We also have some great gift sets and Black Friday deals to help you with your holiday shopping list.”
• “Because she is the best mom in the world and deserves a little pampering herself.”
• “Because you appreciate everything your daughter’s teacher does for her in the classroom.”
25
SOLVE NOT SELL (cont’d)
Suggested Phone Greeting and Closing Talking Points
General Phone Greeting
• “Happy Holidays! Thank you for calling Massage Envy. Can I book you for a facial or a massage
today?”
Phone Closing
Use this suggested phone closing from 11/16 - 11/27
• “Your appointment is
with
. While you are here, make sure to check out our
Black Friday offerings. We have special Massage Envy-exclusive savings the week of 11/16-11/27. You
receive all of the benefits of Black Friday without having to wake up early!”
Use this suggested phone closing from 11/28 - 12/27
• “While you’re here, we have a lot of solutions for your holiday shopping needs, so be sure to speak to
the Front Desk Associate to help us shop for you.”
Step 1: Managers should print and distribute copies to Front Desk Associates to familiarize and practice
role playing.
Step 2: Managers should then do a skill check during the “Team Readiness Guide”. (see pages 37-38)
26
SOLVE NOT SELL (cont’d)
Dealing with objections can be difficult. Here is a tool to help guide you with empathy and optimism in
creating a better member/guest experience.
27
MEMBERSHIP CONVERSION
Overview
Right after the holiday season, our locations see an influx of new guests coming in with gift cards they
received as gifts. Once you have welcomed these new guests into your locations and helped them feel their
best, share with them how you can continue that feeling with a Masage Envy Wellness Plan. Additional tools
will be coming December 15. These tools will help guide you on how best to convert these very unique guests
to members.
Holiday 2015 gift card report.
28
MARKETING MATERIALS
Overview
As of November 16 our members and guests will experience the new Massage Envy brand any time they
interact with us: when they visit MassageEnvy.com to request an appointment, when they’re driving and their
car stereo plays a new radio spot, in their inbox when their loyalty email comes through, on their television
when our new commercials air during one of their favorite shows and on signage when they walk through our
location doors. But the holiday event may, in many cases, be their first introduction to the new Massage Envy
brand through our Black Friday and holiday POP and gift cards. What they will see and hear is very different
from where our brand has been the last 12 years, but that is very intentional. Every piece of our marketing and
advertising is intended to engage the customer through relatable, everyday “trigger” moments, changing the
way our members and guests and the rest of the world, for that matter, think about massage and skincare.
Massage and facials aren’t just relaxing and pampering breaks from real life, they are essential moments in
their lives to check in, tune up and help them manage this wonderful thing we call living.
MASSAGE ENVY Because Everything
BECAUSE EVERYTHING
BECAUSE CALENDAR
February
January
BECAUSE
NEW YEARS
RESOLUTIONS
BECAUSE
LAKE EFFECT
BECAUSE
9 LBS 4 OZ.
September
BECAUSE
YOU ALWAYS
END UP
CARRYING IT
BECAUSE
FIVE TO NINE
BECAUSE
BATHING SUIT
SEASON
October
BECAUSE YOU
REALLY GET
INTO IT
BECAUSE
BACK FLIP
FLOP
November
BECAUSE
MOTHERSIN-LAW
Because Everything
E CALENDAR
BECAUSE CALENDAR
BECAUSE CALENDAR
BECAUSE
NEW YEARS
RESOLUTIONS
April
BECAUSE
FILING DAY
August
July
June
May
March
BECAUSE
LAKE EFFECT
BECAUSE
MOVING DAY
December
BECAUSE
TRADITION
BECAUSE
TRADITION
29
MARKETING MATERIALS (cont’d)
POP
Holiday POP kit will arrive in clinics by November 12.
In-clinic POP Kit Includes
1
Window Banner
1
Holiday Gift Card Offer Messaging Counter Display
2
Consultation Cards
2Bathroom Mirror Clings
1
Black Friday Messaging Counter Card
45
Shelf Talkers
1
1
Right Wing Cling
1
USB Drive*
Retail Message Counter Card
Items must be displayed no later than November 16. Refer to the holiday POP planogram, also included in the POP kit. Black Friday POP can be displayed
as early as 11/16, remove by EODRotate
11/27.
Holiday POP can be displayed as early as 11/16, remove by EOD 12/27.
Black Clip Flash Drive 2GB
VERSION #1
VERSION #2
*New digital content to be displayed on televisions in location. Any locations using DVDs should
remove the DVD and replace it with the new USB. If the location has Mood Media Visual service,
your content has been automatically replaced via the MVision device and no action is needed)
30
Retail Shelf Topper
New posters available for retail shelving! If your location
has ordered retail shelving from MassageElements.com,
new retail shelf toppers will be shipped in your location’s
POP kit based on the location’s last retail display order.
Post Holiday POP
On December 28, remove ALL holiday POP as well as other collateral within the
location. Clear windows and counter of an existing signage. ONLY KEEP RIGHT
WING CLING AND RETAIL SHELF TOPPERS HANGING. Go to CK > Free
Download to print counter signage in the new branding (i.e. gratuity, sale sign,
appointment cancelation policy sign, non-refundable gift card sign, etc).
National
Massage Envy has developed an integrated media plan for our holiday events to create awareness, promote
gift card sales and drive guests to the locations. National media coverage includes broadcast network/cable
airing between November 16 and December 21, display ads, social media content, tile ads, and eBlast. Watch
the Q4 2015 national marketing webinar on MEIntranet for more details.
Digital
We are introducing to new and existing consumers Massage Envy’s new brand. The brand will be introduced in a way
to complement its new lifestyle appeal. The media will be placed in a very contextual manner focused on reaching the
consumer at the right time, in the right place. In addition to brand introduction – this plan also encompasses support of the
national holiday offer and Black Friday promotion as well.
National TV & Digital Media Plan Dates:
November 16, 2015 – December 31, 2015
Key dates:
• November 16, 2015
• Brand messaging
• Broadcast and cable TV
• Pandora one-day takeover
• November 16-27, 2015
• Black Friday messaging
• Paid digital/banner advertising
• November 16-December 27, 2015
• Brand and gift card promotion messaging
• Cable TV
• Digital (display, video, mobile, Pandora, and social)
NOTE: As of October 19, the loyalty system will
only have one, approved branded template that
adheres to our new brand guidelines. All other
loyalty email templates will be retired. You or your
digital agency will still be able to access the content
from any previously sent emails in order to recreate
new emails with new and improved banner header
photos. This process will allow the network to have
complete brand consistency with all external digital
communications to members and guests. Holiday
template available on November 28.
31
Regional/Local
A key element to a successful gift card campaign is to have a united front at the regional and local levels.
Customized marketing tools and resources are listed below, along with helpful resources available on the
MEIntranet.
POINT OF PURCHASE (POP)
Window Banner, Counter Cards, Shelf Talker, Right Wing Cling, Retail
Shelf Toppers, Consultation Card, Bathroom Mirror Clings, and USB Drive
Because it
is possiBle
to make
everyone
happy.
Our brand launch coincides with the holiday season, giving us the unique opportunity
to put our new face forward with a seasonal approach. Because the look of the
new Massage Envy brand is not cliché or cute — it is clean, modern and fresh —
our holiday POP delivers on that look, creating the feel that is appropriate for the
holiday season and consistent with our new brand.
Holiday POP takes on a seasonal feel for 2015, leveraging the softer, cooler colors
from the new Massage Envy brand color palette for both the background and
pattern colors. Black Friday signage is differentiated from holiday (gift card and gift
set) signage in color; Black Friday is created in a slate gray and Holiday in a light
blue. Products and gift cards are shown as simple graphical illustrations to serve as
a visual cue and enticement to help drive the consumer in the door.
Because everythinG
Free
1-hour service
Give the gift of a massage or facial
and get a FREE* 1-hour service when
you purchase $150 or more in gift cards.
*DISCLAIMER: Offer ends 12/27/15. Not valid online or for previous purchases. Min. $150 per transaction. Cannot be combined with other offers. Other rules may apply. Prices subject to change. Rates and
services may vary by location and session. See clinic for details. A promotional voucher will be issued for a free 1-hour session (50-minute session and 10 minutes for consultation and dressing) at time of
purchase and must be redeemed at participating locations by 9/15/16. Each location is independently owned and operated. ©2015 Massage Envy Franchising, LLC.
Messaging for holiday leverages the “Because”-style statements that are the cornerstone of the “Because Everything”
advertising campaign, featuring both seasonal and product-specific “Because” statements.
Additional POP items available for purchase:
• Outdoor Billboard with $150 gift card offer messaging
• Stanchion Sign (22” X 28”). Choose from Black Friday or $150 gift card offer messaging
• Treatment Room Behind the Door Clings
• A-Frame Inserts (24”x 24” or 24”x 36”). Choose from Black Friday or $150 gift card offer messaging
BECAUSE SHE
HAS FOUR KIDS.
And two sisters.
And a dog.
And you.
Lakeside
13465 Camino Canada
San Diego, CA
(619) 684-9878
M–F 9a–9p | S–S 10a–8p
Whatever the reason, we'll help
you manage the side effects
of this wonderful thing we call
the holiday season. Pick up a
gift card for the ones you love
at any Massage Envy location.
MassageEnvy.com
PRINT & DIRECT MAIL
(4x6, 6x4 8.5x11, 11x8.5, Clipper, Money Mailer, Valassis, Valpak, Postcards)
Buy $150 in gift cards
and get a
free 1-hour massage
or facial session.*
*DISCLAIMER: Offer ends 12/27/15. Not valid online or for previous purchases. Min. $150 per transaction. Cannot be combined with other offers. Other rules may apply. Prices subject to change. Rates and services may vary by location and session. See clinic for details. A promotional voucher will be
issued for a free 1-hour session at time of purchase and must be redeemed at participating locations by 9/15/16. Each location is independently owned and operated. ©2015 Massage Envy Franchising, LLC.
The holiday print creative launches our Because Campaign creative, featuring
a stylized lifestyle image depicting a busy female shopper with a “Because”
statement that speaks to audience that would be looking to buy a gift card for
the person like this in their life, listing the reasons she deserves a massage.
The modular block at the base of the add is designed to house the new Massage Envy logo, location/contact information,
gift card offer and campaign massage and will be featured on all print advertising moving forward.
Approved vendors include Clipper Magazine, Valassis, Valpak, Money Mailer, KPG Direct, and your local magazines. Please
contact the approved vendors directly or go to CK’s website (search for “Holiday” in the search field).
32
OOH (Out of Home)
New OOH designs focus on one hero message. The templates feature new
brand colors, logo and design elements and are designed to be modular to
accommodate offer, location or membership messaging.
Clinic Name 123 Address Street
Buy $150 in
gift cards,
get a FREE
1-Hour Session.*
For holiday, the intent of the billboard is to drive gift card sales — showing
a gift card image — and offer a call to action as well as having space for location information. Bus shelter designs feature
the same type of modular system as print ads, but are streamlined to serve the billboard-type drive by audience.
*DISCLAIMER: Offer ends 12/27/15. Not valid online or for previous purchases. Min. $150 per transaction. Cannot be combined with other offers. Other rules may apply. Prices subject to change. Rates and services may vary by location and session. See clinic for details.
A promotional voucher will be issued for a free 1-hour session at time of purchase and must be redeemed at participating locations by 9/15/16. Each location is independently owned and operated. ©2015 Massage Envy Franchising, LLC.
TV (:15 and :30) & Radio (:15 and :30)
The new flight of TV spots consists of a series of vignettes that feature relatable physical and emotional triggers for the
need for massage. Each trigger narrative is paid off with the campaign line “Whatever the reason, join us at Massage
Envy and we’ll help you manage the side effects of this wonderful thing called living” and the campaign sign off “Because
Everything.” “Because” statements appear on screen to highlight the trigger being featured in the visual story and each
spot is rounded out with either a membership or gift card call to action. All spots include one of two pieces of music scored
for Massage Envy, a new voice for the brand, new logo and end card creative treatment.
For the first time TV assets will include a :30 anthem spot showcasing the series of vignettes cut together with a
membership call to action. The national-run spots will feature the membership or $150 gift card offer. Both :15 and :30
spots will be available to order for local and regional buys. Ending art cards will only be customizable for new locations.
Holiday television and radio assets will be available to order on Extreme Reach October 19 for local/regional media buys.
Assets will not be released to stations prior to this date.
Asset Customization
In an effort to communicate a clear and consistent message with one brand voice across national, regional and local
markets, customization on TV ending art cards and radio tags will be limited. Customization will be allowed for new clinics,
digital ads (i.e. Sightly) and movie theater ads. Please reference the Local Agency Resource Center for more information.
33
EVENT TIMELINE & CHECKLIST
CHECKLIST ITEM: This action item will assist you with preparing for this event. Once you’re done, smile and take pride in checking that box.
FYI: This is a “heads up” item simply to keep you in the loop on additional marketing efforts, but requires no action on your part.
RECOMMENDATION: This is an additional suggestion based on best practices from clinics like yourself to make the event more successful!
Date
Item(s)
Oct 19
•
Holiday web banner available on CK
Oct 21
•
Download and read roll-out guide (ROG)
Oct 21
•
Order gift card vouchers from CK (A)
A
Gift Voucher
Recipient Name:
(Expedited shipping may be required if ordered after
Dec 14)
Massage Envy.com
B150000001
Gift Voucher
B
Recipient Name:
Because it
is possiBle
to make
everyone
happy.
Massage Envy.com
Oct 21
•
B150000001
Order additional POP on CK (B) (see pg 32)
(Expedited shipping may be required
if ordered after Dec 14)
Gift Voucher
Recipient Name:
Because everythinG
Massage Envy.com
B150000001
Free
1-hour service
Give the gift of a massage or facial and
get a FREE* 1-hour service when you
purchase $150 or more in gift cards.
*DISCLAIMER: Offer ends 12/27/15. Not valid online or for previous purchases. Min. $150 per transaction. Cannot be combined with other offers. Other rules may apply. Prices subject to change. Rates and services may vary by location and session.
See clinic for details. A promotional voucher will be issued for a free 1-hour session (50-minute session and 10 minutes for consultation and dressing) at time of purchase and must be redeemed at participating locations by 9/15/16. Each location is
independently owned and operated. ©2015 Massage Envy Franchising, LLC.
Oct 21
Oct 21 Nov 1
•
•
Order Holiday materials from CK
(gift cards, gift card boxes/ribbons, carriers and
envelopes)
Because we
Believe you
shouldn’t get
trampled to get
a great deal.
Because everything
Employees complete Holiday 2015
MEU Course
up to
54%
savings
Come in now and enjoy a
Black Friday sale on our new products
with zero Black Friday crazy.
*DISCLAIMER: Offer valid Nov 16-27, 2015. Participating locations only. While supplies last. Not valid online. Cannot be combined with other offers. Prices subject to change. See clinic for details. For a specific list of Black Friday products,
check with specific location as the Black Friday product offering may vary from location to location. Total percentage of consumer savings may vary based upon the Black Friday product selected for purchase. Additional local taxes and fees may apply.
Each location is independently owned and operated. ©2015 Massage Envy Franchising, LLC.
Oct 21 Nov 1
•
Purchase Visual Merchandising items
C
BECAUSE SHE
HAS FOUR KIDS.
And two sisters.
And a dog.
And you.
BECAUSE SHE
HAS FOUR KIDS.
And two sisters.
And a dog.
And you.
Lakeside
13465 Camino Canada
San Diego, CA
(619) 684-9878
M–F 9a–9p | S–S 10a–8p
MassageEnvy.com
and get a
free 1-hour massage
or facial session.*
*DISCLAIMER: Offer ends 12/27/15. Not valid online or for previous purchases. Min. $150 per transaction.
Cannot be combined with other offers. Other rules may apply. Prices subject to change. Rates and services may
vary by location and session. See clinic for details. A promotional voucher will be issued for a free 1-hour session
at time of purchase and must be redeemed at participating locations by 9/15/16. Each location is independently
owned and operated. ©2015 Massage Envy Franchising, LLC.
Lakeside
13465 Camino Canada
San Diego, CA
(619) 684-9878
M–F 9a–9p | S–S 10a–8p
Nov 1 Dec 27
Whatever the reason, we'll help you manage the side
effects of this wonderful thing we call the holiday
season. Pick up a gift card for the ones you love at any
Massage Envy location. MassageEnvy.com
•
Local/regional print ads, direct mail run (C)
and get a
free 1-hour massage or facial session.*
*DISCLAIMER: Offer ends 12/27/15. Not valid online or for previous purchases. Min. $150 per transaction. Cannot be combined with other offers. Other rules may apply. Prices subject to change. Rates and
services may vary by location and session. See clinic for details. A promotional voucher will be issued for a free 1-hour session at time of purchase and must be redeemed at participating locations by 9/15/16.
Each location is independently owned and operated. ©2015 Massage Envy Franchising, LLC.
BECAUSE SHE
HAS FOUR KIDS.
And two sisters.
And a dog.
And you.
Lakeside
13465 Camino Canada
San Diego, CA
(619) 684-9878
M–F 9a–9p | S–S 10a–8p
MassageEnvy.com
and get a
free 1-hour massage
or facial session.*
*DISCLAIMER: Offer ends 12/27/15. Not valid online or for previous purchases. Min. $150 per transaction. Cannot be combined with other offers. Other rules may apply. Prices subject to change. Rates and services may vary by location and session. See clinic for details. A promotional voucher will be
issued for a free 1-hour session at time of purchase and must be redeemed at participating locations by 9/15/16. Each location is independently owned and operated. ©2015 Massage Envy Franchising, LLC.
Nov 7 Nov 15
•
Fall Skincare Event LIVE
Questions? Contact [email protected]
BECAUSE SHE
HAS FOUR KIDS.
And two sisters.
And a dog.
And you.
Lakeside
13465 Camino Canada
San Diego, CA
(619) 684-9878
M–F 9a–9p | S–S 10a–8p
Whatever the reason, we'll help you manage the side
effects of this wonderful thing we call the holiday
season. Pick up a gift card for the ones you love at any
Massage Envy location. MassageEnvy.com
*DISCLAIMER: Offer ends 12/27/15. Not valid online or for previous purchases. Min. $150 per transaction. Cannot be combined with other offers. Other rules may apply. Prices
subject to change. Rates and services may vary by location and session. See clinic for details. A promotional voucher will be issued for a free 1-hour session at time of purchase and
must be redeemed at participating locations by 9/15/16. Each location is independently owned and operated. ©2015 Massage Envy Franchising, LLC.
Nov 9
•
Receive retail items from Elements
34
EVENT TIMELINE & CHECKLIST (cont’d)
Date
Item(s)
Checklist Item
FYI
Nov 9
•
Input retail inventory into Millennium
Nov 9 Nov 16
•
•
Complete employee knowledge checks
Verify correct phone message LIVE
Nov 12
•
POP kit arrives
Nov 16 Sep 15
•
Begin using holiday gift card vouchers
Nov 16 Nov 27
•
•
Display Black Friday POP
Display gift card & retail gift set POP
Nov 16 Nov 27
•
Display Black Friday visual merchandising
Nov 16
•
Black Friday Event LIVE
Nov 16 Nov 27
•
TV and Radio assets available on
Extreme Reach
Suggested social media posts available in
Local Social Media Calendar
Nov 16 Dec 27
•
Gift card offers and retail gift sets & open
sell LIVE
•
Display gift card and gift set POP
•
•
Display gift card offers and retail gift sets &
open sell merchandising
Ensure holiday on-hold messaging
•
Black Friday Event ENDS
Nov 16 Dec 27
Nov 16 Dec 27
Nov 27
•
Recommendation
35
EVENT TIMELINE & CHECKLIST (cont’d)
Date
Item(s)
Nov 27
•
Remove Black Friday visual merchandising
and POP materials
Nov 27
•
Black Friday retail SKUs pushed to full
price* (exluding Whish)
Nov 28 Dec 27
•
Automated loyalty callouts for
Holiday available
Holiday social media cover photo and
loyalty email template available
Nov 28 Dec 27
•
Microsite tile ad available on Clinic and
Developer Central
Dec 2 Dec 27
•
National holiday email deploys
Dec 27
•
Holiday Event ENDS
Dec 28 Feb 13
•
Begin Membership Conversion Event
Dec 28
•
Remove holiday POP
Dec 28
•
Begin holiday retail mark-down strategies
•
Checklist Item
FYI
Recommendation
36
TEAM READINESS GUIDE
Team Readiness Guide
Intent & Recommended Delivery
The intent of this document is to help you prepare to successfully execute the Holiday event with your team of
Front Desk Associates. We recommend you gather your team together during a regularly scheduled meeting
time or a huddle approximately 1-2 weeks before the event and walk through the sections of this document to
ensure all team members are adequately prepared for the events.
It’s a good idea to follow up with your Front Desk Associates one-on-one following your team
gathering to allow them to ask questions they might not have felt comfortable asking in a
group setting and to ensure each team member is individually prepared to execute the event.
Recommended Event Preparation
Have your team take the Holiday 2015 MEU course to learn about the ‘Solve Not Sell’ process and this year’s
4 holiday components.
Review the Suggested Solve Not Sell Talking Points, Suggested Phone Greeting Talking Points, Suggested
Talking Points Flowchart, and Suggested Objections Flowchart with your team.
Ensure your team is prepared to explain the different gift card offers. Use the Consultation Card as a visual
guide for the customer. Remember discovering the member/guest need will help you determine the amount
of the gift card that will suit them the best.
If you run out of inventory of the GWP, encourage your team to let members and guests
know that this happened because the offer was so successful. They can explain to members
and guests the value of the $150 gift card offer (with the free 1-hour service). We recommend
you have your team role play offering gift cards to members and guests.
Review the Holiday Catalog, and specifically the products your location is offering, and ensure your team
knows:
• What the products are
• The features and benefits of the products
• Key talking points about the brand who makes the product
Take time to let your team look at the products and even test them out themselves. If your
team is familiar and comfortable with the offerings, they will be more likely to promote them
to your members and guests.
37
TEAM READINESS GUIDE (cont’d)
Ensure all products your location is offering are activated in Millennium. Practice ringing up the items and
ensure your team is comfortable ringing them up as well.
Role play with your team potential guest-interaction scenarios surrounding the following 4 components of
Holiday: Black Friday Event, Gift Card offers, Gift Sets, and Gift Card Conversion.
See the Holiday 2015 Dialogues on MEIntranet for suggested dialogues to role play with your
team.
Knowledge Check
1.
2.
3.
4.
5.
6.
What are the four steps of Solve Not Sell? (Discover, Reaffirm, Solve, Recommend)
True or False: After November 27th, the prices of Black Friday products (excluding Whish) auto-reset to
regular price in Millennium. (True)
True or False: During the ‘recommend’ step of Solve Not Sell, you should give the guest a reason to come
back into Massage Envy. (True)
The member or guest needs to spend at least _________ in gift cards to qualify for the GWP? ($75)
What should you tell members and guests if your location runs out of GWPs? (Manager should instruct
team- we recommend, “We had such a successful promotion that unfortunately we’re all out of the GWPs!
We have another promotion as well; if you purchase a $150 gift card, you receive a free 1-hour service.”)
Will Holiday retail be activated in Millennium by FSC or does your location need to activate it in
Millennium? (FSC has pushed all Holiday retail to Millennium in active mode.)
Resources Checklist
Holiday Suggested Talking Points- talking points for each of the 4 components of holiday as well as a flowchart
to guide Front Desk Associates through the Solve Not Sell process
How to Use the Counter Card- visual aid and talking points about using the Holiday counter card
Holiday Dialogues- suggested dialogues team members can use to role play interacting with members and
guests and incorporating Solve Not Sell techniques to the 4 components of holiday
QRC - How to Reprint a Receipt in Millennium
QRC- How to Ring Up & Redeem Vouchers
QRC - How to Ring Up GWPs
DISCLAIMER: This document is only intended as a helpful tool and provided as a courtesy and does not constitute policy, directive or legal advice by Massage Envy
Franchising, LLC. Franchisees are the sole employers of their employees and it’s their responsibility to comply with all laws with respect to their employees.
38
FAQ
GIFT CARD FAQ
Q: WHAT IS A QUALIFYING PURCHASE?
A: Any gift card purchase that meets the minimum requirements to be eligible to receive the promotional incentive. Online gift card
purchases do not qualify.
$150 - $299.99 = 1 Voucher
$75 - $149.99 = 1 GWP
Q: IS THERE A MINIMUM DOLLAR AMOUNT REQUIRED PER GIFT CARD PURCHASE?
A: No, as long as the transaction total equals the minimum requirement for that promotion, the member/guest will receive a voucher
or Whish gift.
Q: WHAT ARE THE MINIMUM REQUIREMENTS FOR EACH PROMOTION?
A: The minimum requirements (for each promotion) are listed below:
• Purchase $150 in gift cards- receive a voucher for a free 1-hour massage or facial session
• Purchase a $75 in gift cards-receive a Whish 3-piece gift ($18.50 value)
Q: CAN MEMBERS/GUESTS RECEIVE MORE THAN ONE VOUCHER PER QUALIFYING TRANSACTION?
A: No, members/guests are eligible to receive one voucher per qualifying transaction.
Q: CAN A MEMBER/GUEST RECEIVE MORE THAN ONE WHISH GIFT PER QUALIFYING TRANSACTION?
A: No, members/guest are eligible to receive one Whish gift per qualifying transaction.
Q: CAN A MEMBER/GUEST RECEIVE A VOUCHER AND WHISH GIFT PER QUALIFYING TRANSACTIONS?
A: Member/guest can receive either a voucher or a Whish gift per qualifying transaction.
• For example, the member/guest spends $150 in gift cards they receive 1 voucher or 2 Whish gifts
• For example, the member/guest spends $225 in gift cards they receive 1 voucher or 3 Whish gifts
Q: IF A MEMBER/GUEST PURCHASES A $300 GIFT CARD, WILL HE/SHE RECEIVE TWO (2) VOUCHERS?
A: No, one voucher will be awarded per transaction; however, qualifying purchases can be rung up in separate transactions.
• For example, the $150 promotion, if they buy $300 in one (1) transaction, they would only get one (1) voucher. If they split it into
two (2) separate transactions, they would receive two (2) vouchers.
• The member/guest can choose 1 voucher or 2 Whish gifts
Q: IS THERE A LIMIT TO THE AMOUNT OF VOUCHERS/WHISH GIFTS A MEMBER/GUEST CAN RECEIVE?
A: No. For each qualifying transaction the member/guest will receive one voucher or Whish gift. There is no limit to the number of
transactions a member/guest can make.
Q: ARE THERE RESTRICTIONS ON REDEEMING GIFT CARDS? EXAMPLES: CAN THEY BE APPLIED TO A
MEMBERSHIP? CAN THEY BE APPLIED TO A SUSPENDED ACCOUNT? CAN THEY BE APPLIED AS A
PREPAYMENT TO AN ACCOUNT? CAN THEY BE USED FOR RETAIL PRODUCTS? CAN GIFT CARDS ONLY
BE USED FOR SERVICES (MASSAGES, ENHANCEMENTS AND FACIALS)?
A: Gift cards are for a dollar amount and are redeemed same as cash, there are no restrictions on how they are redeemed.
39
FAQ (cont’d)
Q: DO VOUCHERS HOLD A DOLLAR VALUE?
A: Vouchers hold no cash value. They are treated similar to promotional gift cards; meaning they will be loaded with a value ($49 for
massage/facial session), but are redeemable ONLY for the service printed on the voucher.
Q: ARE VOUCHERS GOOD AT ANY MASSAGE ENVY LOCATION NATIONWIDE, OR ONLY AT THE PURCHASE
LOCATION?
A: Vouchers are redeemable nationwide.
Q: WHAT ARE THE RESTRICTIONS FOR THE PERSON REDEEMING THE GIFT CARD AND/OR VOUCHER AT
THE TIME OF REDEMPTION?
A: Gift cards have no restrictions unless noted in the disclaimer. Vouchers have an expiration date of 9/15/16.
Q: DOES THIS OFFER APPLY TO ONLINE GIFT CARD PURCHASES?
A: No, online gift card purchases do not qualify to participate in this promotion.
Q: CAN VOUCHERS BE GIFTED TO ANOTHER PERSON?
A: Yes, vouchers can be redeemed by anyone regardless if that person is a first-time guest, member or returning non-member. The
voucher will cover the entire cost of the service printed on the voucher. Customers redeeming a voucher should not incur any
out-of-pocket cost unless purchasing additional items.
Q: WHAT HAPPENS IF A VOUCHER DOES NOT SCAN?
A: The barcode number can be manually entered into Millennium.
Q: DO I USE THE HOLIDAY COUNTER CARD TO SELL SERVICE PACKAGES?
A: No, gift cards should be sold as a dollar amount only. Use the holiday counter card to show the gift purchaser what an X dollar
amount can be redeemed for. Use counter card talking points provided in the ROG.
RETAIL FAQ
Q: DO I NEED TO ENTER THE NEW HOLIDAY ITEMS IN MILLENNIUM?
A: No, all holiday items have been pushed to all clinics as active. A best practice is to enter your locations inventory on-hand.
Q: DO I NEED TO ADD THE BLACK FRIDAY DISCOUNT?
A: The SKUs are activated at the Black Friday promotional price. Millennium will reflect the Black Friday prices until end of day
11/27/15. Black Friday items will be automatically pushed to full retail price on 11/28/15. Excluding Whish items which will
remain at their promotional pricing.
Q: HOW DO I LEARN MORE ABOUT THE NEW PRODUCTS AND VENDORS OFFERED THIS HOLIDAY?
A: New vendor and product training materials are posted to the MEIntranet under 2015 Holiday Retail Catalog.
WHY DOES MY POP KIT NOT FEEL LIKE HOLIDAY?
A: The intent of the holiday 2015 POP design is to give our members and guests one of the first ways they’ll experience the new
Massage Envy brand. POP features holiday-specific versions of our campaign “Because” statements to draw the consumer in.
The creative picks up the cool tones of the brand color palette to evoke a sense of the winter, as opposed, to holiday season and to
feel consistent with the new brand at launch.
40
KEY CONTACTS
(click a name to email)
DIRECTORS OF FIELD OPERATIONS
Jordan Levine
(480) 366-4177
Tim Weiderhoft
(480) 348-8122
Chris Barth
(480) 366-4124
Christy Ras
(480) 568-4928
Jim Graham
(480) 366-4156
Vendor Contacts
CLAYTON KENDALL
MASSAGE ELEMENTS
(888) 799-4757
for marketing collateral
orders and missing items
(866) 950-9899
for retail products
QUESTIONS
Feel free to contact
[email protected]
with any questions.
DISCLAIMER: This Roll-Out Guide is meant to only be a guide and is provided as a courtesy to assist franchisees in the roll-out of Holiday 2015.
Massage Envy Franchising, LLC provided this as a helpful tool only and it is not intended to constitute a policy, directive or legal advice. Franchisees
should remember that they are the sole employer of their employees and should consider applicable federal, state, and local law, and consult their
own legal counsel or advisor, if they deem necessary, when deciding on the personnel policies and procedures to adopt.
41

holiday 2015 - Massage Envy

Transcription

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