Courting the Recessionista
Sometimes a clever word phrase can spawn a whole new marketing campaign. Earlier this year, Karie Bennett, owner of Atelier SalonSpa, in San Jose, California, ran across the description of a recessionista in an online fashion magazine:
âA recessionista is a person who is able to find a great deal while still managing to look stylish. A recessionista is that modern marvel who is a magnet for a good deal. And in this economy, sheâs got a lot to teach us.â
Bennett took the phrase and made it her own. If she has more than six appointments open on one day, sheâll send an early morning Recessionista e-blast to her client base offering 20-percent off same-day appointments.
âItâs hugely popular,â says Bennett. âIâll send them out at 8 a.m. and by noon the appointments will be booked. But I only do it every few weeks, and I do it sporadically because I donât want clients to stop pre-booking.â
For her part, Bennett says sheâs just helping out clients who are in a tough spot in this economy without giving away services. âGetting an upscale service at an upscale salon for a discounted price is like finding a Louis Vuitton in a consignment store.â