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Targeting/Adoption Strategy of Newly Launched Services

I have launched a new range of services. I spent a lot of effort in training my team. How do I get my customers to try it out? Whom should I target?  
Business Problem

A new range of services has been launched after significant investment in training, staff readiness, and product setup. However, guests are not yet aware of these services or hesitant to try them. The goal is to promote these new offerings effectively, attract the right audience, and generate repeat demand.

Business Conditions

  • The business has an active guest database in Zenoti (minimum 6 months of data).

  • Email & SMS credits are available.

  • Online booking is enabled.

  • Front desk and service providers are trained to recommend services.

  • Reports access is enabled for managers/owners.

Zenoti Solutions

  1. Enhance your Master/Admin Management 

    1. Create Structured Service Positioning

      • Ensure new services are correctly categorized (Premium / Add-on / Signature).

      • Tag services under “New Launch” category for tracking.

      • Add compelling descriptions & benefits in service master.

      • Upload high-quality images for Webstore display.

      • Price the services a little lower for limited period of time as “New service prices” or Intro prices for limited duration.

    2. Service Bundling

      Create:

      • Offer packages (Buy 3, Get 1 Free)

      • Series packages combining old + new services

    3. Provider Mapping 

      • Map only trained providers to new services.

      • Highlight them as “Certified Specialists” in provider display names.

    4. Prepaid Cards / Gift Cards 

      • Launch new service themed gift cards.

      • Position as seasonal/self-care gift.

  2. Get Discovered and Capture Attention with Improving Your Marketing 

    Who Should You Target? 

    1. High-Spending Repeat Guests 

      • Filter: Top 20% revenue contributors. These guests trust your brand and try new experiences faster.

    2. Guests Who Buy Related Services 

      Example:

      • Facial clients → Target New facial services.

      • Massage clients → Target New Massage clients.

    3. Members 

      • Offer exclusive early access preview.

      • “Members-only preview week.”

    4. Dormant Guests 

      • (We Miss You)Position as: “Something New You’ll Love.”

    Campaign Execution in Zenoti 

    • Email Campaign 

      • Launch Announcement (Benefit-focused)

      • Before/After visuals (You will need to collect customer concent in some cases from customers)

      • Intro offer with Direct booking link

    • SMS Campaign

      • Short, benefit-driven:

        “Be the first to try our NEW HydraGlow Therapy. Limited intro pricing. Book now!”

    • POS Promotions

      • BOGO for first 50 bookings.

      • Limited time New service discounts

      • Additional loyalty points for new services

    • Referral Boost

      • “Bring a friend to try together” campaign.

  3. Making Your Booking Easy and Effective 

    1. Simplify Booking

      • Highlight new service on top of online booking list by configuring a display order in the webstore

      • Add “NEW” tag in service name.

    2. Upsell at Checkout

      • Train front desk:

        • Scripted recommendation:

          “Since you loved this facial, you might really enjoy our new advanced version.”

    3. Abandoned Cart Reminders

      • Track guests who viewed but didn’t book.

      • Send reminder with small incentive.

    4. MyZen App Push (If Active)

      • Push notification to active app users.

  4. Improve Online Presence

    1. Feature on Webstore Homepage

      • Banner placement for first 30 days.

      • Banner placement for first 30 days.

    2. Add to Thank You Emails

      • After checkout:

        “Next time, try our newly launched…”

    3. Social Integration

      • Share provider training clips.

      • Show behind-the-scenes certification moments.

      • Link booking URL directly.

  5. Employee Management

    1. Incentivize Staff

      • Add higher commission for new service (first 60–90 days).

      • Create internal leaderboard.

    2. Schedule Optimization

      • Ensure trained providers have peak-time availability.

      • Avoid low-demand slots only.

  6. Retain, Reward, and Manage Guests

    1. Loyalty Multiplier

      • 2X loyalty points on new service (first month).

    2. Member Exclusive Benefit

      • Monthly credit usable only on new service.

    3. Guest Tagging

      • Tag:

        • “Early Adopter”

        • “Premium Experience Buyer”

      • Use later for testimonials and ambassador campaigns.

    4. Feedback Loop

      • Send post-visit automated review request.

      • Use positive reviews in marketing.

  7. Track, Measure, and Scale with Reports and Dashboards (Mandatory)

    This ensures your training investment converts to revenue.

    1. Sales Accrual to track the below metrics

      • New service revenue

      • Booking count

      • Avg ticket size

    2. Employee Sales Report

      • Who is selling more of the new service?

    3. Campaign Effectiveness Report

      • Open rates

      • Click-through rates

      • Conversion to bookings

    4. Guest Retention Report

      • Are first-time trial guests returning?

    5. Membership Impact Analysis

      • Percentage of members adopting new service.

    6. Business KPI Reports

      • Track adoption weekly (first 8 weeks critical).

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