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SEASON'S GREETINGS FROM SPAS2B
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Upcoming 2008 Spa Management Course Dates
March 30, 2008
October 5, 2008
Mar 31 - Apr 3, 2008
October 6-9, 2008
Mar 30 - Apr 3, 2008
October 5-9, 2008
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And once the client is in your door...
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Yes, a sale is an extension of the service, but let's be honest, it's as necessary to the business, as it is to the client.
Secure future purchasing opportunities - don’t give it all away up front. Leave them with a reason to want to come back.
Set incremental goals with each client so that they are always "prepped" for the next purchase and excited about future steps!
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Always suggest your client purchase more than one of the same product if they are a frequent traveler; have a second property; or go to the gym. They'll truly appreciate this convenience!
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Optimize your impulse or unplanned purchase opportunities at the cash counter!
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Always point clients in the direction of your promotional calendar, or to all specials running currently and the ones to come.
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Plan for the future and learn from the past.
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You should be outlining your Marketing Strategies in a 1-Year Marketing Plan, every year...
Each year you should be developing a newly revised Marketing Plan. Your plan should be multi-dimensional, allowing you to reach your clients 7 times through seven different mediums. Many of you may have heard about this 7-tiered approach before, but what exactly does it mean to you in the spa industry? How is is applied to your business? Well, today you're going to find out!
Your marketing plan should always be viewed as a long-term project, not something that brings instant results. Your repetitive messaging will constantly serve to remind the client of who you are and what it is you offer that answers to their needs.
The accumulative affect that results with repetitive and multi-media messaging is what gradually develops your position in the marketplace and serves to gain; retain; and grow your client base.
Each marketing initiative should be measured individually, as should the results of the entire campaign. After your first year plan has been realized, are you in a better position? Have you gained market share? Has your client base increased? Are you attracting new staff candidates? Have you boosted awareness? Improved your image? Seen a better bottom line?
Here's how to reach your clients with the 7 Multi-Dimensional approach:
- Visual: Everything that your clients read, observe and experience in their "viewfinders" about you and and your business must be expertly tied into each other. There should never be a disconnect in the eye of the beholder. As Walt Disney once said, "There should never be an intrusion to the illusion". Colors, fonts, pictures, textures, patterns, materials, and the feelings that each of them evoke through our visual perceptions must be definitive and unmistakable. They must represent you and what you deliver, period.
- Print Materials: Your print materials are an integral part of your visual imaging template and include everything that you print: from in-house signage; to your business cards; website and more. Use these materials wisely so that they may serve you as pro-active business tools. State your claims and include a call to action on them. You can also cross sell and up sell on each of them, always reinforcing that you are the answer to your clients needs. Or, you may choose a more subtle approach, but be sure that if you do, your print materials leave a lasting impression on the viewer. I am continually told that people love the Spas2b business card, and more importantly, that they remember it year over year. The card is a silk-screen design on an opaque, flexible plastic. It is a surprise of sorts, because of this unique material used. It leaves behind a strong visual impression that I believe has taken me further than a tag line or mission statement could have. So don't be afraid to get creative and think outside the bottle!
- Become an Industry Expert: Can you speak publicly...are you willing to try? Or does writing suit you better? You MUST choose one, or ideally, both! In order to grow your business, you must be viewed as an authority in the industry. Gaining this kind of credibility puts you miles ahead of the competition. Drawing attention to your expertise and unique offerings is one of the most effective tools you can develop and it can be as simple as writing a column in the local newspaper; to guest speaking on a community radio station or network television program. For broader coverage, offer to write articles or advertorials (advertising tutorials) in industry trade publications, and speak at trade show events. Most importantly, know what media your target market is using and respond accordingly. If you ask me, once you have established yourself in your community, I will always recommend you go international. Your local market can become saturated quickly, but the international market is always hungry.
- Trade Shows; Consumer Events & Association Expos: Have your company represented with a booth at these events and get in the lime light! Develop your strategy and attract an audience with: a product launch; a demonstration of a cutting edge treatment procedure; consumer awareness and educational initiatives; self-care and homecare; trends talks; and giveaways and draws. Cross network with the other booths (they are your target market!) to get even wider exposure and gain clients. Consider becoming a show sponsor. Encourage subsequent visits to your spa with bounce-back coupons; special pricing offers; free mini services; samples, and the like.
- One on One Communication & Networking: Wherever it is that you can find exposure to your target market, you need to aggressively pursue it. If there are special events in your area (or internationally) that your target clients attend, go to them. Hold annual Open Houses at your place of business. Direct market to local businesses and corporations by providing complimentary educational luncheons with demonstrations. Attend and work the floor and booths at women's conventions; golf tournaments; sidewalk sales; and mall shows. Strike up conversations and hand out your businesses collateral wherever possible. Begin developing relationships through conversation and invitation. If possible, engage your staff in your networking efforts as part of their job descriptions. Ask for referrals and encourage everyone you speak with to spread word of mouth advertising for you. You need to be bold to get heard - how are your doing so far?
- Internet Marketing: Developing your website is a key component to your multi-dimensional marketing system. There are so many tools that can be used within your website, including: online videos (the hottest new online trend); press releases announcing product or service launches; a media room (another hot new trend); spa communication forums; blogs; your shopping cart, online gift certificates, and so on. Your website is also an excellent way to build your database. Have members sign in or sign up for monthly eNews; run surveys; offer draws, etc. Fusion marketing is forming cross-marketing opportunities with other "like" businesses to market on each other's websites. And don't forget to get your Spa listed on as many Spa Directory websites as possible. These sites will help connect you with both locals and out of town visitors. Most importantly, remember that whether you have a great looking website or not, if your target cannot find you, it's useless. So, consider opting for an internet business solution plan as opposed to just a prepackaged website design.
- Media & Publicity Campaigns: Know who the media moguls are in your industry. Get to know these individuals on a first name basis and keep the list constantly updated (the hardest part!). Understand how they wish to be contacted and their policies on such things as: opening email attachments; how to submit press releases; whether they prefer faxes or phone calls; if they prefer notification first and then a follow up, etc. Consider media gifts and drops. Get your product in front of them just before an event so that it is fresh in their minds. The media must be your friend! And what's really neet, is that they are always receptive, excitable, interested human beings - never be intimidated by them, they would hate that.
As a side note: Become familiar to your clients by showing your face in all of your marketing initiatives!
If you view your marketing initiatives as ongoing assignments, continually being built upon and growing dimensionally, you will find that steady growth patterns are far more profitable in the long run than spontaneous, rapid rewards.
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**May happiness surround you and love be around you this season, and always**
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From: Leslie Lyon, President, Spas2b Inc., 1-519-585-0626 www.spas2b.com
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Copyright © 2007, Spas2b Inc.
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