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The Secret to Competitive Marketing

By: Bryan Durocher
Posted: January 5, 2011, from the January 2011 issue of Skin Inc. magazine.

The economy is turning around, and people are starting to spend money again. So, when was the last time you invested in your business through new marketing tactics? By pulling back too much for too long, you can risk losing your place in the market to another spa that is willing to risk a bit for growth.

Having the most beautiful location and state-of-the-art services does not always guarantee you will have the client flow you need. You have to invest in a plan for growth, and one of the most critical growth aspects for spa owners to consider is a marketing plan, as well as how they are going to keep a steady stream of clients coming through the door.


One of most cost-effective ways to market is to upsell to your existing client base. There are several methods that, when combined or used independently, produce results.

Treatment room marketing. Begin by asking yourself, “What services or products could I offer to this client that I haven’t offered before?” Next, introduce new product lines in your treatment rooms that help maintain results, and have your team members tell clients about them.

Spa marketing. Your spa environment is the perfect showcase for before-and-after photos, product posters, a video demonstrating your procedures, tester products in your restrooms, brochures in your consulting room and a makeover portfolio in your waiting area. Use these opportunities to let your clients know about the range of treatments you offer, as well as services that pair well together.