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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.
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Direct mail pieces. Create a newsletter for your spa. It can be weekly, monthly, quarterly—whatever works for you. Also, it can be printed out and mailed to your clients, or you can use an e-mail newsletter format to save on costs. A good newsletter should include concise information about your spa and its services, any special offers you have available, information about upcoming events and new products or services, and possibly a section where you relate current events or news to your spa. Personalize it to keep it from being dry, but make sure to convey all the relevant information possible.

Retail area marketing. The appearance of your retail area should be constantly changing with the seasons and holidays, and you can have your team create spontaneous themes that inspire clients to explore the area. Use fresh colors and props, and rearrange products frequently. Shelf-talkers can promote features and benefits. Give away a slow-moving product with a popular one in a gift-with-purchase promotion. Put samples and testers on shelves at eye level, and display one of your most profitable retail items prominently on the front desk, remembering to change it each month.

Front desk marketing and closing the sale. The front desk is where the sale takes place, so it’s arguably the most important point in the transaction. Educate your staff on closing statements, so these statements become second nature to them. Good closing statements can include: “Which of these products would you like to take home today?” and “Let’s pre-book your next three visits—are Tuesdays or Thursdays better for you?”

Attracting clients

Getting new clients in the door is necessary for any business to survive. But before you start marketing for new clients, you need to answer some important questions: Who is my target market? What specific income streams do I most want to promote? What percentage of profitability am I expecting to gain with my marketing? What’s uniquely different about this spa? What needs does it fulfill?

Once you answer these questions, you should have a better idea of your market, potential new clients and what services they like and don’t like, as well as what has drawn clients to your practice, and how you can capitalize on your unique features in order to attract new ones.