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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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Conclude your presentation with a call to action that creates urgency, such as, “For all those interested in taking advantage of our seminar special, join us now in the lobby to schedule your treatment package.” Also, allow time for a question-and-answer session and face-to-face networking opportunities.

Expertise

In order to establish yourself as a go-to beauty expert, you must commit to possessing and maintaining long-term goodwill and industry-known leadership skills. You must network and build relationships with industry professionals, often through philanthropic and community contributions.

You also may benefit from having a public relations agent who can keep your name out in front and aid in maintaining ongoing relationships with television, radio, and local and industry media editors.

Your brand

One of the most valuable assets in business is the combination of words, images and feelings evoked from a brand. Your brand is unique to your spa. It’s your collection of services, products, your staff’s uniforms, stationary, e-mail signature blocks and on-hold message. It’s the music you play, the sights, sounds, flavors, aromas and feel of your unique environment. Everything you do should reinforce your brand.

From a first impression to the end of a client experience to home maintenance regimens, your mission, core values, color schemes, logo and labeling should speak volumes about your spa. After all, it is your brand. What do you want your brand to embody? Think of ways you might verbalize your message in a visual way. Your brand logo needs to be prominently displayed everywhere your clients are served, such as with one or two consistent color themes threading all of your treatment rooms together.