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Spa Marketing Ahead of the Curve

Leslie Lyon November 2011 issue of Skin Inc. magazine

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If your business survived the past couple of years, you may be feeling that everything will be OK; however, it is important to remember that the rising tide does not lift all boats. Real change has happened and so your marketing approach has to change, too. Your mature offerings may be causing you to suffer revenue declines, so consider freshening them up fast ... and that’s just the beginning.

First and foremost, it’s hard to ignore the fact that your competitors are probably doing many of the same things you are to meet their goals. Assume the role of thought leader now and avoid the “me too” mentality. Leverage the large flow of data that is now available to pinpoint consumer preferences, improve your decision-making processes and minimize risk. Strive to create entirely new categories of your business. Remember: You just need to do one thing better or differently than anyone else in the world. You’ll also need to master the following five points to ensure your marketing ideas will succeed.

1. Your “wiredness”

This will be noticed by your clients because they want to gauge and engage with your spa. The highly networked business is the business that will see the quickest payday. If you haven’t already, develop your networking package and formally introduce yourself to the social world. Try off-the-shelf solutions for blogs, such as WordPress or Serendipity. Website design and search engine optimization (SEO) companies have saturated the market, so if you choose to work with one, make sure they are at the top of their game with the newest platforms and highest page rankings. 

2. Social proof

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