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Marketing Tune-ups and Tips for Success, Part I
By: Maritza Rodriguez
Posted: July 31, 2014, from the August 2014 issue of Skin Inc. magazine.
Keeping a business on track without a marketing plan is equivalent to going out to sea without a navigating system—you may or may not arrive at your destination, and you’ve added tons of unnecessary stress to an otherwise enjoyable journey.
Define or redefine identity
A skin care professional or facility should have a developed, consistent story of who they are, and be sure that their clients know that story well. A mission statement and general system of defined beliefs and practices will help with this.
Create a unique selling proposition (USP) to present the business’ services as different and better than those of competitors.
Take brand inventory. Has the mission, identity or creed changed? If something has stayed consistently the same throughout the years, chances are it’s deeply instilled in the brand’s identity for good.
What is SWOT analysis? SWOT analysis is a strategic planning method used to evaluate the strengths, weaknesses, opportunities and threats in a business venture. It involves specifying the objective, and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. The technique is credited to Albert Humphrey, who developed the strategy while conducting research on why many businesses were failing at corporate planning in the 1960s.