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Making Money in Any Economy

By: Bryan Durocher
Posted: December 5, 2008

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Think about guerilla marketing, which means thinking outside the traditional ways of marketing. It is a focused investment of time and effort with minimal financial cost. One typical term associated with guerilla marketing is "sweat equity." It is about identifying what the team can collectively do to generate new business and hype about the spa without spending cash resources. Planning social outings with the staff is one way to generate enthusiasm and a buzz.

The beauty business is a social one. It is necessary to connect with people outside the treatment room. Going out with the team to canvas popular night spots with the goal of meeting potential clients away from the spa is a comfortable and fun way to guerilla market. It creates an opening to approach potential clients in a nonthreatening manner. There are many ways to do this, but the greatest success can come from complimenting the potential client’s skin or hairstyle, and offering a complimentary consultation and mini service. Once in the spa, the provider then can capture a new client for future services. A mini treatment can turn into hours of future services.

Another successful guerilla marketing technique is a get out of jail free card. The universally known character from the popular board game graced the front of the small card with the large print stating “Get Out of Jail Free.” It also said “If you missed your wife’s birthday, forgot to take out the trash, want to watch the game or play golf this weekend … call us at the spa, we can fix it.” Staff members were then able to approach men in a lighthearted way, offering spa solutions for guys who didn’t understand that the way to appeal to a woman’s good graces is through spa services. The significant others who were on the receiving end of the cards loved their spa services and, more importantly, told their friends, creating a great buzz in the neighborhood about the creative marketing technique.

Guerilla marketing means thinking outside the box. Brainstorm with the staff for your own creative marketing ideas. The point of this tale is simple. It is not only the owner’s responsibility to drive new business through the door by spending more dollars on advertising. It is a collective effort of every member of the team, especially during economically tough times. Act now to protect everyone from a smaller paycheck at the end of year. Ensure the downturn the country is facing does not affect your spa negatively. Be proactive. Get creative with marketing programs, team coaching, special events … and have some fun while doing it.