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Marketing: A Top 10 List

Carol and Rob Trow January 2010 issue of Skin Inc. magazine

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People have always been drawn to simple solutions and lists as a source of information and advice. Research has shown attention spans are getting shorter and shorter, and even public television’s premier educational program Sesame Street is based on providing snippets of information with fast-changing topics and images to hold a child’s attention and increase retention. The same is true today for adults.

Simply put, marketing is a series of activities that communicates information about a product or service to attract the attention of a target audience and translate that interest into a sale. A marketing plan organizes these activities in a coordinated manner, with each initiative building on the last to create a comprehensive strategy.

To help build the best marketing plan for your spa, keep these facts in mind, as well as the fact that any marketing effort should be directed toward both current and prospective clients. Remember, it is more cost-effective to keep and grow your current base than to attract new customers.

Now is the time

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A Marketing Top 10 List

1. Focus on your most profitable clients.

2. Target your first marketing dollars to current clients.

3. Market through education.

4. Establish a referral network.

5. Offer last-minute specials.

6. Get involved in local charities.

7. Collect client information—especially e-mail addresses.

8. Establish your services and products as business incentives.

9. Create a one-on-one marketing initiative.

10. Market solutions, not problems.

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