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Marketing: A Top 10 List

By: Carol and Rob Trow
Posted: December 31, 2009, from the January 2010 issue of Skin Inc. magazine.

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Whether you like it or not, your competitors are reaching out to your clients, as well. If you need support or advice, seek help from your strategic partners. If they will not help, seek out those who will. Don’t forget, your suppliers benefit from your growth and success just as much as you, so ask them for support. But be reasonable. An amiable business relationship is typically the most successful one.

8. Establish your services and products as business incentives. Contact local companies and branches of large corporations in your area and offer your services, at a special rate, as employee incentives. These can be used for sales goals, by real estate agents for referrals and new home buyers, by mortgage companies who look to reward those referring clients to them ... the list goes on and on. In essence, anyone who wants to show their appreciation to an employee, client or referral source has potential. Plus, the individuals coming in for these services may well become new clients if you meet or exceed their expectations.

9. Create a one-on-one marketing initiative. Marketing one-on-one is a simple and no-cost initiative that works. By emphasizing person-to-person interaction with a client, you will create a better relationship that yields both client loyalty and referrals. Take the time to learn about those to whom you and your team members provide services to, and train your staff to do the same. Remember details about each client, such product preferences and family information. This creates a level of familiarity that leads to return visits. Everyone likes to feel they are appreciated and heard, so making a special effort to remember details gives you a distinct and well-regarded edge.

10. Market solutions, not problems. Marketing requires an ongoing commitment. To be effective, you need to create familiarity, trust and consistency, and to do this is not a one-shot deal. If you are going to market, make your plan strong at the outset and follow through. One-time efforts are typically a waste of time and money.

Focus on specific market segments as well: new mothers, pregnant women, those seeking anti-aging treatments, smokers and similar niches. Create signature services that build the image of your spa and its services being the solution—the expert—in that area, as well as the thought that coming to you for treatments is special. You want to be the one people turn to, and refer their friends to, when an issue arises.

Going the distance