Part I of this column appeared in the August 2014 issue of Skin Inc. magazine, and addressed the importance of defining a spa’s identity and setting marketing direction, as well as the difference between a marketing strategy and a marketing plan. Part II of this article discusses how to target market, measure marketing goals, practice profitable marketing, utilize internal marketing, and identify tactics for low-cost marketing.
Target marketing
Target marketing involves concentrating marketing efforts on one or several key segments at a time. This provides focus for a business’s marketing activities and facilitates performance measurement.
Common methods to break down target marketing into categories can include: geographic segmentation—based on location; demographic segmentation—based on measurable statistics, such as age and income; and psychographic segmentation—based on lifestyle preferences, such as an interest in health and fitness.
It is important to remember that people purchase products or services for three basic reasons: to satisfy basic needs; to solve problems; and to make themselves feel good.
Keep track of progress
Stay focused on marketing endeavors by measuring various imperative elements—what gets measured gets done.
Measure marketing. Record and measure all matters regarding marketing and sales campaigns. This includes the conversion rate, average response rate per campaign, and the percentage of campaigns that fail to start on time.
If a marketing plan is not measurable and actionable, and does not differentiate a company from the competition—revise it until it does!
Measure operations. Keep track of information regarding clients actions, transactions, and products and services in the spa, including:
- Average number of visits per client in a designated time frame;
- Client retention;
- Sell-through percentage;
- Inventory turns;
- Average sales per client, frequency of sales per client, and amount of transaction per client;
- Gross margin as a percentage of selling price;
- Average number of products in a product category;
- Sales per selling hour and sales per labor hour; and
- Gift certificate conversion percentage.
Marketing for profit
In order to begin actively marketing for a spa, an owner needs to identify the typical client and prove they can solve that client’s problems.
Identify your spa’s unique selling proposition (USP). What is your market and why should clients choose what you have to offer instead of what your competition provides?
Use internal marketing. Communicate with the spa’s internal team through daily 15-minute meetings to touch base with clear, concise updates and a rolling 3–6 month calendar identifying key marketing efforts. This creates internal marketing alliances with the entire team—who better to help with marketing than those who work with the brand on a regular basis?
Growing your business
Following are low-cost techniques that spa owners can use to grow their businesses.
- Establish yourself as an expert in the field—write articles, host educational seminars and speak at community events.
- Utilize regional media—send press releases to media outlets, and promote your business on a local radio or television talk show.
- Use the Internet and social media to promote yourself and the spa.
- Cross-market with related businesses in the area.
- Reward clients with freebies for referrals.
- Enlist your team to help promote the business whenever they can by providing them promotional giveaways.
The most valuable word in marketing is execution. A marketing campaign doesn’t have a chance at success if it’s never followed through with.
Maritza Rodriguez is the global vice president of marketing & communications for Pevonia International and its related brands.
