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Meeting and Beating the Retail Challenge

By: Maritza Rodriguez-Aouanough and Dori Soukup
Posted: September 29, 2011, from the October 2011 issue of Skin Inc. magazine.

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Whenever possible, tie the retail promotion to a service promotion to help increase revenue in both areas. Be sure to measure the success of each promotion and keep a record of those that perform strongly so that you can easily repeat them. Some key strategies for promotional success are: Make sure there is a true value or overall savings; effectively plan, prepare and market the promotion; and ensure that everyone on the team is aware and involved, and always incentivize.

How do I uniquely position my business?

One effective way is to designate a community ambassador, a knowledgeable and charismatic person who can become your community’s spa and wellness expert as a guest speaker and spokesperson. The more favorably you impact the community, the more exposure, trust and perceived value your business gains.

Why should I use social media, and where do I begin?

The easiest way to begin is by setting up Facebook and Twitter accounts. According to findings from the Social Media Examiner’s 2011 Social Media Marketing Report, small businesses and solo entrepreneurs reported notably increased business exposure from using social media.

• Ninety percent of those surveyed say that social media is important for generating more business exposure.

• Self-employed and small business owners with two or more employees were most likely to report that social media helped them obtain new business.