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Setting the Course for Business Growth

By: Maritza Rodriguez-Aouanough and Dawn MacLellan
Posted: January 30, 2012, from the February 2012 issue of Skin Inc. magazine.

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Team members who reach their goals deserve a reward. Your spa vendors are a great resource for this.

Marketing strategy

A marketing strategy is an important process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.1

Your spa’s marketing strategy should do the following.2

  • Define overall business goals.
  • Include a definition of your business, a description of your products or services, a profile of your target users or clients and a definition of your company’s role in relationship to the competition.
  • Help you judge the appropriateness and effectiveness of your specific marketing plans.
  • Include a summary of your spa’s offerings and position in relation to your competition.

A marketing plan will contribute to ensuring a competitive edge, ongoing profitability and a strong bottom line. Your plan should do the following.2

  • Include a practical application of your marketing strategy.
  • Define specific actions you will implement to achieve the goals of your marketing strategy.
  • Include details about your spa’s unique selling position.
  • Include a pricing strategy, a sales and distribution plan, advertising and promotions.

A clear path to success

Developing a course for business growth is not an overnight task. Give yourself plenty of quiet time to consider the best strategy for your spa, and then work with your spa’s team to institute it, helping give your spa a clear path to success.