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Strategic marketing is the road map by which long-term objectives can be attained, and the challenge is to manage the complexities and fluctuations of the market, as well as client expectations. By developing a bulletproof strategy, you can stay ahead of the curve and be ready to respond to changes in the marketplace in a proactive way.
Itemize your directives
An effective marketing campaign must have a positive impact in the marketplace; in terms of managing a spa, this means growing your client base, increasing repetitive treatments and improving your profit margin. Your marketing program should include strategies for pricing, distribution, promotion, advertising, media relations and market segmentation, and factors to take into consideration include demographic changes, emerging technology and cultural trends.
Also, it is well-known that some consumer segments simply do not generate profits, either because they are too demanding, impossible to satisfy or cannot afford your prices. Identify the biggest spenders in your spa and focus on marketing to this segment first. These are clients who are hopefully already happy with the services you are providing, and are in the best position to spread the word about you and your business.
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