Lora Condon, award-winning esthetician, author, spa owner and the founder of Beauty Buster Skin Care, discussed key strategies to making money through marketing techniques at Skin Inc.'s Face & Body Midwest spa expo and conference. Strategies include:
Create a relationship with your clients. It is essential that you become their best friends even if you don’t like them that much. The key here is to make sure that everybody likes you enough that they want to give you their money.
Specialize in Something
Many consumers feel that a spa that offers one specified treatment is the best for it because they specialize in it. Condon explained that, through her own experience, clients do not like a lot of options or a broad menu.
Do something that most other competitors do not do. Whether it is working on Sundays, offering free parking, providing online booking or creating an easy system for signing up for treatments, make your spa stand out.
Don’t take the risk of losing a client by completely refusing discounts. Discounts often keep a client coming back because it is rewarding them for their business. A great opportunity to tack on a discount is by offering one for a client referring another potential client to your spa.
Blog, Vlog or Write a Book
Different forms of marketing can really get your name out, said Condon. Clients especially love videos because they can hold their attention more easily, so if you are not technologically sound, find an expert that can do it for you.
Consumers look at reviews for spa services because it takes a lot of trust. Ask clients to leave honest reviews about specific services received and how they felt about them. Before-and-after photos also work well for testimonial pieces to post online.
Try Before You Buy
Women have a tendency to want to try a product before they buy it, so give them the option.
Whether electronic or on paper, it is great to plan marketing strategies one to three months in advance. Also, keep a record of what you tried that did and did not work.
While planning events, make sure to include a call to action that will cause clients to feel the need to register for the event as soon as possible. During the planning process, ask yourself:
- What is your goal?
- Who are your clients?
- How can you market them?
- What are you offering?
- Who is working the event?
- What supplies do you need?
- What prizes or raffles do you have?
- How will you promote your event?
Evaluate the event when it's over. What worked and did not work for this event, and what should you do differently? Condon explained, "The difference between marketing and advertising is that for marketing you have to get off your butt to get the money."