Spa Clientéle Marketing Tips

Does your marketing connect on a personal level?

As a client, one of the first things that I'll look for on a salon or spa website is the person behind the brand and business.  Who's dream built this space, designed the services, selected with care the products? 

And usually, I can not find any trace of the person or partners behind the beautiful logo, website, or an impeccably designed salon and spa.  As a client, I'm curious.  As a journalist, I'd want to know more about who I'd potentially write as story about in a local newspaper.

Putting more of YOU in your marketing is one of the most powerful ways to connect prospective and loyal clients alike.   I have been exploring some of the top reasons why this is the case and developed a few simple solutions to create a personal connection between your brand and your clients.

You may relate to the top responses I received when helping owners of spas and salons put more of themselves into their marketing.

Hair removal for "rugged ladies"

Laser Hair Removal by tygotygo

If you have "rugged ladies" in your local area, this ad really speaks to their pain!  Whether you offer waxing, laser or electrolysis, this type of edgy and irreverent marketing would definitely create some memories and buzz.

As you have heard me say before, I do not recommend that most spas and salons pay for print advertising.  While ads can be great for general awareness and building a brand, there are simply far better ways to fill up your appointments without the high cost of ads.

However, one can learn from this tongue-in-check approach the power of illustrating your client's pain point in your marketing.  Any woman who is worried about facial hair is going to pay far more attention to the visual in the above ad as compared to the traditional "pretty face" imagery in spa or salon ads.

I would like to thank...

So even though the Oscar's are long over, there are still awards being handed out.  I am pleased to announce that this blog, Spa Clientele Marketing Tips, has been named a "Top 50 Start Up Blogs to Watch in 2008!"  Evancarmichael.com posted their list of super helpful online blogs with combination of industry specific blogs (like this one at #33) and general small business advice.  One of my personal favorites is #46: The Blog of the Author Tim Ferriss.  Another great blog I have mentioned before is ZenHabits.net (didn't make this particular list, but it has helped me personally with focus and simplicity.)

So thank you, dear readers, for subscribing, reading and spreading the word!  Don't forget to use the comment links to ask questions or add your own $0.02.  Pssst....Every time you post a comment (on this or any other blog), you are linking to your own website...which helps increase your search engine rankings.

Retail items that sell your services

This week I uncovered two new ideas that spas and salons could sell in their retail areas to help sell their makeup, hair and skincare services.  The first one is Color On Professional, an instant eye shadow press-on applicator.  (Yes, I said "press-on" but this nothing like press-on nails or anything like that.)   And the second is a new book "How to Not Look Old" by Charla Krupp.  Both require a small investment on your part for inventory, but are conversation starters, buzz-builders and can be tied into a strategy to increase publicity and interest in your booking your services.

Your fortune is in the followup

An amazing invention - but who would ever want to use one?
- U.S. President Rutherford B. Hayes after he made a call from Washington D.C. to Pennsylvania with Alexander Graham Bell's telephone in 1876

One of the most powerful and underused marketing tool a spa professional has is their phone. A simple follow-up call a day or two after a spa visit is a free, easy and effective way to strengthen your relationship with your clients.  On top of that, it will greatly differentiate you from your competition. 

Sure, there are plenty of good excuses not to make a client follow-up call.  Some of these may even sound familiar:

• I don't want to bother them.
• I don't have the time.
• I wouldn't know what to say.

However, the underlying reason for not creating a system to make these calls is fear.  Fear of being considered a telemarketer.  Fear of wasting your time.  Fear of rejection.

Yet, when a simple process is established and followed for you or your staff, you'll find that your fears are unfounded.  Instead, you'll boost your return client booking and  referral rates because you'll have reached out beyond the treatment room to connect and relate to your clients.

Let me help breakdown those fears and excuses and give some ideas to implement this simple strategy and process.