Be frugal. This is all about finding ways to meet the same objectives, but for less money. Frugality is often confused with being "cheap" -- but it is important to remember that you can still bring in clients and spread the word about your fabulous services without paying through the nose. Can you use less expensive ways to communicate to your clients? Instead of glossy postcards...going pre-printed? Or instead of mailers, increasing your e-mail newsletter? How about the old fashioned phone call? While using the phone can be more time-consuming for you, it is far more personable AND less expensive than a mass-mailing.
Be flexible. Your clients may be busier and more stressed out than ever. Being open longer so they don't have to adjust their schedule shows your flexibility. While extending business hours may not seem very frugal, it can reach those clients who are now working longer hours to make ends meet. While competitors tighten and avoid any additional costs, simply offering to be open two hours before or after your normal business hours...by appointment only...can make the difference between clients selecting you over your them. Your staff may not mind that much either, but do include them in the decision to avoid scheduling rebellion.
Be fun. Nothing is more attractive than zany, fun and positive energy! [Just thinking about the word "zany" put me in better mood.] Sure, the traditional spa experience is all about serenity and relaxation, but serene and relaxing marketing is boring to read and highly likely to be overlooked. Think about creating fun promotions that are easy to remember. For example, a local spa is running a "20% discount to pairs of clients who come in together." That is a nice strategy..but calling it a "Two-fer Twenty" or another similar play on words increases interest and intrigue. You clients should call their friends and say "so do you want to get a "Two-fer Twenty" at the local spa?"
I know staying positive can be hard sometimes. Yet it is often the return to basic ideas in life where hope and dreams stay alive. Remember to treasure what you have -- such as your clients -- and make sure you are doing all you can to demonstrate this to them.
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