New Year, new ideas to fill up your schedule with clients

"Cheers to a New Year and another chance for us to get it right." - Oprah Winfrey

Personally, I find the first few days of the new year usually brings me new ideas and hopes for what the next twelve months can bring. This can be both energizing and overwhelming at the same time:  what should I start, stop or change? Often the process of deciding what to do differently to 'get it right' takes a while, but in the end I feel great about the two or three main things I will focus on this year.

For many of the spa owners that I talk to, many are simply hoping to stay open in a tough economy this year.  And many of you are looking at new areas in their business to focus on as well.  With so many options, it is hard to know what would work for you or not.  Unfortunately, spending time and money on 'experiments' these days is not recommended, but I wanted to review some tried-and-true ideas you may or may not have considered before.

1. Start a membership program. Membership spas are growing, especially for the franchise brands, but offering a membership option for your clients doesn't need to be super low-cost or require changing your staff compensation model.  The best thing about monthly memberships is that it creates a special community of clients that you'll see regularly -- even more regularly than you might if they were not members.  However, it does require additional work to plan, create and market your new program and membership "perks" so you'll want to be sure to stay committed as you start it up.  Related Article: "How to create your own country club"
2. Get involved in your community. There are so many non-profit organizations out that that need help and would be eager to work with businesses like yours to encouraged focused giving.  If you have a passion for a specific charitable cause, consider adopting one with your business. In addition to helping out others, it is also a good way to get some free publicity by reaching out to local reporters to cover an event or effort you planned.  Related Article: "Be the talk of the town"
3. Stay connected to your clients. If you don't already have a regular habit of communicating with clients who you have already seen, the time is now to get started.   Monthly email newsletters sprinkled with quarterly postcards and a few 'check in' phone calls throughout the year will be sure to make you stand out from the competition.  Regular communications to previous clients is much more effective in filling up your schedule than a print ad.   Related Articles: "Your fortune is in the followup"; "The 3 worst things to put in your email newsletter"; "Automate your client communications"; "Direct mail postcards made easy"
4. Create your promotions plan for the year now.  While you are planning this years budget, why not also plan out what promotions you'll be doing each month? Making this effort now can save lot of time and last minute scrambling to plan an event or publicity opportunity.  I recommend having six main promotions for the year (each one lasting at least two months) but you could also do even less where they last three months at a time.  Longer promotions may get tired for you or your staff to talk about, but don't forget that your clients do not see or read every piece of your marketing...repetition is a good thing here. My Smart Spa Marketing online course is a great jumpstart for your new year marketing plan.  For the remainder of January 31st, 2009 you can receive $30 off the cost of the online course.  Just enter "NEWYEAR" during checkout to pay only $99 this month for Smart Spa Marketing.

The world around us is changing.  Changes like one or more of these above can help how spa businesses can attract more clients in spite of the slowing economy.

Comments

[Madison]

That is some great advice. I think numbers one and two are particularly valuable.

Number one because it's the information age and almost everyone is on the Net. And with the postal rates going up yet again, I think more and more business owners are going to have to turn to the Internet and email to stay in business and reach customers in cost effective way.

Plus everyone is doing membership programs now, so there's a built in mindset to expect or understand those programs by consumers. The trick is making it easy for the consumer. I personally hate the programs that require me to carry around a card or key chain dangle.

You're right, working those programs and being committed to them is key.

As to Community Outreach, what better way to meet people where they are passionate. The Breast Cancer Walks and such in my community are great things to support and good ways to get your name out. When going to a community event and offering ones services you can even draw up a press release to send out to the local news media detailing your spas involvement.