Spa Clientéle Marketing Tips

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.

Spa marketing lessons at Starbucks today

While standing in line at Starbucks today, I noticed a new message on their promotional chalkboard: "Fall into Tradition.  Our Pumpkin Spice Latte is back!" 

I had two reactions:

1. Isn't it a little early to start marketing the fall?  It's going to be 95 degrees today!
2. What a brilliant example of consistent and credibility-building marketing.

Starbuck's has clearly established their marketing plan for the year and then they just replay those promotions that are successful.  You can probably name of them:  Eggnog Latte, Pumpkin Spice Latte, Peppermint Mocha and all those summer Fraps that seem to change according to trends.  Having seasonal promotions you do year after year is a wonderful marketing strategy for a few reasons:

• It is easier!  You don't have to think of something new to do because you did it last year. 
• You can measure your success.  Compare to last year and you'll see a trend -- good or bad -- in the effectiveness of your marketing promotion.
• Scarcity marketing creates urgency.  When there is a limited time or limited amount of spaces, this boosts sales as clients clamor to schedule that service while it is still available. 
• Creates a tradition and loyalty.  Having an annual promotion that loyal clients can expect every year builds trust and credibility.  Showing and reminding the community that you have been around for a while is a good thing.
• It is an opportunity for a press release. Gotta love that!  Create a simple announcement about your seasonal promotion and include a client quote.
• It is an excuse to talk to your clients.  Hearing about new or exclusive things is something most clients welcome.  You can include in your e-newsletters, ads, website or do a postcard mailing about the limited-time promotion.

A word of caution about product manufacturer seasonal promotions and too many toys.  Many product companies that will help you with seasonal marketing for their latest and greatest new product, I recommend you choose your seasonal marketing ideas somewhat independent of what they'd like to help you with.   It is nice to have the "latest" but sometimes as you add, add, add new products it becomes difficult to maintain staff enthusiasm and sales on the products you already carry.  If you have kids, you can relate to the similar and constant need to recycle toys and clothes-- if you don't get rid of the same amount of toys or clothes that might be received for birthdays or the holidays, you and your child will be overwhelmed with choices and storage problems.  A good rule of thumb in toy and product inventory management is to remove one for every new one you add on. This makes it easier for your staff and clients to navigate your selections and not become overwhelmed.

Back to Starbucks, there are many excellent lessons to be learned from that company in both marketing and business.  These are my favorite books about their successful approach to business.

If you'd like help crafting your own marketing plan, schedule a free 30 minute marketing consultation with me.  We can talk about your marketing goals and how I can help you reach them.

Heroes and The Great Formula

So, I am more than a little hooked on NBCs Heroes.  I have been since the first episode.  While I am of course addicted to the mystery and suspense of it all (did they already save the cheerleader to save the world?  Or is that still to come?), I am also totally in awe of the marketing strategy of the show.  My bet is that the powers-that-be at NBC had their marketing figured out before they wrote the first script.  And their very well thought out plan is the reason why I'm addicted.  Every week leaves me wanting more.

It sounds simple doesn't it?  Give your clients what they want and then have them come get it again. And again.  This is the simple approach that has launched great businesses, as described in Mark Joyner's bestseller The Great Formula.

Joyner lists the steps as first find a thirsty crowd (your target customers); give them a glass of water (your service or product); and then serve them a second glass (future sales of the same or related service/product).  It is this "second glass" that makes or breaks your ability to retain loyal, or even fanatic clients.

In the salon and day spa industry, this second glass can be various things:

• Upsell a conditioning treatment for a basic cut and style customer
• Recommend at home skin or hair care with instructions and products they can purchase only from you.  (More on private labeling your brand in later posts).
• Sell a series of your services (micorderms or glycolic peels are common)
• Capture their e-mail so you have the opportunity to tell them about exclusive "second glasses" only available to VIP clients (who include everyone on your email list.)

Whether it is a TV show or your talented services, a marketing plan that plans for the serving of a second glass will keep 'em coming back.  Do you have a favorite second glass that you like to serve to your clients?