Spa Clientéle Marketing Tips

Find Success in 2011 In 6 Steps

Helping people improve their businesses is what I do for my individual coaching clients. Unfortunately, not everyone can afford to hire a business and marketing coach one-on-one despite how much good it can do for their productivity and profits. This fact has saddened and frustrated me because I want to help people in the massage and spa industry succeed in creating rewarding and prosperous careers.

Unfortunately, many massage, spa and wellness professionals get stuck, feel fearful or just don't know what to do in order to get and keep clients - especially when they are feeling financially challenged. So they do little to nothing to grow their business - or do the wrong and often drastic or harmful things - and get no results.

I want to change that for as many people as possible.

That's why I am now offering a 6 Week Group Marketing Coaching Program for a fraction of the price people pay to work with me one-on-one.  I am incredibly excited about this new option in my services and education and hope you can participate in one of these groups. New groups are starting every month, typically Sunday - Tuesday with a variety of morning, evening and afternoon options available.

Click here for details on or to register for this affordable yet effective program.

The groups are be limited to 10 people each to provide an intimate and conversational setting. Each session will last about 75 minutes and will be simulcast by phone and Internet. International members may also participate through Skype. All classes are recorded and made available to group members for download along with all class materials. And, NCBTMB Approved CE credit is available for massage therapists in the US.

 

How Can I Get People to "Like" My Business?

Social Media (SM) is a funny thing. Some people and companies have amazing success with it while others struggle to add followers and fans to their profiles and pages. Why is that?

Well there are a lot of reasons behind the success of the few:

Knowing their SM audience
Having a clear SM message or goal
Taking regular and clear actions

But is there more to it than that?

According to one of my favorite SM blogs, Social Media Examiner, there is. And I whole-heartedly agree. To be successful in promoting your business with SM, you must provide regular, quality posts that are relevant to your audience and create a level of rapport with those you want to engage.

You must also be willing to cross promote your various social networks on your other various social networks as well as your website. Seems obvious but is often missed. Click here to read the whole article and the rest of their tips on 10 Ways to Grow Your Facebook Following.

The essential truth is that like any other marketing vehicle, social media takes time, planning and consistent effort to make it successful. You must do some trial and error, see what your clients or audience responds to and keep up with trends and changes in your market.

My suggestion - block out time every day - even just 5 or 10 minutes - to check in with your fans, have a little interaction and update them on the latest openings, specials or tips. Be genuine and relevant - soon enough you'll have more comments and connections than you can keep up with!
 
Have you visited Smart Spa Marketing on Facebook yet? Regular free marketing tips are posted along with all of Felicia's blog posts and links for recommended effective, marketing and business products and resources. What's not to like?

Are your clients crazy? They should be.

When business slows and there are more openings in your books that you'd like, do you ever ask yourself:

• If more people knew about us...
• If there was more awareness about where we are...
• If I had the budget to do a big ad...

than we'd be busier?

While this is common and not an entirely bad way to think, it is not be way that the most successful salons and spas think.  Here's a different question to ponder instead:

How busy would you be if every single one of your clients was a regular repeat client?

The bottom line is that the client in your chair or on your table right now, as well as your previous clients are the most valuable awareness tools you have in your business.  And they are your best advertisements, too.  While there are multiple ways to build your relationship with your clients, the most important one is to meet and exceed their expectations for their experience at your spa or salon.  Because unhappy clients don't come back, and they don't recommend your business to their friends.

So here is another incredibly powerful question to ask yourself:

What would I have to do so that my clients would say: "I would have to be crazy to go anywhere else!"

When your clients are that enthusiastic, that supportive and that loyal because they are crazy about your service....they will gladly tell everyone about it.  They will become a walking advertisement for your services.

Not only will your crazy clients be repeat clients, they will naturally bring in other crazy clients to fill up your books.

So, what do you need to do to make your clients crazy about you?  [Hint: if you don't know, the first people you should as are the clients you are seeing tomorrow!]

Selecting the right artwork to support your brand

Simple Power Flower, Feng Shui silk panel by Ellen Brook

The brand of your spa is communicated in many ways via a logo, brochure, website, answering machine or pre-treatment protocol.  Don't overlook the powerful emotion and memory that artwork can inspire in your guests by being another subtle and beautiful communicator of your unique brand.  Today's guest blogger, Ellen Brook is an artist writes about how to use and select art to create that sense of retreat for your clients.

Is your spa truly a sanctuary from the outside world?  You are undoubtedly doing your best to make your spa beautiful and welcoming. To truly evoke what your clients most need - a refuge from their busy lives – your challenge is to transform an ordinary space into an extraordinary transcendent experience.

This, of course, includes designing a space with attention to everything that embraces the five senses in gentle and calming ways. It also means choosing elements that delight your clients’ physical senses… then transports them beyond. Original artwork is one of the rare treasures of the world with this capacity. While offering balance to a room, color for a wall, or a general treat for the eye, it’s like a vessel brimming with the potential to instantly conjure up warm memories, make us break into song, recall a dream or evoke something magical – a moment apart from our ordinary lives.

So art in the spa adds a beautiful visual element, but more importantly, it can help create the experience you most want to deliver. Does your spa’s artwork have this emotional power? Can it capture a client’s fancy and connect her with life on the inside? Ultimately, does this ambiance set apart your spa from the others?

If the answer is yes, then you have a powerful differentiator.

"Now what?" you’re wondering.

First, tap in to feelings. Start by asking yourself…or your employees….or better yet, your clients…‘how does this artwork make you feel?’ Good? positive? calm? Or down? cold? indifferent? Trust your gut. What else comes to mind? Does it have any of the following characteristics - haunting, magical, soft, peaceful, joyful, ethereal? For a retreat, these elements are more important than just ‘liking’ a piece.

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.

Free Branding Class and BravoTV show casting for Celebrity Salon Makeover

Be Branded: Understanding the World of Private Label Products
Join in a free teleclass on Monday, January 14th at 7pm EST hosted by the Spa Coaching Network with Keith West- Harrison & Jaya Schillinger (my colleagues from Preston Spa Business Solutions & Inspiration Inc).

All of the famous skincare experts you know have their own brand. You see their products sold in their business, on their website, and in stores. Maybe you're even selling their brand in your spa, salon, or website. What's wrong with this picture? Have you ever looked at those industry celebrities and thought, "Someday, when I'm famous and can afford it, I'd like to have my own brand of products too." Well now you can!

Register now as space is limited to the first 100 who sign up!

and don't miss your chance at 15 minutes of fame...
The Emmy-Winning Producers of THE OFFICE, BLOW OUT, and SHEAR GENIUS are excited to announce their new CELEBRITY SALON MAKEOVER show. 

DO YOU DREAM OF HAVING THE MOST SUCCESSFUL SALON IN TOWN?      

How spas & salons can support real standards of beauty

Today, I saw a new commercial from Dove's RealBeauty Campaign that stuck me on a personal level.  I have three young daughters and am still uncertain how alarmed I should, or should not, be when my 8 year old wants to weigh herself every day.  After 3 days of it, I put the scale away and had "a talk" with her about being healthy and loving ourselves for who we are.  Yet,  I still worry with all the marketing that fashion and beauty companies do toward adults, how much of it pervades my daughter's self-esteem?  Watch the video below for a small dose of what the beauty industry markets to everyone. [Click here for the video if you are reading via e-mail.]

It made me ponder how much day spas, medical spas and salons might perpetuate this impossible standard of beauty as well with our marketing without realizing it.  While usually our target market are women over 30, we know there is a growing trend for teen spa-ing and the always pervasive desire for girls to do things "just like mommy."  Even when they don't know it may not be age appropriate. 

To be honest, the majority of spas and skincare studios I see usually want to highlight their natural and healthy approach to looking ones best.  Whether it is with the melding of energy therapies or vigilant product ingredient review, they are often focusing on beauty as a result of healthy self-care.  Yet, prospective clients may lump spas/salons/medical spas into the same "big bad beauty industry" category that is portrayed in the commercial. 

So it got me thinking:

What can spas and salons do to encourage healthy self-esteem for girls (and women) while still marketing their products and services?

I'm curious to hear your thoughts, but of course have my own suggestions.  I realize it is a fine -- and controversial -- line between providing a service with a primary purpose of "making one more beautiful" and not perpetuating impossible standards of beauty that are portrayed in media. 

• Review your service menu (the one that sells) and website. Does is feed into the desire to achieve impossible standards of perfection?  Or does it support health, self-confidence and self-esteem.
• Host a Self Esteem workshop.  Have an open conversation where mothers can bring their daughters to the spa or salon and talk about self-esteem.  Dove has a guide to reference that you can follow without having to feel like you are "selling" Dove's products.
• Post a flyer or brochure with tips for moms to talk to their daughters about self-esteem
• Have a Real Beauty month where funds are raised for an organization that supports this topic such as Girl Scouts, StepUp Women's Network or a local school.  During the month, have exclusive services or promotions that support healthy perspective on beauty.  Host a workshop.  Have a non-extreme makeover event where teens or woman can receive advice on hair style, skincare,  makeup and stress management to increase self-confidence. 

Dove is, at heart, a skincare company -- and their face soaps are usually "not approved" by most estheticians -- but I see them doing a lot of good to open the conversations with young girls about real standards of beauty. 

We are in business of beauty, and when you provide ideas and education so your clients can talk to their daughters about realistic standards for beauty, it can build their loyalty and trust with you.    But even better than that, it can help build beautifully healthy girls.

If less is more, why is it so hard?

One of my biggest challenges is staying focused on a few key business objectives...and not get distracted by new ideas.  The very simple advice of "less is more" applies to so many things.  It is truly a universal truth.   I thought about it and realized it applies to so many different things.

LESS IS MORE for...

• makeup.  Too much makeup in the wrong environment can look garish or tacky.
• accessories. They can get over done if you have matching a necklace, earrings, bracelet, belt and ankle bracelet.
• room decorations.  Too many knicknacks just ends up looking like clutter.  If you've ever staged a house to sell, you know the pain of decluttering your house...and the amazement of how good it looks after you are done!
• most marketing documents.  When you have a simple and straightforward message and images, it is usually has a higher impact than if you try to communicate everything.
• having your children decide what to eat.  "Do you want a hamburger or cheeseburger?" is a much easier question for a young child than "They have sandwiches, salads, hot dogs or pizza..what do you want?" 
• selecting a brand of crackers. An interesting book "The Paradox of Choice" by Barry Schwartz notes that consumers are bombarded with too many decisions.  Like trying to choose the "right" cracker out of the 85 brands at the grocery store.  The author recommends that businesses who reduce choices for their clients see more loyal clients and less "post-decision regret:" the inevitable "I should have gotten the other one."
• having your clients schedule a service. For example, "swedish, deep tissue, hot stone, Thai or Lomi Lomi?" and then..."male or female therapist?" and then... "which day? which time?"  Consider narrowing your menu to prevent client decision overload.  It should not require 10 minutes to study your service menu before a client can decide what they want.  Consider offering open times to schedule their service before asking clients to name the time. 

Simplify. Declutter. Reduce client post-service regret.

These things makes so much logical sense, I'm still at a loss to understand why it is so challenging to do.  Whether in my work, with my kids or even my closet of clothes I don't wear, I find that setting smaller goals is the best strategy to stay focused on the big picture.  My next "small" goal is to unsubscribe to non-critical email newsletters -- I get far too much e-mail that is simply "interesting" but isn't critical. 

What is one thing you can do less of to be more productive, successful, profitable, balanced, happy?

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.

NY Times article about "Beyond the Body Wrap"

The NY Times ran an article on July 15th "Beyond the Body Wrap: What Makes a Spa Stand Out?"

While I was impressed to see reference to a multiple reference sites including SpaFinder.com, experienceispa.com and massagetherapy.com, I was disappointed with the focus on resort spas -- a small minority of the 15,000+ spas in the U.S.  In fact, I'm consistently disappointed with the media focus on resort and destination spas -- and almost dismissive of the core of the spa industry, the day spas that make up 80% of the spa revenue.  I long for the sun to shine brightly on the value that intimate day spas and solo practitioners quietly provide to appreciative and savvy spa-goers.

Ok...off my soap box.

A question I have for you, dear reader, is "what makes YOUR spa stand out?"  While the article never answered the question (it is a bit hypothetical), it is a good question to ask yourself.  Does your marketing shine brightly with the answer?  Does your staff know the answer to that question -- and repeat it often with clients?  And finally...do your clients know (and tell everyone they) know what makes your spa a great place to rediscover themselves again?

Just knowing the answer (and yes -- there should be just one simple answer) sometimes is the hardest part of creating your marketing plan.