Why should we go poor trying to do everything, when we might easily become rich doing one?

With the spa market becoming more and more saturated, the standard methodologies behind doing business within the industry are rapidly changing. A decade ago, it was sufficient to offer the standard fare of facials and massage with a theme and an appealing facility. This is no longer the case.

Today there is a spa on every block. Unfortunately, the competition is tugging at the purse strings of many spa owners. While it is typical in a capitalistic society for competition to force the weaker players out, the redundancy of spa facilities makes it difficult for the consumer to choose a spa and loyally stick with it. A price war typically ensues, and in a service-based business, no one wins at this game. The solution is to forge a new path.

Do what you do best. Instead of offering a War and Peace styled menu, why not only offer those services for which you are known? Instead of the “all under one roof” approach, why not whittle your services down to the heart and soul of your spa?

For instance, I taught a spa management class for a spa in Los Angeles that only does one service. They only did one type of facial. They only sold six products. Yet, their profit margins were well above average. Their estheticians were booked weeks in advance. Their retention figures were unheard of. The simplicity of their offerings paid off through consistency, expertise at a single service and sell-through. Clients came either on a weekly or monthly basis and they routinely purchased home care. Their formula for success was lean but complete.

It is a similar story for a waxing parlor in New York City. In this day of laser hair removal, who knew that a facility only offering waxing would be so sought after. Additionally, they were booked solid with a pre-booking success rate of 92 percent.

Identify your target market. By segmenting your target market, you can truly begin to break down your general clientele into subgroups who share specific interests. Given this you can target specific needs within the smaller populations (i.e. career women vs. stay at home moms, men vs. women, teens vs. baby boomers). These groups have specific needs and crave particular services, home care and overall experiences.

Setting aside an evening for gentlemen only, for instance, allows you to cater exclusively to one sub-group of clients. Likewise, offering a fashion forward career enhancement night in the form of an educational soiree will accommodate busy working women. Moreover, by grouping clients in this fashion you set the stage for bonding amongst your current clientele and encourages happy clients to bring along their friends for ideal referral opportunities.

Get mobile. If you have a successful spa, expand your reach. Creating a mobile presence is easy and flexible. With a van or a small trailer, your spa can attend weddings, parties, events, corporate celebrations and more. Further, it is a great way to get the word out. The ability to generate publicity with a mobile unit is tremendous. Overhead is relatively low and the outlay of materials and equipment can be quite sparse. The real trick is being on location and creating the appropriate mood.

Host parties. One of the best ways to supplement the daily earnings of your spa is to allot for parties and gatherings during non-peak hours and times when the spa is ordinarily closed. Corporate parties, princess parties, bridal parties and simple family get-togethers can generate income during those times. By moving a bit of retail and setting up rooms for multiple users, a large number of people can typically be accommodated.

For those on a budget, consider setting up a “do it yourself” bar of facial and body products. Similar to a buffet, clients can then do their own masking, body wrapping and buffing under the guidance of a staff member. This approach can be a lot of fun for the participants while they cut costs dramatically given the tremendous reduction in staffing requirements. Catering the event is a part of the fun. Building sampler kits for at home use should be a part of the event’s pricing. Furthermore, inviting participants back through incentive options like gift with service purchase is a great way to build your spa’s long-term client base.

Breaking your spa’s services and goals into specific groupings or opting to only service particular spa needs are further ways to define your presence in a saturated marketplace. Sit down with your menu and your financials and explore where your facility offers the most potential for current and future earnings. Fine-tuning your vision and offerings can truly be worth your time and attention.

www.thespaassociation.com

The post Niche Equals Rich in the Day Spa Industry appeared first on Spa Canada.

Let your brand’s personality shine in the job description.

If you’re not yet a well-known brand and you’re trying to attract the best talent, you must stand out to potential applicants with a wealth of job opportunities at their fingertips. One way to do this is by crafting a job description that showcases what’s unique and especially exciting about your company. Whether you explain how you’re disrupting an industry or share examples of recent media coverage, your job description has to be memorable for applicants who are scrolling through endless job options.

Call their Educators and Past Co-workers.

Previous work ethic, attendance, common sense, loyalty to brand, care for customers, haircutting knowledge, aesthetics knowledge and massage skills will all show through at their original school of licensure.  Co-workers will also have an intimate understanding of the potential employee’s character and performance.

Ask them to perform a classic treatment on you.

Spas aren’t just stores…they are energetic.  Your employee’s will be touching your guests.  They will be educating and then suggesting home care.  Their confidence should shine through as should their empathetic approach to why the guest has come in for professional analysis, after care training and establishing a ritual both at home as well as at the spa.

Predictive algorithms and Artificial Intelligence(?)

While these programs and systems were very popular because of the time saved by management and the black and white scores valued as conclusions, they don’t produce the accuracy that they promise.  A wave of start-ups has emerged as “expert systems” mining the Internet for social assessment of Facebook or Twitter posts. While for very large companies these programs can narrow the pool of possible applicants, there is nothing like that first impression and face to face conversation.

Stars at tests and interviews are not always stars.

Applicants can make a great first impression, but it may be fluff.  Consider a trial period of 90 days.  Employ a contract to each new hire to clearly set expectations, company policies and, if applicable, quotas, employee meetings and required continual training.  Entice with bonus programs, pay out for specific training and days paid for vacation, sick time, pregnancy leave, etc.  As well, state terms for written warnings and termination procedures.

How many things can one owner do at the same time?

Seriously, can you honestly eyeball every resume, profile, check and re-check cutting detail?  Does someone just color?  Can they do the necessary chemistry to color correct?  The list literally goes on and on.  As a beauty student, I literally got Loreal on the phone and asked how they fill, strip, and generally fix color disasters. Similarly, I razor cut as if I were working on a sculpture.  I checked my lines, but one of the founding Tigi (Toni and Guy), Anthony Mascolo showed me—he lifted my long, curly hair, and said, “It doesn’t matter what you do with this…Its good up and good down.”  He then added, how to do a perfect one cut layering with long hair.  If you do the basic geometry and take the hair type and texture into consideration, a one cut can actually give you perfect long layers.

Education!

OK—they all demand it and then when you require it…they aren’t interested…?  What page of this novel are we not on?  Do you offer levels of mastery within each department?  What does it take to lift your base classic fee price?  What are all of these want-to -be first chair applicants doing to warrant the various ranges of service fees?  I became licensed in sundry modalities to be able to train, test and teach.  I created systems, steps and protocols to ensure consistency.  Literally, your team needs to understand the fundamentals, and have the confidence to do a range of services with mastery.

How do you know you have the ideal team player?

At some point, you just know the right atypical interview questions.  It becomes second nature to meet, greet, ask questions; and then ultimately, figure out what every individual in your family really wants?  Do they need childcare, do they want to get a degree?  Do they want to live on an island?  What do they want?!

Finally, leadership is from the front.

If you can’t do everyone’s job better than they can, you might want to go on an extended vacation.  Seriously, you need to get on your hands and knees and look at you floor, grout, electrical fixtures.  Every leader, owner, department head must understand the brand and live the mantra.  When an owner is also a leader, as Warren Bemis wrote famously, “Your team will have your back.  They are owners with you.  You care about everyone.  Like Richard Branson has so over the top created and cared.  Every team member, no matter how complicated your matrix, will understand and embrace your leadership because they will be watching your every move.

More from Melinda

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Millennials are an undeniable force in the consumer environment and they have the cash to dictate what they want.  So, what exactly do they want?  In a few words:

FAST

NOW

BETTER

GREEN

&

CUSTOMIZED

Spas are uniquely qualified to attract and retain millennials.  While the department store and boutique paradigm consisted of the cosmetic range dictating the season’s colors or the customer’s skin care wants and needs, the millennial wants actual service.  The marketing mythology and tricks of the trade were clear to see decades ago and spas must follow suit.  This new customer requires customized service from the intake to treatment room to care plan for both home and return visits.

The hard sell that has traditionally accompanied beauty and spa retail is no longer effective.  In fact, the millennial consumer shuns the pitch that includes a “full line approach.”  Traditionally that went something like, “You need to use all of our products from cleanser to night cream to have the active ingredients work.”  Millennials are apt to get on their phone and research ingredients and competitor lines on the spot.  Once they find evidence that this approach is bogus, the entire sale is lost. This situation is common and dictates that the esthetician or retail staff member know not only the spa’s line, but also the competitor’s lines, ingredients, actives interaction and price points within the beauty industry collectively.

Furthermore, the millennial client desires an open conversation to become a cult follower and a member of the brand’s tribe. Interactive website functionality is a must.  Millennials want to have the choice of trying out different looks, care solutions and styles.  Webinars and onsite education seminars are also a big plus.  Many young consumers are weighing the benefit and cost metric while also craving new techniques and technology to serve their personal care needs. Social media which includes VIP clients fills the void between spa visits allowing the spa client the ability to feel like they are connected to the spa whenever they desire.

Accepting an “open relationship” is key to this new spa-goer.  An avid wellness and personal care consumer is very selective in their service and product needs.  Consequently, clients might use a variety of treatment lines and piece meal services.  Selecting facilities and practitioners that do one or two things very well is their approach.  Likewise, parts of product ranges might be engaged for specific home care needs. Rather than trying to convert the client to a specific and new line or treatment, it is best to offer the services and products requested and only try to recommend different products or services once trust is gained. A sampler treatment schedule or sample product item is ideal for converting those whose treatment needs are scattered. 

The best part of the millennial relationship is word of mouth.  They aren’t social necessarily in person, but their social media reach is unprecedented. Earn the praise of just a few in this demographic and your spa will soon be servicing their tribe.

More from Melinda:

www.thespaassociation.com

www.spaminton.com

www.globalbeautymedia.com

The post Millennials 2017 appeared first on Spa Canada.

Resilience is something that is earned, necessary and flexible. The good news is the ability to bounce back snowballs. With each challenge a person grows stronger, wiser, more compassionate and able to adapt. The bad news is often resiliency comes from painful events, or situations that are difficult to face head on. Great companies are no different. The difficulties experienced in customer service, treatment protocols, operations, sales and management can be refined and used as teachable moments. Refinement, execution and excellence are the result of a spa or wellness team paying attention and expecting the best out of themselves and each other.

Attitude

Let’s think about this. Is your team a Christmas ornament that instantly shatters? Is your team a nectarine that easily bruises? Or is your team a firm rubber ball that simply bounces back? A rubber ball is so durable because of the concentric layers underneath. Those who study resilience undeniably report that those who manage change well and adapt easily are the most hardy and happy. As a leader or manager setting the bar high for adaptation will ensure that your team will consistently respond to stressors at a high functioning level.

Training

If you have ever been in a play, participated in a sport or given a presentation, you know that practice does make perfect. In fact, getting into the elusive “zone” is that rare instance of following through with learned skill sets without the struggle of thinking about your actions. For instance, responding to an allergic reaction to a seaweed body wrap or to an angry customer. Furthermore, learning from past mistakes and engraining consistent responses creates a team that can deal with almost anything without a manager present.

Involvement

Managers handle operational issues in a variety of ways. I have always been a group-think leader. I want to know the ideas and opinions of everyone including clients, employees and experts in a variety of specialties. Oftentimes an outsider, such as a consultant, can see things that those in the environment don’t. Consultants are freer to find flaws and solutions. Their ideas are without prejudice, more objective and not constrained to habit or corporate culture. Consultants treat causes and not symptoms.

Mission

Research suggests that those with a mission or sense of purpose lead longer, happier, healthier lives. Many companies write mission statements because it is a check item on the list of starting a business. Unfortunately, the mission sits idly accumulating dust. How can your team comprehensively perform if there isn’t a common goal? Great leaders in our industry are focused and consistent. Articulating the mission in all areas of the organization, every day is imperative to leading a seamless team.

Morale

In the military morale means firmness in the face of danger, fatigue and difficulties. How do leaders create this kind of team? Truly caring about everyone and seeing situations clearly and without prejudice ensures a strong loyalty both in clients and employees. Strong, decisive leaders are also empathetic listeners. Nothing can damage morale more quickly than a leader who dithers, is uncertain or who is slow to act. People trust leaders who act with a firm sense of urgency and see the light at the end of the tunnel. Additionally, employees are free to fully serve the client when leadership is strong. Willingness to see situations as they really are and respond with experience and confidence makes for a strong team.

Resilience isn’t book learning or following a formula. Resilience is something that is learned and cultivated by leading in the front lines. The adage, “fall down 7 times, get up 8” is a lot of the essence of bouncing back. Moreover, acting truthfully with oneself and others creates a clear arena for constant improvement. Resilience should be a key component to any management strategy.

My contact is

www.thespaassociation.com

www.spaminton.com

www.globalbeautymedia.com

www.spaexpertblog.com

www.spaaprofessionals.com

The post Resilience In the Spa Industry appeared first on Spa Canada.

1. Evaluate competitive messages. Your first step is to gather and evaluate the marketing materials of your chief competitors, including their ads, brochures and website content. Don’t be surprised if you see a lot of “me too” marketing. There’s simply a lot of bad marketing out there, and the fact that many of your competitors have no differentiation strategy will work to your advantage.

At least some of your competitors–usually the category leaders–will make promises that resonate with their target audiences. Carefully review the benefit statements your competitors make, and determine what claims set them apart.

2. Find what makes you unique. For a company wide differentiation strategy, consider what separates you from the competitors you’ve evaluated. Whether you market a product or operate a service business, such as an accounting firm or a power-washing company, it’s essential to clearly differentiate through your marketing how what you offer is of unique value.

Your point of differentiation may relate to the way your product or service is provided, priced or even delivered. The most important thing to discover is the principal benefit you offer that is uniquely valuable to customers and gives you a competitive advantage.

3. Tell the world. Your next step is to create a new marketing message that communicates your product or service’s unique value. This message should become the core of your entire marketing campaign. To successfully gain a competitive advantage, consistently drive this point of differentiation home until it becomes integral to your brand image.

For example, through its slogan, Maxwell House communicates that its coffee will always taste good, not bitter, down to the very bottom of the pot. When repeatedly communicated through ongoing marketing, it’s this assertion about being “Good to the last drop” that differentiates the product and has helped make it successful over the years.

4. Keep your promise. Effective differentiation has everything to do with customer satisfaction, which builds loyalty and often trumps price as a primary consideration of consumers. As long as your company can sustain its ability to differentiate in a way that consistently meets consumer expectations, customers may reject lower-cost competitors in favor of what you have to offer.

5. Cut down on your treatment offerings. It is confusing to the client to have 12 facial treatments, 14 massage choices and a “War and Peace” style of menu to sort through. Furthermore, your technicians won’t master the various steps to each treatment.  Finally, the retail sale will be lost in the collective confusion.

6. Don’t abuse the top 20 of your clients that are loyal, consistent and wonderful word-of-mouth marketers for your brand.  These VIP’s often become too regular and instead of being treated like the gems they are, they are abused, neglected, ignored and taken for granted.  Some spas give these clients special colored robes to indicate their status at the spa.  Many gift these clients with sample kits or a full-sized product with each visit. If that sounds expensive, try it on your top ten clients and watch the referrals role in.

The bottom line is that customers see the value of what’s offered. Rather than go elsewhere for a similar product or service at a lower price, they’ll stay loyal because of the “intangibles.” Losing customers is as simple as a disconnect on a promise or a lengthy “on hold” wait to simply book an appointment or ask a question.

Learn More

www.thespaassociation.com

www.spaminton.com

The post Six Simple Rules for Getting & Retaining Clients appeared first on Spa Canada.

Gift cards have been at the top of consumers’ wish lists for the past eight years in a row 62% of consumers hope to receive a gift card during the holidays.  Consumer spending on gift cards has increased 83% since 2003. If you enjoy seeing a return on your investment, you’ll love gift cards because the financial benefits can be tremendous. Consumers spend more than $150 billion each year on purchasing gift cards – and this number doesn’t even account for the money spent when consumers shop with them. Because gift cards make the recipient feel as if they have “free money,” 72% of gift card holders spend more than a card’s value when using them to purchase goods or services. In fact, 65% of gift card recipients will spend 38% more than the value of the gift card received. However, there are a number of factors influencing whether or not a gift card program is successful. Like any merchant objective, offering a gift card program requires careful planning and ongoing management.

Gift Card Programming

Gift card programs should incorporate a marketing plan. Basic gift card marketing plans typically involve:

1. Marketing objective. This is often a statement of a sales goal for a period of time. It is typically calculated as a percentage of overall sales for the business (e.g., 3% of company revenue results from gift card activations) or percentage increase from the prior year.
2. Customer analysis. A brief discussion of which customers you are targeting and information you have about their preferences or expectations for gift cards.
3. Detailed plans of what you will do to achieve your goals. The plans should include sections for:

• In-store merchandising including displays, signage, etc.

• Card and carrier designs including target inventory levels

• Out-of-store promotion

• Employee involvement including plans for communicating to location-based employees on an ongoing basis

• Special promotions that include campaigns for periods of importance for the business. This may involve special efforts for Back to School, Mother’s Day, Father’s Day, etc.

• Cross-promotions/customer incentives (e.g., buy a particular item and receive a free gift card)

• Increased marketing during the holidays

• A website and active social media presence

Gift Card Fraud

The Retail Council of Canada points out that fraud is not only a potential problem with credit cards, but it is also prevalent in gift card transactions.  For more information on reducing the risk of gift card fraud, please go here http://datacandy.com/resources/demand/ for a free presentation.

Gift Card Revenues

Revenue from gift certificates is viewed as earnings and will be taxed accordingly.  Oftentimes spas make the mistake of seeing gift card revenue as cash flow.  Accordingly, when the gift cards are redeemed a spa’s earnings profile can look anemic. Taking revenues from gift card sales and placing them in a separate account with interest earned allows this intake of earnings to grow while waiting for the recipient to process their gift.  Furthermore, it allows for a clear financial analysis of gift certificate earnings, guest spending habits and ways the spa can increase the success of future gift card sales and promotions.  Tracking gift card purchasers and recipients can further create systems for referral sales and retention of new and existing guests.

Through POS (point of sale) software appropriate trickle down discounting can be assigned in pay systems output.  To avoid gift certificate fatigue among staff members, add on sales can be heavily bonused.  Additional bonus structures can be applied for pre-booking of further visits for the gift certificate guests.  Additional retail sales training for the gift certificate client will allow the staff to understand how prescribing retail to this guest demographic can increase guest loyalty.  Additionally, guests consistently report an increase in practitioner credibility when they go home with professional care.

Gift Card Presentation

Everyone loves getting gift cards; however, they aren’t the most exciting package to open. Packaging gift cards in a box is one ideal way to boost the excitement and conceal the nature of the gift.  Depending on the purchaser’s preferences and budget, gift cards can be given with a gift basket of spa retail including: candles, essential oils, energetic jewelry, bath salts, lotion or skin care sampler kits. Giving a gift card with any type of physical present reduces the intangible gift let-down and boosts the gifting occasion to a double-the-pleasure type of excitement.  It increases the period of time the future guest has to enjoy the spa-inspired gift.  Ultimately the branded gift can be a real boost to capturing the recipient’s long term loyalty.  Thoughtfulness on the part of the spa presentation creates built in good will and trust.

It is always the season for gift cards. There is always an audience for gift card giving. Create a marketing plan for this portion of your spa business as a stand-alone opportunity.  Consider promoting your best staff members to gift card ambassadors.  Place these valuable team members on a commission structure or bonus them on met quotas.  Pay attention to gift card marketing and watch your corresponding revenues grow.

*Figures in this article were taken from SPAA research and data.

www.thespaassociation.com

www.spaminton.com

www.globalbeautymedia.com

www.spaexpertblog.com

www.spaaprofessionals.com

The post Spa Gift Cards Management appeared first on Spa Canada.

Use this as a guideline to market your spa successfully!

1. Grand Opening Incentives: offer a free gift or a small discount for every first-time customer during your grand opening week.
2. Flyers: More cost-effective advertising than print or direct mail.  Design your flyers so they won’t get tossed into the trashcan without being read.
3. Offer Product Samples to First time customers: Offer something to new customers.
4. Mailing Lists: Create a monthly or bimonthly mailing to your clients, advertising your latest product, service or promotion and providing a health tip or two.
5. Reward Customer Referrals: Give regular customers business or referral cards offering new customers a discount or free gift.  Also reward your regular customer for any successful referrals.  Remember word of mouth can be the best advertising.
6. Customize It: Offer a customized product or service plan.  The public usually loves products designed specifically for them.  Use a database as a way to remember your client’s preferences.  Offer health and beauty consultations to recommend the best products and treatments. 
7. Host a Contest: Use your spa’s products or services as a prize package.  Place entry boxes in malls or other small businesses such as gyms or restaurants (with their permission).  Then use the entries as a basis for a mailing list.
8. Buy One Get One Coupons: Using buy one get one free, or half off or 10% off, for services on the same visit guarantees that you have at least two customers coming in on a single visit.
9. Accept Competitor’s coupons: It can be expensive to print your own coupons so if there are competitors to your spa, offer to accept their coupons.
10. Thank you Notes: Mail thank you notes to repeat customers offering a discount on their next visit.
11. Happy Birthday Coupon: Mailing a birthday postcard offering a discount is a great way to maintain frequent customers and ensure that your mailings aren’t discarded.
12. Sponsorships: Sponsor industry related events like a 5K race or a health fair.  Make sure your spa name gets out before during and after the event.
13. Write to a Newspaper’s Health and Beauty Section: Write a press release regarding a new product or service or write an industry-related article.  Remember that the newspaper is going to be careful not to give you free advertising.  Make sure press releases or feature articles are well written and relevant.
14. Less Popular Holiday Promotions: Everybody does promotions for Valentine’s Day, Christmas and Easter, but what about St. Patrick’s Day or April Fool’s Day.
15. Handwritten Notes: A handwritten note will catch a customer’s eye more than a general direct-mail letter.
16. Cart Crazy: Advertise on grocery carts.
17. Movie Madness: Advertise in movie theaters before the previews.  You have a captive audience with nothing to do but stare at the big screen until the movie begins.
18. Phone Fun: Advertise on phone booths.  Maybe you can even post a flyer for free.
19. More than What you Paid For: Many grocery stores offer advertising on the back of their receipts.
20. Bathroom Reading: Many restaurants, malls or other public venues sell advertising in bathroom stalls.
21. Advertising All Around You: There is advertising everywhere take a moment to notice all the potential advertising opportunities in your area: schools, health clubs, vending machines, taxis, etc.
22. Team Up: Team up with other industry related companies to do a promotion, contest or sponsorship.
23. Person Advertising: Advertise on your personalized license plate or on your car, give cards or coupons to your friends, doctors, dentists, car repair people, etc.
24. “On Hold” Recordings: If you provide a recording while your customers are on hold try to make them humorous instead of a boring sales pitch.  Use voice-overs, music, etc.  Warning: don’t make it cheesy.
25. Share Ideas with Other Spas: If you serve a local market, exchange tips with other spas in other locations.
26. Keep on Eye on the Competition: Make sure you’re up to date on industry trends and specifically the products and services being offered by your competition.  Know their promotions, coupons, etc.
27. Newsletters: Producing a newsletter with relevant health, beauty and fitness articles may provide direct-mail that won’t get thrown away.  Don’t forget to add in your latest promotion, product, service or coupon!
28. Put your Name and Logo on it: If you provide things to your customers: tissues, pens, notepads, soap, or anything else, put your spa’s logo on it.
29. Do Something Extra or Unique: Do something unique that will create word of mouth. For example, a shoe store in Texas gives foot massages while the salesperson searches for the correct shoe size.
30. Gift Certificates: Gift certificates are advertising by themselves.  Regular customers may buy them for potentially new customers or they may be purchased by someone looking for a unique gift.
31. Testimonials: Include testimonials from real customers in other promotional materials.  Don’t forget to encourage your regular customers to spread the word.
32. Make them Stars: Instead of models and celebrities, use your customers as the stars.  With their permission, use pictures in brochures or company newsletters.  For a better effect, combine it with testimonials.
33. A Real Star: If a prominent person in your community is a client, you may be able to use it: If you’re good enough for a famous person, you’re good enough for them. 
34. Create a Unique Business Card: Use contrasting colors, or create a vertical or abnormal shaped business card.  Be careful not to use an abnormal shaped card for industry related or business to business use because they won’t fit in a rolodex or other business card holder.
35. Local Welcome Wagon: Donate magnets or notepads with your logo to a local welcome wagon or community welcome organization.
36. Hidden Discounts: Mail coupons with scratch off hidden discounts.  You can also make the scratch coupons on valid when scratched off in your spa by an associate.
37. Mascot: If you have a pet on your premises, use it as a mascot.  If you have an animal in your logo, use it.
38. Customer Anniversary Cards: Mail an anniversary card to your customers on the anniversary of their first visit.
39. Celebrate Your Anniversary: Every year on the anniversary of your grand opening, plan a promotion to celebrate and thank your customers and community.
40. FREE!: If you’re giving away a free gift, make sure any published material says “free” as much as possible.
41. Buy and Ad in a High School Yearbook or Newspaper: Advertising your spa near prom or graduation may open up a new potential market.
42. E-mail Ads: Some e-mail services offer user free e-mail in exchange for allowing an advertisement at the end of every e-mail message.  Contact various service providers for more information.
43. Build a Web site: People will often check for location, products and services via the Internet instead of picking up the phone.  If you’re not Internet savvy and you’re on a budget, hire a college student to develop your site.
44. List your Site on Search Engines: Get your site on search engines or people won’t be able to find it unless they already know your Web address.
45. Web Banner Advertising: Many search engines or other Web sites offer banner advertising that also provides a direct link to your Web site.
46. Sponsor a Float in your Town’s Next Parade: Especially if your spa caters to very local clientele.
47. Participate in Your Community’s Street Fair or Festival: You may have the opportunity to hang a banner or rent a booth.
48. Buy and Ad in a High School Yearbook or Newspaper: Advertising your spa near prom or graduation may open up a new potential market.
49. E-mail Ads: Some e-mail services offer user free e-mail in exchange for allowing an advertisement at the end of every e-mail message.  Contact various service providers for more information.
50. Build a Web site: People will often check for location, products and services via the Internet instead of picking up the phone.  If you’re not Internet savvy and you’re on a budget, hire a college student to develop your site.
51. List your Site on Search Engines: Get your site on search engines or people won’t be able to find it unless they already know your Web address.
52. Web Banner Advertising: Many search engines or other Web sites offer banner advertising that also provides a direct link to your Web site.
53. Sponsor a Float in your Town’s Next Parade: Especially if your spa caters to very local clientele.
54. Participate in Your Community’s Street Fair or Festival: You may have the opportunity to hang a banner or rent a booth.
55. Join your Local Chamber of Commerce: They may host special events or fairs or sponsor various local events.
56. You Could Win a Million Dollars: Attach a lottery ticket to your direct mailing.
57. Calendars: Provide calendars to you clients marking sale events, providing health and beauty tips, etc.
58. Go Green: As a health related industry, your spa can create an earth-friendly image by supporting environmental groups or environmentally safe products.
59. Make Friends: Make friends with other businesses in your industry and refer business to each other.  Be creative it may be health clubs or doctors, vitamin stores, etc.
60. Costumes: Dressing up and costumes catch people’s eyes.  If you’re handing out flyers or samples, think of something creative to wear.
61. Frequent Customer Program: Use punch cards or something else to monitor how often a customer comes and offer rewards at various intervals.  It provides incentive for a customer to return to you instead of trying the competition.
62. Focus on a Small Market: Spas usually market to women.  Try to create an event or promotion that might market to men or children.  Take a risk to do something unique.
63. Comeback Customer: Mail a $10 or $20 voucher to a customer you haven’t seen in a long period of time.  Most won’t turn it down and most will spend more than $10.
64. Tip Sheets: Create a tip sheet for any topic, for example summer or winter skin care, and mail it with a coupon for an appropriate product or service.
65. Chatting: Enter online chat rooms where you can provide your expertise and sneak in a little publicity.
66. Coupon Clicking: Provide coupons on your Web site.  It costs you nothing to print and the customer is already interested enough to look up information on your site.  You just have to bring them into your spa.
67. Brand It: Carry a well known, respected brand name and use it in all your marketing materials to affiliate your spa with a previously established name brand.
68. Fax Coversheets: In addition to the usual information on your fax coversheets, add something promoting your recent specials or new products.  Since you’re faxing the coversheet anyway, you might as well add a market. Go Kid Crazy: Even though your spa probably does not market directly to children, try to do something that appeals to your client’s children.  Happy children lead to happy parents.
69. Double Up: Offer a second item free with purchase.  For example with the purchase of a lotion you provide a sample of a similar product or an information booklet about skin care, etc.
70. Tell Them What You Don’t Have: In addition to telling them the products and services you do offer, tell them what you don’t offer.  It can make your spa seem more luxurious.
71. Offer Your Expertise: Speak at community events related to health.  It gets the word out about your business and demonstrates your expertise and concern for the community.
72. Free Video: Create a video of 10 beauty tips, 10 ways to healthy skin, etc. and offer free to clients on their second visit, enticing them to come back.
73. Letters to the Editor: If you see an article pertaining to your field, write a letter to the editor offering more beneficial information and providing your contact information.
74. Make a Date: Contact publications that you’re interested in, requesting and editorial calendar.  They will provide an outline of the articles, themes and topics the publication will cover throughout the year.  This way you know when is best to pitch a related article.  Remember you may need to pitch an article months in advance of its desired publication.
75. Safety Conscious: Be socially responsible and recognize the safety concerns that accompany your products and services.  For example the alcohol industry encourages people to drink responsibly.  Recognizing a products potential risk will show your concern for your clients.
76. The Envelope Please: Give an award to a member of your community.  It will promote your spa while demonstrating your participation in the community.
77. 100% Guarantee: Guarantee satisfaction in the products and services your offer.  This demonstrates your confidence and your concern for your client’s satisfaction.
78. Be on Top of It: People love “new,” so constantly be on the cutting edge of the industry with new products and services.  Market yourself as innovative, new and keep clients apprised of your team’s advanced education.
79. Repetition: People need to hear messages multiple times before they recognize it.  Repetition in advertising is extremely important.  Don’t forget you can market a product again.  A client may have bought a product several months ago, like it, but hasn’t bought it again.  Remind your clients how much they like a product.
80. Can’t Have One Without the Other: Use promotions or coupons to increase sales of complementary products.  For example: with the purchase of a shampoo, you receive $2 off the same brand conditioner.
81. Follow Up: Telephone new customers a week after their first visit to see if they like their new product, etc.  Make sure you have kept track of the products and services each customer buys to personalize the phone call.

Read more from Melinda.

www.thespaassociation.com

www.spaminton.com

www.globalbeautymedia.com

www.spaexpertblog.com

www.spaaprofessionals.com

The post 81 Ways to Market Your Spa appeared first on Spa Canada.

With spas so prolifically sprouting up on every corner, how does the spa director make their brand truly unique?  How does the spa fight becoming the, “deal of the day?”  How does the spa resist becoming a commodity?

Non-Commodity Spa

The answers are both classic and counter intuitive.  One way of becoming profitable and irreplaceable is to whittle down your client base.  I’m not suggesting that you should fire customers, but rather, focus on that 20% of your clientele that make 80% of your revenues.  Creating a VIP program for those customers who visit the spa regularly and purchase home care religiously creates a safety net when the economy is in a slump.  These valuable customers also tell their friends about the spa that they swear by and more client-gems become a part of the family.  Furthermore, a steady clientele makes employee retention a given cutting down on training costs and creating a staff that truly is excellent.

Expertise

Adding a dose of expertise to your spa is invaluable.  Bring in experts on various treatments, customer service, consultative selling and product knowledge.  Make your team a group that is always learning. Create an environment that is cutting edge with the same old fashioned consistency.

Amp up the personal touch.  The spa and wellness client is seeking connection. Make the intake process a personal bonding session.  Spend as much time as it takes with each client.  Always follow up to see how they are doing post spa visit.  In this age of technology and impersonal interactions your spa should be a safe haven where each client is treated as if they were the only client at the spa.

Marketplace

Create a third marketplace.  When competitors are offering the standard fare of massage, facials and blah, blah, blah…create a new option.  Take the standard practices and turn the usual upside down. Change the rules and run with it.

Become a lifestyle management hub for your client.  Create opportunities for education via weekly news posts and tweets.  Seamlessly engage with the client to intrigue consistent appointment setting.  Offer an add on treatment such as an eye lift, lip plumping treatment or give away a sample item with spa booking.

Educate

Educate, educate and educate…Host a VIP soiree or open house.  Start planning now for a fall open house to introduce new treatments, promotions, seasonal colors or timely retail samplings.  Offer a “bring your friend” spa engagement for a fall peel to rid the guest of summer sun damage. Unveiling a fresh layer of skin makes way for plumping, hydrating and nourishing treatments offered through a post treatment retail consultation.

Make way for holiday gift giving and gift certificate programs right now!  It is never too soon to put into place programs for selling gift baskets, treatment bundles and gift certificates. Consider creating a corporate seasonal package that makes it easy for executives to shop for their key associates.  Layout your seasonal marketing plan right now before the holidays are upon us and your plate is just too full.

Create a 365 complimentary consultation.  Offer a 30-45 minute consultation with a mini treatment such as a hand renewal or mini facial.  Once the would be client is evaluated and given a treatment plan, offer a series of therapies for the next several months to transform their regular personal care choices into professional and results directed treatments.

Become a hub for eye enhancement.  Create a total eye makeover promotion that includes brow shaping, brow and lash tinting and a color palate to make eyes pop.  Include a complimentary eye treatment session that demonstrates how professional home care products can reduce dark circles, puffiness and that sallow eye tired looking issue that so many struggle with.  Make sure the guest leaves with a home treatment plan and follow up sessions to continue the professional care offered at the spa at home.

Just say, “NO”

Discounting, couponing and competing with other spas’ monthly specials.  This is a slow death that leads to a fickle following and guests who don’t rebook, rarely purchase retail, don’t refer friends and waste time that is better spent with that 20% group who become regular clients and walking, talking referral generators.  Don’t consider discounting your team’s work.  Your offerings are unique and worth the extra investment.

Finally, niche equals rich.  Don’t make the mistake of offering a, “War and Peace” styled journal as a spa menu.  Focus on only those services that your spa does particularly well.  Offer the very best service and build the extra costs of added client time and staff training into your treatments.  Everyone from the guest to your best team member will benefit.

My contact is

www.thespaassociation.com

www.spaminton.com

www.globalbeautymedia.com

www.spaexpertblog.com

www.spaaprofessionals.com

The post The Non-Commodity Spa. appeared first on Spa Canada.

Spa Displays are the heart and soul of visual merchandising; their role is to present the merchandise to the shopper.  Just as someone introduced at a party with a flattering comment is much more interesting than the boring standard, “This is Bob” introduction, so too are products presented in unique and flattering manners. Similar to a party introduction where we always hear the merits or the name of the person we are being introduced to and then begin to analyze the individual according his introduction, the first thing the customer sees in a store is the display of products; the products themselves are actually seen second.  Displays set sections of merchandise apart from the rest of the store’s products by arranging a selection of products in a grouping that is set off from the rest of the store with its arrangement, lighting, props and shelf talker cards.  These introductions have an enormous impact on the products themselves and on the shopper faced with many other product choices.  The ways that displays impact consumers can be broken down into ten easy categories.

• Promote the product
• Advertise the business
• Create further sales
• Construct ambience
• Educate the consumer
• Encourage brand recognition
• Encourage demonstration
• Familiarize client with the business
• Support trends
• Define store image

First off, spa displays work to highlight and sell specific products by attracting attention to the merchandise and permitting the shopper to interact with the goods in the framework of the display.  If done correctly, this shows off the products in a flattering light.  Nobody beelines right for the darkest nooks and corners of a store, they let themselves be guided by their senses which will lead them to the brightest and most attractive areas of a spa store.

The displays are internal advertisements that create an image unique to the spa through the use of displays and props. Certain displays, such as those advertising a buy two, get one free concept can incite further impulse sales.  And a product that is purchased and well appreciated will generate return clientele and generate sales for the spa.

Displays convey a tone and help create an atmosphere depending on their arrangement and presentation within the spa boutique.  Bold displays with bright colors create one mood and subtle, minimalist displays create quite another.  Poorly organized displays convey nothing but a confusing message that is trying on the eye of the customer: A messy bin display of $1.00 lipsticks sends one message, while a precise stair-stepped display of $20.00 lipsticks is a world apart.

Displays serve to educate the consumer about the products for sale, providing ingredient composition and product instructions, price, availability, color, results and other additional information on cards or on the products themselves.  Interactive displays encourage the consumer to educate him or herself on the product by trying it out.  Any presentation is bound to convey more information about the product by setting it apart from the rest of the items in the store that are weakly or singularly displayed.

Presentations encourage brand recognition by using memorable displays that highlight a single brand and a range of its products.  A brand’s reputation can also be transmitted to a store that carries the brand products.  For example, Creed is a prestigious brand of perfume; by association any spa that carries Creed is likely to be seen as esteemed and luxury-oriented as well as a bit off beat because Creed is not a typical spa line.  By contrast, a spa carrying only Aveda products sets itself aside as a concept store. The consumer has by now come to expect a certain type of product from Aveda both within the retail area and when used in the spa.

The arrangement of presentation promotes product sampling by offering a range of ‘testers,’ and can also be designed for live product demonstration by a sales associate.  Interactive displays encourage consumers to try on the product and judge for themselves its efficiency.  Whenever a client can touch, feel, smell or wear a product, the potential for making a sale is greatly increased. 

Displays also serve to confirm that a spa is aware of and even leading recent trends.  They can do this, for example, by promoting new treatments such as an innovative body contouring technique and up-to-the-minute products and fashionable beauty lines that are featured in the season’s national beauty and fashion magazines.

Finally, a well-presented display harmonizes the store setting with a comprehensive esthetic tone.  In such a case, shopping in the store becomes a pleasurable experience, not an erratic task or tiresome chore.  Who wouldn’t like to linger among scented candles, soft music and inviting spritzers? The spa display is echoing the services of the entire establishment and is a powerful tool to advertise the treatment aspects of the spa.  Displays are so influential and important that some people deliberately go to stores, not to shop but to see the displays.  Such is the case with Marshall Fields in Chicago, which every Christmas installs a several-stories-tall decorated tree in the middle of its department store.

Because the spa focuses on its services and facilities, the promotion of its retail products is often a secondary consideration.  Displays can work to reshape spa promotion with a subtle but increased emphasis on retail goods.  Physical products and displays can also be used to remind consumers of the more intangible services offered within the spa.

Elements Within the Display

There are many different ways to set up displays and to present merchandise, but the end goal of the display is to create sales.  Keeping this in mind, there are some basic rules for outstanding display presentation.

Every display requires a theme.  The theme is the framework and the underlying idea that coordinates the visual presentation of merchandise.  This is often the occasion for the display.  Again, at any party, there is generally a theme, which reinforces the purpose or occasion for the party.  The home is decorated to match the theme and add to the atmosphere of the party; the same can be said for a theme in a spa.  Theme options are literally unlimited.  Ideas can relate to a season, such as a January sale, a New Year’s Eve makeup display or a mid-summer sunscreen promotion.  Themes can be arranged by the holiday, season, featured spa treatment or scent, such as lavender.  An additional theme that is particularly useful for spa retail display might be event-connected. Examples of this would include weddings (a pampering package for the bride and her bridesmaids) or the Academy Awards (pedicure or facial kits to use while watching the show).  Themes can be regional, according to the location of the spa.  For example, a spa in New Mexico might use a Southwest motif as its general theme and use blue corn, adobe clay and aloe  as thematic ingredients in service protocols.

Whatever the theme chosen, it must unite the merchandise in color, use and concept.  The image of the theme needs to correspond to the image of the overall store and spa.  A Halloween display with ugly goblins and frightening witches as props would be inappropriate in spa and might inhibit any relaxation or beauty transformations that the consumer seeks.  Keep in mind that one unifying concept should stand out within any display.  The display is intended to be a quick, efficient means of informing a consumer about a product; conflicting ideas and clutter impede this effort.

In product presentation, design composition helps to make a display aesthetically pleasing and interesting.  Eye-catching displays employ several elements to create an exhibit that is effective in transmitting information about the product and also attractive, enticing the consumer to approach a display and examine and try the products firsthand.

Balance

The first key element of a great display design is balance, which requires maintaining an appearance of equilibrium within a promotional space.  Slightly off kilter or unbalanced arrangements are difficult to look at because the eye automatically seeks to find equilibrium. When the eye isn’t able to conceive of any balance within the display, the automatic result is for the client to look away and search for balance elsewhere.

A display can be set up using traditional formal balance with objects placed weight for weight and size for size on both the left and right side of an imaginary line drawn down the middle of the display area.  Informal balance is another display option that achieves visual equilibrium by placing a variety of different colored, shaped and weighted objects throughout the display.  Initially, such an arrangement may appear random, but subtle balance is created with creativity and energy.  A spa display might have two different lotion lines with the same sized bottles each lined up on one half of a display table, or an array of different sized, colored and shaped bottles could be arranged in an order that keeps things balanced but not boring or regimented.

A point of emphasis that leads the consumer’s eye to the display is also a useful tool for presentation.  Emphasis can be created through using a visually bright or stunning color amid neutral shades similar to how visually stunning a red kite in the sky on an overcast, grey day can be.  The point of emphasis is much like the kite; it attracts the consumer’s attention and draws him or her to the display to examine products.  A good way to create a point of emphasis is to put a spotlight on a single bottle in the forefront of a display of several bottles.  This makes the highlighted bottle stand out and beckon the consumer to come have a closer look at all the merchandise in the display.

Harmony

Harmonizing an accord between all elements of the display is vital, particularly in the spa setting, for creating attractive but uncomplicated visuals. The spa shop should not disrupt the serene mood of the relaxed client with unnerving displays.  Four key elements:  line, shape, size and texture come in handy in creating displays that are pleasing to the client’s eye and soothing to their mood.

Lines direct the eye, increase or decrease width and/or height and can even express strength or rigidity in a display.  Vertical lines can create a masculine image through their stability; likewise, curved lines connote soft, flowing movements often associated with femininity.  Seeing as the majority of spa clients are women, softer, curved lines within displays are effective in inciting the feminine eye.   Diagonal lines communicate activity and movement.  While for simplicity’s sake it may not always be advisable to mix too many line types, different lines can complement one another.  A series of vertical lines by themselves will give off a strong, sturdy feeling, which countered by curved lines in the same display might weaken the strength of the vertical lines.  Displaying tall, straight, angular bottles with curved and rounded jars, for example, dilutes the weakness of the curves and the strength of the vertical lines created by the products.

Shapes that are unifying are helpful in creating a feeling of accord among the elements of a display.  Dissimilar shapes, however, can be used to help produce a point of emphasis and to highlight a particular product.  Different sized objects work well together and can effectively create principles of harmony, provided they are arranged in a manner that is not disproportionate; large items should not overshadow smaller ones and vice versa.  Generally, however, employing products of the same size is an easy way to create a balanced display.

Texture

Texture, another element in creating visual harmony, relies on the sense of touch to be noticed.  Highly textured objects invite touch, as do intensely smooth products. The appearance of texture in an object, however, can be manipulated according to the lighting and the surroundings it is placed in.  Certain materials appear rough or smooth, while others create texture by either reflecting or absorbing light.  Within the display, like materials paired together give off a sense of harmony, as do objects of similar light absorption capabilities when used simultaneously.  However, careful mixing of two texture types can create contrast within the same display.  To highlight the exfoliating grains of oatmeal in a bar of soap, for example, an additional low light can be used to visually bring out the grain.  Likewise, a flood of light on a flat surface will reflect like a mirror creating a feel of shine and smoothness.

Proportion

Proportion is not only how the items are distributed within a display, but also the number of items displayed in a given area.  Ideally, merchandising displays should be neat, logically laid out and uncluttered. There are four common ways to utilize display space to avoid chaos without being too sparse: pyramids, steps, the S curve and repetition.  The first device is the classic Egyptian pyramid shape, stacking merchandise in an upward rising triangular shape.  The second arrangement is called the step.  It involves a uniform, repeating elevation in the display of merchandise to create a staircase like appearance.  This is less formal than a pyramid display and is a good way to show merchandise of different sizes.  Making an S curve throughout the display space with strategically placed merchandise is another method of proportional presentation.  The zigzag, as the S curve is also known, relies on a precise equidistance between objects to keep shape, which can be tedious to set up and adjust after client hands have perused the display but it is highly effective in leading the eye through the entire display.  Repeating the same shape series over and over is what is called repetitious proportioning.  This pattern technique is simple and easy to create but might not be engaging enough after a spa treatment.

Re-evaluate your merchandising practices and watch retail sales take off. Add a bit of character to your retail elements for successful home care sales.  Profit from retail is just begging to be realized.

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Virtual Spa

Virtual reality is finally making its way to the spa.  Guided imagery during services to enhance the body’s natural rhythms as well as taking the spa goer on a journey of their own selection.   Subliminal messaging allows the client to feel better about themselves post spa visit. Some wellness centers are taking this a step further with neurolinguistics programming and biofeedback.

Wearable Technology

Personal technology meets the treatment room to monitor heartbeat, body temperature, skin hydration levels, blood sugar level and the body’s response to water therapies, body wraps, color therapy and energy applications such as Reiki.

Smart Skincare

Technology brings us “dialed in” skin care.  Spa goers can really decide their wellness outcomes by including more specific goals for treatment like losing inches and eliminating cellulite. Spa technicians can share software with the client meant to run on wearable technology or monitored from a laptop.

Retail Medical Care

From injectables to chiropractic and massage for aches and pains, consumers are demanding walk in services for what ails them. Community Urgent Care styled facilities have expanded their reach to include Botox and fillers as well as preventative same day treatments such as acupuncture, aromatherapy, homeopathy, naturopathy and massage.  Retail medicine also lends way to those prescription only products that can be prescribed by staff under the medical director.

Metrics

As the sophistication of spa goers grows consumer-driven testing will be performed both pre and post spa visits.  For instance a tool that proves a products efficacy by showing the surface changes in the skin.

By making spas the frontline of wellness clients are likely to see the spa as a results driven necessity rather than a luxury.

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