Spa-Business

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8 Salon and Spa Marketing Tips That Will Attract A Surge Of New Clients

Salon and spa marketing strategies for in-house and new client acquisition bring customers in like clockwork when there is a systematized approach in place. Here’s how to get started.

Brian and Angie Maroevich, salon owners and marketing consultants, just completed a new marketing ‘mini course’ for salon and spa owners called, “8 Salon And Spa Marketing Tips Guaranteed To Attract A Stampede Of New Clients.” This free marketing course  helps salon and spa owners discover new ways of looking at their current marketing strategies and improve upon current ones to achieve measurable results in client acquisition.

Studies show that if clients and prospective clients are not contacted at least once per month they will either forget about the business they originally frequented or choose another competitor. For every month you do not contact a current customer or prospect you lost 10% of your influence over them. Over the course of one year without contact you become the equivalent of a complete stranger.

What is the solution?

The answer is to put a spa marketing system in place.
A marketing system is basically where a salon or spa owner plans ahead and puts a procedure in place for various promotions to be implemented on specific dates. This way they know what marketing piece and/or promotion is going out on what date, and they have it planned out at least 6 months in advance. This way the salon and spa owner is not playing catch-up all the time.

It is recommended that a salon and spa owner use a combination of media when communicating with customers and prospects. For example, communication through e-mail blasts, direct mail, newsletters, internet marketing and the telephone are just three ways to get a salon or spa name in front of prospective clients.

However, sticking with one form of communication will dilute ones marketing efforts, especially if e-mail is used. E-mail is not as personal as direct mail and telephone contact, and spam filters will only allow a certain percentage of the messages to get through.
Most salon ans spa owners are too busy working in their salon to begin and maintain a marketing system, but it’s one of the most important parts of growing a business.

Here’s how to solve that problem. Create a marketing calendar that lists all of the marketing strategies that need to be implemented and set a deadline date. In addition, create small goals each day or week to build upon each marketing strategy so that it is ready to launch on the deadline date that is set.

A systematized approach to salon and spa marketing will produce measurable results. The bottom line is if a salon or spa owner does not ‘touch’ a client or prospective client frequently they will spend their money and send their referrals elsewhere.

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Today many clients are locating their spas deals online.  If your spa is not listed with several spa directories, you need to sign up now.  Having a website is not enough, people have to be directed to your website.   

Tags: Day Spa, Spa Advertising, Spa Business, Spa Business Plan, Spa Marketing by Spavelous
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Lessons from the Field - Updating marketing and sales strategies mid year NOW is essential

I have learned in my career to consider the marketplace, the competition and the overall trends and cycles if I expect to be successful. In the past, this has usually meant creating an annual marketing plan and working that plan. Weekly and monthly action plans would lead to quarterly reviews and updates. The next year’s plan would take those updates and trends and as a team or a corporation, we would decide the next plan of strategies and tactics.
I must share that I read two interesting and disturbing articles within the past three weeks:

1. In late May, The Travel Industry Association ( the national, non-profit organization representing all components of the $740 billion travel industry) released what they called a ‘First-of-Its-Kind Study Demonstrates Travelers Changing Behavior Due to Immense Frustration with Air Travel Process’. This survey  offered some alarming statistics about something we all know: ‘…… Deep Frustration Among Air Travelers ‘. The results of the survey documented that a staggering 41 million trips were avoided, with a negative $26.5 Billion hit to our industry.

The survey took opinions on a series of topics:

• Whether travelers believe the air travel system is either ‘broken’ or in need of ‘moderate correction.’

• Which direction the air travel system is headed

• The level of air travelers satisfaction with the air travel system,

• The sentiments of frequent air travelers (5+ trips per year)

• Who is responsible for the air travel process, - is it airlines ori issues the federal government can address

The frightening statistic is that of that $26.5 Billion dollars, $5.6 billion was allocated to hotels and $3.1 billion to restaurants. These lost trips would also have generated $4.2 billion in federal, state, and local tax revenue.

2. The second article was almost a month later from Canada and a story found in The Globe and Mail (Toronto)/Reuters (6/25). This story offered that a ‘Reliance on business travelers this year could hurt hotels next year’. The lead off paragraph was that many U.S. hotels are depending on business travelers to fill the gap left by lower numbers of leisure travelers who are limited by the rapid price of gas hikes. The Globe and Mail inferred that a reliance on business travel could give companies a much stronger bargaining position in negotiating 2009 hotel contracts.

For those of us who have been in the industry for more than 15-20 years, the notion of occupancy and rate cycles is not a new phenomenon. What is new is the realization that the combination of gasoline prices affecting literally all products and services is going to hit the hospitality industry incredibly hard.

TIA hosted an emergency summit of travel leaders in June in Washington, DC to discuss next steps for moving this issue forward with policymakers and TIA has called on each of the major presidential candidates to commit to addressing this issue. This type of proactive leadership is healthy for the industry, but will it help individual hotels?

The title of this article is Updating marketing and sales strategies mid year NOW is essential. I offer the following observations:

• Increase the attention given to all revenue management strategies and tactics.

• Carefully evaluate all advertising. Be certain it is logical, measurable and targeted

• Consider increasing ways to improve your online presence - the return here can be outstanding - IF it is thought out, managed and monitored

• Consider ways to capitalize on the ‘green’ movement. Government and many companies are increasingly paying attention and there is not an automatic winner in this race yet

• Examine every marketing and sales strategy you have in place. I am a firm believer in ’staying the course’ if the course is correct, but the danger of global inflation, a weak US dollar, rising gas prices and the national presidential election all figure into what is a non-typical cycle.

Finally, for those of us who have been in the industry less than 10-15 years, think back to whatever industry you may have been involved with before and remember those cycles. If you are under 35 in age, look at the economic histories of other businesses and recall what they did well or poorly.

The hospitality industry has had a solid run of accomplishments these past ten years or so, but that was preceded by a very mixed 20 year cycle.

Look at what is going on in your hometown and figure out as many ways as possible to be an essential part of the community as a good corporate citizen. That commitment will help ride out some stormy valleys of lower demand and will endear you and your hotel to the community and help maintain your levels of success.

Service…
Giving what you don’t have to give.
Giving when you don’t need to give.
Giving because you want to give.
Damien Hess

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Brandi Nuttall wanted a better working environment. That desire was the impetus to her starting a salon-and-spa business that has evolved into a multimillion-dollar operation that employs close to 300 workers at multiple locations.

After attending cosmetology school as a teenager, Nuttall worked at a few salons. She found the pay lacking, as were opportunities for further education and other benefits.

“I couldn’t find that all in one place, so it was kind of out of necessity,” Nuttall recalls. “I knew it could be done, and it had been done at other places.”

Nuttall faced a few hurdles before opening her first Dolce Salon & Spa location in 2002 near Chandler Fashion Center. The biggest was persuading a bank to lend to someone who, at the time, was in her early 20s. She struggled with the same obstacle when trying to negotiate a lease for her first location.

Eventually, she struck a deal with her father, who provided financing to Nuttall much like a traditional lender would. Since then, Nuttall’s company has been able to obtain financing through banks, helping it to expand.

One year after opening, Nuttall expanded into the space next door. She since has opened a location at Borgata of Scottsdale and built a 30,000-square-foot spa and salon in Peoria.

She says she would like to open more but wants to wait until her newest locations get acclimated.

“I definitely want to cover the Valley,” she said.

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The Inn at Essex plans to build a spa

The Inn at Essex has a culinary institute, a fly-fishing pond and a hot-air balloon. Now it’s getting a spa.

REVIEW THIS SPA NOW

“It’s the transformation from a country hotel to a full-service resort,” said Jim Glanville, general manager of The Inn at Essex.

On Friday, Glanville, Gov. Jim Douglas and a crowd of nearly 100 people — mostly staff at the Inn — gathered for an unveiling of a drawing of what the $6 million, 22,000-square-foot spa should look like. Behind the drawing lay a field of puddles surrounded by piles of mud — the future site of the spa.

Construction workers hit ledge, which will delay the project about three weeks, said developer Peter Edelmann, president of EuroWest Inns Inc. in Essex. The spa is scheduled to be completed in May, Edelmann said.

Wiemann Lamphere Architects of Colchester designed the building, and Dousevicz Construction of South Burlington is the general contractor for the project.

The spa will house a 25-yard indoor pool, an outdoor hot tub, 11 treatment rooms, a fitness center and locker rooms, steam rooms, saunas, and relaxation areas, according to a statement from the Inn.

The Inn at Essex employs 150-200 people, Glanville said. The spa could create up to 30 spa jobs, including a spa director, therapists and maintenance staff, he said.

Glanville and Edelmann said the spa will add to the inn’s “health and wellness” theme, complementing the on-site New England Culinary Institute and cooking classes offered by the inn.

Douglas remarked the spa would attract tourists and improve the state’s economy.

“Tourism is such an important part of our economic base,” Douglas said.

The inn has 120 rooms and suites, and 9,000 square feet of meeting space. The property covers 18 acres.

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Spas In Vermont

Find A Spa or Search the right Vermont spa just for you

Vermont Day Spas • Vermont Resort Spas • Vermont Medical Spas

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 Spavelous spas are not having the same downward challenges of other spas?  Why, because Spavelous markets you .  We keep you up front in the search engines, we keep the spa goer up to date with your promotions.  The spas that are having problems are the spas that feel that spending less then a cup of coffee a week for an internet presence is too much.    Perhaps weeding these spas out is the best for the spa industry, because if they are not willing to spend $1.50 a week on marketing, then they are also not willing to spend money on training and developing their staff.

The trend as the spa industry moves forward with the general public will place an emphasis on the service provider, their training and certification .  No longer will a spa goer just book a spa service, they will review the credentials of the service provider first.  Therapists and Aestheticians will welcome this change.     It will be a win win for the consumer, and the spa industry.  Quality is key.

4 Important Principles to Implement in Your Business

1. The Day Spa, Salon or Massage Practice doesn’t start until you make the first Sale..

Your Day Spa, Salon or Massage Practice is a business, of course, you are giving quality spa treatments, hair care and massage and are looking out for the needs of your clients but the business is what pays your bills. You need to make sure that you are getting care & treatment acceptance (sales) in order to keep your business running.

2. Take a Diversified Approach to Marketing your Spa or Salon

Business…

Doing multiple things at a time is where you are going to find a huge return on investment. You need to be hitting your clients with several different materials to keep you on the forefront of their minds.

3. Do Niche specific Spa Marketing...

Market to specific niches so that you are appealing directly to their needs. For example: if you want to do laser treatment then you are going to want to Market directly to people who are going to need laser treatment.

4. The Pareto Principle 80% of your success comes from 20% of your resources…

Most of the success and satisfaction you get in your career will come from a small portion of your skills and efforts. Ask Yourself  “Where am I getting the most the benefit from?” and compare that to where you are putting in the most work

 Find the Best Spas

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Companies facing closure must plan ahead

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It’s a truism of business that some fail — especially when the economy turns down — but companies can soften the blow to clients, employees and investors with planning and communication, experts say.

The issue moved to the forefront this week when O’Neys Salon & Spa closed after 35 years in business, leaving some clients with unredeemed gift certificates and unanswered questions about what to do with them.

A sign on a window at O’Neys Salon & Spa on Rahn Road reads ‘Closed permanently. Thank you for 35 years of business.

When it becomes clear that a company is facing its own demise, owners and senior executives have a moral obligation to alert customers, lenders, community leaders and others that the business will close, said Joseph Petrick, director of the Institute for Business Integrity at Wright State University’s Raj Soin College of Business.

Giving customers advance notice allows them to take advantage of gift certificates, Petrick said. And a heads up to employees gives them ample time to track down other work, especially in a tight labor market, and to make other preparations, he said. Companies that need to retain workers until the end can use bonuses and other incentives to keep them on board, he said.

Under certain circumstances, an abrupt closure makes sense, said Jay Janney, an associate professor of management and marketing at the University of Dayton.

A shutdown can be appropriate when prompted by such things as an owner falling seriously ill, a firm not having the money to pay bills or a fire or natural disaster striking a business, Janney said.

In some cases, a competitor can become an ailing business’ ally.

Janney said the owner of a foundering business can strike deals with competitors to have them honor coupons or gift certificates, and then clue customers into the arrangement. Giving customers somewhere to go when you close the doors keeps bitter feelings to a minimum, he said. And sometimes companies step up without prompting and agree to accept the gift certificates.

In the case of pharmacies and professional firms such as veterinarians, dentists and accountants, the owner often sells her customer list to a competitor who then can offer their services to the client.

Petrick said that business owners have an ethical responsibility to settle their bills before they close. One option, he said, is for a company to contact suppliers and see whether they can take back inventory rather than demanding payment for it. If that doesn’t work, Petrick said, a business also can try selling inventory to a competitor to generate cash to pay debts.

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Consumers Should Only Purchase Spavelous Spa Gift Cards

Spavelous Spa Gift Cards and Spa Gift Certificates – The only Spa Card you should Buy!

The Easiest and safest way to give a Spa Gift Certificate is with a Spavelous Spa Gift Card. It is the Only Spa Gift Card that may be used at all spas, resort spas, medical spas and spa boutiques that accept Visa. You never have to worry about if there will be a day spa, resort spa or med spa near you to redeem the Spavelous Spa Gift Card. If they accept Visa, the Spavelous Gift Card has you covered. In addition, you never have to fear a spa closing and leaving your spa gift certificate worthless, Visa always has you covered.

If you want to buy day spa certificates as gifts you use to have to decide from which spa. If there are a few choices in your preferred area you can review the treatments and services before making your choice. However, with a Spavelous Spa Gift Card, your recipient may choose where they want to redeem it. Because Spavelous Spa Gift Cards are accepted at every spa that accepts Visa, you can be assured they are sure to select a spa they love.

Are you searching for the perfect spa gift for that special someone? If so, then you should consider the Spavelous spa gift card. A gift certificate or gift card to a day spa makes an ideal gift for any man or woman who needs pampering, and in today’s stressful world who doesn’t? Although day spas may be thought to be geared towards female guests, there are men spa treatments that the guys can enjoy also such as men’s massages to soothe overworked muscles. The average day spa has a menu of treatments and services to beautify and soothe from head to toe.

You can expect to find facials, massages, body wraps, manicures and pedicures, hydrotherapy and more at the spa. These treatments can range from the simple to the extravagant.

Many spas incorporate ingredients like chocolate, champagne, honey and herbs into their treatments. Some guests enjoy these over the top treatments while others prefer a more simple approach. Even the most down to earth tomboy can enjoy a few hours at a day spa. There’s no better place to relax and de-stress. The trained professionals will attend to your every need and whisk away your cares. Many spas offer refreshing beverages and gourmet snacks for guests to nibble on. They are soothing environments created to be an oasis from the everyday world down to the last luxurious detail.

Gift cards are available in various denominations for every size budget. When you give the gift of spa treatments you give the gift of luxury and relaxation, which everyone needs more of in their lives!

With the Spavelous Spa Gift Card, you know you are giving the Best Spa Gift Card There is!

National Spa Gift Card

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You really have to ask…what are these spas thinking?

Three spas in the same shopping center. They could potentially feel that they each have a different market. Hand & Stone the lower end Franchise spa, which only does massages for members. Bella Day Spa which also offers nail and hair services and Adam & Eve Medspa which will offer the aesthetic and cosmetic services, including restorative and reparative procedures.

You can not help to think that they will encroach on each other’s spa business. Hopefully they will do joint marketing and work as a team to do cross promotions and build each of their business as opposed to competing with each other. Should they choose the later, no one will win.

When you are going to build a spa, you should check out not only the existing competition, but you should seek to be the only spa in your shopping center. At very least , you should determine if the builder has any intention of leasing to other similar businesses.

6 tenants to join AJ’s in marketplace

Three spas, a dry cleaner, interior designer and a bank branch will be the latest properties to open this summer at the 84,668-square-foot Scottsdale North Marketplace.

The center, southwest Lone Mountain and Scottsdale roads, serves north Scottsdale, Carefree and Cave Creek and is anchored by an AJ’s Fine Foods, which opened a 27,728-square-foot store in November.

Phoenix-based retail developer Pederson Group owns the shopping center.

“This is a great place to do business, because the customers really embrace you and make you a part of their lives,” said AJ’s Store Director Bill Hutson.

Joining AJ’s in mid-May is Casa Paloma Interiors, which will offer home furnishings and unique accessories, inspired gift items and interior design services. The store, owned and operated by Diane Johnson Maier, occupies 2,000 square feet.

Also set to open this month is Martinizing Dry Cleaners, which will use 1,080 square feet of space. The company says it is the “premier eco-friendly dry cleaning company” with more than 500 locations nationwide.

The dry cleaner uses a liquid, sand-based silicone it calls “Green Earth,” which is gentle on the nose and clothing. The silicone leaves clothes looking, smelling and feeling better, the company says.

The Hand & Stone Massage Spa is set to open in June with 2,778 square feet of retail space. The spa will provide a variety of massage services, including foot and facial massages ranging in times from 50 to 80 and up to 110 minutes.

Hand & Stone uses polished river stones heated up to 125 degrees, which helps a masseuse reach three layers deep into muscle tissue, according to the company. The store will sell a range of incidental products.

In June, Bella Day Spa will open an upscale 3,570-square-foot hair and nail salon and spa. The store will offer full service beauty care, facials, waxing, pedicures and a wide selection of spa services. Bella Day Spa operates several spas in Arizona, California and Colorado.

The third spa moving into the center is the 2,500-square-foot Adam & Eve Medspa, scheduled to open late this summer.

The medspa, owned and operated by Dr. Carl Sonder and his wife, will offer aesthetic and cosmetic services, including restorative and reparative procedures. In addition to injection procedures, such as Botox, the business will offer skin resurfacing, photo-facials for youthful restoration, laser hair and tattoo removal.

Chase Bank will fill another vacancy with a new 2,500-square-foot branch. When it opens late this summer it will be a prototype offering a variety of high-tech features for customers.

Scottsdale North Marketplace is located near some of the Northeast Valley’s most exclusive residential developments, including The Boulders, Whisper Rock, Legend Trail, Bellasera, Terravita, Desert Highlands, Estancia and Troon North.

The Pederson Group has developed nine shopping centers in the Scottsdale area, including Hayden Peak Crossing at Hayden Road, Thompson Peak Parkway in Grayhawk, and The Promenade, an 87-acre, 1-million-square-foot mixed-use development southeast of Frank Lloyd Wright Boulevard and Scottsdale Road.

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Find A Spa or Search the right Arizona spa just for you

Arizona Resort Spas • Arizona Medical Spas • Arizona Destination Spas

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Spa Business / Spa Press Releases / Spa Marketing

Now that recession alarms are going off around the world, and everyone outside Fort Mc-Murray is revising budgets downward, it’s again time to look to the future. This slump, too, shall pass. But how you respond to it will largely determine how your business will fare in the sunnier days that lie ahead.

“Recession tends to clear out the deadwood,” says Norm Nopper of Varanor International, a Toronto management consulting firm. “Companies that haven’t been looking after their employee relations, that haven’t been paying attention to their bottom lines, were vulnerable going into the recession, and they may not come out of it.”

So how do you make sure your business survives? Nopper offers one sweeping solution: Make growth a team effort. If you gain the trust and support of your employees, you have a better chance of coming through the storm with a stronger, more focused business. “Look after your people,” Nopper says, “and they’ll look after you.”

Nopper learned his tactics in the recession of the late 1980s, as a training consultant with Honeywell Canada in Toronto. When the Minneapolis-based multinational decided it had seven plants too many, Nopper worked closely with the plant staff to ensure they had the skills, attitude and will to win that was needed to overcome growing international competition. In the end, Honeywell saved the operation, which made heating and air-conditioning controls, and actually reinvested in it, because of the investment the workforce had made in itself.

Normally, management-employee relationships are the first casualty in a recession. Worried managers looking to cut costs start eyeing the salaried workforce as surplus inventory that can be converted into cash. “Get into the habit of viewing people as if they truly were an asset,” advises Nopper. Make them partners in your quest for value, efficiency and survival.

Here’s Nopper’s five-part formula for overcoming recession:

1. Get employees onside in your battle against costs and waste. Nobody knows your operations like they do, he says, “and all we have to do is ask them.” For example, Nopper does a lot of training in the spa business, and says big bucks are washed down the drain every day when hairdressers use gobs of shampoo instead of the little dab each client needs. Nopper, who consulted for Magna International for 11 years, says similar economies can be found at any manufacturer. Every employee knows ways to reduce use of raw materials or make products more efficiently — but they have never been asked, and they don’t think anyone cares.

2. Tap your employees’ customer knowledge. In tough times, companies talk about getting closer to their customers. But they are more likely to hire market-research companies to find out what their customers want, instead of asking their front-line employees. “This is a tremendous opportunity for market intelligence,” Nopper says. But most companies have no idea how to capture employees’ customer knowledge. Tell employees how important their knowledge is — and give them specific questions to ask customers to find out why they buy from you, and what else they expect of you. Will your employees resent doing this work? No way, Nopper says. “Employees tend to say, ‘Why have you waited so long to come to me?’ “

3. Gain employees’ trust by making sure this isn’t just a one-time effort. Institute formal processes and regular meetings (keep them short and to the point) to prove your people are valued members of the team. Be humble and consistent. By admitting management needs all the help it can get, you’re not confessing weakness — you’re building trust.

4. Don’t cut the housekeeping budget — expand it. A clean workplace is a more positive, more efficient one. “When you’re organized, it’s easier to see what’s missing,” Nopper says. Similarly, it’s easier to spot an oil leak in a piece of production equipment when it’s sparkling clean than when it’s covered with grime. When you show pride in your workplace, your employees will be more motivated custodians, too.

5. Avoid the temptation to reduce employees’ pay during a slowdown. Nopper shares Magna’s fair-trade philosophy: Pay employees market rate for their labour, plus something extra for performance, such as profit-sharing. That will give you the compensation flexibility you need in tough times. Plus, it will reinforce your employees’ attention to productivity and the overall health of the business. “You have to be consistent,” he says. “If you want people to focus on the bottom line, you have to give them a piece of the action.”

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NEW SPA WEBSITE!!

Spavelous PRO Information for Spa Industry Professionals Only

Pitfall: Underestimating the synergy between your target market and your location- A Doctor’s office is considered a destination- It does not rely on being in the hippest area of town, patients will travel to see the their doctor.

A Day Spa is different as its success relies on location. As a combination of the two, where do you go? A Market Feasibility and Competition Analysis is recommended prior to choosing a location. Many factors effect the selection of your location depending on your concept.

DEMOGRAPHICS

Who is your patient? If you plan to offer expensive cosmetic treatments, you better make sure your surrounding towns can afford it. If you are an Alternative Healing Center with a spiritual flair, you probably don’t want a location down on Wall Street.

STREET FRONTAGE

If you are a cosmetically driven Spa, you need a great location. Other factors can now affect your success. If you have a high visibility, Storefront space, you can rely on walk-in traffic. In addition, your retail area will entice the passerby to come into your Spa.

ZONING

You will want to make sure that city/town zoning allows for a Medical Spa. This is a new business and many zoning boards do not understand what a Medical Spa is, so you may have difficulties even getting your zoning issues passed. Do this upfront. A good way around this is to collect zoning data from other existing Medical Spas.

PARKING AVAILABILITY

Patients may spend, hopefully, 3 to 5 hours in the Spa. A massage seems to lose its relaxation qualities if the client needs to step outside to put another quarter in the meter.

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Best Spa Locator / Anti Aging / Find a Med Spa / Facials

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