Editor's Note: Take a look at our featured best practice, Marketing Plan Development Framework (63-slide PowerPoint presentation). A marketing plan is a comprehensive blueprint, outlining an organization's overall marketing efforts. This PowerPoint presentation is a guide to developing a comprehensive marketing plan.
Marketing Management topics include:
Marketing Management Process
Market Segmentation
Market [read more]
Also, if you are interested in becoming an expert on Strategy Development, take a look at Flevy's Strategy Development Frameworks offering here. This is a curated collection of best practice frameworks based on the thought leadership of leading consulting firms, academics, and recognized subject matter experts. By learning and applying these concepts, you can you stay ahead of the curve. Full details here.
* * * *
Launching any business in the volatile 2020s takes more than just hard work; it demands community engagement, resourcefulness, and a generous dose of creativity. All great marketing plans start with full-scale brainstorming sessions. Choose among the following hacks and tactics to jumpstart a spa, salon, or similar beauty-related small business. In time, given a bit of good luck, diligent planning, and the willingness to experiment with multiple strategies, that small enterprise can grow into a much larger one.
In the beginning, focus on tried-and-true methods that boost brand visibility, bring in new customers, and generate revenue. Below are the essential details about how to get referrals, establish credibility in the local community, and start off on the right foot. All the ideas are suitable for one person businesses, medium sized operations, or large but brand-new shops. Each one can drive paying customers through the doors from day one and well into the future.
Leverage the Power of Postcard Mailings
Commercial postcards are not outdated marketing tools. In fact, simple, rectangular cards do an excellent job of reaching local residents. The trick is to invest time designing great looking postcards that list your practice’s signature offerings. But the most essential ingredient of the card’s copy is an exclusive offer or discount for the holder. Later, adjust offers, discounts, and specials based on what customers seem to prefer.
It’s easy to purchase a mailing list based on zip codes and track all responses via a QR or promo code number. Doing so sends interested card recipients straight to your website’s booking page. The total cost for postage and printing hovers around 30 cents per piece, making direct mail advertising one of the most cost-effective ways to introduce a new business to the public. Consider monthly mailings but remember to change designs every so often to keep the look of the piece fresh.
Knock on Doors
In the digital age, far too many entrepreneurs ignore the personal touch. Don’t be among them. Instead, walk the neighborhood around your shop’s location and let people know that you are open for business. Build instant rapport by being courteous, not selling anything, and handing out coupons or fridge magnets. Consider bringing a few gift certificates for people who seem especially interested.
Chat briefly, letting these valued neighbors know that you are within walking distance and welcome their patronage. Invite them to a private for locals only event, like a special open house or in-store wine tasting. There are plenty of advantages to a grassroots strategy; it personalizes your brand, can lead to instant bookings, and generates positive word of mouth promotion. Make detailed notes about which streets yield the most responses and record the addresses of receptive individuals for follow up.
Make Paying as Easy as Possible
There’s a reason that more med spas offer no-hassle, third-party financing options: they work. Entrepreneurs who offer such plans have an excellent shot at long-term success because consumers like budget-friendly payment plans. In fact, spa/salon clients prefer to spend their limited funds at establishments where they can divide treatment expenses (ranging from $200 all the way up to $10,000) into manageable amounts. When it comes to med spa financing, the whole concept centers around customer empowerment. People don’t mind spending money when they can finance procedures without waiting for treatments.
Plus, having payment plans available makes for a stress-free experience that lets customers keep more dollars in their pockets at the end of the day. Business owners get paid the entire balance up front from the financing company, which improves cash flow. For owners, the availability of financing is usually enough to convince clients to accept proposed treatment plans, book more appointments, purchase more services, and leave positive online reviews. Fortunately, current third-party financing arrangements automatically integrate with many of the industry’s top loyalty programs, namely Allē, the loyalty program for BOTOX® Cosmetic, the JUVÉDERM® Collection of Fillers, and more.
Place Flyers on Cars
Make a list of places where your typical clients spend their time and money. Then, design attractive flyers for placement on doorknobs and car windshields in those areas. Common choices for spa and salon owners include coffee shops, local gyms, strip malls, and apartment complexes. Make sure each piece has a QR code and special offer to generate instant bookings. Place the flyers yourself so you can speak directly with anyone you happen to meet while distributing them.
Use a local map to draw up a rotation schedule for placements. There’s no reason to cover the same ground twice in a single month. Door hangers can be particularly effective because they are hard to avoid, cost little, and grab the attention of most people much better than other handouts. Check local regulations about placement and only use weather resistant papers and inks. Always use coded pieces and track areas that generate the most customers.
Become Active in the Local Chamber of Commerce
Sadly, joining the local C of C has gotten a negative reputation among modern business owners. Many younger entrepreneurs view chambers as old school organizations that do nothing but hold meetings and sponsor ribbon cuttings. To the contrary, joining the chamber is an ideal way to make connections with other businesspeople, get referrals, find out about upcoming events far in advance, and collaborate on joint advertising campaigns.
Volunteer to speak at chamber sponsored lunches to build professional credibility. Make a short speech about how to avoid sun-related skin damage, reduce stress, and look your best. Likewise, being a respected member of a chamber of commerce leads to positive media stories, word of mouth referrals, and long-term financial success. There’s always an upside to meeting important local owners, politicians, and citizens. That’s why every spa/salon owner should not just join the local chamber but become an active member.
Do Pro Bono Services in Nursing Homes
Want to build instant goodwill in the community while making a positive impression on local families? Contact assisted living facilities, nursing homes, and hospitals. Offer to do no cost chair massages, quickie facials, eyebrow tinting, and manicures for elderly and bed bound individuals. When doing community outreach, always pack plenty of brochures and give them to family members. Offer discounts for in store services. Pro bono work does not go unnoticed; community newsletters regularly feature charitable services, which means free, highly positive publicity for your shop.
This 71-page template is a comprehensive template for a Strategic Marketing and Sales Plan. It is based on the Systems Thinking Approach, and guides the development of the strategic marketing and sales plan in the context of the bigger picture corporate strategies. Using this template will allow [read more]
Want to Achieve Excellence in Strategy Development?
Gain the knowledge and develop the expertise to become an expert in Strategy Development. Our frameworks are based on the thought leadership of leading consulting firms, academics, and recognized subject matter experts. Click here for full details.
"Strategy without Tactics is the slowest route to victory. Tactics without Strategy is the noise before defeat." - Sun Tzu
For effective Strategy Development and Strategic Planning, we must master both Strategy and Tactics. Our frameworks cover all phases of Strategy, from Strategy Design and Formulation to Strategy Deployment and Execution; as well as all levels of Strategy, from Corporate Strategy to Business Strategy to "Tactical" Strategy. Many of these methodologies are authored by global strategy consulting firms and have been successfully implemented at their Fortune 100 client organizations.
These frameworks include Porter's Five Forces, BCG Growth-Share Matrix, Greiner's Growth Model, Capabilities-driven Strategy (CDS), Business Model Innovation (BMI), Value Chain Analysis (VCA), Endgame Niche Strategies, Value Patterns, Integrated Strategy Model for Value Creation, Scenario Planning, to name a few.
Growth can be achieved through corporate marketing (i.e. organic growth) or M&A (i.e. inorganic growth). The traditional approach to growth focuses on product differentiation and then marketing this differentiation. However, research and experience has shown, the differentiated, superior [read more]
From a high-level, the goal of a marketing strategy is to identify a target market and develop a marketing mix that will appeal to those potential customers. Decisions regarding the ideal marketing mix can be organized in terms of Price, Promotion, Product, and Price. However, the goal is not to [read more]
This is a PowerPoint deck on how to conduct effective Strategic Marketing and Sales Planning. It is based on the Systems Thinking Approach, one of the most comprehensive and holistic approaches in the market to strategic planning in all areas. The purpose of this presentation are:
1. To gain a [read more]
Questionnaire and charts to analyse the performance of your marketing department across 23 criteria.
You can use it internally or with your customers. For example, propose it to your marketing manager to help him/her understand where are the strengths and weakness of the department.
This [read more]
Launching any business in the volatile 2020s takes more than just hard work; it demands community engagement, resourcefulness, and a generous dose of creativity. All great marketing plans start with full-scale brainstorming sessions. Choose among the following hacks and tactics to jumpstart a spa, salon, or similar beauty-related small business. In time, given a bit of good luck, diligent planning, and the willingness to experiment with multiple strategies, that small enterprise can grow into a much larger one.
