What Does Your Marketing Say About You?
While marketing may fall pretty low on your list of things to do, when you do create or send out a marketing communication (brochure, email, newsletter, ad, etc.) it is important that it sends the right message. There are some hidden messages that you may not be aware of sending when you go about your normal business routine. Here are some things I have read in marketing that I’m pretty sure the owners didn’t want me to read.
We do not have enough clients to keep us busy. Usually this is the email sent on Thursday or Friday about all the sudden openings this coming weekend. Seeing this once in a while is a perk — but seeing it every other weekend screams desperation. While everyone wants a fully booked weekend, talking about your available openings can backfire on you. Humans are pack animals at our core — the most desirable places to be are often where everyone else already is. So instead of talking about how no one is booking up appointments with you, talk about the value you provide to your clients and offer a limited time perk for callers in the next 48 hours. Perhaps a free add-on service that is on the higher end — like a free cut & blow dry with color; or 20 minute massage with a 60 minute body treatment; or choice of upgraded facial on a standard facial. Because it is for existing clients and they will still pay a full price for a service, your cost is in some product and minimal time. And when they call, you can tell them that there are some openings in the next few days. You’ll be able to book up your openings without sharing to the world about your dilemma.
We are amateurs. Personal care services face a lot of competition — and if you have “spa” somewhere in your business name you have already decided that you are a higher-end provider. Assuming you want to be perceived as providing high-end, elegant, and effective services to clients who pay well for good service — your marketing needs to show it. This means that there has to be some investment in creating high quality marketing materials. You don’t have to break the bank here, but you do need a professional business identity with a logo, business cards, brochure, website and email templates that all fit the same branded look. It is easy to get carried away on the build out of your physical space — do not forget to spend the same care in the image you project to attract clients to see it at least once. It is a terrible waste to have a simply gorgeous space and then not be able to attract enough clients to enjoy it. Some of my more successful clients have fairly simple (humble even) facilities, but with professional marketing and outstanding customer service they have the most loyal clients.
We are unorganized. This is usually read in the last minute, hastily written email newsletters right before a holiday. While your clients can be rushed, unorganized and not plan ahead — you can’t if you want to be perceived has providing a high-end service. And the more reminders you can provide of an upcoming holiday opportunity, the higher the likelihood that they will buy a gift certificate or book an appointment with you. Marketing works when it is consistent and repetitive — because we all need to hear things more than once before it sinks in.
All of these subconscious messages can be avoided through planning ahead, investing upfront in professional marketing materials and consistently following a marketing plan. And do forgive yourself if you resemble any of these (I’m guilty of some of them too!) — the challenge of small business success truly lies in finding a way to grow and move beyond the missteps that we make until we know a better way.
Heather Gallegos spent 12 years in marketing, communications and
operation roles in the high-tech industry before becoming a
consultant to the wellness industry. President of Spa Clientéle
Solutions (http://www.spaclientele.com), her unique perspective as a salon and day spa client,
strong marketing and business background, and affiliation with
Preston Spa Business Solutions (http://www.prestoninc.net) complement
one another to provide a powerhouse of practical and straightforward
solutions. She has helped day spas, medical spas and salons create their brand and
marketing plans, monthly e-newsletters, private label skincare lines, customer
appreciation events and local PR buzz. Published in Dermascope magazine,
Heather is also an active blogger about practical and helpful marketing ideas for
salons, day spas and medical spas at http://blog.spaclientele.com
Tags: appointments, backfire, brochure, business routine, desirable places, desperation, email newsletter, fully booked, hidden messages, limited time, marketing communication, pack animals