Why do
you need to have a spa marketing system
Marketing is the lifeblood of any day spa, health
spa, hotel spa or beauty spa.
It is easy enough if you pay the right money to get
good people into do the technical things like massage, aromatherapy,
nails, hydro, use the machines and do all the other tasks needed to
make a spa run. But the one thing that a spa owner should never let
go of is spa marketing.
These are the main areas that any spa owner should
have fully under there controls.
The Numbers. The crux to any plan is the numbers, if
you are counting it you’re in control of it. A spa owner needs to
know how much they make from a client – in products, services and
profits. On average over each visit, each month, each year and the
full life of the client. Only in this way does any of the marketing
you are going to carry out make any sense.
Break Even for the Spa Once you know the numbers in
terms of clients then you need to know the break even of your spa.
This is simple, take all the costs, including your pay over a year
and add then together. Then divide that by 52 to give you a weekly
cost. Why weekly, because it’s easier to aim for a weekly target
than a monthly or yearly target. If you are happy to take it down to
day even better.
Hitting Break Even OK now all you have to do is to
know how many treatments you have to sell to break even. So if your
yearly costs of running a spa are $182,000 this includes products to
do the services but not extras and does not include staff bonuses,
then your weekly break even is $3500 per week, or $584 (presuming
you are open 6 days a week).
OK so now you know that you have to sell five
facials at $75 each = $375, four French Nails at $35 = $140 and
three eye brow waxes at $23 each = $69 to break even.
Right we are now even.
Profit Now we know that a big percentage of
everything over break even is profit, if we are doing a lot of
services.
So ever extra massage, tan, nail buff and pedicure
is going to be cream on the cake.
This is where Spa Marketing really kicks in.
If you can control the figures above by using great
ads, flyers, websites, mobile phone and blueberry text messages to
bring in more clients using more services than your break even you
are on your way to great profits.
Balancing the systems.
Once you can achieve the profit level it is them time to use your
spa marketing systems to load balance your business. Sounds a bit
funny but its very simple. Think of your spa as a truck, too much
weight on the front and it does not go right, too much on the left
and if falls over. But well serviced with the types are the right
level and loaded to 85% capacity and it will go for ever, with happy
staff and clients.
Great ways to achieve this are.
Having a great client contact list (this is your gold mine) Direct
Mail Letter Sequences (Generally to sell bigger ticket items and
stay in contact with you better clients) Letter Box Coupons (This
can help you pick up new clients – never use discounts always use
value added offers) Value Pack Coupons (These can be put together
with a few surrounding shops and delivered cheaply and are great of
getting ladies in on low priced offers) A Frame Ads (Put these
outside your shop – Manny people will never look in your window but
are used to reading a newsstand) Web Sites (Find Clients from much
further a field than normal) Ezines (inexpensive way to communicate
with your clients and sell mid range packages) SMS (fill up those
empty spots on a daily basis, you must have a really good database
to make this work longer term) And last and very least Yellow Pages
Ads (Use a small ad and a compelling offer – do not use the name of
you Spa – that’s the white pages)
Spa Marketing Know Your Numbers was authored by
George Slater and Sponsored by
The Web Master .This article can be reproduced with this link
and this link must be active.
Spa Marketing Knowing Your Numbers
