Spa Marketing Resources: Day Spa Marketing

Marketing for Less

By Denise Smith

Here are some tips on how to market smarter during this economic downturn.

Get Back to Marketing Basics

Use this downturn to step back and re-evaluate your business. When was the last time you did a SWOT Analysis, or reviewed the 3 C’s of Market Analysis, and Marketing Mix? How about answering these important questions:

• What makes your spa unique? What is your competitive edge? How do you leverage that advantage?
• Who are your most successful competitors? How do they compare? What media are they using?
• Where do you make the most profit? Which customer segment is most profitable?
• If the economy gets worse, will you be able to retain your current customers?
• Are there any other market segments better suited for your products and services?
• Are there any new trends in the spa industry? How can you capitalize on them?
• When was the last time you reviewed your spa marketing plan?
• What is the foundation for your current marketing programs and promotions?
• Is your marketing team (or a single person) held accountable for results?

Let Your Data Be Your Guide

With today’s digital media, you cannot afford to continue to “market as usual.”  Successful marketers connect marketing expenditure to specific behavior (online orders, newsletter sign-ups, etc.). Tracking and analyzing the data from every marketing campaign is just the start.

You need to continue to test and refine your marketing campaigns.  Even small changes can result in increased conversions and more profits for your business. And, don’t forget the customer experience.  Every incremental change to improve your website processes will enhance your brand identity and positioning.

Elevate Your Standards.

In a recession, it’s critical to be upfront and honest. No gimmicks. Listen to what your spa customers want and make sure you deliver on your brand promise. Advertisements must connect with people. Your audience wants to know your value proposition and why you are unique.

Bear in mind that push marketing is out, and pull marketing is in. People want to engage with your brand in a meaningful way.

Connect - Be Social

Blogs, FaceBook, and Twitter simplify directly connecting with your customers and prospects. Use this media to your advantage. Create engaging content and your audience will spread the word about your day spa. Integrated campaigns build brand equity.

For years, Spa Marketing has been repeating this mantra…well before social networking became popular or widely adopted. Progressive day spas and salons are finally tapping into these tools. Are you?  

Are you ready to move your marketing to the next level? Contact Spa Marketing for a marketing review or an online marketing assessment. We're here to help you with every aspect of your online marketing. Call us at 860.655.2283 to get started.