When creating a marketing plan, savvy spa retailers use the reporter’s old formula of 5 Ws and an H to make the cash register ring.
After deﬁning their marketing plan, spa professionals determine the marketing vehicles that will deliver their message to their target audience. To be effective, multiple methods will need to be used in combination to create the desired effect. These will include both external and internal marketing pieces.
Marketing doesn’t happen by itself. People must work together to design, carry out, and follow through on all spa marketing initiatives. Spa professionals work closely with employees, vendors, and outside people to implement their marketing plans.
Once spa professionals have a master calendar full of events to drive sales, they must remember to connect the dots for the ultimate sales success.
While most spa professionals may think of marketing in terms of speciﬁc promotions and events, it can also include year-round sales of products through mail order, as well as marketing and sales of gift certiﬁcates.
Spa professionals should never feel at a loss for a marketing promotion. There is enough happening throughout the year to create hundreds of opportunities to bring customers into the spa and encourage them to buy.
Once it is all said and done, spa professionals take time to recap the event. What lessons have they learned? What would they do the same or differently after the event? And the most important questions of all: What was the bottom line? What were the overall sales?
At the Seasons Spa …
Jazmine sank gratefully into the restaurant booth across from her friend and mentor, Dahlia.
Depending on the size of one’s spa retail operation, preparations for opening may begin anywhere from six months to a year before the projected opening date.
Depending on the size of the spa operation, the step of establishing sales and inventory procedures is done about four months before opening.