As the owner of a day spa, you’re bombarded with business decisions every day. Many of these decisions fall into two categories: staffing and operations. Intuitively, most spa owners resolve these problems quickly to everyone’s satisfaction. But, what happens when you’re faced with complicated issues such as whether to expand or relocate your business, whether to bring in a new product line or make a major purchase? At these times, a little marketing know-how goes a long way. Follow these three marketing steps to ensure the success of your next spa venture:

• Market Analysis
• Planning
• Marketing Tactics

Step One: Market Analysis (3 C’s)

The beauty industry is rapidly changing, and it’s exciting to offer new products and services to your customers. Your salon image is tied to staying abreast with beauty innovations. But, how do you determine which is right for your business? Start by focusing on the 3 C’s of Market Analysis: customers, competitors, and company. You’ll need to look at all three areas and see how they stack up to make an objective decision.

Customers

Look first to your current customers. Who are they and how do they make their purchasing decisions? Do they fall into a demographic that will utilize your new product or service? Do they have the resources to pay for it? If you’re thinking about relocating, how many of your existing customers will follow you to a new location? Are your customers excited to try the “latest and greatest”, or are they likely to stick with the “tried and true”? If your current clientele won’t use the proffered product or service, can you attract new customers who will?

Competitors

Now look at your competitors. Who are they, and what products and services do they offer? What are their strengths and weaknesses? Visit new salons in your area, and see how they’re positioning themselves. What do your top competitors do better than you? What is their strategy? How do they market themselves? Take a look at their prices, staff, and service menu. How does their ambience compare with yours? Find out as much as you can about them, and use that information to make changes that will benefit your salon.

Company

Now take a hard look at your own company. What are your core competencies? What are your strengths and weaknesses? What is your financial situation? What is the culture at your day spa? Is your staff eager to learn and adopt new technologies and treatments? Are you adequately funded for major purchases? How about money for training? If you’re contemplating a move, will your staff go with you?

Step Two: Marketing Plan

This is when you set clear objectives. Consider which customer segments to target and how you’ll draw them to your service. How will you differentiate yourself from the competition and how can you sustain your market position? Brainstorm to come up with a list of benefits that you can use in your marketing campaign. Focus on the emotional impact of your product and service. Think about what your customers (or potential customers) value. Do they attach importance to great customer service, customized treatments, and personalized, human touch? How about value and saving money? Perhaps your customers prefer small, independent professionals over large companies and retail chains. With proper analysis, you’ll come up with a list of benefits that you can use consistently in all your marketing collateral, including your website.

Step Three: Marketing Tactics (4 P’s)

This stage deals with the nitty-gritty of marketing tactics. You’ll look at product, price, promotion, and place (commonly referred to as distribution) and how they affect product positioning. By focusing on the 4 P’s, you help shape the perceived value of your products and services in the minds of your customers, thereby eliciting a positive response. That should be your primary goal. Bear in mind that many outside and inside factors contribute to the overall success of your marketing campaign.

Conclusion: By answering some broad-based questions, you’ll have a clear idea of the major problems, opportunities and threats facing your company. You’ll be able to formulate a strategy to address these areas and devise a marketing plan to execute those ideas. Good strategic thinking should be based on careful market analysis. Never make the mistake of letting tactics drive strategy. Start your marketing framework with the 3 C’s, move on to setting your objectives, and then formulate your marketing plan with the 4 P’s. Following these three simple steps will help guarantee success.

Need help with your marketing plan? Call 860-655-2283 or email us at: .