Time to assess your Menu!
How effective is it? Take a look at the mistakes below and see if you are making the same mistakes I see often within menus and then take action to correct them. The menu is an important spa marketing tool and it needs to sell your products and services. Is it?
10 mistakes and corrections to make:
1. Our: I find the word “OUR” in many menus. It’s not about “OUR,” it’s all about the guest. The verbiage should focus on “YOUR” treatment, not our treatment.
Go through your menu and your website and count how many “our” you have. Replace them with “YOUR” or rephrase the sentence to focus on them.
2. First page: So many times, I see the “spa’s policy” on the first inside page of the menu. BIG mistake! The first page should have your welcome and a short paragraph about your story. The “how to spa” page should be the very last page within the menu.
*Cancellation Policy: Replace it with “Rescheduling your experience”. Who wants to hear about your policies when they are thinking about a spa experience?
3. Small Font: Your clientele needs to be able to read the menu, remember baby boomers!
4. Images: You know the saying “one picture is worth a thousand words.” So often, I don’t see any images in the menu and when I do see some, it’s normally of an empty room as if we are selling real estate. Remember, we are selling emotional connections. Make sure the pictures in your menu have people in them.
5. Pricing: If you are going to invest in a menu, make sure you don’t include prices in it. The price list should be a card insert. This way if you change your prices, you won’t have to replace the entire menu.
6. Too many treatment options: So many spas feel that they need numerous treatments and options. Keeping your menu simple is a key factor to selling your services. When you overload guests with too many options, they will not take action.
7. Book your service: I see this phrase too often, replace it with “reserve your spa experience.”
8. Measuring the menu’s performance: Run the following reports to discover how effective your treatment selections are:
· Best sellers
· Least demanding
· Most popular price point
· Least popular price point
· Packages vs. a la carte
Adjust accordingly.
9. Changing and updating your menu: Your menu needs to change at least once per year, especially in today’s economy. If you are still talking about pampering, you are killing your business. Shift your menu to de-stressing, balance, health and wellness programs.
10. Focus group. When you are thinking about making menu changes, gather a group of your loyal clientele (focus group) who represent the majority of your market and share with them what you are planning to change. Have them experience the treatment, discuss price point, and make your decision after you interview them.
you need help with your menu contact us for an assessment and the creation of your new menu. Info@inSPArationManagement.com or call us at 407 210 3928. Leave your comments and let us know what you think of these tips.
