If someone came to assess your marketing efforts and test you on your knowledge, what grade would you receive? A, B, C, D, E?
How do you know what grade to give yourself? That will all depend on your capacity.
Here is how to rate your efforts:- If your space capacity is between 90% and 100%, give yourself an A.
- If you are operating at 75% to 89%, give yourself a B.
- If you are operating from 50% to 69%, give yourself a C.
- If you are operating at 35% to 49%, give yourself a D.
- And if you are at or below 34%, give yourself an F.
1. Marketing Department:
How can you implement genius marketing?a. Have a proven-effective spa and medi spa marketing plan
Make a commitment to plan at least three months in advance. Then, time block the plan on the calendar of the person who is going to do the marketing. If you don’t time block each task, you won’t be effective.b. Study direct response marketing
The big mistake I see over and over in marketing copy and strategies is the lack of:- Calls to action
- Urgency
- Emotional connections
- Focus on solutions and benefits
c. Launch marketing campaigns
When marketing, you have to use different marketing MIXES. You can’t just count on one method. You need a campaign. For example, let’s say you want to launch a spa membership. To do it effectively, you need to:- Create the emails
- Plan an event
- Facebook ads
- Posters
- Flyers
- Direct mail
- Buttons for the team to wear
- Brochures
- Video
- Press release, etc.
d. Measure efforts
It’s amazing to me how many times I call a spa or medi spa and rarely do I get asked, “How did you find out about us?” Or, “Where did you see this promotion?” Your receptionists are not tracking your marketing efforts. There have to be measurement systems in place in order to determine what is working and what is not.
When you implement these four steps in depth, you will be practicing Genius Marketing!
But that is not what is happening now. Most marketing efforts currently consist of sending out an email, dabbling with social media some, and hosting an event here and there. But even when these strategies are practiced, they are not producing great results, and the cycle continues. As a result of poor marketing, everyone starts the PRICE WAR GAMES. They start discounting more and more because no one is calling.
The thing is, they are not calling because the message is not fulfilling their needs or connecting with them on an emotional level. I always say, “It’s not about price, it’s about value, education, and experience.”
2. Sales Department
Most spas and medi spas don’t have a sales department. Not much focus is placed on selling. What I see is a lot of order taking. Do you have a sales department? Here are the sales departments you should have:- The reception department
- The call center
- The consultation
- The team
