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.
Ouch…an F! Here are the facts. Most spas operate at 35% of their capacity. Why? Because they fail in marketing. They are getting a D or an F. How about you?
You can have the most beautiful spa or medi spa, but if you are only operating at 35% of its potential, you need to start taking different actions so you can have enhanced results.
How do you know at what capacity you are operating?
Download your GIFT, the capacity chart, and find out. To see how well you are marketing your spa business overall, take the marketing assessment! Two gifts for you! Your third gift is a pass to join us for the Genius Marketing and Sales tele-seminar.
Watch this video as I show you how to fill in the capacity chart.
Ok, you did it. Where do you stand?
How much more traffic do you need to drive to your spa or medi spa to reach your goal capacity? Once you’ve identified this number, you’ll need to implement Genius Marketing and Sales Strategies to help you achieve the results you are looking for.
Here is your success plan
You must have both a marketing and sales department within your business model. For the past 17 years, I have watched the spa industry grow. We are up to $15 billion now, but we could be more successful if more businesses would elevate their focus on marketing and sales. Most spas lack structure and definition as to what it means to focus on building these two departments within their business model.
Yes, I am saying marketing and sales. Most say sales and marketing. But that’s incorrect. You must market first to lead people to your spa and medi spa, and then you sell them.
Let’s talk about setting up these two departments within your spa business model:
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
Remember, people don’t buy products and services. They buy what the product or service will do for them! They buy the benefit. Keep that in mind when creating your marketing pieces.
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.
That is a campaign. You want your campaign to bring awareness, pique interest, get them to raise their hand saying, “Yes, I would like to learn more,” and then you sell them.
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
It makes me very sad to see so many places barely breaking even instead of growing like crazy. Why? Because they don’t focus on sales. It should not be this way.
How can you transform your business to be more focused on marketing and sales?
Follow my Genius Marketing and Sales Recipe!
If you are ready to make changes and implement genius marketing and sales strategies, join me for a complimentary teleseminar and gain an overview that will help you.
During the 1-hour teleseminar, I will give you a few genius strategies that you can implement. I will also share with you information about the NEW upcoming CoachMe Gold series called Genius Marketing and Sales Strategies to increase capacity and be more successful!
Happy Thanksgiving! This is my gift to you!
