UpClose & Personal - Massage Today

Before As your staff is in training and preparing for the opening there is a parallel track that must occur, which is the initial marketing that announces the event and clears the way not only for the opening but builds a foundation for future promotions.

When I think of marketing I think of what it takes to make the phone ring in order to book the appointment or to make the sale. Even though sales and marketing go hand in hand and are often misunderstood, there is still a distinct difference. Simply think of these seven “P” words—Prospecting, Positioning, Packaging, Presentation, Pricing, Promotion, Public Relations, and Profitability.

Assuming we have a marketing budget for the year and for initial startup, we know what we have to work with let’s get started and look at those “P” words.

Prospecting:
When I hear prospecting I think of looking for the gold and that is what we need to find. We need to find out who our potential customers are. It is a searching and seeking process. It is a time to be the detective and figure out how to get the best return on the time and money invested. Times have recently changed and I think the best buy for the money is using e-mail in your local area to announce your opening and your services. It is probably more important today to get an email address than it is a phone number.

By using email and building that list you can send out current information about pricing, specials, new services, new employees, last minute openings, and always have a link to your web site. Learn from the beginning how to capitalize on this most effective marketing tool. Of course, there is also good old word of mouth, and advertising which certainly have their place and should be used.

Positioning:
This is how you place your services in comparison with the competition. Are you going to win customers due to unique services, better prices, a super clean atmosphere, the best customer service, a free food and juice bar, limousine service, valet parking, or the most caring employees?

Packaging:
Everything in retailing depends on it. The beautiful label can often sell a lousy product. The same applies to the services you sell—the written description that makes the customer want to have the experience, the photographs of the treatment that enhance the description, the beautiful presentation of the products on the shelf which leads us to:

Presentation:
Just think of the first impression when you meet someone well dressed, visit a beautifully landscaped home, or dine at a restaurant where the meal looks like a piece of artwork. Why should your spa not make that impression every time?

Everything from the welcoming of the client, the leading of the customer to each station, the cleanliness of the juice bar, the neatness of the front desk, the graphics of the spa menus and the logo shirts on all of the employees. Be creative but keep in mind those details that will bring each customer back with all of his or her friends.

Pricing:
I like fair pricing. Check out your local competition to make sure you are in the range of your local economy. Your published prices should not be too high because you could price yourself out of the market especially in the beginning. They should not be too low because you could give the impression that it is an inferior service. You also could be working for minimal margins and could create price wars with the competition in which case everyone loses. You can have your specials but don’t devalue your services. If you list a higher price with the right packaging, you have added perceived value and if it is performed elegantly you will easily get your price and have repeat business.

Promotion:
In the initial marketing stage and until you have full capacity, you will need to offer specials of all sorts. I would start by having an invitation with a RSVP to all of the businesses and influential people you know and have a spa party of some sort where you could offer a free chair massage for example. Maybe you could sponsor a fundraiser for some community cause on a Sunday where half of your sales could go to a charity. You may have a program where for each new treatment they try, a friend could receive a free treatment. You could cross promote with other businesses especially wedding, restaurant, and hospitality. You could offer a free service for each 3 referrals. The key is: Be creative.

Public Relations:
Send press releases out to all the local media for everything you do and invite the press in for a complimentary treatment and if you can afford it hire a PR person. Get out and write articles or a column for the local newspaper to make you an authority for your profession. Attend local Chamber of Commerce meetings and network with everyone and to keep a hand on the pulse of the community. Simply its all about Public Image. What do your customers really think and what is their perception? Long-term business boils down to building and nurturing relationships.

Profitability:
Don’t be discouraged if you are not profitable the first year or two. After all, you are in business to make a profit. It is important to squeeze every bit out of your marketing effort. Take advantage of free publicity. If you do advertise make sure you get some articles written about your business. Ideally you want happy customers to do the promotion for you. Successful spas do not need to advertise. When this happens, you can take that marketing money that you don’t have to spend and turn it to pure profit.

Keep an eye out for the most giving and loving employees.

Next week we’ll get into initial training.

John can be reached for comments at john@goldenratio.com