It’s raining, cold and dreary. People are wandering the streets looking for somewhere to warm up, relax, unwind and indulge. So what are you doing to entice them through the doors into your warm and cosy spa
In an increasingly crowded day spa market, your business needs to stand out to survive and grow. And marketing is the best way to achieve this. You don’t need to have a big advertising budget to market effectively. By putting resources to good use, knowing your aims and your target audience, you can get your existing and potential customers all warm and fuzzy and drive sales.
Here are eight low cost marketing ideas any day spa can use to boost business:
1. Get planning
Without a carefully considered marketing plan built into all areas of your business, you are unlikely to get the results you want. These plans can be time consuming; it’s not a “one size fits all” kind of thing; but it doesn’t have to be that way. The key is to understand who your target market is, and then zero in on their needs, desires and motivations.
2. Be flexible
Don't be afraid to change your approach if it’s not working or if circumstances change. It is important that your marketing approach is flexible. Track the success of your various campaigns through measures such as an increase in sales, appointments, phone calls, website visits and repeat visits to your store. If it transpires that one campaign is not working, end it and reallocate the budget. To test and refine your marketing efforts is a vital element to good marketing.
3. Get social
Social media sites are a great place to start getting your name out there for little or no cost. Share carefully selected snippets on social media sites to create a buzz around your day spa. A Facebook page can be used to promote new products, services and milestones while Twitter is a great way to get involved with business communities and potential customers. Don’t be shy to sing your spa’s praises! Post special discounts and exclusive offers to your social media followers. It’s also a great place to establish yourself as the expert in your field with tips and advice on health and relaxation. Use a tablet in your waiting area to get people to ‘like’ your Facebook page or ‘follow’ you on Twitter, even sign up to your e-newsletter. This will create an audience for you to target directly with new campaigns and promotions.
4. Loyalty pays
The supermarkets have one. The airlines have one. Even your favourite coffee shop has one. You need one: a customer loyalty strategy. Customer loyalty is important for any business, with the potential to significantly increase your spa’s profits. Loyal customers tend to buy more, more frequently, and they generate new customers for you with positive word of mouth and referrals. Never take loyalty for granted. Reward regular clients with ‘thank you’ offers and bounce back vouchers. You might even like to introduce frequent visit cards. Sending postcards with special offers is a low cost way to thank them for their loyalty and build an ongoing relationship with them. You can also send a card and voucher on their birthday.
5. Everybody loves good neighbours
Your new customers could be on your doorstep – literally. Distribute a letterbox drop to households within walking distance or a two minute drive of your spa. Offer a special ‘appetizer’ discount encouraging people to try mini versions of your services. Localise your flyer design to include your suburb in the offer so readers know it’s specifically for them and not one in a million. Once they are in the door, make it your objective to encourage them to upgrade to the full service.
6. Hard to sell
Have you ever received a Friday Frenzy email from Jetstar offering crazy low prices on last minute flights? Airlines offer discounts on seats that are hard to sell. The closer they get to take-off, the bigger the discount. It’s a strategy that works for the airlines and it can work for your business too. Work out which periods are the toughest to book and offer discounts for clients during these times. You can do the same for specific services. Email campaigns and letterbox advertising are a great low-cost way to promote the hard-to-sell services or timeslots. Remember to push your call to action.
7. ‘Tis the season
The calendar is one of your biggest marketing tools. Use it to plan seasonal direct marketing campaigns that encourage people to book appointments. Christmas, Mother’s Day, Valentine’s Day and Spring Carnival are the obvious events that provide an opportunity to spruik your services. But don’t be afraid to think outside the box! How about a “Tax Time” campaign that invites people to distress at your spa? Or you could promote your spa as a sanctuary for anyone who wants to avoid Grand Final fever! The possibilities are endless…
8. Finally, reconnect with clients
It costs a lot less to retain an existing customer than to acquire a new one. Identify clients who hadn’t visited the spa in over six months and create an email or direct mail campaign offering them an incentive (such as a half-price treatment) to make an appointment. Direct emails or a flyer delivery is a low cost way to lure them back. It also gives you the opportunity to introduce any new services you have introduced since their last visit. Personalise the emails or postcards with the client’s first name and date of their last visit.
At the end of the day, building relationships with customers is the smartest low-cost marketing you can do.