Pulse September 2019 | Page 75

proposition will identify who your main customers are, what they need, your unique benefit and your compet- itive advantage. What do you think your value proposition is? evaluate and evolve If you don’t know your value proposition, evaluate the four areas mentioned above and pay particular attention to your customers’ needs. What is your product or service able to provide that will fulfill those needs? Once you determine that, you drive that focus home in every way possible. For example: if your value proposition is to be the most innovative wellness retreat in the country, you will be focused on creating programming that’s innovative, you will align what you are offering to guests, and your marketing and messaging will speak exactly to that point. Now that you’ve evaluated your value proposition, if you need to make some tweaks, gather your leadership team and do it. But don’t just communicate change without actually doing it. This isn’t a time to worry about cost. The change alone will drive revenue. Once you’ve stated your value proposition, you don’t have to keep it forever. As a matter of fact, you should go through the steps again as a refresh every so often. When I was the Vice President of Marketing and Revenue Management at Miraval Resort & Spa, I created a brand book that took all messaging and branding back to the “Companies get this wrong when their website highlights their name or logo more than the message of what the potential customer is getting from them. Remember: why should they choose you?” Discover the ophthalmologist-approved eye massager sure to raise an eyebrow Visit us at ISPA Booth #110