3.
Revisit often. Now
that you’re over your fear of
change, be sure to check that
marketing plan monthly, maybe even
weekly or daily, to make appropriate
updates and make sure everything is on
track. Kate Wind, spa manager at Spa Mio
at the M Resort in Henderson, Nevada, is
constantly revisiting her marketing plan to
remain relevant to her target customer.
“Since most our clientele is local, we like
to keep things fresh and update our
marketing plan monthly,” she notes.
“Creating consistency with our clients
gives them something to look forward to
each month.”
4.
Be everywhere.
“From email blasts and blogs,
to white papers, to print and
digital ads, we have a wide variety of
marketing initiatives that all must work in
harmony towards a common goal,” says
Lemos.
Being available to your potential
customers on all possible channels not
only keeps your brand at the top of their
minds when it comes time to make a
purchasing decision, but also builds trust
and comradery between your brand and
your customers. So, while it may be time
consuming, be sure to include space in
your marketing plan for every channel you
work with.
“When one area is re-worked, it affects
the rest, so it is always a balancing game
to keep your marketing plan as successful
as possible.”
5.
Involve other
members of the
team. Being ever-present is
time-consuming. Plus, you’ll get more
ideas and excitement around marketing if
you open the planning process up to
other members of your team.
“Burke Williams is a team and we
keep our marketing conversations on the
table for all feedback,” says Hibbard.
58
PULSE
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September 2017
“From our founders or myself to our GMs
and our therapists, we’re always looking
for and open to great ideas.”
Lemos agrees by saying, “Don’t be
afraid to ask your team for input. They
spend a lot of time hearing about the lives
of your clients, and may have a few
marketing ideas of what will entice your
customers.”
“Being available
to your potential
customers on
all possible
channels...keeps
your brand at the
top of their minds
when it comes
time to make a
purchasing
decision.”
6.
Go with the
seasons. If you’re stuck in
the idea department or can’t
figure out where to start your plan, pull
out the calendar. “Start with simple
marketing campaigns and let seasonal
trends and holidays do the work for you,”
suggests Lemos. “While you think this
may be overdone, there are always times
of year when consumers are looking to
spend more money and it’s up to you to
put your own unique spin on it.”
Think: Valentine’s Day, Mother’s Day,
Father’s Day, graduations, wedding
season, summer vacations, Black Friday,
the holiday season, etc. Start with this
framework and fill in what is relevant to
your company.
look outside your company, or even
outside the spa industry for inspiration.
“When creating marketing plans, I look to
other successful companies outside of the
spa and salon industry,” reveals Wind.
“Some of our most successful marketing
plans have been modeled after strategies
from car dealerships or furniture stores. I
use marketing ideas that catch my
attention and cater them to our industry.”
Being original is important, but you
don’t always have to reinvent the wheel.
Listen to the radio or watch commercials
to see how other people sell their product
and apply it to your plan.
8.
Create excitement.
We know creating a killer
marketing plan is work, but
don’t forget to have a little fun! If you’re
not excited about your marketing plan or
messaging, there’s no way your customers
will be. Wind continues her suggestions
by saying, “Think about walking into the
grocery store and seeing a sign stating:
‘Four for $5.’ Most people get excited and
start to stock up, not realizing that they’re
only saving a couple cents per item. Think
about how we can recreate this same idea
in the spa industry: creating excitement
without necessarily discounting.”
9.
Know your
strengths. When
Look for outside
inspiration. If you’re creating a marketing plan,
you’ve got to figure out your brand and
your team’s strengths. “Take time to
understand your unique selling propo-
sition (USP),” advises Henry. “What
differentiates you from the other spas in
your area? Who is your competition?
Ensure you are communicating that USP
through marketing channels and especially
on your website, which is where
marketing efforts should push to.”
Realizing your strengths can give your
marketing plan an edge and help your
brand stick out in a very crowded world.
still in a planning rut, try to (coNtINUEd oN PAGE 60)
7.