5 Essential Types Of Marketing To Your "house" List

Ok, now that you have your list, what do you send them

? For simplicity's sake, I've broken it down into categories:

1) Welcome: Send a welcome message to new clients, preferably from the owner of the spa (remember, people do business with people, not buildings, logos or companies). Give them a reason to come back soon; a free bonus w/purchase, a great price on a "package" offer, etc. Remember an offer isn't an offer without a deadline. Plus, don't be lazy and just send a discount coupon. If you do, you'll train them to expect a discount.

2) Seasonal: Send at least a promotional offer every month, usually tied into a holiday. You can even use "silly" holidays if you want ("Chocolate Lover's Month", "Homemade Bread Day") it doesn't matter. It's just an excuse to contact them. These promotions should be promoted on their own, in email and direct mail (and through social media, like Facebook), as well as in a monthly newsletter.

3) Special occasions in the client's life: Your client's birthdays and anniversaries should always be celebrated by sending them something generous, like a no-strings-attached free gift. This will put smile on their face more than you would think. For some, it could be the only birthday card they get (sad, but true). Plus, they'll often come to the spa and purchase much more than the value of the voucher, out of a sense of obligation (called the Law of Reciprocation: where you give him or her something free, he or she feels obligated to reciprocate).

4) Special occasions in the life of the spa, the spa owner or the spa's employees: Hire a new makeup artist? They'll need clients; send out a direct mail/email/social media campaign introducing them, with an offer. It's the spa's 5 Year Anniversary? Time to celebrate! Send out a promotion. It's the spa owner's birthday? Why not party all month? Send out a promo.

a. Get lost clients to come back: If your spa is like most, new clients can come, go and never come back and nobody ever seems to take notice. Don't forget, getting new clients is expensive. If you're losing the clients you already have, fight to get them back. Send them a very compelling offer to reel 'em back in. It's better to 'give away the farm' to get a lost customer to return than to go to the work (and the expense) of finding a replacement.

These five categories are by no means an exhaustive list. But if you were to build your marketing plan around just these 5 categories, and planned a year in advance, you would cream your competition! (...that is, if you implement your plan and follow-through.)

by: Barry Nicholson

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