7 Key Strategies For Building Your Day Spa

Here are some key strategies you can use to build your day spa business

. The first strategy that you can use is to manage referrals. Most spa owners I know just expect miraculously that when their clients leave they will refer them to their friends, family members and co-workers. They're not going to do that. If they do it, they do it very minimally, and what you need to do is put into place an exact strategy that you can use to manage referrals where you can get up to 25% of all your new customers by using a referral based strategy.

Second strategy, which is probably one of the most untapped resources in any day spa business are lost customers. Lost customers are customers that have shopped with you before but haven't returned for whatever reason. Usually, in most day spa environments, we look at a lost customer to be somewhere between three to six months and beyond.

So, if a client has shopped with you in the past and has not returned somewhere in that 3-6 month period, we put them in the lost customer category, but they can be made to come back into the spa by using certain techniques. In our marketing system we have a multi-step sequence of direct mail and email that we send out to them and it brings them back fabulously. And it's much less expensive than constantly spending money to get new customers.

Next thing that spa owners should look at is the ways to get free publicity.

Free publicity is free advertising, and there are many spa owners that have been very successful in using free publicity to help grow their business. It's not that difficult to do it when you know how. Once you do it, you'll find that your local media; newspapers, radio stations, TV stations, etc. actually look to run stories about local businesses in their community. They are hungry for these stories and that's by design something very, very smart for spa owners to do.

Another thing that spa owners need to know about is how to run newspaper ads that work. Most newspaper advertising is woefully overpriced but there are smart ways to do it, like advertorials, and another form called "ad-imonials".

As for the fifth strategy, spa owners need to know about the latest technologies out there in order to grow their business. One of them, which is probably my favorite because it is the most cost efficient one that I know of, in order to increase response, is something called Voice Broadcast.

Another technology spa owners usually know about but few are using effectively is email marketing. Email marketing is probably the most inexpensive tool today that spa owners should be using in order to continually communicate with their customers. However, most spa owners today are not using it. They will eventually because it's just going to become all that important down the road mainly because of how low cost of a weapon this is.

The last thing that every spa owner really should be thinking about is having a customer loyalty program. It was begun by the airlines and was certainly successful there. Every spa owner should consider some type of loyalty program in order to bring customers back. It can easily be done on the local day spa level.

by: Barry Nicholson

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