Day Spa & Salon Advertising And Marketing Mistakes - Part 1
What is the single biggest mistake that Day Spa and Salon owners are making while advertising their business?
Day Spa and Salons who are advertising and marketing their business by purchasing media such as Radio, TV, Newspaper before they clearly define their target market are the biggest mistake of them all.
Before you purchase mediawhether it's newspaper, radio or TVyou need to define who your target market is and how you're going to go about attacking that market. Before you go out and spend big money, write that checkyou've been wooed by an advertising repyou've got to really think about who you're going after before you place that ad.
There's what we call The 3 M's in Marketing. It's your Market, your Message and then the Media. You always, always, always pick out your market first and you clearly describe that target.
Just think about the different segments of your Day Spa and Salon business. You have demographics that you need to consider, you also have seasonal issues, you have special holidays like Valentines Day and Mothers Day. Here are just a few examples of different segments; ladies that are have an upcoming wedding, ladies that are stay at home moms looking for an escape; husbands purchasing a gift for an anniversary, athletes recovering from a sports injury. If we really sat down and brainstormed all of the possible different markets inside of your Day Spa and Salon business we may have 30 or more different "niches"
Once we determine exactly which market you will be going after we can create a laser targeted offer or an ad that will speak directly to that market instead of a big, broad boring message to all of your customers. This big, broad type approach to marketing is a quick way to spend a lot of money and get no results.
Here's what happens the cable girl walks into your office while you're trying to do five other tasks. And she says, "Hey, we've got this great special over here at the cable company and we can get you on TV for just three bucks a spot."
And before you know it, she's got $3,000 of your moneyand you have no idea if you want to bride's to be, husbands looking for a great gift, moms looking to treat themselves or athletes looking for some massage therapy.
You get home at night and you say to your loved ones, "We're going to be on TV."
And they say, "Well, that's great. What are you going to talk about?"
You need to clearly define who you want to attract before the cable girl walks through the door. Determine what you services you want to drive traffic into your Salon or Day Spa? Which type of customer are you trying to attract to the day spa?
After you have answered these question you can then develop a perfectly targeted message to answer those questions and attract more customers to your day spa. You're now able to use the correct graphics in your advertisements, have the proper testimonials and develop an offer that is perfectly matched to your target audience, have the correct deadlines, etc.
Now you can decide if this offer should be on TV? Should you put this in the newspaper? Should you be using inserts? Should you be using direct mail? Should you be using email? Should you be advertising at Wedding Shows? Should you be at Sports Expos? Or should you be using all these things? These can only be answered after you determine who you are trying to attract.
Most Day Spa and Salon owners make the huge mistake of spending $3,000 with the cable girl and then they try and determine what they're going to sell. It's a completely backwards way to make that decision, and it's really why so many Salon owners waste money on advertising and get themselves into financial trouble.
It's very important to know who you're going after first before you can start any campaign, whether it's young people, families, old people, upper income, lower income. You've got to know who you're talking to first before you spend any money to try to talk to them. You can't go the other way around.
The more clearly you can define it, the better. You can now go out and buy a list of prospects that match up with your offer. You can do some joint ventures with other businesses that don't conflict with your business. You can find these people much easier and it costs you a heck of a lot less money than it would if you just say "Hey We're A Day Spa" come visit us because we have the greatest steam shower and massage tables.
Once you start matching offers to prospects you'll see amazing results and response rates. Quit wasting money marketing and advertising your salon and day spa to everyone and start segmenting your business and delivering perfectly crafted messages to each segment. Never, Never again purchase media before you clearly define who you are trying to attract and what the message to that target will be.
by: Darin Spindler
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