UK Spa Association

News and views from the UK Spa Association

Create an efficient marketing planner

We are often focused on the operational issues within our spa/salon and leave all the marketing to chance or last minute.

Although an important factor, a business nowadays does not just grow organically, one of the most important factor will be how proactive you are to gain new customers.

There are many elements that will affect your year on year growth:

  • Your Email campaign
  • Events in and outside of the business
  • Your Social Media
  • Your website
  • In spa/salon activities
  • Networking links

If you take the principle that “Too many messages kill the message”, it becomes very confusing as what to do, where to start and how to become consistent with both your message and the flow of your communication.

It therefore becomes crucial that you are completely organised with what you are going to generate.

Here are 7 tips to be extremely efficient in planning your activities

CREATE A YEARLY PLANNER WITH MONTHLY THEMES

Ensure that you look at the year ahead, January is detox month, New hair New you that type of thing…. February is Valentine month, November you have Black Friday etc. You can generate activities around these themes in order to keep it with what is happening as this will ensure that you are following the trend as a business.

PLAN DETAILED ACTIVITIES FOR ALL YOUR CHANNELS 3 MONTHS AHEAD

This is where you are more detailed and set yourself apart from your competitors. What other things can you create in or out of your spa in order to generate a buzz in and around your salon.

The more prepared you become, the easier it is on the month. In January for example, since everything is set and organised, you just need to ensure that it is implemented.

SPEND 1 DAY A WEEK ON MARKETING

In order for you to be efficient in your Marketing activities, you need to ensure that you set 1 day a week on organising, tracking and delegating your Marketing (and PR for that matter) activities.

It is crucial that you make it a priority for everything to be consistent.

If you don't set the time aside, it will not happen. If you don't need the full day, it is perfectly fine! There are plenty of other things to get on with! But it is not a priority, it will not happen. It takes time but the rewards are worth the time.

Maybe you cannot do a whole day, maybe its 2 half days, but the magic happens when you set yourself time out to think of your business as a whole. Therefore, ideally you need to be outside of your business to have a fresher thought process.

CREATE A THOROUGH TO DO LIST

Your to do list is your magic tool. Organise it as you wish but this is where each activity has a detailed you can so nothing goes to miss.

DELEGATE AS MUCH AS YOU CAN

You cannot do it all on your own. Delegating to a idea to the team member who wants to be developed, who comes up with the idea, who is organised, who likes doing something else! There is always someone.

If you are on your own, then delegation is not option, however, have you considered friends, family, intern, work experience?

The key to delegation is the follow up. Ensure that you have weekly catch up and check that what needs to be done according to your to do list is getting done.

For the team, they need to ensure that you tell them about the marketing a month ahead, they get too confused otherwise and they need to keep focused on what you want them to do.

MEASURE THE SUCCESS OF ALL ACTIVITIES

It is important that each activity is measured, do not assume, figures talk for themselves.

Sometimes it’s not about the £ so ensure that the success is measured in more ways than one.

ASSESS WHETHER YOU WANT TO DO IT AGAIN

If it’s good, do it again, it not then you want to stop and move on! Sometimes it’s all about tweaking the activity and this is worth a revamp.

Valerie Delforge - Founder and CEO of Delforge + Co

www.delforge.co

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Friday, 23 June 2017