Dayspa

JAN 2013

DAYSPA is the magazine of spa management. Spa owners and spa managers turn to DAYSPA for spa management trends, spa management tips and more.

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MARKETING SAVVY Mark Your Calendars! Want to plan and execute sharp marketing strategies throughout 2013? Create a bulletproof promotional calendar. By Carrie Borzillo As the old proverb goes, "He who fails to plan, plans to fail," and nothing could be truer when it comes to day spa marketing. Which is why you should plan to ring in the New Year with an annual—and detailed— promotional calendar. "Plan your work and work your plan!" encourages Larry Oskin, president of Marketing Solutions (mktgsols .com). "Consider every month, season and holiday, and strategically plan your advertising, promotions and PR accordingly, to most effectively promote all of your services and products." The benefits of a carefully planned marketing calendar far outweigh the time and resources invested in its creation. "You will be so much better organized as an owner and leader if you have a calendar," says Lisa Arnold (lisa mariearnold.com), spa consultant and author of Beauty Brigade. "It gets your team into a pattern of keeping things alive and fresh, and regularly expecting something new to share with their clients." A proper game plan also affords you perspective, and time to arrange for cross-marketing with other businesses and partners. Conversely, "If you do everything last-minute, you won't be well organized… which 76 DAYSPA | JANUARY 2013 can lead to lackluster results," says Oskin. To kick off 2013, DAYSPA picked the marketing-savvy minds of Oskin, Arnold and Cici Coffee, owner of Natural Body Spas (naturalbody.com), with multiple locations around Atlanta. These experts answered all our questions about building airtight calendars that benefit clients, staff and a spa's bottom line. Here are their insights: DAYSPA: What are the goals of a promotional calendar? Oskin: To create successful short- and long-term plans so you don't end up chasing after last-minute opportunities that are not well thought out or executed. Coffee: Overarching goals should be focused on seasonality; changes in climate should steer treatment and product promotional focus. For example, in the summer we focus on skincare themes like UV ray protection and reversing existing sun damage, etc. What should the calendar look like? Oskin: I recommend separating a spreadsheet into six bi-monthly periods starting with January/February and going through November/December. Keep in mind, your

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