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MARKETING SAVVY professional spa and beauty trade manufacturers and distributors largely create their launches and campaigns on this basis, so your plans will fit hand-in-glove with whatever they're promoting. Also, most spa clients only visit once every four to eight weeks, so this schedule offers the most effective use of your time and money. Start by creating a marketing chart listing all of your spa services and products on the lefthand side of the spreadsheet, and your six monthly periods across the top. This allows you to view everything, and get a base plan in place that you and your entire team can work toward finalizing. What are the most important elements to include in the calendar? Coffee: Have lists of initiatives or goals for your staff to achieve, as well as ways specific vendors can help you reach them. Enlist all points of messaging to be used for each (examples: website, advertisements, social media, staff scripting and in-store, point-of-sale material). A calendar should include all monthly service highlights and corresponding products, and also stipulate what the client should expect to achieve in treatment, and with home use. Keep your messaging clear and consistent for each period. Oskin: Also, take the time to list all community events and local charitable projects you could incorporate. Aim to strategically promote each of your services and products when your clients would most appreciate and benefit from them. Consider scheduling an annual spa photography session to capture shots of all current signature services, top products and your staff members, for use in this year's promotional materials. Create a complementary yearlong PR plan too, keeping in mind that most media outlets work three months in advance. This will help you pitch TV, newspaper and magazine stories to highlight your promotions. Who should be involved in the calendar planning process? Coffee: For us, different groups are involved in various aspects of the planning. Our marketing team starts by looking at seasonality and identifying possible initiatives. Then management asks product partners to disclose their respective calendars and offer suggestions, promotional materials and in-store demos to help us achieve each initiative. Operations staff plans roll-out details and time lines. Management communicates the field plan to the spa staff. Purchase all 3 for only $9,999! Complete intense body detox by air pressure, infra red heat. Microcurrent for muscle stimulation. Face and body lifting, immediate results, stimulates collagen synthesis. 60 KHz wave penetration, promotes skin rejuvenation. Toll Free (877) 411.7766 (818) 357.5337 www.BandB1.com dayspamagazine.com/freeinfo • Use FreeInfo #40 78 DAYSPA | JANUARY 2013