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What are the most important times of year to focus on promotion? Oskin: Use past financial reports to analyze and highlight what has sold best during each month, quarter and season. Then, plug in the events you know you want to focus on: major holidays such as Valentine's Day, Mother's Day, Father's Day and the year-end holidays, National Breast Cancer Month, National Wellness Week and any other annualized season. You should also note all federal holidays, when people are likely to have time off to go to the spa. Gift certificate/card promotions should be promoted year-round, but tend to perform best leading up to the four biggest gift-giving seasons—especially if your front desk staff and service providers are trained to 'promote the promotions.' Arnold: I use online greeting card services to remind clients of anniversaries, holidays and other festive promotions. Use your calendar to tip off your staff as to when reminders should go out! Coffee: We plan promotions around new product launches or skincare discoveries, and try to piggyback on our vendors' PR initiatives. So when one of our favorite companies lets us know about a new treatment they've designed or ingredient they've discovered, we try to highlight their launches and news in our own promotions, to benefit from their advertising, as well as the editorial coverage they'll receive. What are the wisest ways to budget promotions throughout the year? Oskin: On average, you should budget 5% to 8% of your projected gross annual sales on marketing, unless you're a brand-new day spa, in which case you should plan to spend 10% to 12% your first year. More established spas that generate $2 or $3 million dollars annually can scale back to 3% to 5% per year. Certain promotions, seasons, holidays and months will require larger budget allotments, so figure out your budget in advance and plan on designating months that will cost more and less to promote. The annual calendar is a great visual tool to help you end the year on budget. Arnold: You need to look at your past years' financial reports and analyze consistent business trends—identify slower seasons, busy seasons, new product timelines and services. I suggest 3% to 5% of income be channeled into advertising, but I am also a big proponent of internal marketing, as it is much more cost-effective, and often a more successful way of getting the most out of your existing client base. Stem Cell Technology real science Before Stemulation LUXURY SKIN CARE After 60 days of Stemulation real results After 1 year of Stemulation Stemulation Luxury Skin Care features a powerful combination of growth factors derived from adult stem cells blended with a nutrient rich formula of botanicals and antioxidants for a vibrant beautiful glow. For more information visit our website www.Stemulation.com or contact us 888-937-1110 info@stemulation.com Canada Distributor Sigmacon Skin Sciences info@sigmacon.com 1-800-898-7455 LADY ANNASTASIA MASON / FORMER MS. WORLD SUPERMODEL dayspamagazine.com/freeinfo • Use FreeInfo #35 dayspamagazine.com | JANUARY 2013 79