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MARKETING SAVVY How long should each promotion last? Arnold: A good cycle typically ranges between four to eight weeks, depending on your spa's frequency of client visits. Coffee: Last year we had too much going on—we had planned monthly promotions—and the staff had trouble transitioning. So this year, we've extended themed promotions to 60 days, with a few subtle changes, such as newsletter info and small specials and sales, taking place from month to month, within those cycles. How much flexibility for change should I allow once my calendar is drawn up? Oskin: Plan for keeps when it comes to your major service and product projects, while you leave some flexibility and wiggle room for promotional ideas. But plan to confirm each bi-monthly promotion at least three months in advance. Arnold: Most successful promotions are all set, in terms of material preparation, at least 30 to 45 days out. I think as long as changes take place at least 60 days prior to the promotion, you'll be fine. Coffee: We only wiggle when a promotion is not achieving forecasted success, and at that time it's important to be flexible for change. For instance, when microdermabrasion started getting big, we realized that while we offered it, we were still putting more emphasis on other, less popular treatments, so didn't even come up in Google searches for microderm providers. So we shifted our focus drastically, with great results. Once my calendar is completed, who should I share it with? Oskin: With all staff and external resources! There's no need to share it with clients too early, since you don't want them to delay their spa services or purchases because they're waiting to use discounts and promotional offers. Early on, though, take your calendar to neighboring restaurants, florists, bridal shops and any other business you might want to crossmarket with, so you'll be able to plan cross-promotions at least three to six months in advance. Coffee: First, we show our plans to vendor partners, so we can decide when we'll be promoting together. All managers require finalized plans two weeks prior to the launch of each promotion. After each promotional cycle ends, finance and marketing reviews sales to analyze for ROI. Then we sit down to document the strengths and weaknesses of each, to reference in our final planning for 2014. Carrie Borzillo is a freelance journalist and author in Los Angeles. dayspamagazine.com/freeinfo • Use FreeInfo #37 80 DAYSPA | JANUARY 2013