Gone are the days where you would “fire arrows on the air” – because we are in the digital age, where you can be very targeted in terms of your advertising spend.
With Facebook marketing, Google AdWords and affiliate relationships, you’re able to micro-market your messages like never before.
But, you might not have the money for a marketing campaign. Don't worry. You can start out with an organic approach until you have built up on your marketing budget.
So, before you spend money on any marketing collect data organically.
There is something more of importance than marketing that shockingly only 20% of the spa businesses are doing today. That is that you need to profile your “most profitable target audience” and then make a decision “to look for more people who look like them” and “know what they really want”!
So how can you collect data organically for your spa?
1. Keep track on who is following your spa on Facebook, Instagram, Twitter and other social accounts. Ask questions to your followers and listen to feedback.
2. Create a survey on your homepage.
3. Get guest feedback after treatment.
“How was the treatment?”, “how did they find your spa and how likely would they recommend your spa to a friend or colleague?” (on a scale from 1-10). And “why”?
4. Get information through a loyalty program. Repeaters are the important ones. They know why they come back and why they are happy with your service.
5. Make it custom for the guest to fill in a spa anamnesis before treatment. There you can get age, gender, and mail and phone number. Keep this information on a record and make sure it’s updated and only the contact information. Then you will have a mailing list for promotions, events and know your target guest.
6. Do statistics about the most selling treatments and products and analyze the buying behavior.
7. Follow up why guests left.
Interact with your guests on your social forums and at the spa to get to know them better.
So, lets say you’re a day spa and you know found out that your most profitable guests are women 40 years plus (who wants to regularly get an anti-aging facial treatment and advice for her skin so she will feel amazing), you would “tone” your marketing accordingly and target both offline and online media that allows you to reach these women cost-effectively.
It’s all about targeting “your most profitable customers” cost-effectively.
