Spa Clientele Marketing Tips

Success in 2012? Make it Happen for Free ! (plus upcoming blog changes)

2012-01-22T11:48:21-05:00

I am an incredibly fortunate person. I have made some of the most connections over the last couple of years with some super talented people, amazing organizations and reputable companies. A few of my adventures in the last year include:

Host for the One Concept Radio Pre-Conference Broadcast Series that previews speakers for the American Massage, Chiropractic and Acupuncture Conference and Canadian Massage Conference
Blogger for Universal Companies and Massage Magazine;
Video educator with the Massage Learning Network and Oakworks
Contributing author for four books
Freelance writer for many massage, spa and skin care trade publications
Speaker at numerous national and regional conferences
And let's not forget business/marketing coach for many individuals and groups

So what's next in my adventures and how will it help YOUR success? Two big things...

First, an exciting 3-part webinar series "Good Things Come in Threes" to help you grow your practice or business and be a success in 2012 . The series features myself, Meagan Holub - author of The Magic Touch and Lori Crete - author of The Six Figure Esthetician System and starts this Monday at 10 AM PST/1 PM EST with yours truly on Goal Setting for Success This Year and in Your Career. The other sessions follow on 1/30 and 2/6 (also at 10 AM PST/1 PM EST) with Meagan and Lori.

All three of these FREE webinars will be filled with tips to help you grow your business, improve your sales and profits and succeeed in 2012. There will also be several special offers and bonuses from each of the presenters, but only to those who register.

Visit www.spalutions.com/threes.html for details and to sign up.

Second, with all the different activities, projects and travels planned for this year and beyond, I have decided to combine my two blogs. In addition to this one I also have http://blog.spalutions.com. This change will allow me to be able to share better, more relevant information with all of you on how to promote, market, grow and manage your business or practice more regularly. Readers will also know more about what is going on in terms of upcoming classes, conference appearances and other helpful products or opportunities.

Thus, for the next few weeks, the next blog posts you get from me will be hosted on both blogs but will eventually move to http://blog.spalutions.com. Articles will continue to be posted several times a month and will be aimed at spa, massage and wellness businesses and professionals.

Third, all (email) blog subscribers have been added to my newsletter list. Though at this time I am not certain if I will continue to use the newsletter long-term or if I will further streamline into using my blog AS the newsletter, this is one more step to help me practice what I preach in terms of simplifying and streamlining the time, energy and money spent in communicating with and marketing to one's audience.

However, I want to remind you that you are free to un-subscribe from the newsletter, blog and/or other communications if you ever feel the need.

I hope you will join me for the 3-part webinar series and stay tuned for more exciting opportunities to help you improve your practice or business throughout the year. More group marketing coaching programs are launching in a couple of weeks - and there might just be a special offer for them announced in the webinar that's happening tomorrow:-) Visit www.spalutions.com/threes.html for details and to sign up.

Grow Your Profits and Passion! 2 Events on October 4th

2011-10-03T11:23:51-04:00

Happy fall! Now that summer is over and the holidays are fast approaching, I am gearing back up to provide a variety of ways to help you grow your business, improve client attraction/retention and enjoy the benefits of doing so. As such...

TWO BIG EVENTS ARE HAPPENING TOMORROW!

First, join my guests Stephanie Beck of SRB Solutions and Ted McGrath of ECHO tomorrow (Tuesday October 4th) at 2 PM EST for a free webinar to improve your mindset, marketing and profits.

You will learn:

How to create a fascinating and unique brand of "you" to capture new clients
How to market yourself using online marketing to create automatic lead flow
Master your mindset to increase clarity, focus and direction while doubling your profits

Click here to sign up:

Second, the next 6 week session of my Group Marketing Coaching Program (all virtual) starts tomorrow (Tuesday October 4th) at 6:30 PM EST. In this program, you'll get clear on your goals and priorities, learn to manage your time and roadblocks, be "open" for business, improve the client experience, get new clients, retain and rebook current clients and create a simple marketing plan for your business.

There are still a few spaces available and I'd love to reserve one of them for you. To sign up or learn more, just click here:

Additional groups will be forming in late October and January 2012. If you are interested in one of those groups, please email me to pre-register.

What some past Group Marketing Coaching Program participants have said:

Before the class, I felt that my peers and folks who knew me thought this business was just something for me to fill the time/ mothers hours... and it was kinda true. But I really wanted to be thought of as a
professional. Since (I took) this class and am really thinking about where I want to go and grow, my business has cleared the air and made me more confident. Now when I talk about my business,when someone asks, I tell them, and friends and clients are really happy and excited in the direction I am going. I am really feeling like I am - and am being seen as - a professional :-)

Joanne Wright, Aesthetician,
Kennebunk, MA

"I have reached a point in my professional and personal life where I truly need some direction regarding how to promote my practice so that it serves me and my clients in the best and most profitable way possible. Felicia's Coaching Class is providing that direction in a very profound way. Already after just one class, I am motivated and guided to FOCUS on one goal at a time, making each goal realistic, attainable and specific. Step by step instructions and suggestions are making this a challenging but very effective process. Instead of floundering around and being overwhelmed with the hundreds of vague "ideas" and "wants" regarding my business and never being able to materialize any of it, I am learning to prioritize and take baby steps which will allow me to accomplish my goals one at a time.

Felicia is professional, personable and knowledgeable. She keeps the group challenged and focused and makes being pushed out of our comfort zone much less traumatic. At the same time Felicia encourages the group to share ideas and have fun with the whole process. Thank you, Felicia, for making this class available to us and affordable as well!"

~ Sandy Castner,
Massage Therapist, Thomasville, NC

CE Classes (including some this weekend in NC) and Where I'll Be This Fall

2011-09-09T13:22:04-04:00

Life has been really busy all summer but I wanted to share a few details about where and when I'm teaching classes over the next few months. Please share with others who may be interested and sign up for anything you are interested in ASAP. Note that there are 2 "Easy Spa Treatment" classes for NC estheticians and cosmetologists (plus MTs) available THIS WEEKEND and space is still available in both of them.

ALL SPA, WELLNESS & MASSAGE PROFESSIONALS

Spaliday Online Trade Show and Education Event
Sept 19 -20
My class - Social Media for the Holidays - is the 19th at 10 AM
Click here for details and to register

Group Marketing Coaching Program
Next 6 week sessions begins on:

September 15, 2011 at 12 PM EST

September 20, 2011 at 6:30 PM EST

Social Media Coaching Program
Next sessions begin on:

INTRO - September 21 at 10 AM

ADVANCED - Sept 21 at 12 PM
6 Weeks - Skips Oct 19th

MASSAGE THERAPISTS

FREE Marketing Class (1 hour)
Open House at Marion Wellness Center
Marion, NC - Sept 18th - 1 PM
For info email Gloria at
MassageProCe@gmail.com

SMART Marketing with Social Media
AMTA National Convention
October 20, 2011 - 4PM to 6PM

CLASSES AT SPALUTIONS
523 State Street, Suite B
Greensboro, NC 27405

Easy Spa Treatments - 4 hours - $69
Approved for NC Estheticians/Cosmetologists/MTs

September 10, 2011 2 PM - 6 PM

September 11, 2011 2 PM - 6 PM

September 24, 2011 - 10 AM - 2 PM

Waterless Spa Treatments - 6 hours - $99
Approved for NC Estheticians/Cosmetologists/MTs

September 26, 2011 11 AM - 6 PM

MASSAGE THERAPISTS ONLY

Deja Vu Ethics Review - $49 -
October 9, 2011 10AM to 1 PM

Get Clients to Rebook - $49
October 9, 2011 2PM - 5PM

Please email me with any questions you have about any of the classes and/or let me know if you'd like to bring a private class to your facility. Thanks!

Felicia

Try Schedulicity for FREE for 6 months when you use the promo code SMARTSPA. I love their service!

What Is Marketing?

2011-07-27T10:28:00-04:00

OK...I am doing it again. Copying myself that is with a "re-print" of a recent column of mine from www.spa-insider.com - the new blog from Universal Companies. Again, I think it is a good article. But it also is the basis for the foundation of a new arm of my business - Every Touch Marketing - as well as my new webinar series, EVERY TOUCH. (More details on all of this and more in an upcoming post) Read below to understand the new name, series and the concept of Every Touch Marketing in my article, What is Marketing, Really?

Here it is...

After my last post “Whose Responsibility Is Marketing?”, there were a number of great comments about the specific kinds of marketing people were doing for their businesses and who they thought should be responsible for those tasks. After reading the remarks, I thought sharing a better explanation of what I believe constitutes marketing would help to support the points I made in that post. Hence, the topic and title of this entry.

If you asked a group of random people, “What is marketing?”, you would probably get a variety of answers. Some would say that marketing is advertising such as print ads, direct mail, and television commercials. Others would say that marketing is networking events or offering special web promotions or email newsletters. And still, others would say that marketing is just what you do to get sales.

And while none of these definitions is wrong per se, from my many years in business as a massage therapist, spa owner, and business/marketing coach and consultant, I’ve come to see things differently. In my mind, these definitions – alone or combined – along with other traditional descriptions of marketing, are too narrow. In fact, over the years, the way I think about, describe, and teach marketing has evolved and expanded tremendously.

Marketing is much more than the things you do to promote yourself or your business to your clients and prospects. It is made up of EVERYTHING that “touches” your clients or prospects and causes them to want to do business with you for the first time, the next time, or the LAST time. And, in some cases, your marketing will cause people to not want to do business with you at all. This is what I call anti-marketing or being “closed for business.” (I’ll talk more about that in a future post.)

Initial and ongoing marketing touches or impressions that reach clients can make your business and balance sheet wildly successful if delivered well. But when they aren’t, the time, money, and energy spent on traditional marketing and advertising efforts can be completely wasted.

Here are some quick examples of basic marketing touches that can really sway a prospect into trying your business or returning to it:

–An easy to find, open, and navigate website

–A receptionist who seems unrushed or distracted while taking calls

–Clean, well-stocked bathrooms or locker rooms

–An invitation to reschedule

These may not seem like marketing vehicles at first glance, but anything that makes a client happy or comfortable enough to spend money with a business is definitely a part of marketing. And believe me when I say there are plenty of prospective clients who will decide not to patronize you if one of the “touches” that matters most to them is out of whack.

To summarize, if marketing is about getting and keeping more clients, appointments, or sales, then anything and everything that increases the number of clients, appointments, or sales in your business should be considered part of your marketing. Simply put, I call it Every Touch Marketing.

Now, here’s a question for you. Are you and your team making every touch positive?

Learn how you and your team CAN make every touch positive in order to reach your business and financial goals in my Group Marketing Coaching Program. The next session starts on August 15th at 7 PM EST and will cover this topic as well as Goal Setting, Making Sure You Are Open for Business, Getting New Clients, Getting Clients to Rebook and Creating a Plan for Success. Click here for more information or to register.Early bird pricing available but space is limted to 10 people per group.

Whose Responsibility is Marketing?

2011-07-20T15:27:57-04:00

I recently became a new blogger for Universal Companies' new blog at www.spa-insider.com. And though I am not usually one who reprints something I wrote elsewhere, I am making an exception in this case.

Why? One reason is that I think the blog was a really good one. The other is that I want to be sure you check out their new blog and all the other columnists that are a part of it. Of course, please be sure to come back here for your regular dose of marketing advice from me:-).

Here's the article...Whose Responsibility is Marketing?

Recently I was involved in an online discussion about marketing. A service provider was complaining that she was being forced to call past clients of the business on her own time to try and get them to come in for free introductory services with her. She was unhappy with this since she was only compensated when she saw paying clients.

I don’t think anyone should be forced to do unpaid marketing or work of any kind by his or her employer; it’s possibly unlawful and most definitely unproductive if the one doing the marketing is not a willing participant or feels like s/he is being taken advantage of .

However, I believe the service provider was actually failing to see the bigger picture.

So what’s the bigger picture? As a longtime massage therapist and former spa owner, I believe it is everyone’s responsibility to market the business they work in, particularly if they will be on the receiving end of the revenue when clients come in. It helps to provide job security for the individual as well as revenue generation (hopefully) for both the employee and the business, which is good for everyone. As a business and marketing coach, I share this idea often and especially with those who say they want to be busy or successful but then complain about how the business owner doesn’t do enough to bring in new business or how hard it is to grow a clientele.

As an independent contractor and new massage therapist, I did tons of free marketing at the suggestion of my first boss, including cold calling his database of old clients and asking them to come in to see me for discounted services. I was not paid for this (nor was I forced to do it), but I did reap the benefits when the clients booked with me and sometimes became my regulars. I also worked many free events and promoted myself all over the place, all at no cost to the businesses where I worked. However, I gained many new and regular clients and increased my overall income from being a part of these unpaid endeavors. Learning to do this kind of promotion through someone else’s business is probably what helped me to have confidence to do it on my own when I later opened my own practice and day spa.

The bottom line to service providers: Do you really want to get more clients? Are you willing to do what it takes to put yourself out there, to give of your time and gifts in order to be the success you want to be? If so, then find a way to look at requests like this as an opportunity instead of an obligation and find other ways to promote yourself and the business. If not, then consider other employment options or learn to be happy with the amount of clients and income you get from where you presently work. Either way, I also suggest discussing your concerns about requests like this with your employer or manager, who may not be aware of your viewpoint or feel that s/he is imposing on you. By working together, you will both be more likely to succeed.

My next Group Marketing Coaching Program starts on August 15th at 7 PM EST. There are seven spaces left and I'd love to have you - or someone else from your team - in one of them. Click here to read testimonials from past members and learn how joining this program can help your business!

Technology is Great, Until it Isn't - Updates from Felicia

2011-07-10T17:26:46-04:00

They say that absense makes the heart grow fonder and I think it does unless you are not sure why the absense has occurred. In the case of this particular blog, I have been out of touch due to some kind of technological malfunction. The blog has been incapable of publishing posts for some reason. So I have been relying on other forms of communication instead such as my email newsletter, Facebook and my other blog.

There are still a few quirks with it here in terms of adding images and hyperlinks so I am posting some raw links to a few upcoming events that I am a part of and a few other resources that I would love for you to check out.

World Massage Festival - www.worldmassagefestival.com

July 12-17 - Cullowhee, NC - I am teaching at Student Day on how to get clients

ProKnowledge Workshops - www.proknowledgeworkshops.com

July 17 - 19 in Minneapolis, MN - I am teaching Social Media Marketing for Spas
Register today and save 50% via the link below.

http://email.goloyal.com/q/jeB0TXMYH0VVGtrz4XK0TGgTKqNpA7sZIbbUPtfAJIn6UH1QYQmi2ih6m?6To8YuC+au5cjlTKYaKRItrtSximE7F5gkflXXKhj5/HrSvdPIsx1klkIAfrOyml

Group Marketing Coaching Program - www.spalutions.com/groupcoaching.html

Virtual (by phone and web) - If you are ready to get and keep more clients and income, please join me in one of the upcoming groups. Sessions start July 20th at 8 PM EST and August 15th at 7 PM EST.

EVERY TOUCH Webinar Series - This is a new FREE series of webinars I am putting on with marketing and business experts from across the spa, massage and wellness industries. We will be focused on different marketing topics and providing a number of insights, resources and ideas to help you grow and marketing your business more effectively. To watch the webinar replay from the first broadcast, visit this link: Then you will automatically get updates for each future broadcast.

While I am trying to figure out what to do with this blog and its "issues" here are a few other places you can keep up with what is going on with me and Spalutions.

Facebook
http://www.Facebook.com/SmartSpaMarketing
http://www.Facebook.com/Spalutions
http://www.Facebook.com/EveryTouchMarketing

My Other Blogs
http://blog.spalutions.com
http://spa-insider.com (This is Universal Companies' new blog where I am a columnist)

Thanks for your patience and understanding. As soon as I can figure out what the problem is - or get a new blog set up - I will be back in touch!!

Using YouTube to Promote Your Business

2011-05-03T09:00:00-04:00

One of the quickest, easiest ways to promote your business online besides blogging is to create videos and then upload them on YouTube. Once the videos are uploaded they are very simple to share on your Facebook and other social media pages, blog and website. You can also send the links to them in your next email newsletter or e-blast.

But if you're shy about getting in front of the camera yourself, you can actually use other people's videos to share knowledge and information that you want your clients to be aware of.

Two examples:

The first video is one created by my friend and colleague, Ryan Hoyme (also known as "The Massage Nerd") from a live interview he did with me on his show. This video gives an overview of the elements of my Group Coaching Program. It gives viewers a real sense of who I am, how I approach business and is a wonderful marketing piece for the program.

The second is a video of a couple of common stretches I share with some of my own massage therapy clients. I wanted clients to have a visual reference of what I show them in my office. Since someone else had already done a video of these stretches, I use theirs instead of creating my own. Even though I am not the one in the video, sharing this kind of thing with my clients helps them to better understand what I showed them in my office, reminds them to do it and shows them that I care about their health and well-being. The same will be true when you share relevant videos with your clients and prospects.

However you decide to use videos in your business - to educate, inform, entertain or engage your audience - I promise it will be fun, interesting and most likely well received. I hope you'll give it a try!

Need other ideas for reaching out to current and prospective clients? Consider joining our Group Marketing Coaching Program. Space is still available in the group that starts TODAY (5/3/11) at 7 PM EST and new groups are forming each month. For more details or to register, click here. Questions? Email Felicia at Felicia@spalutions.com

Shaking Hands and Kissing Babies - 3 Keys for Networking Success

2011-04-18T13:56:00-04:00

UGH..."not another article about networking" you may be thinking. I mean, who has time for boring, unproductive - did I say "boring" yet - meetings? Well no one actually, including me. So I want to help you find success in one of the most potentially beneficial business and marketing activities out there.

But first, let's define NETWORKING.

Networking is simply about making business connections and relationships that can be of help to you and others down the road. You never know what solutions or opportunities may come just by meeting one or two new people - or evening opening the lines of communication with people that you already have come in contact with.

Successful people are often involved in a variety of groups from their church or children’s schools to neighborhood associations and/or the boards and committees that make up a variety or political, civic and charitable organizations. These are all good places for networking and getting to know people in your community and establish more meaningful personal or business relationships with people you know in these groups. Networking within these types of social groups also allows you to quietly "sell" yourself without being "salesy" about it.

Some ideas...

1) Set a specific goal for each planned event.From collecting a certain number of business cards to passing out a stack of flyers about your upcoming event to connecting with a specific person within a group, having a plan for each networking event you attend is a must. It gives you something to aim for - and to measure later - to help you become successful.

2) Put on a nice smile, firm handshake and veil of confidence (and fake it if you have to. ) People are attracted to confidence and positive attitudes both at a meeting and after. Show them why you are the right choice for the services you offer before they ever come in.

3) Meet and focus on one person at a time giving them your ear and attention as much as you want theirs. As much as you want to let people know about what you do, it is important to remember that networking is a two-way street. Ask people what their goals are for the meeting or their business and what kinds of clients they are looking for. And if you know a way to help them through a referral or other action, take action to help them if you can.

To make networking truly successful, go into it with the idea that you are going to establish or enhance personal relationships with others rather than "making a sale" and you’ll have a much better chance of success.

As Dr. Ivan Misner, the founder of BNI has said: “Networking is not about hunting. It is about farming. It’s about cultivating relationships. Don’t engage in ‘premature solicitation’. You’ll be a better net-worker if you remember that.”

I encourage you to be prepared to share your business with others and to be open to the possibilities that come from “planting” and “watering” the seeds of networking.

Need more ideas on how to make networking successful for you and your business? Click here for my audio CD, How To Network for More Clients, More Referrals & More Money for Your Successful Business. Or if you're interested in improving all of your marketing, consider joining my Group Marketing Coaching Program. The next 6 week session starts on 4/26/11 at 7 PM EST, more groups forming on Sundays and/or Mondays in early May. Email me at Felicia@spalutions.com with any questions.

Are You Really Open for Business?

2011-03-23T11:15:00-04:00

Today I went to get a long anticipated and much needed massage at a business somewhat nearby though not in the town in which I live and work. I won't give any identifying facts about this business either because I don't believe in outing people in my profession for bad service (trust me it was bad.)

But by the same token I have to share the story to help the owner and staff members grow (in case they are reading) and to help my other clients, students and/or readers keep from making the same mistakes that I encountered today.

So here's what happened. To be quite literal, the business was not actually open for business at the time of my appointment. That's right, I got there at the planned time and the door was locked in spite of the fact that there was an "OPEN" sign - much like the one in the picture above - displayed next to the bolted door. I just scheduled the appointment yesterday and it was confirmed at 11:05 PM last night on Facebook by the very therapist I was set to see today.

And yet, when I drove twenty-five minutes out of my way for my session, there was no one there. No receptionist available to break the bad news to me. No note explaining that someone's house was on fire and they had to dash off for a bit of water. No phone call alerting me to the change of plans before I spent my time, gas and patience to no avail.

I knocked on the door, but no one answered. I called the business' phone number but no one answered. It didn't even greet me with a recorded message or provide me the option to leave a message for someone to return. I just got a message the said "the mailbox you have reached is full" before cutting me off and making me feel unwanted and unappreciated as a client in yet another way. So frustrating!

Oh but wait - there WAS a voicemail message on my phone that came in while I was talking with my husband explaining why I would be home earlier than planned. I didn't hear the call beeping in as I had set my phone to "silent" in preparation for my planned ninety minutes of blissful relaxation.

However, it came in eleven minutes AFTER my massage was supposed to start. Perfect timing, right?
Sadly, this was not the first scheduling problem I've had at this establishment. But it was most definitely the last.

So why do I share this with you? Because though it is a blatant example of a business being closed when they say they are open, there are so many other similar stories out there in other spas, medical spas, massage clinics and the link. See if any of these scenarios ring a bell with you:

Practitioners that say they want to build a clientele but don't want to come in on an evening, weekend or for "just one" brow wax, manicure or massage.
Receptionists who seem inconvenienced to have to talk to a client who walks in while they are busy with some other task or duty.
Businesses that have "boutique" hours - you can never get an appointment when YOU have time.
Service menus that list treatments that are no longer available due to broken equipment, product shortages or staff changes. But yet they remain on the list of services.
And the list goes on and on

So what can you do? Well there are a lot of things really. But they all must begin with an awareness of the seriousness of the issue, a willingness to look at how things can be improved and the actions to change what is broken or closed.

Start by looking at your spa or practice the way a brand new client would.Ask yourself honestly if you would be impressed, feel welcome, and well served? Or would you feel inconvienced, disrespected and unwanted? The latter is how I felt today and I am in search of other places where I am appreciated and valued as a client and treated as such.

If you find problems in your business, take action now to fix them before you lose (more) clients like me along with the revenue and referrals they would have brought with them. Please let me know if I can be of help in the process.

Which Social Media Will Help You Most?

2011-03-16T11:04:00-04:00

Though I am prone to saying Facebook is the most popular and effective social media site for spa, salon, wellness businesses to get clients and reach their audience, this is in face not necessarily true. It's not untrue either though.

What? Let me explain.

What makes a social media site effective for your business (or not) is actually related to what your goals for that social media platform are and making sure the site(s) you are using are the best one(s) for reaching that goal. For example, if your primary goal is to improve or increase your communications with clients of your business, then Facebook is a perfect place for you to spend your time. However, if your primary reason for using social media is to get traffic to your website, then it may not be the best avenue for doing so.

To learn more about which social media sites will help you with your social media goals, check out this recent post from Mashable.com, Which Social Sites Are Best for Which Marketing Outcomes?

And as you are planning to embark upon any marketing push, promotion or action, take time to determine exactly what you are hoping to accomplish by doing so. This one act can make all your marketing - including social media marketing - more effective.

Do you need help in determining and achieving your business and marketing goals, attracting new clients, retaining current clients or making more money? If you answered yes to any of those areas, consider joining Spalutions 6 Week Group Marketing Coaching Program. The next session starts on 3/22/11 at noon EST and has 4 spots available. Additional sessions beginning in April and May.

"Felicia is an excellent educator. She is truly a gifted professional in her field and has a passion to help others succeed. Felicia knows exactly how to zero in on our problem areas to help us to overcome them. Before taking the Group Marketing Coaching Class, I was seeing about 20 clients a month. Now I am seeing almost double that and at least half of my new clients are rebooking. Thanks to Felicia and her eye-opening guidance and instructions, I am happy to be experiencing a new confidence and optimistic attitude that my massage practice will continue to grow into the respected, viable business that is my heart's desire. Thank you, Felicia!"

Sandy Casner ~ Thomasville, NC
Healing Kneads Therapeutic Massage and Bodywork