marketingmatters
showand tell JohnMcClements advises onmarketing your new range
OK, so you have been to the latest beauty or complementary therapy show, you have decided to take on a new range of products or therapies.What happens next?
Next you have to tell people what new product or treatment you have taken on, and then tell themwhat this new treatment or product will do for
them.Make sure they know why it would be a good idea to exchange some of their hard earned cash for your new product or treatment!
Or, put another way, you have to tell people what new ‘product’ you have to offer and give themsufficient reason to want to buy it fromyou!You can have the best new product or treatment in the world at the best price available but it willmean nothing unless prospective clients know you have it and what it will do for them.
Let us start by assuming that you have already carried out part one of your Marketing Plan: before taking on something new you have identified a new treatment or product range which you feel should be popular with potential clients. Now all you need to do ismake sure asmany potential clients as possible know about it!
Important points to remember:
1.Concentrate on new business fromnew and existing clients. Clients who are already regular visitors to you for other treatmentsmay also be interested however this will not necessarily increase your turnover!
2.Plan yourmarketing over at least a four month period. A ‘one-off’ advertisement in your local newspapermay have the desired result, however a planned campaign is amuch more effective option.
3.Consider andmake use of all the marketing ‘tools’ available to you.
4.Regularly review yourMarketing Plan and update as required.
5.Marketing is often best planned by a group. Ask your staff, colleagues, family and friend for ideas.Youmay be surprised what they will come up with.
yourmarketing tools
You have a variety of ‘MarketingTools’ in your tool box, some expensive, some not so expensive and some almost free!
Expensive:
• Press advertising: Seven or eight small advertisementsmay bring better results than one large one!
• Local radio advertising: Starting to get expensive somake sure you use it as part of amarketing strategy and not on its own.
• LocalTV advertising:Now you are hitting the big time so you need to get it right! Worth talking to your suppliers to try to get their support. Once again, best done as a series and as part of an overall strategy.
Not so expensive:
• Post: Great if you have an up-to-date database of potential and existing clients. Simplemail shots should be designed to get people’s attention and prompt themto seekmore information.
• Posters: ‘Point of Sale’ posters clearly visible at your
salon.Make sure everyone who enters sees what you can do. Remember also that salon windows and doors are probably your biggest selling asset!
• Leaflets: Leaflets can be used inmany different ways - a supply kept at reception
should always be available to callers. Specialist companies can organise leaflet drops in your preselected areas. Friends and familymay be able to offer additional distribution points.
• Telephone:Telephone sales can be a very effective way to informexisting clients of something new you have to offer.
•Website:Websites really are growing in
importance.More andmore people now ‘shop’ on the web and the numbers increase every year.
Almost free!
•Word ofmouth:Tell asmany people as possible that you are now qualified to offer your new treatment. Spread the word, all it costs is time!
• Email broadcast:An increasing number of people now have access to email and this can be a wonderful way of spreading the word to people whomay be interested. Always ask clients if they would like to be kept up-to-date about new treatments, special offers and new products by email. If they agree, add their email address to your Client Database.
• Press Release: One of themost cost effective ways to promote your new therapies.Your local editor is looking for news every
day.That’s what sells newspapers!
The ideal situation is of course is to use all of the above tools together and link themwith a common
theme.This takes a considerable amount of planning and preparation, the potential results however can be well worth the effort.
JohnMcClements is amarketing
expert who runsAyurvedic training courses in Goa, India.
GUILD NEWS 89
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