* By Bonnie Canavino President, Red Cherry Group
Lets Discover: • The Hit List • Their Tactics & Attraction • Counter Action Plan • New Client Spa Incentives*
Face Book: • Deals that sound like a destination spa! • Last Minute Openings • Specials that top Groupon • Can work for or against you! Pinterest • Who knows… likes… • Underlying advertising…* • Being Fashionable… What the Client doesnt see: • Superior quality and difference • Mission statement to culture • Personal care • What makes you stand apart • How knowledgeable you are • What your Exclusive skin care is • You have Retail!
I’m Carla, a 32 year-old single woman living in Seattle. I work as in account receivables, but worked at a Clinique counter as a young adult. • Not a qualified Professional • Posing as a cosmetic researcher • Gets on line and seeks out lines that will send out product for her to review* What the Client sees: • Wows of testimonies • Personal care of hype • Why they like it • How knowledgeable they are • Their focus on their advertisers • How influential they are • Their passions
*• Vivia Women/ Site Score 100….I am no expert but I developed an interest in onlinemedia back in 1999 and had created some entertainmentwebsites back then. My experience is really in PR andmarketing. I’ve been blogging since 2005 although Istarted Viva Woman only at the end of 2006.• Beauty Brains / Site Score 997.98….The owner(s) of this blog is not compensated to provideopinion on products, services, websites and various othertopics. The views and opinions expressed on this blog arepurely the blog owners. If we claim or appear to beexperts on a certain topic or product or service area, wewill only endorse products or services that webelieve, based on our expertise, are worthy of suchendorsement. Any product claim, statistic, quote orother representation about a product or service shouldbe verified with the manufacturer or providehttp://www.invesp.com/blog-rank/Beauty
• Groupon, Social Living, etc. Looks pretty and sounds wonderful…but breeds spa jumpers!* What the Client doesnt see: • Misrepresentation? • Image says beauty? • Customer Service? • Great experience? • What’s Exclusive? • I expect amenities? • What Exclusive skin care ? • Retail?
* Once you get hooked by purchasing a coupon Attraction deal, they market with the same type of coupons…starting with the most often purchased one first! Spa is Number one on the Groupon hit list!* They also hound the spa account with more incentives, not necessarily$!* They also saturate an area with no conscience.* Groupon and other voucher services are aggressively pushing the boundaries of consumer protection laws and trying to sidestep their legal obligations in ways that are rife for “malevolent” abuse and may be costing consumers over $440 million in 2011 alone. Harvard Business School Professor Benjamin Edelman http://www.benedelman.org*
* While deep group discounting works for getting the retailer’s message, location and product in front of a new customer, the high relative cost prohibits it from being a repeatable tactic for long-term, sustainable customer retention. * Deep group discounting is that it rarely attracts the long- term loyal customer. All too frequently, the discount customer is a “one-and-done” shopper who the retailer won’t see again until the next coupon. * After the dust settles from a 5000-in-one-week customer run due to a deep group discount, where does a retailer’s brand fit in with customer preferences? Are customers interested in returning when the product is marked at full retail price? What are the customers’ reasons for buying the retailer’s product? Why are the customers buying the retailer’s product versus the competition? http://www.retailcustomerexperience.com*
*What dothese Couponssay about ourindustry?About yourbusiness?*
* They do the job better! * They learn the passion* Display attitude, love their products, smile a lot, know* Scent Appeal their ingredients & they never* Big Experience assume!* One on One Journey! * Display ……get the look* Invite to come back * Every women’s buys when the brain blings by the scent, visual & touch Carol Phillips President…http://www.spasmarts.com * Successful Pros are passionate & fulfill the experience!*
*Number 1. Only settle for PassionOwner…develop a Passionate team, know your culture & trainit……Wellness?, High Science?, Luxury?, High Express Salon Spa or DaySpa? …..Pro…find it by reexamining your happiness & expertise, make sure youmatch the culture, invest in yourself-education…Number 2. DisplayOwner display to mirror your Culture with Flare…Spend wisely, keep thepassionate team involved, don’t settle with dust!Pro… keep the look perfect, be creative with shelf sales design, fightfor prime real-estate, load up on info pamphlets to talk with the clientabout!, make testers, have a scent diffuser that says what you want itto say!
*Number 3. The Big ExperienceOwner….design a concise and complete from door to door clientjourney, train it and make it mandatory.Pro…learn your culture’s spa experience, never assume because she’sbeen here she knows /will not spend/ doesnt need, help improve it andshare, inspire seasonal languageNumber 4. One on One JourneyOwner…demand from staff to be knowledgeable & the top in theirfield, train advanced techniques and product knowledge, have adetailed design on how this professionalism is express and experiencedin your culture. Design the Spa personal care discovery (Culture Consultform), the treatment of personal recommendation, the direct personalhome care experience, & the invite program of future treatments &why ….Pro get it?
* The Art of “The Cycle of Wellness”* Wellness is the main ingredient for the quest of a healthy life style, strong, disease free, balanced and radiating beauty. Maintaining and acquiring wellness is a cyclical journey concentrating on pain relief, detoxification, balance and beauty. We return to each of these actions over and over again in one full long healthy life.* “Cycle of Wellness” Collection offers all four therapies of the wellness cycle in organic ingredient health rich formulas…. * * Design it, teach it & demand it!
* Get back to being the client resource and adviser…* Press Release it…* Create the Client Experience around your Knowledgeable SPA CULTURE* Remain Exclusive* Culture Spa Products that are not available mass web & big change competitors!... *
* Get back to * Direct post card mailing…check out Vista Print http://www.vistaprint.com * Do a newsletter & write about skin facts, ingredients, client testimonies about a product, new product launch & brag about a service…… include an Exclusive Client Special, but educate them …..Check out Constant Contact / http://www.constantcontact.com Face book, Twitter and Pinterest the same info in blurbs * Do not breed a Groupon Culture…or if you do run them, from now on instead…redesign your spa menu for an entrance level affordable service to up grade from… Remember the European facial, the more simple Relaxation Massage and the basic pedicure with no fluff! *