By Bonnie Canavino

President, Red Cherry Group

* Who is Your Client Going to for Advice

* “Make a list of how you will appeal to your clients’ senses and how you will decorate and promote your business.” Carol Phillips President… http://www.spasmarts.com

Lets Discover:• The Hit List

• Their Tactics & Attraction

•Counter Action Plan

•New Client Spa Incentives

*Social MediaWhat the Client doesn't 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!

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…

*Web Talk ~Bloggers

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

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

*Web Talker~ Blogger from Blog Rank • Vivia Women/ Site Score 100….

I am no expert but I developed an interest in online media back in 1999 and had created some entertainment websites back then. My experience is really in PR and marketing. I’ve been blogging since 2005 although I started Viva Woman only at the end of 2006.

• Beauty Brains / Site Score 997.98….

The owner(s) of this blog is not compensated to provide opinion on products, services, websites and various other topics. The views and opinions expressed on this blog are purely the blog owners. If we claim or appear to be experts on a certain topic or product or service area, we will only endorse products or services that we believe, based on our expertise, are worthy of such endorsement. Any product claim, statistic, quote or other representation about a product or service should be verified with the manufacturer or provide

http://www.invesp.com/blog-rank/Beauty

*Web CouponsWhat the Client doesn't see:

• Misrepresentation?

• Image says beauty?

• Customer Service?

• Great experience?

• What’s Exclusive?

• I expect amenities?

• What Exclusive skin care ?

• Retail?

• Groupon, Social Living, etc.Looks pretty and sounds wonderful…but breeds spa jumpers!

* Once you get hooked by purchasing a coupon 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*How they keep them coming

back

Attraction

AttractionsTactics results for you!

* 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

*How the hook them in at spas expense

*What do these Coupons say about our industry? About your business?*Attraction and Tactics

*The Drug and Department Store

*They do the job better!

*Display

*Scent Appeal

*Big Experience

*One on One Journey!

*Invite to come back

*They learn the passion attitude, love their products, smile a lot, know their ingredients & they never assume!

*Display ……get the look

*Every women’s buys when the brain bling's by the scent, visual & touch

Carol Phillips President…http://www.spasmarts.com

*Successful Pros are passionate & fulfill the experience!

*The Counter PlanNumber 1. Only settle for Passion

Owner…develop a Passionate team, know your culture & train it……Wellness?, High Science?, Luxury?, High Express Salon Spa or Day Spa? …..

Pro…find it by reexamining your happiness & expertise, make sure you match the culture, invest in yourself-education…

Number 2. Display

Owner display to mirror your Culture with Flare…Spend wisely, keep the passionate team involved, don’t settle with dust!

Pro… keep the look perfect, be creative with shelf sales design, fight for prime real-estate, load up on info pamphlets to talk with the client about!, make testers, have a scent diffuser that says what you want it to say!

*The Counter PlanNumber 3. The Big Experience

Owner….design a concise and complete from door to door client journey, train it and make it mandatory.

Pro…learn your culture’s spa experience, never assume because she’s been here she knows /will not spend/ doesn't need, help improve it and share, inspire seasonal language

Number 4. One on One Journey

Owner…demand from staff to be knowledgeable & the top in their field, train advanced techniques and product knowledge, have a detailed design on how this professionalism is express and experienced in your culture. Design the Spa personal care discovery (Culture Consult form), the treatment of personal recommendation, the direct personal home care experience, & the invite program of future treatments & why ….Pro get it?

* Design it, teach it & demand 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….

*The Invite

Renu Day Spa 4000 square feet

“The Cycle of Wellness” Massage Menu Design by Bonnie Canavino Amrit Organic

*Wrap it UP!

*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!...

*Wrap it UP!

* 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!

Red CherryCertified Organic Labs

spa specifics

3 Exclusive Organic Spa Brands…by

IECEC… Booth 3317