March 20th will be the first day of spring – have you considered what your plan of action will be for the upcoming months? How about fall and the holiday season? Before we get too far ahead, let’s look at some of our key opportunities to take advantage of in the spring and summer – Mother’s and Father’s Day, nutrition awareness, skin cancer awareness/sun care, bikini season and sunless tanning, and more! Every one of these events should be planned and implemented in the month of March. This gets you on target for marketing yourself and your event, ordering the product you need to get those vital retail dollars in, and advertising to potential new clientele. Get yourself motivated about skin care!
There are many ways to keep in contact with your clients without having large expenses. A simple, yet informative flyer in your treatment room, in the ladies room, on the front door; or at the front desk can stimulate a client’s interest in a new product or promotion. E-mail and networking sites like Twitter and Facebook are an excellent opportunity to keep in contact with no expense. For clientele who are not technologically savvy, send them a card that invites them into your facility. Whatever your preferred method or budget may be for marketing, be sure to have these items ready at least four to six weeks in advance – this is the normal rotation for clients facial treatments and we want them to know about it before their next visit.
If marketing is a new concept to you, AIA is offering a new informative course on ways you can improve your marketing skills and your appointment books. AIA is also working toward new interactive web sites, blog pages, and streaming video to further the educational materials available to you. Make an honest effort to keep your communication sharp this year. In addition to AIA support, ask your skin care manufacturer about promotions or special offers they are having on products so you can pass on the savings to your clientele without losing any profits.
These marketing ideas and new sales-motivating products can easily be thought up at one of the several International Congress of Esthetics and Spa shows. Next month, April 10 through 12, 2010, is the Conference in Miami Beach, Florida. If you are in the area, get yourself and your staff motivated to attend the show and the variety of classes available. As an AIA Member, you can pre-purchase your tickets through the organization for a savings of nearly half off the regular price. AIA has everything you need to advance professionally. Don’t wait any longer to join. www.aiaprofessional.com.

Tina Zillmann
AIA President