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When choosing which social media platform to utilize for your business, the goal is to pick the one that has the audience that best fits your company. After all, it takes a lot of time and resources to manage social media across all platforms. So it is wise to choose what best works for your business’ needs.
Do you struggle with finding ideas to post on social media? When you do post a status update, do you find it difficult to get viewers to engage? Do you scramble when trying to find visuals and instead post content in a hurry? Consistency seems to be a common thread within the spa industry on social media, but do not lose heart. It is key…
Social media has become highly prevalent with this generation. To implement and make a difference to your business’ revenue, expansion in reach and the impact of brand is dependent on how social media is used as part of the marketing mix.

The Effect of Internet Marketing on the Skin Care Industry

Written by Judith Ferber, founder of Judy Ferber Hungarian Skin Care
What do you think of when you hear the word Groupon? Do you cringe or ask questions? One of my colleagues had a horrified look on her face as I began to explain Internet marketing to her. She exploded, "Groupon? Working for nothing for months?" "There are benefits," I said sheepishly. She groaned and the conversation hit an uncomfortable stop.
How do you market your business in your community? Having your own business/being an entrepreneur can be a very challenging job. You are required to sell yourself and your products, yet nobody really wants to be sold. So, how can you thrive with your business in your community? Here are some simple steps to help you reach your goals.
Spa and salon experts agree: Retailing is critical to success and expertise in this area is often the missing X-factor. Developing retailing skills consists of several parts, the most essential of these being the brands which are represented in your skin care center, salon, or spa. Does the skin care brand you are carrying truly represent your company’s vision at its most inspiring? Hopefully the…

Utilizing the Conversion Cascade to Upgrade Your Clients

Written by Jay A. Shorr, B.A., MBM-C, CAC I-V and Mara L. Shorr, B.S., CAC II-V
Marketing and advertising is a necessary evil to bring prospective clients to your facility, with an approximate cost of $400 to bring a new aesthetic client through your doors. With all the money you are spending on your website, newspaper, television and radio advertising, sponsored social media posts, and more, it is important to realize building, not to mention keeping, that relationship is even more…

Modalities: Marketing and Beyond

Written by Aliesh Pierce, L.E.
The spa industry is an ever-changing entity. The International Spa Association reports estimates that there were 160 million spa visits in 2012 and reports year-end revenue of $14 billion. A large percentage of that revenue is due to increasing interest in rejuvenating treatments. There are various rejuvenating treatment modalities available for use by aestheticians. In fact, there are so many options that aestheticians may have…
Who is your target market? Moms and daughters? Business workers on a lunch break? Athletic club members? Everyone in your community? Think broadly about your market. How can you expand it and keep current clients coming back? Education. Regardless of whether you are treating men, women, teenagers or seniors, when you educate, you earn your customer’s loyalty and bottom lines are boosted. A loyal clientele…
Successfully running and operating a small business in today’s dynamic world of beauty brands and outlets is no simple feat. Salon owners are tasked with doing it all. Running the day-to-day operations, dealing with staffing issues like turnover, marketing the business, and staying ahead of the latest technologies/techniques to keep your customers looking and feeling their best can be hectic. As a successful salon owner…

Money Making Marketing

Written by Lora Condon
Marketing is a term that is thrown around all the time in seminars, lectures, trade magazines, and online advertisements. We all know we need it; we all know it works, but what does it really consist of and how does it differ from advertising? I like to think of “marketing” as a verb or action and “advertising” as a noun with no action. When you…

Everything Retail How to Plan, Buy & Market

Written by Bella Schneider, P.M.E
When it comes to buying products, think strategically. I bring a new product onboard when I find a hole in my arsenal or when I need particular ingredients to deliver the results for which my clients are looking. My choices are often driven by client or technician request. It is important to maintain a product inventory that works synergistically. Start with an organized strategy, so…
Use the Four Basics in New Ways to Build a Powerhouse Bottom Line. It is a brand new year – the perfect time to re-energize your skin care business for bigger return and a deeper bond with your clientele. It is time to take stock, focusing on these four essential steps: 1. Retain Current Clients – it is the foundation.2. Gain New Clients – it…
Marketing has changed... big time! If you are still marketing the same way you did a decade ago, it is time to launch yourself into the modern-day marketing zone. In fact, it is a definite must in order to stay competitive. While traditional phone book listings and newspaper advertisements are not obsolete, there are new ways to target consumers that have changed the way companies…
The quickest way to build a successful business is through retention and referral. “It costs six to seven times more to acquire a new customer than to retain an existing one.” – Bain & Company. Marketing efforts can be accomplished through post-cards, social media, public events, e-mail blasts, et cetera. However, there is a cost associated with all of these methods that ultimately affects a…
This article will outline quality ingredients and step-by-step applications as stand alone treatments and as add-on services. You will learn how to bring more depth into your menu offering while bringing a greater impact to your client’s well-being. When you consider adding a new product into your treatment or adding a new service to the menu, a few steps are needed in order to increase…

About the Menu

Written by
The spa business is constantly growing and changing, and has thankfully been able to flourish despite the economic times. It can be difficult to keep your spa profitable regardless of size however, and in order to remain successful you need to offer clients a menu of treatments and services that will enrich their lives and have them coming back for more. The type of menu…
Retail is an important part of the spa business, and one of its components is makeup sales. When you design a retail space, you have to keep in mind that there are different types of retail products, and each category must be located, placed and presented in a manner related to its category to support and stimulate sales. Some retail products are more of a…
Makeup should be included into every service the spa has to offer.  The key to marketing makeup is to make sure that these services are included on the spa’s service menu. This provides the customer with an expectation for the service and the feeling that they are getting more for their money.  A lot of spa owners make the mistake of not including these services…
The teen market is a true niche market with huge potential. Teen services are not something you just add to your menu. They are the population of the future. If you really want to go after this marketplace, which is ever-growing and surging, you have to dedicate yourself to the Internet, social media and a culture engaged in real time that constantly changes. You need…
Every business comes with its challenges. Owning a spa or salon is no different. Your selection of staff, policies and services offered all impact your clientele and reputation. However, there are important decisions that affect all of these and more. The products you choose to use in the treatment room and offer for retail purchase will shape your business, as well as influence your bottom…
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