marketing

by Pam Stellema

Full Day Strategy Session

Discover just how fast you can grow your business with a full day, one on one, strategy session with an experienced and proven business coach who specialises in your industry.

9am to 5pm  – 8 full hours with a working lunch provided.
* Available on the Gold Coast or Brisbane only. Other locations will have additional travel costs.

Program details click here.

Price: $1,197.00

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The Ultimate Guide to Service Menu Creation

The Ultimate Guide to Service Menu Creation

Module Introduction

You’ve decided it’s time to revamp your Service Menu. Fantastic! However, before you quickly throw something together to get by, consider how the act of creating a new Service Menu will give you many opportunities to review and improve your business also.

Don’t be lured into thinking that just anything will do for the moment because it won’t! Too often, once you’ve done this, it will be way too long before you revisit your Service Menu again, and this will result in many lost opportunities to increase your revenue and grow your business.

Your Service Menu, whether it be physical or online, is often the first point of contact for prospective clients. With that being the case, it’s essential that you clearly and concisely deliver the information about your services in a way that makes your readers want to experience them…

Overview:

This comprehensive business information module covers all you need to know to produce an outstanding service menu for your salon and spa.

Your service menu is a sales tool for your salon, both for prospective clients and current clients.  It must be clear, focused and concise while still guiding readers to choose the most beneficial and profitable services you offer.

This module includes a PDF document outlining:

  • The Role of Your Service Menu
  • Quality and Presentation of Your Menu
  • Research First
  • Pinpoint and Promote Your Unique Point of Difference
  • Information Essentials
  • Service Categories
  • What Services You Should Include
  • What Service You Should Exclude
  • Service Descriptions
  • Service Placement
  • Salon Policies and Etiquette
  • Menu Readability
  • Images
  • Menu Dimensions
  • Menu Inserts
  • Quantity Required
  • Summary

Information Pages: 45

Included Resources in editable Word format are:

  1. What Makes My Salon Unique Template
  2. Service Menu Checklist
  3. Services and Categories Template
  4. High Profit/Popular & Low Profit/Less Popular Worksheet
  5. Service Addition, Deletion and Alteration Template
  6. Descriptive Words and Phrases List
  7. Phrases That Describe Benefits List
  8. Service Name Conversion Template
  9. Service Listing by Category Template
  10. Salon Etiquette and Policies Samples

Templates, Worksheets and Lists: 10

Also available HERE

Price: $67.00

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Packaging Your Services

Learn How to Effectively Package Your Salon or Spa Services

Module Lead-in:

In another information module within the Accelerate Program, I discussed Membership Programs, and how one of the main benefits was that they tie the client into your salon for a period of time.

When you offer treatment courses and programs to salon clients, you’re doing a similar thing in a more condensed way.

Courses and programs come about when you bundle a group of services together and sell them as a single entity. They generally involve rewarding the client in some way in exchange for the advance payment she makes for her course or program…

Overview:

One of the best ways to keep your clients returning is to have them pre-pay for a series of treatments.

Not only does this generally provide an improved outcome, but it ensures they will return to your salon and spa throughout the course/program.

This module steps you through creating courses and programs to entice your clients to pre-pay and stay.

This module includes a PDF document outlining:

  • What constitutes a Course and Program.
  • Pre-payment incentives.
  • How to create profitable Courses and Programs.

Included Resources in editable Word format are:

  1. Course Template
  2. Programs Template – Examples
  3. Program Template
  4. Special Menu Template

Pages: 12

Price: $30.00

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Making Money from Membership Programs

Make Money from Your Salon or Spa Membership Program

Module Lead-in:

The idea of having a membership program for your salon or spa can be very appealing. They certainly seem very attractive at first glance and a great way to bind clients to your business.

However, before you rush headlong into introducing any type of membership program, there are some very important elements you must consider first.

What may bring you short-term gain (money), may also bring you long-term pain (additional workload and expenses), and this can be true of many of these programs if meticulous planning and analysis is not done before you get underway…

Overview:

This module outlines the pros and cons of various types of Membership Programs for your salon or spa.

It also includes a sample Membership Program that will ensure not only client retention but profitability also.

This module includes a PDF document outlining:

  • The pros and cons of  4 different membership program styles.
  • Sample membership program.
  • 9 key points to consider before you get started.

Included Resources in editable Word format are:

  1. Membership Program Template

Pages: 19

Price: $37.00

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Market Your Beauty Biz Like a Pro

Market Your Beauty Biz Like a Pro

Module Introduction

Every business needs to market itself. As the saying goes “You can’t sell a secret”, therefore you have to tell your prospective clients and your current clients what you have to offer in order to create sales. And to do this, you have to successfully get your message out to the right people, at the right time using the right marketing strategies.

What is Marketing?

Many people confuse the concepts of marketing and advertising. They are different. For me, marketing is what you do to get your service or products into the hands of your clients. Advertising is therefore a part of marketing – but not the whole package!

Planning Your Marketing

A good marketing plan is not solely about gaining new clients. It has many other important duties.

When you market your salon or spa, your goal should be to achieve one or a combination of the following:

  • Attract new clients
  • Keep the clients you already have
  • Reclaim missing clients
  • Increase the clients spend amount
  • Increase the frequency of client visits
  • And of course, all of the above should also have the end goal of making more revenue and more profit for your business.

Overview

Marketing is a must for every business and this module not only provides you with loads of different marketing ideas, it also provides a 12-month Marketing Planner Template that will make planning your monthly and yearly marketing a breeze.

This module includes a PDF document outlining:

  • What is Marketing?
  • Planning For Marketing Success.
  • 31 Proven Marketing Strategies for Spas and Salons.
  • How to Create a Profitable Promotion.
  • 42 Special Occasion Promotion Ideas
  • Create Your Marketing Plan.
  • How to Use Your Marketing Plan Template.

Information Pages: 88

Included Resources in editable Word format are:

  1. 12-Month Marketing Planner
  2. Primary and Secondary Services Worksheet
  3. Promotion Goal Worksheet

Worksheets & Planners: 3

Also available HERE

Price: $67.00

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Client Attraction Using Joint Ventures

Client Attraction Using Joint Ventures 

Module Lead-in:

Every business needs a steady stream of new clients. Existing clients move away, leave to go to other salons or spas, or just simply die. This leaves a void in your business that needs to be constantly filled.

Joint ventures can help you to fill that void in a way that’s quick and very cost-effective. By tapping into the database of other businesses through joint ventures, you can have a steady stream of new prospects trickling into your salon on an ongoing basis…

Overview:

Joint Ventures with other local businesses can be the fastest and most economical way to get new clients into your salons and should be the go-to strategy for all salons and spas who need a quick influx of new clients.  This is especially important for new salons trying to build a profitable business quickly.

This module includes a PDF document outlining:

  • An outline of what joint ventures are and how they work.
  • What to look for in a good Joint Venture Partner.
  • Who to partner with for Joint Ventures.
  • Key points for successful Joint Ventures.

Included Resources in editable Word format are:

  1. Selecting Prospective Joint Venture Partners Template
  2. Choosing the Right Joint Venture Partner Template
  3. Letter of Introduction Template
  4. Joint Venture Proposal Template
  5. Joint Venture Checklist
  6. Joint Venture Tracking Sheet

Pages: 17

Price: $45.00

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Client Attraction Using Referrals

Client Attraction Using Referrals

If you’d like to have a salon full of clients who love what you do and trust in what you tell them, then an Active Referral Program is essential to your salon.

Your Active Referral Program involves much more than doing a great job for your clients, and then waiting (and hoping) for them to tell all of their friends.  This, of course, would be wonderful; but in the real world, it doesn’t happen often enough for us to use it as a business building tool.

Overview:

This module outlines how even though referral marketing isn’t the quickest way to grow your database, it’s one of the most solid marketing strategies for getting more of the right people into your salon or spa.

Gaining word-of-mouth referrals from your existing clients is a very powerful and extremely cost-effective marketing tool but needs to be implemented the right way to maximise your results.

This module includes a PDF document outlining:

What benefits you can expect to get from your Referral Program.

  • How the program works.
  • What you need to implement your program.
  • How to get started.
  • Tips on how to ensure your success.
  • Key summary points for your program.

Included Resources in editable Word format are:

  1. The Referral Program Introduction Letter Template
  2. The Referral Program Thank You Letter Template
  3. The Referral Program Oops Letter Template
  4. The Referral Program Checklist

Pages:  17

Price: $45.00

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More Profitable Promotions

Create More Profitable Promotions for Your Salon or Spa

Module Lead-in:

Many salon owners run promotions almost non-stop, with the mistaken belief that quantity, rather than quality, is what will make them more profit. Not so!

You can achieve busy-ness by simply lowering your prices enough, but being constantly busy is no guarantee that you will make a profit. Busy-ness does not necessarily equal profitability.

Promotions should NOT be about getting clients into your salon at ANY cost…

Overview:

This comprehensive module shows you how to produce a great promotion that both you and your clients will love.

It aims to help you plan your promotions for greater profitability while still providing excellent value for your clients. A true win-win scenario.

This module includes a PDF document outlining:

  • Becoming clear about what your promotion is trying to achieve.
  • Good promotions should focus on profit not just revenue.
  • Stop discounting and start value-adding.
  • Focus on promoting the right services.
  • Using your most popular services for your promotions.
  • Target the clients most likely to respond.
  • Measuring your results.

Included Resources in editable Word format are:

  1. Primary and Secondary Services Template
  2. How to Complete your Promotion and Packages Template
  3. Your Promotions and Packages Template
  4. How to Complete the Profitable Promotion Planner
  5. Profitable Promotion Planner
  6. Monthly Promotion Tracker

Pages: 21

Price: $45.00

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The Simple & Effective Client Rewards Program

The Simple & Effective Client Rewards Program 

Module Introduction

Gone are the days when you had a client for life.  Today, a client’s loyalty to your salon is incredibly fragile, and sometimes it’s the very smallest thing that will break it.

There are many contributing factors to client loyalty.  These include:

The quality of the treatments your team delivers. It doesn’t matter how good your rewards program is if your team is delivering substandard treatments.

The effectiveness of your competitors marketing strategies. Whether your competitors are as good as, better than or much worse than your salon or spa, if their marketing is good enough, it may well lure some of your clients away.

The quality of customer service your salon or spa provides. Even great treatments are not enough if the rest of your customer service standards are poor.

Value for money. Your services don’t have to be cheap to offer value but they have to be worth what you charge.

How you make your clients feel.  A client who leaves your salon or spa feeling happy about her experience will be much harder to lure away.

Overview

The cornerstone of every business is client loyalty.  Without that, you are constantly in search of new clients and that’s an expensive way to do business.  This module outlines how to create and implement a Client Loyalty Program that helps to keep clients returning to your business so that they can earn rewards.

This module includes a PDF document outlining:

  • What a client rewards program is and why your salon or spa should have one.
  • What a client is really worth to your salon.
  • When a rewards program should be implemented.
  • What the reward should be for your clients.
  • How to implement your Rewards Program.
  • Outline of how to use a software based Rewards Program.
  • Outline of how to use a manual Rewards Program.

Information Pages: 19

Included Resources in editable Word format are:

  1. Sample Loyalty Card Template
  2. Client Value Template
  3. Client Letter

Templates & Letters: 3

Also available HERE

Price: $27.00

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Effective Salon Newsletters

Effective Salon Newsletters 

Module Introduction.

With other salons in your trading zone always looking for ways to lure your clients away with better, brighter offers, and social media providing greater exposure for them to do so, it’s essential that you find a way to stay ‘front of mind’.

An informative newsletter is a great way to do just that.

It can be a very powerful marketing tool for your salon or spa – if you get it right. It’s important though to remember that the purpose of your newsletter is not to simply try to sell something to your clients. Doing this inevitably leads to loads of un-subscribes, and you’ll end up with no-one left on your email list.

Overview.

This module helps you to understand why you need to create and send salon newsletters and includes practical strategies you can use to create the right newsletter for your salon or spa.

This module includes a PDF document outlining:

  • Why a salon newsletter is an important tool for client retention and increased sales.
  • How often you should send your newsletter.
  • Creating a theme.
  • What to include in your newsletter.
  • Using salon software to send your newsletter.
  • Using external software to send your newsletter.
  • The best time to send your newsletter.
  • Dealing with un-subscribes from your newsletter.
  • Getting your emails opened.

Information pages:16

Included Resources in editable Word format are:

  1. Newsletter Planning Template
  2. 3 Bonus Tips
  3. Newsletter Creation Checklist

Templates, Tips & Checklists: 3

Also available HERE

Price: $27.00

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