Marketing

by Pam Stellema

More Profitable Promotions

Create More Profitable Promotions for Your Salon or Spa

Module Introduction

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

It’s easy to achieve busy-ness in your salon or spa by simply lowering your prices (discounting), but being constantly busy is no guarantee that you will make any 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:

  • Getting clear on the purpose of your promotion.
  • Re-activation promotions – why they’re different.
  • Why good promotions should focus on profit not just revenue.
  • Why you should stop discounting and start value-adding.
  • How to combine the right services for a profitable promotion.
  • What is the difference between your primary and secondary services?
  • How to price your promotional offers.
  • Why you should choose your most popular services to include in your promotions.
  • How to target the clients most likely to buy.
  • Measuring your results.

Information Pages: 22

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

Templates, Samples, Trackers and Planners: 6

Price: $47.00

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Making Money from Membership Programs

Make Money from Your Salon or Spa Membership Program

Module Introduction

Having a membership program for your salon or spa can be very appealing (and profitable).  Many certainly seem attractive at first glance because they bring in lump sums of money quickly and are a great way to bind clients to your business for the duration of the membership.

However, before you rush headlong into introducing any type of membership program, there are some very important elements you must consider first to avoid headaches in the future.

What may bring you short-term gain (money), may also bring you long-term pain (additional and ongoing workload and expenses) unless meticulous planning and analysis is done before you get underway.

Overview

This module outlines the pros and cons of various types of Membership Programs for your salon or spa to help you decide if a membership program is right for your business, and if so, which one will work best.

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 Advantages of a Membership Program
  • The Disadvantages of a Membership Program
  • Common Membership Program Types – A she pros and cons of  4 common membership program styles.
  • Sample membership program.
  • 10 key points to consider before you get started.

Information pages: 19

Included Resources in editable Word format are:

  1. Membership Program Template

Template: 1

Price: $37.00

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Branding Your Salon or Spa

Successful Business Branding for Salons and Spas

Module Introduction

What is Business Branding?

Branding is the result of a set of thoughts, visions, and emotions consumers have when they hear the name of your business.

For instance, what comes to mind when you think about Mercedes Benz cars (luxury, prestige, classy, comfort etc.)?  Now, what thoughts, feelings, and visions do you have when you picture a Hyundai (economical, compact, zippy)?  These two companies both sell cars but have branding that immediately tells you a great deal about their product, quality and service standards.

But you don’t have to be a mega business such as Mercedes Benz or Hyundai to have your own business brand.  It’s really about having your name, your style, and perhaps your unique symbol identified as belonging to you.

This module includes a PDF document outlining:

  • What business branding is all about.
  • Brand Strategy.
  • What does branding mean to your beauty business?
  • Your Logo
  • Defining your brand.

Information Pages: 10

Included Resources in editable Word format are:

  1. Defining Your Brand Template
  2. Action Steps to Align your Salon with Your Desired Branding Template

Templates: 2

 

Price: $22.00

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Client-retention Customer Service

Client-retention Customer Service for Salons and Spas

Module Introduction

Good customer service happens regularly, but great customer service happens when you take that extra step to make your client’s experience exceptional – without being asked.  That doesn’t mean giving away free services; it means doing what you can to make the client’s experience in your salon as enjoyable and memorable as you possibly can.

It all comes down to these 3 things:

  1. Your attitude and that of your team members.
  2. Great communication with your clients.
  3. First class technical skills…

Overview

You never get a second chance to create a great first impression so it’s vital that your team wow your clients with outstanding customer service from the first minute they arrive in your salon or spa.

This module includes a PDF document outlining:

  • Must-know customer service facts.
  • Why clients leave and don’t return.
  • The no-compromise client expectations.
  • Creating your best first impression.
  • Avoiding a bad impression at any time.
  • Other important things that impact on your clients’ happiness.
  • The 3 components of outstanding customer service.
  • The communication equation.
  • How to improve your communication skills.
  • Improving your telephone communication skills.
  • Establishing fast rapport with your clients.

Included Resources in editable Word format are:

  1. Attitude and Skills Checklist
  2. Customer Satisfaction Questionnaire
  3. Motivational Customer Service Poster – A4
  4. Customer Service Facts Poster – A4

Pages: 25

Price: $30.00

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Create Website Content That Wins Clients

Create Website Content That Wins New Clients 

Module Introduction

This information module will help you to create an interesting, concise, and easy-to-navigate website that will help to keep your visitors reading and hopefully taking action (because that’s the job of a website).

Even though some of the information you’ll find in this module is useful to help you improve your Search Engine Optimisation (SEO), its primary purpose is to help you write better content for your website…

Overview

The first place consumers head to when looking for products or services is generally the internet.

Your website is often the first contact these people have with your business and therefore possibly your only opportunity to turn a looker into a buyer.

This means that you need to be found by search engines, but once found your content has to persuade your reader that you’re the business they’ve been searching for.

This module covers the basics of setting up a winning website for your salon or spa.

This module includes a PDF document outlining:

  • Why your website contents matters.
  • 19 general tips for website content writing.
  • Must-have pages on your website.
  • 5 tips to improve your contact page.
  • Other pages to include.

Included Resources in editable Word format are:

  1. Checklist for Must-have and Other Pages

Pages: 22

Price: $30.00

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Client Attraction Using Joint Ventures

Client Attraction Using Joint Ventures 

Module Introduction

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

Module Introduction

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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The Simple & Effective Client Rewards Program

The Simple & Effective Client Rewards Program 

Module Introduction
Long gone are the days when you could count on having a client for life. Today, a client’s loyalty to your salon is extremely fragile, and sometimes, it’s the very smallest thing that will break it.

It’s a fact that clients are constantly on the look-out for businesses that not only provide them with superior products, treatments and customer service, but also some kind of reward for their loyalty.

There are many factors that contribute to client happiness and 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 should be included in your Rewards Program.
  • 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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Coupons and Discounts

Coupons and Discounts

Module Introduction

Too often, the first and only strategy many inexperienced salon owners turn to when they want to generate more revenue or attract new clients is to discount their services.

This is the “lazy person’s marketing tool” because it requires no imagination at all to implement. What it does do is create the false illusion that you’re generating more profit, when in fact, you’re actually working harder for less money and in some cases, no profit…

Overview

Many salon owners make the mistake of believing that any business is good business, without taking into consideration the financial and emotional impact it may bring with it.

There is no doubt that coupons generate more clients, however, are these clients an asset or liability to your business? This module looks at the pros and cons of coupon and discount marketing.

This module includes a PDF document outlining:

  • How coupons and discounts can generate losses for your business.
  • What you can do instead of discounting.
  • A truthful look at the financial impact of coupon promotions.
  • The impact of discount coupons on your existing clients.
  • The impact of discount coupons on your team.

Included Resources in editable Word format are:

  1. Profit and Loss Calculation Sheet for Coupon Promotions Template

Pages: 12

Price: $15.00

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Writing to Attract New Salon Clients

Writing to Attract New Salon Clients

Module Introduction

There are countless ways to attract new clients into your salon. Ideas are limited only by your imagination. However, you’ll find that some strategies work very well and are less costly than others.

Writing is one of those strategies.

Publishers of local magazines, newspapers, and neighbourhood flyers are often on the look-out for informative and interesting articles to publish. This presents salon owners with an excellent opportunity to establish themselves as an industry expert within their trading zone.

Overview

There’s a world of difference between communication and quality communication that achieves results.

Learning how to communicate with your existing clients is important to keep them interested in what you want to tell them, but it’s much harder when you have to convince someone who is not yet a client that you are trustworthy, professional and reliable. After all, they don’t know you or your salon from a bar of soap.

Creating the right message and using the right words and writing strategies is key to building that much-required trust and interest in your salon.

This module shows you how to do just that.

This module includes a PDF document outlining:

  • 15 helpful strategies to produce quality client attraction articles.
  • 5 ways to write catchy headlines by Jeff Goins.

Included Resources in editable Word format are:

  1. Common Contractions for Friendlier Content List
  2. Descriptive Words and Phrases List
  3. Article Writing Checklist

Pages: 24

Price: $30.00

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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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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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Keeping Your New Clients

Discover How to Retain More New Salon and Spa Clients

Module Introduction

I’m often asked by salon owners to help them attract more new clients for their struggling and unprofitable salons.  They believe that gaining more new clients is the answer to their business woes, and so, the majority of their marketing efforts (and dollars) are continuously focussed on gaining more new clients.

However, if you review your figures for the past year, you’re almost guaranteed to find that your salon has actually had bucket-loads of new clients coming through your doors.

Unfortunately, in most cases, a fairly big percentage of them didn’t stick around and become regular, loyal clients…and this is why focussing on client retention is actually more important than continuously looking for new clients.

Overview

This comprehensive module explains why it’s important to have specific strategies in place to increase the retention rate of new clients.  It also outlines the 9 major action steps required to implement these strategies.

This module includes a PDF document outlining:

  • Why retaining new clients is vital to your salon growth.
  • The 9 major action steps required to retain a new client.

Information Pages: 17

Included resources in editable Word format are:

  1. Salon Audit Checklist
  2. Client Information Card Template
  3. Client Consultation Form Template
  4. New Client Welcome Letter Template
  5. Follow-up Phone Call Script Template

Checklist, Templates, Letter, Script: 5

Price: $45.00

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Packaging Your Services

Learn How to Profitably Package Your Salon or Spa Services

Module Introduction

Courses and Programs

The sale of service courses and programs is very beneficial for salons and spas. The four main advantages of offering a program or course of services are:

  1. The client will achieve a better result as she has to commit to a series of services that will improve her condition.
  2. The client is committed to your salon throughout the program.
  3. You receive pre-payment from the client.
  4. Because the client is not paying at each visit, she is more likely to purchase other services and products throughout the duration of 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.

Information Pages: 7

Included Resources in editable Word format are:

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

Templates: 4

Price: $30.00

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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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