We know it’s impossible to keep up with all of the news in the beauty and wellness industries. That’s why we’ve cherry-picked the articles from this week that matter most for salon and spa professionals like you.
[Strategy] The Art of Creativity
Source: Salon Today
Big companies like Apple and Google have changed consumer expectations. No longer can businesses simply exist and talk about their services and products; customers want businesses to have a creative approach to advertising, marketing, products, and in-store customer service.
Local businesses, including salons, aren’t exempt from these expectations. In order to meet clients’ expectations, your salon has to tap into a deeper level of creativity. But that’s easier said than done.
What prevents salon owners from being creative all the time? It’s not a lack of talent—it’s fear. Letting go of the fear of being wrong, or having a “dumb idea”, can help you think outside the box when it comes to your salon marketing, branding, and operations. That’s when the magic will happen.
Why It Matters: In the daily hustle and bustle of running a business, it can be hard to get out of a “left brain” mentality and tap into a more creative mindset. But this creativity is what will really set your salon apart from your competitors when it comes to marketing and branding. If you stand out, you’ll be more likely to attract new clients—not because your services or products are different, but because you talk about them differently.
[Experience] The Value of First Impressions
Source: Skin Inc
The experience a new client has when they visit your spa or salon will cement her impression of your business forever. Is your beauty business creating the kind of first impression you want to be making?
These 9 areas contribute to clients’ perception of your business. Strategically changing up a few of these items can have a positive impact on your client retention.
- Exterior Design: Is your signage easy to read and your façade well kept?
- Interior Design: Is your entrance inviting? Does your lighting help highlight key areas such as retail displays and waiting areas?
- Aroma: Does your space have a smell that contributes to a relaxing environment?
- Focal Points: Do you have eye-catching displays near your entrance? Are you refreshing these displays on a regular basis?
- Signage: Are your signs helpful, in line with your business’s branding, and easy to read?
- Image and Brand: Do you use your logo, brand colors and fonts consistently on all printed materials in your spa or salon?
- Music: Does your music create the atmosphere you want? Is the volume appropriate?
- Inventory: Are your shelves well stocked and filled with a variety of products?
- Customer Service: Do clients receive a warm welcome when they arrive? Are their questions addressed in a timely fashion? Is your checkout process seamless and quick?
Why It Matters: You can’t undo a first impression. While you may think you’re happy with the impression your spa or salon is creating, it’s helpful to do an audit every 6 months to identify areas that could use some refreshing or tweaking. When in doubt, you can always poll your clients to see what they love and what they feel less excited about.
[Branding] Is It Time to Reposition Your Spa?
Source: DAYSPA Magazine
It happens in the course of every spa’s lifetime. When you’ve been in business for awhile, you come to a point where you need to rebrand and reposition your spa to keep up with current trends and changes in your local market. This can happen when your client base begins to dwindle, or when you stream of new clients begins to slow.
Mary Zavaglia, spa designer, shares her tips on repositioning:
- The first step toward repositioning is to attend trade shows and industry events to see what’s new and exciting.
- Nail down your spa’s new look by creating an inspiration board of other spas you like. You can then take these ideas to an interior designer to help you implement.
- To keep current clients engaged, hold a special event to showcase new treatments and products.
- Once your reposition is complete, spread the word! You can do this via advertising, marketing, and press relations.
- Showcase your revamped space and services via social media and email newsletters.
Why It Matters: Repositioning your spa can help you bring fresh waters to a dry well of new customers. Make sure to tap into the latest trends and client preferences, bring on a professional to help with the implementation, and then spread the word when you’re makeover is complete!
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