Med Spa Marketing Tip: The Very Un-sexy Plan

Posted on November 25, 2008 by Deb Roberts

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Planning… boring, unsophisticated, nerdy, so yesterday – right? . . . Wrong! Without a plan how do you know where you’re going. Without a plan you are very likely to waste valuable time, energy and money.

It’s almost 2009 and if you don’t have a marketing and promotions plan yet – WAKE UP! Get going, because this is no time for snoozing on the job. Speaking of jobs, with the economy still in a tenuous situation, this is no time to be asleep while your competition sneaks up and whispers in your client’s ears. Work harder than you ever have – if not, there’s someone else ready to take your place; actually there are probably 2 or 3 people ready and able to take your place.

Back to the planning — if you need some guidance, then follow these steps for medical spa / aesthetic practice marketing success:

  1. Vision & Mission – Why, What, Who, How and Where?
  2. Brand – What do your stakeholders say, think and believe about your med spa or practice?
  3. Customer – Who Your Primary Target Audience? Age, Sex, Geography, Income, etc…
  4. Competition – Perform a Competitive Analysis and Secret Shop Your Top Competitors
  5. Trends – Uncover Service and Product Trends and Decide what to Incorporate and what to Drop.
  6. SWOT – Understand your Strengths, Weaknesses, Opportunities & Threats
  7. USP – Unique Selling Position – What makes you better than your competition? If you only work on one thing – this would be it! You have to know why your med spa or aesthetic practice over your competitors.
  8. Marketing Strategy – Positioning, Pricing, Promotions and Advertising
  9. Marketing Budget – Determine what you need to accomplish your sales goals

This is a lot of work – but it’s worth it. It may be the difference between ringing in 2010 or not.

– Deb

P.S. If you need help – give me a shout!

Filed under: General, Marketing, Strategy | Tagged: , , , , , , | 2 Comments »

Gift Card Opportunities for MedSpas

Posted on November 23, 2008 by Francis X Acunzo

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With Black Friday around the corner, I thought it would be appropriate for me to provide everyone my thoughts on gift card sales in MedSpas.

I speak from a voice of experience when it comes to gift cards. Back in 1989 I started selling gift certificates in my two Boston spas. At the time we were very excited when we did a $50K season in each location. By 1993 we were doing $50K days in each of the spas. In addition, in the earlier part of this decade I consolidated over 20 of the best Day Spas in the country. That entity did over $10M a year in gift card sales.

Before I go any further, I want to make it clear that due to the higher price point and the fact that many Medspas are more clinical in nature, gift card sales will never be as high as is typical in a day or resort spa.

But needless to say there are still gift card opportunities in a Medical Spa environment. Here are my top 5 Rules when selling gift cards:

1. Always sell services, series of services or packages not dollar amounts. This provides much greater up-selling opportunities.

2. Always recommend that a 15% gratuity be included. Here is my standard script, “For the convenience of the recipient would you care to include the gratuity?”

3. Have a gift guide setup in dollar ranges that lists services, series and packages available for the clients to peruse at point of sale.

4. Provide your team a gift card sales goal with incentive. Typically the incentive could be anywhere from 1 – 5% of the gift cards sales split pro-rata amongst the front desk team. Keep it fun and track the goal daily.

5. Don’t be too aggressive on your promotion. People buy gift cards for convenience, reputation, and credibility; not because it’s cheap. I like the give and you shall receive approach. For every $100 in gift cards purchased the client receives $15 of gift cards for themselves.

Hopefully you will be able to implement this program by Black Friday. Good luck with your gift card season. Keep me posted how you do.

FXA

Filed under: Marketing | Tagged: , , , , , | 1 Comment »

Marketing Tip: Scratching Backs to Save Money

Posted on November 12, 2008 by Deb Roberts

swap2Tight economic times require creativity to stay ahead of your competition and wallet. There once was a time when businesses scratched each other’s backs – They helped one another out, because if your neighborhood is thriving, then so can you. Bartering is the exchange of goods and services of equal value – without the exchange of money. What’s not to love about that!

When it makes financial sense, look locally to have your business needs fulfilled and offer your valuable services in exchange. For example, if you normally have your location cleaned - then seek out a cleaning company to barter with. Printing, Advertising, Cleaning Services, etc…

  • Barter for business supplies and services that your business needs
  • Agree, in writing, on the value of each others services prior to swapping services
  • Keep track for your IRS records. It’s best to swap services for services. Deduct as a business expense. Learn more about IRS bartering rules here: http://www.irs.gov/taxtopics/tc420.html

How are you stretching your budget?

–Deb

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Acara Reaches Over 1,000 Professionals with Complimentary Medical Spa Webinars

Posted on November 11, 2008 by Francis X Acunzo

Acara, the leading business team in the Med Spa industry announces its upcoming Webinar Series featuring industry expert Francis X. Acunzo. Register for any of the five complimentary webinars and learn how the Acara Team of top medical spa business leaders strategize and implement Medspa development, management, marketing, and sales.

Branford, CT November 11, 2008 – Acara, the leading business team in the Medical Spa industry announced today its upcoming lineup of complimentary Webinars for industry professionals. Many of these Webinars are back by popular demand and include topics on development, management, marketing and sales. They offer insight into how Acara’s Team of Medspa business experts strategize and implement successful Med Spa programs.

Acara, spa industry solutions

 If you are a Medical Spa Owner or Operator seeking to develop a medical spa or increase your current medical spa’s revenue and profit then you cannot miss these upcoming complimentary Med Spa Business Webinars.

“It is fulfilling to know that we have been able to reach so many industry professionals with our Medspa Educational Webinar Series. Over 1,000 Medical Spa Professionals have attended Acara Webinars since the inception of the program, many from countries throughout the world.” states Mr. Acunzo, Founder & CEO of Acara Partners. “I believe by offering our complimentary Webinars we help build and grow our industry, especially during these trying economic times.” (more…)

Filed under: Events, Industry Resources, Online Resources | Tagged: , , , , , , , , , , | Leave a Comment »

New Medical Data: Consumers Look to Minimally–Invasive Procedures

Posted on November 4, 2008 by Francis X Acunzo

The American Society for Plastic Surgeons (ASPS) has released the results of their recent poll that doctor-with-steshecopeidentifies a drop off in consumers purchasing cosmetic surgery but clearly points to the fact that consumers still remain bullish on minimally invasive procedures that are customary at most Medspas.

I believe the results of this survey point to my position that the market for Medical Spa services continues to expand and the better medical spas with a strong focus on consistent marketing and effective management will succeed even during this tough economic times.

Read more about the results of the ASPS poll.

Please feel free to provide comments.

FXA

Filed under: General, Industry Reports, Industry Resources | Tagged: , , , , , | Leave a Comment »

Marketing and Sales Seminar Success

Posted on November 4, 2008 by Francis X Acunzo

Acara held its first Marketing and Sales Seminar this past Monday, October 27th in Branford, CT.  The event was a great success with over 40 people in attendance.  Deb Roberts, Acara’s VP Marketing presented the morning session on Marketing your Medical Spa.  I presented the afternoon session which focused on Selling Medical Spa Services supported by Sandi Unkrur our Medspa Operations Director and Sales Guru.

Each attendee received a 100 page workbook including numerous handouts and worksheets to help them seminar_crowdorganize and coordinate their Medspa Marketing and Sales program once back at their spa or practice.  In addition, our gold sponsors filled everyone’s duffle bag (Acara’s gift to each attendee) with Benev skin care products and a New Beauty Magazine.  Our Platinum Sponsors: Sciton Laser, Robard Corporation and Canfield Imaging Systems presented to the group during lunch and had their technology and products on display throughout the event at their presentation tables.  The education sponsors were the Medical Spa Society and the International Medical Spa Association.

We spent over 7 hours sharing our knowledge and expertise.  The group had numerous questions that added to the discussion and provided a great networking environment where attendees learned from each other as well as the Acara experts.

 

FXA

Filed under: Events, General, Human Resources, Industry Resources, Marketing | Tagged: , , , , , , , , , , , , , | Leave a Comment »

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