Top 3 Mistakes Made with TV Advertising
VIDEO: “Compensation Disasters”
Skip Williams tells us how to survive the economy
“Compensation Disasters” by Skip Williams of Resources and Development
Survive the economy via compensation changes, 20~ish minutes. There are NO skips this time!
How To Get Your Salon Spa Clients Back [DOWNLOAD]
Facial Treatment Protocol [DOWNLOAD]
VIRAL facebook images for Salon Spas
Facebook, love ’em and hate ’em
Do you know they actually don’t show your updates on your fan pages to all of your fans?
They only show your info on your fans news feeds to 10-20% of them!
Because they want you to BUY ads (same with google and seo:)
So here are some images to use on facebook… they promote comments, likes and shares and can even go viral (read about that here:http://salonmarketing.com/viral-facebook-marketing-for-your-salon-spa/
And the more fans interact with your page, the more they’ll see it! So beat facebook at their own game AND go viral at the same time, enjoy.
“Who loves ya?” – Salon Spa Coach Christohper
The Top 3 Facebook Salon Fan Page Mistakes
When a guest is rubbed the WRONG way
Instead of publishing an annual trends piece or another ‘year in review’, Coyle went to its treasure trove of hard data and asked, “What would really help spas in 2010?”
Coyle researchers analyzed more than 1,350 responses from spa goers about the things that ruined their spa experience.
Why the negative approach? A research project completed jointly with WTS International showed unequivocally that word of mouth was the most important driver of new business to a spa. Good to know, but word-of-mouth cuts both ways, and those that leave unhappy present a bigger cost to spas in the long run.
Coyle reasoned that if spas were aware of the most common ‘significant negatives’ and their root causes, spas could take action. Yes, ‘Top 10’ lists and ‘Trends for 2010’ surveys are good reading, but they rarely provide anything a spa director can take to the bank.
Coyle kept it simple. Two very straightforward questions were posed:
1. What spa provided you with the worst experience last year?
Each open-ended survey response was read and catalogued into the following categories: People, Product, Post-Treatment, and Price. People A complaint about the receptionist, reservationist, therapist, or spa staff member. Product Anything relating to the spa facilities or products used. Post-Treatment Emotional or physical feelings that were realized after the spa experience. Price Comments that centered around cost or value
62% of the respondents mentioned ‘People’ as a significant contributor to the bad experience. Let’s put it in context. Nearly two out of every three people that have a bad experience at a spa are talking about staff behavior. This is most interesting because most spa owners feel that the quality of their staff is their most significant competitive advantage.
The bad news is that changing behavior is harder than changing the music, which by the way was the number one thing guests complained about the ‘Product’. The table below shows the most often mentioned ‘People’ complaints.
Type and Ranking of ‘People’ Complaints Reason for Complaint # of Complaints
Inappropriate pressure/touch; staff not well trained in massage
Staff was not listening, responsive about special needs, or accommodating
Too much conversation
Treatment felt rushed
Unfriendly, impersonal, robotic staff
Disorganized experience; treatments cancelled/not on time, etc.
Negligent during treatment, causing pain or bad result
Ignored by staff during treatment; not checked on
Talking amongst staff members
Bad staff hygiene and soiled uniforms
Received different treatment than what was booked; inaccuracies in booking
Debate over bill
Treatment cut short
Service provider insincere
Service provider not thorough or did not explain procedure
Staff harsh voice/tone
Poor follow-up by management
Children permitted to run around and cause distraction
Communication with staff difficult
The good news is that changing behavior is not capital intensive, but it does require vigilance and commitment. How many of these things above would be correctible by simply making your staff more aware of it? Some training and role play about how much we speak (#2), what we say or fail to say (#3), how we say it (#6, #10, #20) and who we say it to (#11) would go miles in addressing almost half of the top ten things that drive guests away. Spa guests are vulnerable, so remind your staff of the saying “You cannot un-ring a bell,” or the one about “loose lips.”
It also appears that all the yield management training of recent years has created issues as well, with ‘rushed treatments’ and ‘pushy sales’ taking two of the top five spots.
Changing behavior is not solved by a memo or webinar. Staff development requires diligence and stamina, and it must be a daily thing that gets measured, so there is accountability, leading us to another saying: “You get what you inspect.”
Brace yourself: Some excerpts of why ‘People’ caused the worst spa experiences:
* “The male massage therapist quipped coyly that “I had issues with my tissues,” and other choice rhymed phrases. It lacked professionalism and made me uncomfortable.”
* “The massage therapist asked me if I had seen a doctor about my back acne. I was mortified.”
* A staff member blatantly ignored a guest who was talking on their cell phone in a ‘No Cell’ relaxation area.”
* “The massage therapist never asked if I had a massage before and a deep-tissue massage caused me a great deal of pain.”
* “The [staff member] had bad body odor and talked during the entire treatment.”
* “An esthetician continually pitched microdermabrasion services during the facial. When I declined the upsell, she sulked and made me feel as if I had done something wrong.”
Perhaps the biggest conundrum that faces spas is that a lot of guests would feel too embarrassed to even complain. The massage therapist who thinks he has coined an endearing term about muscle tissue could actually be making your female guests very uncomfortable. The well-meaning massage therapist who sincerely wants to help the guest solve a skin problem could actually have mortified a guest.
The ‘People’ category was also divided into ‘departments’ to identify what staff, in particular, was mentioned the most. The results are highlighted in the table below.
News Flash: Besides general complaints, Massages account for 300% more negative comments than any other modality!
Massage services are generally the most frequently scheduled, accounting partially for its bulge in the numbers, but despite that, it is clear that massage is the most volatile in terms of guest response.
It makes sense then that massage clients would be most carefully gauged before the treatment, thoroughly informed during the treatment, and most carefully followed-up with to ensure that the ‘word of mouth’ the treatments they provide result in is the kind you want. These meetings may be tough, but preventing another guest walking out with hurt feelings or with the thought that the therapist came on to them, will be worth the awkward sit-down.
The good news about the ‘Product’ category is that while it encompasses 26% of the overall complaints, many complaints were not about the facility, almost certain to be an expensive fix. Most complaints in this category are correctible without calling a contractor (ugh) or ‘doing it yourself’ (Help!).
We divided comments into four subcategories and ranked them in the degree of difficulty for change:
Cleanliness (Easiest to change) 112
Dirty environment 112
Atmospheric (Relatively easy to change) 182
Ambiant noise too Loud 46
Temperature too hot/cold 24
‘Crowded’ feeling 39
Bland/sterile atmosphere 21
Unrelaxing/stressful atmosphere 15
Other guests disrupted treatment 11
Bad/Harsh lighting 10
Music too loud/annoying 6
‘Cheap’ décor or water features 6
Unpleasant/overpowering scents 4
Amenities (A bit tougher to change) 35
No products/lotion, water, or snacks; lack of amenities 12
Poor food/beverage 10
Steam room/sauna not working 8
Inferior (or lack of) robes 5
Facility (Difficult to change) 21
Cramped (or absence of) locker room 11
Uncomfortable (or lack of) relaxation room or waiting area 5
Showers dingy and not properly maintained 5
A total of 294 complaints fell on the left half of the line graph above, meaning 84% of the ‘Product’ complaints are generally easy to fix. This is very good news for the cost-conscious operator; changing easy elements like cleanliness, noise, lighting, temperature, etc. would potentially eliminate over 20% (84% times the overall 26%) of the worst spa experiences.
The post-spa results constituted 10% of the worst experiences overall, and the actual number of complaints can be seen below.
It makes sense that most guests that get a deep tissue massage should feel some soreness. Instead of the cursory medical history review or the blunted, “Do you have any medical problems?” which almost always begets a ‘no’, massage therapists would be wise to do a thorough review and check in regularly about pressure. This is also one of those cases where a guest really would appreciate a follow-up call the next day. A three-minute call or an even less intrusive email will show sincere concern, building trust. You also may just catch the guest while bad word of mouth is still just a muted thought.
All of the remaining issues seen above could be addressed on this follow-up call as well by putting some variation of the words ‘How’ or ‘What’ in front of the items above and creating a question that can not be answered with a simple ‘yes’ or ‘no’. Though we know sales are always at the forefront of everyone’s mind, “So, I am glad you did not feel too much soreness, how did you feel about the rest of the experience?”sounds a lot better than “So I hear you have back acne. Can I schedule you for a back facial?”
The small number of complaints attributed to price is probably one of the most telling and insightful findings from this study. Only a total of 35 out of 1,350 respondents spoke about value.
This shows that the price paid is not at the heart of the problem, which in turn suggests that discounting will not create demand or improve perception of value. It’s about how the guest felt, not what they spent.
We think the story for spas overall is very positive. The things that people complain about most are almost all entirely correctable, something a savvy spa owner can address. The one thing a spa owner can not do is vivdly measure the guest experience from the guest perspective. For that, you need a trusted friend or a professional mystery shopping service to anonymously test and measure these crucial moments of guest interaction. A shameless plug? Maybe, but spas are so unique in that the experience they provide happens behind closed doors, that things are said, implied, or left undone, rubbing guests the wrong way. Wouldn’t you like to know about them?
155 Salon Spa Marketing Ideas
Want to stand out and be noticed? You need to create events at your Salon Spa, and NOT the typical ones either that every other business out there does at all the usual holidays.
Here are 155 Salon Spa Ideas you can create an event around.
• National Staying Health Month
• 1-1-1752 Betsy Ross’ Birthday
• 1-4-1643 Isaac Newton’s Birthday
• 1-5 National Bird Day
• 1-8-1935 Elvis’ Birthday
• 1-9 Natinal Apricot Day
• 1-12 Make Your Dreams Come True Day
• 1-14 National Dress Up Your Pet Day
• 1-15-1967 First Superbowl Played (Green Bay Wins)
• 1-17-1706 Benjamin Franklin’s Birthday
• 1-21 National Hugging Day
• 1-31 Backwards Day
• Intl. Friendship Month
• 2-7-1812 Charles Dickens’ Birthday
• 2-9-1894 Hershey’s Chocolate Founded
• 2-11 Don’t Cry Over Spilled Milk Day
• 2-12-1809 Abraham Lincoln’s Birthday
• 2-15-1820 Susan B. Anthony’s Birthday
• 2-17 Random Acts Of Kindness Day
• 2-19-1968 Mr. Roger’s Neighborhood Debuts
• 2-20 Love Your Pet Day
• 2-22-1732 George Washington’s Birthday
• 2-28 Public Sleeping Day
• National Women’s History Month
• 3-1 Share A Smile Day
• 3-2-1904 Dr. Suess’ Birthday
• 3-2 National Reading Day
• 3-6-1912 Oreo’s first for sale
• 3-8 Working Womens Day
• 3-9 Barbie’s (the doll) Birthday
• 3-12 Girl Scout Day
• 3-14-1879 Albert Einstein’s Birthday
• Pi Day (3.14)
• 3-15 Absolutely Incredible Kid Day
• 3-21 Children’s Poetry Day
• 3-26 Make Your Own Holiday Day
• 3-30-1853 Vincent Van Gogh’s Birthday
• National Stress Awareness, Keep America Beautiful & Turn Off Your TV and Read Month
• 4-1 Free Salon Spa Treatments Day
• 4-7 No Housework Day
• 4-10 National Sibling Day
• 4-12-1916 Beverly Cleary’s Birthday
• 4-13-1743 Thomas Jefferson’s Birthday
• 4-15-1452 Leonardo Da Vinci’s Birthday
• 4-18-1775 Paul Revere’s Famous Ride
• 4-22 Earth Day
• 4-23-1564 William Shakespeare’s Birthday
• 4-26 Hug A Friend Day
• 4-30 National Honesty Day (George Washington’s Inauguration day)
• National Poetry Month
• National Better Sleep & Flower Month
• 5-1 Mother Goose Day
• 5-3 National Teacher Day
• 5-6-1889 Eiffel Tower First Opens
• 5-10 Clean Up Your Room Day
• 5-13 Tulip Day
• 5-14 Dance Like A Chicken Day
• 5-18 Visit Your Releatives Day
• 5-18 Intl. Museum Day
• 5-26 Blueberry Cheesecake Day
• 5-27-1937 Golden Gate Bridge Opens
• 5-29-1917 John F. Kennedy’s Birthday
• National Rose Month
• 6-1 Stand For Children Day
• 6-3 Donut Day
• 6-4-1896 Henry Ford’s First Car Invented
• 6-5 National Gingerbread Day
• 6-8-1867 Frank Lloyd Wright’s Birthday
• 6-9-1934 Donald Duck’s Birthday
• 6-11-1982 E.T. Premiered
• 6-12 Anne Frank’s Birthday
• 6-15 Fly A Kite Day (Ben Franklin’s 1752 Experiment)
• 6-16 National Fudge Day
• 6-17 Eat Your Vegetables Day
• 6-24 UFO Day (first sighting reported 1947)
• 6-27-1880 Helen Keller’s Birthday
• 6-27-1859 Happy Birthday Melody Written
• 6-30-1938 Superman’s Birthday
• National Picnic Month
• 7-1 Princess Diana’s Birthday
• 7-1 International Joke Day
• 7-4 Tom Sawyer fence painting day
• 7-8-1835 Liberty Bell Cracks
• 7-11 E.B. White’s Birthday
• 7-11 Cheer Up the Lonely Day
• 7-15 Cow Appreciation Day
• 7-21 National Junk Food Day
• 7-27 Bugs Bunny First Cartoon Debut
• 7-30 National Cheesecake Day
• National Foot Health Month
• 8-2 Ice Cream Sandwich Day
• 8-5-1930 Neil Armstrong’s Birthday
• 8-6 Wiggle Your Toes Day
• 8-10 S’more’s Day
• 8-11-1953 Hulk Hogan’s Birthday
• 8-15 National Relaxation Day
• 8-18-1939 Wizard of Oz premiers
• 8-22 Be an Angel Day
• 8-25 Kiss & Makeup Day
• 8-26 Women’s Equality Day
• 8-27-1910 Mother Theresa’s Birthday
• 8-29-1958 Micheal Jackson’s Birthday
• National Good Manners Month
• 9-1-1957 Gloria Estefan’s Birthday
• 9-3-1965 Charlie Sheen’s Birthday
• 9-4-1530 Ivan the Terrible’s Birthday
• 9-5-1940 Raquel Welch’s Birthday
• 9-6 Read a Book Day
• 9-7-1936 Buddy Holly’s Birthday
• 9-8-1157 King Richard the Lion-Hearted’s Birthday
• 9-9 Teddy Bear Day
• 9-11 National Grandparents Day
• 9-12 National Chocolate MilkShake Day
• 9-13 Positive Thinking Day
• 9-19 Intl. Talk Like A Pirate Day
• 9-21 World Gratitude Day
• 9-22-1903 Ice Cream Cone Invented
• National Apple & Family History Month
• 10-1 Homemade Cookies Day
• 10-5 World Teacher Day
• 10-8-1871 Chicago Fire Started
• 10-11-1884 Elenar Roosevelt’s Birthday
• 10-13-1925 Margaret Thatcher’s Birthday
• 10-21 Apple Day
• 10-22 National Nut Day
• 10-24 Mother-In-Law’s Day
• 10-25-1881 Pablo Picasso’s Birthday
• 10-30-1735 John Adam’s Brithday
• Peanut Butter Lovers & Aviation Month
• 11-1 All Saints Day
• 11-4-1922 King Tut’s Tomb Discovered
• 11-13 Mom & Dad’s Day
• 11-15 Pack Your Mom Lunch Day
• 11-17 Homemade Bread Day
• 11-18 Mickey Mouse’s Birthday
• 11-19-1917 Gandhi’s Birthday
• 11-20 Sweetest Day
• 11-23 National Cashew Day
• 11-30 Stay At Home Because Your Well Day
• Hi Neighbor & Read A Book Month
• 12-1 Eat A Red Apple Day
• 12-3 National Roof-Over-Your-Head Day
• 12-4 National Cookie Day
• 12-4 Wear Brown Shoes Day
• 12-5-1901 Walt Disney’s Birthday
• 12-10-1830 Emily Dickinson’s Birthday
• 12-12 Poinsettia Day
• 12-16 Beethoven’s Birthday
• 12-16 National Chocolate Covered Anything Day
• 12-17-1903 Wright Brother’s First Flight
• 12-18 Wear A Plunger On Your Head Day
• 12-18-1886 Baseball Legend Ty Cobb’s Birthday
• 12-19-1843 “A Christmas Carol” Published
• 12-21 Humbug Day
• 12-24 National Egg Nog Day
NOW, Choose ONE per month to promote, put it on your marketing calendar and promote it!
VIDEO: “Become a PR Powerhouse”
This 20+ minute interview is a a great eye opener, get your pen and be ready to take notes.
“Become a PR Powerhouse” with Nancy Trent.
10 questions to see if you’re ready for salon & spa ownership.
Want your own business someday? This 10 question test will help you discover if you’re REALLY ready for spa ownership.
Whether you’re an esthetician, body therapist, hairdresser or manicurist, chances are you’ve dreamed of running your own spa or salon one day. It’s an attractive prospect, isn’t it? Being your own boss, setting your own work schedule, making a lot more money–who wouldn’t want a future like that? Then there’s the prestige, long vacations from a business skillfully managed by trusted employees, and the big cash buyout when it’s all over and you’re ready for an early retirement. This would truly be the way to go–if it were the whole reality. Now let’s look at business as it most likely proves to be for the brave entrepreneurs among us.
I’m a spa business consultant. I’m hired to fix businesses that have broken down or are about to, and there are many, many of them out there–some aware of their problems and others still in denial about them. They all have one refrain in common: “I never thought it was going to be like this!” And it seems that no one ever does, which possibly explains why so many Americans are eager to rush into the high-risk, demanding embraces of independent business ownership. Don’t get me wrong here–I’m a successful independent business owner myself twice over, and I wouldn’t reverse that fact for anything in the world. But, I’m also one of the lucky ones, a rare survivor in a sea of foundered and forgotten companies that have put the small business failure rate at a staggering 99% over 10 years. I waded, worried, and writhed through a perpetual tempest of threats to my companies: three recessions, three fires, three lawsuits and countless employee defections with clients in tow. We had every imaginable financial crises, equipment breakdowns, earthquake disruptions, and new competitors closing in from every direction. Somehow, miraculously, we navigated safely around the rocks and shoals to stay profitably in business for 20 plus years. And the personal cost for this achievement? Thousands of long, unpaid hours of work, threats from worried bankers to close our deeply overdrawn accounts, the erosion of a partnership/marriage, and the terror that caused the awful sleepless nights that had become an unavoidable facet of life. I never thought it was going to be like that!
So for those of you who are about to trace the footsteps of the hardy, the foolish, or the fearless entrepreneurs of spa business investment, evaluate your willingness to face the realities of your probable future as detailed in the questions that follow!
1. Can I financially and/or willingly accept a potentially long road to making money, any money?
The stark reality is that you may go many months, or even years, before the tide of cash begins to flow in a positive direction–that is, if it ever does. Most new business owners end up funneling far more up front cash into it than they ever imagined they would, and unfortunately many go into business without realizing what kind of cash reserves will be necessary to stay afloat. In addition to the financial resources, you will also need large reserves of confidence to keep your spirits high as you work hard for very little initial return. You are almost certain to experience this! Do you want to? Can you afford to?
2. Am I willing to work long hours without a break for little or nomoney, no gratitude, and no end in sight?
It’s important to realize that work-free vacations, relaxing weekends, and sleeping in will probably not be your realities as you build a business. Work/life balance also becomes very difficult as the constant demands of owning a business settle in. Your new reality will include a vast workload, including emergency calls at home or on your cell phone at any time. Be prepared to cancel plans at the last minute to fill in for an employee who calls in (or doesn’t call in) sick, to do the most menial jobs at the spa, and face the ire of angry clients affected by your battered service schedule.
3. How will I keep (or afford to keep) my employees around now that we’re not as busy as we expected to be?
Even if you’re paying your team a wage or salary there’s little that they loathe more than a flat service schedule. Boredom sets in faster than brown spots on bananas, and you’ll soon be dealing with an expensive and restless crew. Without the know-how or skill to inspire them during the lulls all new spa businesses experience, you’ll soon be spending your precious time recruiting, training and interviewing in regular cycles. What fun!
4. I thought that I was hiring professionals! Wasn’t I?
Uh-oh! The unfortunate revelation all spa owners discover has arrived at your threshold, too. Your spa therapists seem to have a curious habit of showing up late for work, running late on appointments, ignoring the dress code and slacking on sales of your retail products. How can they be so unprofessional?
One thing you will learn very quickly as a business owner: as wonderful and professional as some of your staff may be, employees will not care about the business the way you do–ever.
5. Do I know how to bring in customers?
Your potential customers are out there–circulating in the great mass of your local population, one that won’t necessarily drop everything and flock to your new (and possibly me-too) spa when you open your doors. Think about it: do you notice every grand opening you read about, even if it’s a business you might eventually patronize? As the Wicked Witch of the West said, “All in good time, my little pretty, all in good time”! You’re going to have to work hard to get noticed, then convert that attention into steady, long-term business. Until then, you’ll need cash reserves or a credit line to keep you afloat.
6. Do I know how to find good employees?
Great recruiting takes skill and time. Be prepared to educate yourself about good interview techniques and to talk to a lot of people before finding the professionals that will really help your business thrive. You can also count on the fact that recruiting is an ongoing and often constant activity throughout the life of a business.
7. Do I know how to manage people?
As a potential business owner you are about to set yourself up to be the leader of people, the example, the one that all turn to for direction and motivation. Even if you put a wonderful manager in place, you are still the ultimate authority in this operation. Management ability, patience, and firmness in the face of inevitable employee challenges are crucial to success–no wimps allowed. Are you really up to, and willing to take on, this challenging task?
8. I don’t like financial figures, computers, record keeping, and inventory management. Is it really such a big deal?
Yes, it is. While you may be able to hire someone to help you with accounting or business management, that doesn’t mean that you can ignore the numbers and what they say every day about your operation. Sticking your head in the sand when it comes to understanding these crucial indicators of business health will very likely lead you into financial trouble–and quickly.
9. But our concept is different! That’ll make the difference, won’t it? Won’t it? WON’T IT?
No, it won’t.
10. I have business partners that will help me through the rough spots so we’re going to be fine.
Yes, and the Titanic had a captain, first officer, a chief, and even the ship’s designer on board. Still she sank. It was what they overlooked that sank her, not what they believed they already knew. Little good that did then. It was the sister ship that benefited from the lesson–a retrofit the first one needed from the beginning.
There are two phrases you should never utter when forging ahead into a new business venture: “We’ll deal with that when we come to it,” and, “We already have that solved.” Revisit your plan often, get the opinion of a qualified professional, and prepare for the ride of your life! With skill, determination, money, and lots of luck you just might reach the end of the rainbow. Those of us who’ve made it can attest to the hard work but also the joys of success.
Good luck to you!