Marketing a specialty service is not that different than marketing any other type of product or service. The first thing you need to do is the very same thing you’d do for any type of business: get very clear on who your ideal clients are. Let’s say you are marketing a high-end specialty service such as a skin care spa.
You first need to understand who you are marketing and selling to. Is it primarily women? Are they of a specific socio-economic class (upper-middle class or upper class) with disposable income for this type of service that may be viewed as a luxury?
Where can you find these women? Do they do other things to take care of or pamper themselves? Like belong to a gym, take yoga classes, or shop at particular stores?
These places are all potential marketing venues or partners you may want to consider approaching regarding cross-promotional opportunities or referral arrangements. Think about how you can help each other.
Where do these women live? You are likely drawing clientele from a certain geographic radius around your business. Consider where else they can get the same services you provide. How far away is the nearest competitor?
If there are not a lot of skin care spas or salons that offer skin care services in your area, clients will probably drive a little further to get to you. If they have lots of choices, chances are they’ll frequent a spa closer to home.
Understanding your competition is an important step in determining how and where to market.
Once you understand who you are marketing to, where you can find them, and what your competitive environment looks like, you’ll need to think about what you have to offer that is unique or special.
Why would someone come to your spa? What benefits do you provide that they can’t get elsewhere. Make sure these reasons are compelling.
You’ll want to focus your marketing message on these compelling benefits. This will give prospective clients a reason to choose your spa; a reason to buy your services.
Use all of this information and put together a plan of marketing activities to get your compelling message out to your prospective clients. The amount of marketing you’ll need to undertake will depend on how much you want to increase your sales – the more aggressive your goals the more marketing you’ll need to do.
All of these are steps you take when creating a marketing plan. If you don’t have one, know that creating a plan is the best step you can take to effectively market your services and increase your sales.
A plan will ensure you are marketing to the right audience, with the right message, and in a manner that will help you achieve whatever your desired goals are. It will ensure you have a marketing program customized for your business.
(C) Copyright 2005 Debbie LaChusa