Today’s question comes from Deborah Meyer in Ohio. She will
open a day spa soon, and says, “I have never been a business
owner. Getting employees and publicity for my opening will
be essential, and getting clients will be the next big
challenge. Any ideas?”
And Lois says…
Sure! I’m going to assume you have done all your research
and you know your market thoroughly. I also hope you have
chosen a terrific location–one that has easy access for
busy, professional women and affluent moms. I’m reading an
excellent book right now about marketing to moms, “The Mom
Factor: What Really Drives Where We Shop, Eat, and Play” by
Nora Lee. It would probably be useful to you. C*lick here:
It will be important to plan at least one special event –
preferably several, all targeting different audiences — to
initially build the buzz about your day spa. Make sure each
event is really top notch, with terrific hors d’ouvres,
maybe some good wine, demonstrations, mini massages and
other fun things going on. A day spa must be an inviting
respite for the hurried, stressed professional or busy mom.
So make sure the atmosphere reflects this, even during the
event. Compile a mailing list that includes everyone you
know and purchase a list of all the affluent neighborhoods
surrounding your location (perhaps within 15 miles). Hire a
graphic designer to help you create a fantastic, intriguing
invitation and mail it to these two lists. Don’t forget to
include the media, as well. Here’s something that would be
perfect for you. Joan Stewart, a publicity expert, and
Debra J. Schmidt, who has planned dozens of special events,
produced a 6-part series called “How to Plan & Promote
Sizzling Special Events.” It’s available as a set of CDs
or electronic transcripts and includes 15 can’t-do-without
checklists for event planners.
Attracting quality employees for a new business is a bit
tougher. The best way to find good employees is to network
your way to them. Ask everyone you know if they know anyone
qualified who would be interested. Consider joining a
referral group like Business Networking International (BNI)
to find employees and get business, too.
Another good way to attract good employees is to take
advantage of the publicity you receive when you begin
promoting your company to the media. “Special Report #3: How
to Use Free Publicity to Attract and Keep Qualified
Employees” will help you learn to capitalize on free
publicity, discover how other companies promote their job
openings, find other resources that can help you, and much
more. Check it out:
Or check out Joan Stewart’s handy booklet “113 Tips for
Finding Valuable Employees,” at:
Do a massive publicity push for opening day, offering all services in
free mini-sessions, maybe 20 minutes each. Invite the press not only
to publicize but to participate (and tell them if the schedule
doesn’t work, the offer is good another time). Everyone who comes
through the door gets some munchies and a pack of coupons offering
bonuses for using different services, spread out through the year,
e.g., during January, add hot stones to your massage for just $10. I
prefer add-ons to discounts because it doesn’t train the customer to
expect discounts but still adds value. At least some of the coupons
should be a deep discount for bring-a-friend (not a previous
customer).
I give more detail on this sort of thing in my books, Principled
Profit: Marketing That Puts People First and Grassroots Marketing:
Getting Noticed in a Noisy World–and in fact I practice what I
preach in that I sell the two together for substantially less than
buying them separately.
http://www.frugalmarketing.com
PS, Lois, reading Brainy this week I wished I lived in your
neighborhood–sounds like it’s worth sniffing around your house
during baking season
–
_________________________________________________
Shel Horowitz – copywriter, marketing consultant, author, speaker
Affordable, ethical, effective marketing materials and strategies
“Ethical, cooperative businesses t h r i v e and p r o s p e r”
Sign the Business Ethics Pledge – Help Change the World
http://www.principledprofit.com / http://www.frugalmarketing.com
mailto:shel@principledprofit.com * 413-586-2388/800-683-WORD
Award-winning author: Principled Profit: Marketing That Puts People First
Blog on Corporate/Government/Marketing Ethics:
http://principledprofit.blogspot.com/
Comment by marketingideashop — December 15, 2005 @ 7:54 pm