Tripling The leads Of A Day Spa

“Working With a Day Spa, I Tripled Their leads With Half Their Efforts” - Dave Smith - Business Coach

Revenue at Justice Day Spa had recently started plummeting, and The Owner had no idea why. (Not the real business name, and I don’t give out my client’s names) …

Justice Day Spa is a medium-sized, full-service Salon and Spa that is well established in the community. The business had been in operation for nearly ten years and had expanded to offer full spa services two years ago.

A year ago, the new Owner took over the business from her mother and had made some small changes, but generally kept Marketing and operations the same.

This is what she told me --- "Since I took over the business from my mom, I hired some younger Stylists and Estheticians, and brought in some new hair and skin products. I thought featuring a higher-quality product line would improve the image of the spa".

She continued using the same Marketing Strategies as her mother but updated the design of the ads and direct mail pieces, so they had a more modern look and feel.

They began to see a decline in revenues, and didn't know why. Their existing customers were happy, and they saw them on a regular basis. There seemed to be a healthy flow of new business coming in, and they knew their products and services were top notch, so they couldn't piece together where the dip was coming from.

They diagnosed the issue by setting up new tracking systems. They decided to track their leads and conversions over the course of three weeks in hopes of gaining an understanding of where her new business was coming from, and why revenues were dropping. They even started asking customers where they heard about them, or what brought them in. Each staff member kept a tally and handed it in at the end of the day.

The Owner was shocked by what she found. Based on her tracking sheet, she realized her advertising was generating a very low number of leads, and that there was a dramatic decline in new business.

This was costing her a ton of money, since print and radio advertising was the most expensive form of Marketing she was currently doing, in addition to direct mail campaigns.

Naturally, her next questions were:

Why isn't my advertising bringing in new customers?
Why are my Lead Generation Strategies becoming less and less effective?
Where is all the new business going?

"I had no idea if it was because of the ad's design, or the information I was including on it. My mom and I had been using the same ads for ages, and I didn't know where to start making changes!" The owner said to me …

After several revealing discussions, I was ready …

Justice Day Spa needed to identify their current target market, and conduct new, ongoing market research. The demographics of the local area had changed in the last two years due to a few new condominium developments and an influx of high-income professionals. The older apartment buildings had been taken down, and the renters that her mother had targeted were no longer living there.

Most of the people in the area were young and had money to spend. I realized they were Marketing to a huge range of people and offering discounts to entice them. The new residents in the area were looking for a high-end Salon that had the latest product lines and could cater to their needs; they weren't concerned about deep discounts.

After we identified her new target audience, we created a new Lead Generation Strategy to reach them.

1. Rewrote headlines and Marketing messages to reach new market.

2. Stopped discounting and rewarded big spenders with premium offers.

3. Held a Grand Opening event to create awareness of the Spa in the new market.

(Are you able to see the difference here from a Business Coach and an Agency, Specialist, or Salesperson?)

All it takes are the right tools and resources and a little determination to generate incredible wealth for you and your business. (And some good guidance too) …

Once I identified why her current Marketing was not working, we were able to rework her strategy and get her business on a growth path.

The best part is that all she needed was a good Coach to teach or highlight these things, no expensive Agency fees for this tactic and that tactic … Just like you, this new Owner had the power to take charge of her wealth creation and start making more money with less effort.

PS: Remember what she learned - knowledge of your target market is crucial to the success of your Marketing efforts. Check in with your return on investment for every campaign you run. Otherwise, you could be leaving money on the table, or just throwing it out the window.