Tanning and spa Industry

Transcription

1 Tanning and spa Industry HydroMassage Marketing Plan and Resources 1

2 About The HydroMassage Marketing Plan and Resources are designed to help you successfully launch HydroMassage in your facility. It includes step-by-step instructions for implementation and training as well as marketing materials you can customize for your facility. The CD-ROM HydroMassage has provided you with a CD-ROM containing most of the files you will see detailed in this booklet. The CD-ROM includes PDFs and Microsoft Word documents that are easily customized. When editing the PDF files, please be sure to use the latest version of Adobe Acrobat Reader (a free software program downloadable from These items were designed for printing on a standard inkjet/laser printer. The HydroMassage Owners Website HydroMassage offers a resource center as well as an online store for ordering the professional printing of HydroMassage marketing materials. To access this website, visit On this page, you are able to register for access into the myhydromassage Owners Site. Once you enter your information, a HydroMassage representative must verify your status as an owner before you are granted access to the site. You will receive notification once you have be verified. If you do not receive a response by the following business day. Please contact HydroMassage directly at Legend The checkmark icon is used to identify MUST DO steps for a successful HydroMassage launch. Custom The custom icon is used to identify items which are available to order on the HydroMassage Customer Website. The CD-ROM icon is used to identify items which are available on the HydroMassage Marketing Plan and Resources CD-ROM. The monitor icon is used to identify items which are available on the HydroMassage Customer Website. 2 HydroMassage Marketing Plan and Resources

3 Table of Contents HydroMassage Steps to Success Marketing Plan Sales Tools Staff Training Materials...7 Membership Addendum Surveys...8 Marketing Materials...9 In-Club Signage...9 Session Cards Brochures and Flyers Gift Certificates Postcards /Online Marketing Newspaper Advertising Press Releases Radio Advertising Image Resources Video Marketing HydroMassage Marketing Plan and Resources 3

4 HydroMassage Steps to Success Marketing Plan This plan details the steps that should be taken to ensure a successful launch of the HydroMassage in your club. Read through it carefully and make sure to complete each step to maximize your success. Step 1 - Preparation Prior to shipment Consider where the bed will be located Identify the room where the HydroMassage will be located. Mark the door with Coming Soon signs to increase awareness among your clients. Create spa-like atmosphere for HydroMassage room Dim the lights and paint the walls with a serene, muted color. Include spa-items in the room and rug underneath bed. If in open area, use screens or plants to provide a sense of privacy. Determine HydroMassage Pricing Options Add HydroMassage to your existing tanning or spa packages or memberships. Example: Massage Package Upgrade: unlimited Massage (10-minutes per day, everyday): $ $19.95 per month Example: add-on HydroMassage: additional $15 on top of package price for one-time session Create a Limited-Time, Introductory Pricing Special Example: sell unlimited massage package for $ $14.95 for the first 50 customers who sign-up for HydroMassage. Create a Sales Compensation Plan for Employees Recommendation: Follow normal compensation plan currently in place for memberships or packages. Example: if you pay 10% commission for memberships, pay 10% commission for adding HydroMassage. Identify Sales Goals for Your Sales Team Each employee should put a minimum of three customers on the bed per day First week: 20+ memberships sold First month: 50+ memberships sold Create Sales Incentive Plan Example: First salesperson to hit 20 HydroMassage upgrades sold gets $100 cash or ipod 1 week prior to installation Send out Coming Soon blast Send to all customers, friends and local business partners to let them know HydroMassage is coming soon Post marketing materials - posters, flyers, coupons Add HydroMassage promotional video to your salon entertainment system 4 HydroMassage Marketing Plan and Resources

5 Step 2 - Launch Day 1 Week 1 HydroMassage Staff Training Make sure all sales and ops staff are on hand during HydroMassage installation for 30-minute training. Distribute HydroMassage quick reference guides Train employees on HydroMassage sign-up process Have 1-page membership contract addendum ready to sign-up customers. Post HydroMassage marketing materials in club, including: - Limited time Free Massage announcement on marquee outside - Posters - Front Desk signs - Gift certificate flyers - 10 FREE HYDROMASSAGE Banner Receptionist / Greeter Offer free trials when members enter the salon. Give customers FREE HydroMassage trials 3-5 minutes unless there is no wait. Then offer 10 minute sessions. Continuing HydroMassage Staff Training Get all employees on the bed for at least one massage session each day. New Customer Tours At the end of the tour of salon, put them on the bed for a 3-5 minute trial before explaining packages and pricing. Require customers to fill out surveys after free trial If they answer Yes-Somewhat or Yes-Interested to question #6, make sure to review pricing and sign them up immediately. Always be ON HAND when they finish their massage to discuss pricing options and close the deal. Customer Referrals Call all new customer referral names listed on completed surveys each day and offer free massage for limited time. Send second blast Let everyone know the date HydroMassage will be available along with a coupon for a for a free HydroMassage trial session. HydroMassage Marketing Plan and Resources 5

6 Step 3 - Success Send blast to customers Letting them know the bed has arrived and how easy it is to use with a coupon for a free HydroMassage trial session. Place Free massage coupon / banner ad on your website Pass out 4-member massage profile cards with Free Session Coupon Drop-off free massage coupons to local GNC / Vitamin stores, sports leagues/teams/clubs, corporate offices, etc. Include free massage coupons in participant packets at local races, walks, tournaments or other charity events. Newsletters / blasts Include FREE Massage Coupon with regular internal newsletters / blasts to your customers Submit your surveys Appoint 1 person each day (beginning or ending of day) to collect all surveys completed and report on number of package sales. Fax / Send copies of surveys weekly to HydroMassage HydroMassage Marketing Coach Call HydroMassage Marketing Dept 1 week after launch to discuss results and adjust marketing approach if needed. 6 HydroMassage Marketing Plan and Resources

7 Sales Staff Training Materials Quick Reference Guide The Quick Reference Guide gives step by step instructions to make selling memberships/packages simple for your sales staff. This flyer details how to operate the HydroMassage bed, how to effectively sell massage packages and how to quickly and easily add HydroMassage to an existing membership. File details: 5.5 x 8.5 (half sheet of letter-sized paper) / double-sided HydroMassage Marketing Plan and Resources 7

8 HydroMassage User Survey Utilize this survey to find out if customers are interested in adding HydroMassage to their membership or package and also to gain new customer referrals. Be sure to fax or mail these surveys in weekly to the HydroMassage corporate office so that we can help track your progress and assist you with your HydroMassage launch. File details: Letter-sized paper / single-side 8 HydroMassage Marketing Plan and Resources

9 SoreMuscles_18x24_0109.indd 1 12/9/ :44:51 AM Marketing Materials In-Salon Signage These posters are designed to promote HydroMassage inside your facility. Hang them in the lobby, rest rooms and other treatment/tanning rooms. File details: 18 x24 Sore muscles? Back pain? Stress? Yo uneed a massage. Try HydroMassage FREE TODAY! What is the best daily massage? The best daily massage is a combination of water, heat and massage in a single system. You will stay fully clothed, dry and comfortably supported while powerful waves of water are directed at specific areas of the body; giving you a deep and relaxing massage. How will I feel during my massage? Many people say they feel totally at ease with a deep sense of peacefulness. Others report feeling invigorated as circulation is increased. Because you have control of your massage, each individual s experience will vary. However, they all have one thing in common they think HydroMassage is the best massage they ve ever had! Experience the best daily massage. Treat yourself to a powerful deep-tissue massage with the HydroMassage heated massage bed. Ask an associate for more information. HydroMassage Marketing Plan and Resources 9

10 Session Cards Free Experience Cards These cards are used to offer free HydroMassage trials to existing and potential customers. When redeemed, a staff member escorts the user to the bed and enters the free trial and time limit manually. These cards allow the customer to experience the HydroMassage and offer the staff the opportunity to discuss benefits and pricing. File details: Standard business card size / double-sided Custom As low as 7 /piece Multi-Session Punch Cards These cards are used to sell HydroMassage multiple session packages. They are ideal for selling massage sessions a la carte to customers who wish to use the HydroMassage regularly. This provides you with immediate cash-flow from the sale while providing the customer with a discounted per massage rate for buying multiple sessions. File details: Standard business card size / double-sided Custom As low as 7 /piece 10 HydroMassage Marketing Plan and Resources

11 Brochures and Flyers Benefits of Massage Flyers These double-sided flyers address how HydroMassage can benefit various lifestyles. The back of the flyer includes a coupon for a free trial and a customizable area for your information (i.e. address, phone, etc.) File details: Half-sheet of letter-size paper / double-sided Custom As low as 28 /piece User Brochures The brochures are provide members with information about HydroMassage and how it works. Brochures may be displayed on the front desk, placed near the HydroMassage bed or in other treatment/tanning rooms. File details: 4 x 9 rack card Custom HydroMassage Marketing Plan and Resources 11

12 Gift Certificates HydroMassage gift certificates are a great way to get potential customers into your salon. By promoting massage as the perfect gift for any holiday or special occasion, current customers can buy gift certificates for friends and family members. When redeemed, you have the opportunity to introduce your salon and sell memberships or packages to these qualified referrals. File details: 8.5 x 3.5 / single-side HydroMassage Gift Certificates 0109_CustomLayout.indd 1 GIFT CERTIFICATE This certificate entitles to Valid at LOGO AREA 2.5 x.875 (Eras Light 10pt) Address City, State ZIP Phone Website Authorized by Expires Number Not redeemable for cash. 2/17/2009 9:20:14 AM Custom As low as 4 /piece Gift Certificate Promotional Signage This Gift Certificate Promotional signage is available for general and holiday-specific usage. Holidays included are: Valentines Day, Mothers Day, Fathers Day, Administrative Assistants Day, and Christmas. File details: Letter-sized paper / single-side Make their day. Give the gift of massage. HydroMassage is a fully customizable, user-friendly massage system that gives users a powerful, heated, deep-tissue massage in as little as 10 minutes. You enjoy all the benefits of traditional massage while remaining clothed and comfortably dry throughout your massage. One Month "Unlimited Massage" $30 Pamper your Mom. Flowers are nice and candy is sweet, but the gift of massage is a real treat! HydroMassage is a fully customizable, user-friendly massage system that gives users a powerful, heated, deep-tissue massage in as little as 10 minutes. You enjoy all the benefits of traditional massage while remaining clothed and comfortably dry throughout your massage. Give her the gift of HydroMassage this Valentines Day! Love is in the air. $30 One Month "Unlimited Massage" Say thank you. Don t forget Administrative Assistants Day! HydroMassage is a fully customizable, user-friendly massage system that gives users a powerful, heated, deep-tissue massage in as little as 10 minutes. You enjoy all the benefits of traditional massage while remaining clothed and comfortably dry throughout your massage. Say thank you with a gift that lets them know their appreciated! $30 One Month "Unlimited Massage" Dads are the best. Give him the gift of massage this Father's Day. HydroMassage is a fully customizable, user-friendly massage system that gives users a powerful, heated, deep-tissue massage in as little as 10 minutes. You enjoy all the benefits of traditional massage while remaining clothed and comfortably dry throughout your massage. Let Dad know how special he really is... Give him the gift of HydroMassage! $30 One Month "Unlimited Massage" Give her the gift of massage this Mother s Day. HydroMassage is a fully customizable, user-friendly massage system that gives users a powerful, heated, deep-tissue massage in as little as 10 minutes. You enjoy all the benefits of traditional massage while remaining clothed and comfortably dry throughout your massage. Give her the gift of HydroMassage this Mother s Day! $30 One Month "Unlimited Massage" Looking for a unique Christmas gift? HydroMassage is a fully customizable, user-friendly One Month massage system that gives users a powerful, heated, "Unlimited $30 Massage" deep-tissue massage in as little as 10 minutes. You enjoy all the benefits of traditional massage while remaining clothed and comfortably dry throughout your massage. This Christmas, give him the gift of HydroMassage! Massage is the perfect gift for friends, neighbors, co-workers, teachers... or anyone who you think deserves a little extra pampering. Give the gift you know they will appreciate! 12 HydroMassage Marketing Plan and Resources

13 Postcards Happy Birthday Postcards Use these postcards to recognize your customers birthdays and offer them a free HydroMassage to celebrate. File details: 4 x 6 Postcard Custom As low as 6 /piece We Miss You Postcards Use these postcards to reconnect with customers who may be coming in less frequently or customers who have cancelled their memberships. Get them back in your salon by announcing your newest amenity, HydroMassage, and offering them a free trial. File details: 4 x 6 Postcard Custom As low as 6 /piece HydroMassage Marketing Plan and Resources 13

14 /Online Marketing Blasts These blasts were designed to introduce and promote HydroMassage in your salon. The following templates are available: Coming Soon (to be sent prior to Launch), HydroMassage is Here with a coupon (to be sent on first day HydroMassage is available), It s Easy to Use with a coupon (to be sent post-launch to explain ease of use). These are only templates and must be edited in HTML/Dreamweaver for use. Website Banner Ads These Banner Ads were designed introduce and promote HydroMassage on your salon s website. 14 HydroMassage Marketing Plan and Resources

15 Sample Print/Newspaper Advertising This sample print ad gives you an idea of how print advertising can be used to promote HydroMassage in your salon. Each publication has specific design requirements. Therefore, it is recommended that you utilize the graphic design services offered by the publication to complete the design of your ad. Press Release Template This press release template allows you to announce the addition of HydroMassage to your salon. The press release must be customized with your salon s information and specific details regarding pricing, offers, etc. It is recommended that the press release be completed and distributed to local media outlets (newspapers, radio and television stations) immediately following the launch of HydroMassage in your salon. Radio Advertising Script This sample radio script can be customized to promote HydroMassage in your salon. HydroMassage Marketing Plan and Resources 15

16 Image Resources High-resolution images and logos for promotional use are included on the HydroMassage Marketing Plan and Resources CD-ROM. Video Marketing HydroMassage provides promotional videos to play on your salon s entertainment system. To request a copy, call HydroMassage Marketing Plan and Resources