Explore guerrilla marketing

What is Guerrilla Marketing?  Guerrilla Marketing means thinking outside the traditional ways of marketing; it is a focused investment of time and effort with minimal financial cost.  One typical term associated with guerrilla marketing is sweat equity.  It is about identifying what the team can collectively do to generate new business and hype about the salon and spa without spending cash resources. 

Planning social outings with the staff is one way to generate enthusiasm and a ‘buzz’.  The beauty of business is a social one.  It is necessary to connect with people outside the treatment room or away from the chair.  Going out with the staff to canvas popular night spots with the goal of meeting potential clients away from the spa is a comfortable and fun way to guerilla market.  It creates an opening to approach potential clients in a non-threatening manner. 

There are many ways to approach, but the greatest success we found came from complimenting the potential client’s skin or hairstyle and offering a complimentary consultation and mini service. Once in the spa, the provider then had the opportunity to capture a new client for future services. A mini treatment can turn into hours of future services. 

Another successful guerrilla marketing technique came in the form of a ‘Get out of Jail Free’ card I created for a spa in Florida.  The universally known character from the Monopoly game graced the front of the small card with the large print stating “Get out of Jail Free”.  It also said “If you missed your wife’s birthday, forgot to take out the trash, want to watch the game or play golf this weekend…call us at the spa, we can fix it.”  Staff members were then able to approach men in a light-hearted way, offering spa solutions for guys who didn’t understand they way into a woman’s good graces is thru spa services.  The significant others who were on the receiving end of the “Get out of Jail Free” cards loved their spa services and more importantly, told their friends…creating a great buzz in the neighborhood about the creative marketing technique.  Guerilla marketing means thinking outside the box.  Brainstorm with the staff for your own creative marketing ideas.

The point of this tale is simple.  It is not only the owner’s responsibility to drive new business through the door by spending more dollars on advertising.  It is a collective effort of every member of the team, especially during economically tough times.  Act NOW to protect everyone from a smaller paycheck at the end of year.  Ensure your economic future and affect your spa with positive results.  Be proactive.  Get creative with marketing programs, team coaching, special events…and have some fun while doing so.

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