CAN YOU HEAR ME NOW? GOOD STRATEGIES FOR STAYING CONNECTED FROM START TO FINISH

SpaTrade Expert Bart Foreman delivered an excellent speech at the LA Spa & Resort Expo in LA. Foreman is founder and president of Group3 Marketing, a relationship marketing company that provides strategic planning, concept development and program execution for customer focused, database driven relationship marketing programs for specialty retailers and the professional beauty and industries.

Foreman reminded the audience that, in a world where mall traffic is down and Internet traffic is up, the use of technology to analyze your business is crucial. 'Having the right software to completely understand your clients is critical to the implementation of relevant marketing tactics that deliver a timely message.'

Foreman recommends a strategy based on retention of current clientele, because they are the best source of sustaining profitable business. If satisfied, they will bring referral business. He breaks down marketing to four primary objectives:

1. Get New Clients
2. Keep Them
3. Grow Them Into Best Clients
4. Maintain a Consistent Brand Message

Foreman's Basic Marketing Rules

Everyone Has Potential
Best clients can leave, marginal clients can buy more and become best clients, and unprofitable clients can become profitable clients

Reward and Retain
Thank and reward clients for their continued patronage. Use email as a primary tool to communicate with clients and stay connected at every opportunity

Don't Discount
Foreman prefers a "spend and earn, redeem and save" approach

For information of Group3 Marketing's turnkey marketing program for spas, visit http://www.group3marketing.com/theclub.htm. [email protected] Program delivers personalized communications to your new and existing clients while taking most of the operational and administrative workload away from you and your staff.