The Official “State of the Salon Spa Industry” Address 2013
So huge in fact that it's more of a game changer than shift. Every Salon & Spa owner will be affected one way or another. I was asked recently my thoughts on the state of our industry and after looking back on all that has happened over the last 12 months, and looking ahead at what's coming up right at us, the response ended up being a few thousand words long going over everything that will be VITAL to be on top of this year, so I thought I'd share my response with all of you. Actually, the things in this address are so monumental for Salon & Spa owners, that you could almost say it's an Evolution of our industry (all businesses, actually), where as small (& especially big) owners, we must stay on top of the changes and, literally, adapt or die. And it all goes back to that old age principle of giving clients what they want... instead of what we think they want. ... So I've got a LOT of life-changing information here for you, but first I'd like you to know how I came to these insights. This piece is moreso for people who may have recently come across me and what I do, so I thought I'd give you a little background on me because this information could at the very least Save your business from going under and could quite easily (as it has for clients past) double your income. I'd also love to get your thoughts and opinions as well on what I've come up with here, so don't be shy to comment below. First and foremost, my motive, my passions, is that I love you guys because I'm a fellow-owner. I'm in the trenches with you, dealing with staff, groupon, the economy & government, marketing, time and all the other things that come up for us owners. Not only do I own my own spa, but I also own a skin clinic/medspa, working hand in hand with our areas top plastic surgeon offering botox and the like. Aside from my own business, I also have all of you, my subscribers, that I communicate with on a weekly basis. So I'm constantly in touch with the pulse of what's important to you and for your business. I've got dozens of marketing training systems I've developed, business management trainings, done-for-you ads and of course, SalonSpaOwner.com, our owners-only members site. The clients I coach personally see huge results after implementing my strategies adding $50k to $150k/year to their personal income. But MOST importantly, because my coaching business is all online, I'm also HEAVILY into Internet-Marketing and have hundreds of marketer friends who are all online with me watching the future of the internet. So aside from owning my own spa (the only consultant I know of that does), I can see where things are going and offer cutting-edge, current advice instead of the same ol' "corporate" consulting information that is sooooo prevelent out there. So let's get on with it 🙂 It's 'very' difficult for me to try to explain what's happening online and the importance of it all, so let me try this experiment: Think back and get a picture in your mind, close your eyes if it helps, but get a picture of LIFE before the internet. Can you? Remember what it was like back in the 80s & 90s? What you did with your time? How you dressed? What business was like? Your daily life? For me, it's difficult. The internet is an incredible resource that's been growing at leaps and bounds over the last 10+ years, BUT with the advent of social media, that was a game changer. What was a "resource" for information, like a digital library (which is what the internet was), became a way of life, literally, almost overnight. Just a couple short years ago, who had heard of Facebook? Let alone a fan-page? No one had one, and now all of us do (if you don't, wake up! It takes 2 minutes to set one up at facebook.com/pages). It was 3 years ago at a marketing conference where the speaker asked how many of us heard of facebook (many of us) and how many of us had a fan page (NONE of us, well, maybe 1%). He said within a year we ALL would have one... and we did! And back then we could easily build our list of prospects and customers from it. Now facebook has clamped down on things and made it increasingly difficult (well, not difficult, but tricky) to monetize your fan page. Why? Because HALF the world is online at facebook, on average every other day... and for LONG amounts of time at once, so everything happens by their rules. Not to mention that's only 1 (ONE) website. There's also twitter, pinterest (fastest growing website Ever), linkedin for professionals and so on (and I didn't even mention youtube!). I'm sure you know someone (if not yourself) who's on these sites, networking, having fun, sharing, liking... constantly. What the heck did they do before social media!? (as a business owner you probably don't have the luxury of time to do this, but all your friends do). This has happened SOOOOOO fast, where the internet has advanced at the speed of light, what has taken years now only has taken an equal number of months! (fyi - Google is still a young "teenager" in age, still unable to drive). So where we think our customers want 'this' what they really want is 'that' and 'that' is social media. I.e. being connected, and constantly online. It's a new lifestyle for them (and us). Adapt... or... die.
There's a huge shift going on right now in the Salon Spa industry, I'm sure most of you have felt it.Previous post: Your Gift (hit “play” on the video)
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{ 10 comments… read them below or add one }
Would love to hear your thoughts!
Hmmm…we have been looking at a texting system to send inspirational quotes to our dieters daily. What if we send over 2000? Currently have 400-500 active dieters. One text to each person per day could price me out.
I can get you the cheapest pricing in the industry, but DAILY would add up. Sounds like you could use an app (which I can get done as well) and see if that works out better.
Hi Chris,
I have heard about this “Funnel ” and “auto pilot” for about a year. I have been approached by marketing companies that want to charge me 5+k to “set” my site up with it. I did find a book that actually spoke about these. If this is what you are speaking I’m very interested. I’m in the process of finding a VC/Angel. Most people I have spoken about this have no idea what I’m talking about( unless they want to charge me big) Why don’t the average site builders and social media folks know about this?
Always,
Jillian
Don’t get me started on that! Web designers are exactly that, DESIGNERS and they know NOTHING about marketing (i.e. a “money-making site”) or SEO. Since I’m the only person I’ve seen who can do it all, I decided to offer it to you guys for half of my regular price (or even less if you’re a member:)
Happy New Year Christopher & fellow followers!
Bravo, Bravo, Bravo! Great information & insights! Now, for spas to take heed & get goin!
Thanks for the information & a great blog post!
Mason
W. Mason Preddy
CEO/Founder
White Brights Teeth Whitening Boutiques, LLC
mason.preddy@WhiteBrights.com
hi chtistopher… what are your salons called and your websites… would like to have a look.. thanks teresa
the Russian day spa and the Skin renewal clinic.
Great article, sage advice.
thanks!