Six Steps to a Profitable Acne Program

Acne is one for the biggest missed opportunities within the spa industry. This potentially huge revenue stream is rarely explored within spas. Currently on most spa menus, you will find a deep cleansing facial or a teen facial, an acne treatment, etc. These are typically positioned as one a la cart treatment. The problem is that acne cannot be solved with one treatment. To clear acne, the person must participate in an acne program/membership lasting many months to gain and maintain the results they are looking for. In this article, you will learn 6 steps on how to develop, position, and market your acne program to increase guest satisfaction and generate more revenue.

Identify Your Acne Program Target Market

The largest segment of the spa industry's clientele is women in the age group of 40 to 60. Most of them have teenagers. This is one of the biggest missed target markets. The parents, who are your clients, already like you and trust you. They have children with skin problems that you can help. Identify those clients with teenage children by doing a "getting to know you survey." This will provide a target list to market your teen acne program.

Develop Your Acne Program

Identify which equipment and result-driven products you will use, and the frequency at which clients will need to participate to develop your acne program. For the clients InSPAration Management has helped implement acne programs, they work best when teens visits the spa twice per month. In addition to the spa visit, they will need to adhere to a home care regimen that should be part of your program. Keep in mind; this is NOT a turn down the lights type of experience. It's clinical and a results-driven program. The price for the program needs to be reasonable for a parent to want to invest in a monthly program for their child. Depending on your area, you can charge anywhere from $99 to $149 per month. This amount is automatically charged on a monthly basis to a credit card.

Create Your Marketing Material

Now that you have developed your program, you will need to create your marketing material. It takes preparation to properly launch a new treatment and/or products. You will need a flyer, email blast, posters, buttons, website update, social media site postings, etc. Come up with a name for the program and an entire marketing strategy to grab your consumer's attention. Entice them to learn more and sign up for your acne program.

Team Training for Technical and Sales

The success of your acne program lies in the hands of your team. They will have to be very skilled in performing acne treatments and must be able to promote it. Have them wear buttons with a statement saying "Want Clear Skin? Ask Us How!" This will open the conversation, allow the team to discuss the program, and sign them up. You may want to offer a team bonus for programs sold.

Launch Your Acne Program

Once you have all marketing material, treatment protocols, products, and your system set up, you are ready to launch. You can begin promoting through your marketing mix and also by hosting an event to introduce your Acne Program. Your event should be fun and educational. The theme can be "Bring Your Teen and Their Friends to Discover How to Have Blemish Free Skin." This event is a great opportunity to explain the program and get people registered.

Measure Results and Refine Your Plan

Measuring results will ensure the program's success. It is wise to document progress and obtain testimonials from the results you were able to achieve. You will be able to use testimonials to help promote the program continually. The other important fact to measure is your member count. How many people do you want in your program? 50, 100, more? Set a target for the number of members you would like to reach. Make sure that you are doing all the marketing needed to help reach your goal.

If you are looking for ways to boost your income in 2013, implementing an acne program or other programs will increase retention, satisfaction and revenue! You can be like Beth Pestotnik, CEO of Skin Essentials in Colorado. She launched her acne program 6 months ago and now has over 75 acne members paying $95 per month. That's over $7,500 of guaranteed income per month!

I encourage you to remove the a la carte mentality, focus on programs, and have your best year ever!

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