Starting an Aesthetics Business Series: Developing an Annual Marketing Plan

Developing an annual marketing plan for your aesthetics business is one of the key elements that will lead to success if you do it properly, and can impair your performance and lead to failure if you do it improperly. Its importance cannot be underestimated and care should be taken to do it right.

To begin, take a look at the calendar for the coming year and do some forecasting. What times of the year tend to the busiest and which the slowest? Which times need more promotional help? Then take a look at the entire of concept of marketing. Marketing means everything: advertising of all types, public relations, promotions, special events, publicity, sales, every type of communication that brings business in to you.

Many people say marketing and mean sales, and others say marketing to mean advertising. Marketing includes all methods and a good marketing plan will have a mix, especially of advertising and public relations. What is the difference? Advertising is what you pay for, public relations is what you pray for is the old saying in the business. Advertising is purchased as newspaper or magazine ads, Yellow Pages ads, radio and TV commercials, banner ads on web sites, etc.

Public relations, or PR comes from good word of mouth (Note: there is no such thing as word of mouth advertising, there is only word of mouth public relations), networking, and favorable media coverage. A concise plan to send out press releases to get the local media to pay attention to you and perhaps write an article about your business to appear in the local newspaper or business journal is ideal. If you are skilled in writing in journalistic style, then try writing a few short press releases and sending them out. If you don’t have these skills, consult with a professional PR consultant. If you can’t afford a consultant, read a few books on the subject, available in the business section of any major book store.

When it comes to advertising, dedicate ten percent of your total income to paid advertising. Take a look at your clients What age range are they? Older people read the newspaper more often and younger people watch television more often, especially cable. Decide whom you wish to market to and target that group. Consider radio because most people listen to the radio when driving, and look at the demographic groups that radio stations in your area reach to determine which station to use. Plan this out on paper, make a plan and stick to it. Your business future depends on it.