Progressive Spa Business Series: Catering to Niche Client Groups Using Unique Brochures

Different brochures for different spa services is a very good rule that should be a firm rule for your marketing and promotional department. In a small spa, that department is probably you. The temptation may be to minimize printing expenses and try to come up with one brochure that handles all functions for the spa. Printing expenses after all can be rather high, especially if you use four color process printing and slick, enamel paper for the best possible impression. But if you do so then you will be hurting your business in the long run.  Niche marketing, as pointed out years ago by Alvin Toffler in his book Future Shock, is the most important thing to keep in mind when planning a marketing campaign.

The days of marketing to everyone at the same time has gone to the wayside. Take a look at broadcasting. Cable and satellite television have fragmented the viewing audience, but it is now easy to advertise to specific demographic groups to reach the small group that is best for you without having to use a shotgun approach to reach everyone. The same is true of radio. If you want to reach the early 20’s demographic there are radio stations that reach them well with music, and if you want to reach men who own or manage businesses and are in their 40’s then political and news talk radio is probably the best choice, followed by sports radio. In magazines Life and Look are gone, but the stands are full of small magazines that reach particular markets. Paula Dean reaches those who like cooking. Motor Trend reaches car enthusiasts. Star Log reaches science fiction fans. The same philosophy holds true with your brochures.

Having a brochure that emphasizes the benefits of waxing alongside a brochure that shows the good effects that come to a client from facial treatments, and other brochures that emphasize hair removal, microdermabrasion and alpha hydroxyl chemical peels will all catch the eye of clients who have different needs. If those brochures are out on a counter where they can be seen, picked up and taken home, they can become up sell and cross sell piece that will interest your clients in even more of your services.   You can almost think of these brochures as timed delivery marketing devices, since they will be taken home, looked at later and at times will bring clients back in to you for other services.

Talk to your local print shop about discounts for multiple setup of several brochures. You may also save some money by doing the layout and pre-press work yourself if you are talented in that area, or find a family member who is and can assist you. But don’t skimp on your printed marketing collateral materials, your brochures, because they will bring you business in the long run.