Summer is in full swing! How does the season affect market trends and customer attitudes in the field of aesthetic services?
For many aesthetic businesses, summer is not a "holiday" or "lazy" season. Many customers want to maintain their appearance and look great in the summer months. What are the most sought after services and procedures during the hot months?
Among the procedures that can be done in the summer and do not stop being sought throughout the year are:
- hairdressing services
- manicure
- pedicure
- gel polish
- classical and hardware massages
- mesotherapy
- facial cleansing (without acids)
- lymphatic drainage and hardware shaping of the body
- classic hair removal
- laser hair removal
The popular opinion is that the best time to perform some aesthetic procedures is in spring or autumn. However, many of the services and procedures offered on the market can also be performed in the summer. If you want to keep a good rhythm of work, it is good to bet on the promotion of the services of your practice, which are relevant for the season. If the phrase "no work" is not an option for you, then the following ideas can help you keep the rhythm of work on your site.
How to attract (and retain) customers in the summer
In short, marketing involves consistency and activity in activities that persuade customers to choose your product or service over those of your competitors.
Therefore, the key to successful marketing is to identify your target customer and respond to their needs better than others. Understanding and connecting with your audience is critical to successful marketing and public relations (PR). The spread of social media has had a huge impact on the aesthetic industry for both clients and practitioners. Customers can now compare reviews and results, be inspired by social media and practitioners, while being able to connect more easily with them and keep up with the latest trends and developments in the aesthetic industry.
For service workers, developing a marketing and PR strategy does not necessarily cost too much, but it certainly requires effective planning and perseverance.
Market research and analysis
The marketing process begins with an assessment of your current condition through market research and analysis and includes all aspects of your aesthetic business, from the products and procedures you offer, where and when you provide them, how much they cost and how you present and promote them to customers.
Get to know the niche of your business
In-depth market research will help you understand your customers, get to know the competition and get an idea of what treatments people are looking for, what attitude they would like to receive and what they are willing to pay for them.
Study of industry trends
The growth of the global market for aesthetic services and procedures is due to the promotion and development of minimally invasive procedures. They are the hit on the market, as they require little time, are not unattainably expensive and do not require a hospital stay as in plastic surgery. The growing demand for aesthetic procedures among older patients as well as among men is contributing to the overall popularity of an increasingly diverse range of non-invasive interventions.
Another important element is the growing public awareness of cosmetic procedures. Each country, region and even city has its own micro trends that dictate what are the most popular and sought after services. Find out what are the current trends in the aesthetic industry at the local level by researching the competition or making an inquiry among your clientele.
What your competitors do
It is healthy even for established professionals and practitioners to keep an eye on competitors. Understanding the key players in your area will help you identify any gaps in the market, inform your pricing strategy and highlight anything you could improve. What do competitors do to help you do better? What treatments do they offer? How do they set their prices and how do they promote their services? All this can help you to incredibly adjust your watch and not miss your potential customers - not only in the summer, but throughout the year!
What clients are looking for in the field of aesthetic services and procedures
The key to successful marketing is understanding who your customers are so you can create effectively targeted marketing messages to them. At this stage of your research, any information about the profile of your (potential) customers is a very useful resource that can help you build a complete picture of the specific needs of the target customer as you develop your marketing strategy. Generating the profile of your ideal customer can help you better visualize your audience and plan an adequate and effective advertising strategy.
Think about your business goals: plan your marketing strategy
In order for your marketing strategy to produce results, it must be related to your broader business strategy and the related goals that you must specify in your business plan. Therefore, the first step in your marketing strategy is to go back to the bigger picture and define your business goals. You can then plan how your marketing and promotional activities will help you achieve them.
Develop your own content and communication plan
It is important to be clear and consistent in terms of content, customer communication and PR. Your potential customers can easily go to the competition if they don't meet your name often enough. That's why it's important to actively manage customer expectations by developing a set of content and communications that engage and benefit them.
Your content, of course, must be relevant to your customers and consistent in terms of branding and tone - this is true for all platforms as well as your website.
Aim for a combination of diverse content such as:
Educational content - tips and information posts will help you promote your services.
Practical information - Guidelines such as "Tips for skin care after peeling", including inspiring photos before and after, case studies and details of your services are useful for customers who are considering taking advantage of your services.
Promotional content - this can be linked to specific events or promotions that you hold, such as a live demonstration to promote a new treatment, and more.
Constantly update your marketing strategy
In today's dynamic and fast-paced world, fashion comes and goes in a matter of weeks, often influencing the trends in aesthetic procedures that customers are looking for. Be informed about current services and follow their search. Keep track of which procedures are popular online and monitor your own internal trends within your practice. Don't worry about reviewing and updating your marketing plan when needed.
Sometimes it can be difficult to find time to constantly improve your marketing, but the results will not be late and will give you the opportunity to gain new customers, which you can then turn into loyal patients and even friends.
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