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Welcome to this week's episode of Beauty Babble.

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Today we're talking about how to pre-plan your marketing strategies around the holidays.

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Suzanne?

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Hey, Doreen.

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That's a great topic.

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It is.

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And it's really important.

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I know you did this a lot in your spa.

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So just to kick it off, let us know why it's important to pre-plan your marketing strategies.

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Well, I personally on my note why I did it was organization and trying to live my life

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with all the hats I wore.

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That's just me straight up.

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As a communications strategist myself, it's more effective.

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You will actually reach your goals and reach your goals better if you pre-plan because

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then you're not winging it and you know you're doing it intentionally.

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You're doing it with a goal in mind and you can then learn from what works and what doesn't

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and every time you'll become better and better at it.

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Yeah.

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So I mean, I always had the goal in mind and because I was a very busy person, I actually

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planned very far out.

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The staff didn't know that.

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I just had my agenda ready to go, but it was because I was so busy and yes, the goal was,

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this was the event or this was the holiday and this is what we're going to do about

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it.

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But I already knew what that was.

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I planned out my year.

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That's what I always did.

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And of course, I adjusted if I needed to.

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But when I look at today and how strategies you can do is you don't need to plan that

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far out.

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That was, I'll be honest, that's why I had to be that far ahead in my world because I

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had very young kids at the time.

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I had, you know, I remember at the time, 12 or 15 staff members like, you know, running

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this and you know, I was my marketing person.

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I was my HR person.

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I was, you know, I wore a lot of hats.

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And I think most people aren't prone to being super organized like that.

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So what you were presenting today, you came up with this plan or idea.

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Yeah.

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How to simplify it, right?

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So yeah.

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And really, I think it's attainable.

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It is like, and I said, you got to be like, I like, we just talked about that.

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Okay, how is your lifestyle?

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How much time do you need?

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I think there's a minimum timeframe on this, on these things and from some of the, you

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know, workshops and courses I've taken, and I think, you know, probably more so than I

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do, that's your expertise.

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But I think a minimum of three months out is a really great idea because things change

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partway through anything can happen.

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Economy can change.

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Like there's a lot of things that can, your staff changes.

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You change something happened in your personal life.

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So when you have enough time, you can deal with the bumps on the road, if you wish, on

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how to re-strategize or how to do this or what needs to change to make it happen, you

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know?

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Yeah.

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When you're talking three months to, it's really three months out is an internal, it's

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your planning.

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This is not what you're sharing with your planning.

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Yeah, this is you yourself as the...

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Exactly.

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Yeah, so...

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All right.

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Yeah, so like if you think you have three months and what our next holiday out ahead

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of us, let's pick Black Friday, for example.

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It's not three months away.

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It's a little short than that.

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It gives you an idea.

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So just pick a holiday, whatever that date is, and focus on that.

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So you've established what date that is, right?

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That's the big one.

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If you have staff, you need to have a staff meeting.

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And you want to have a staff meeting because your staff can be involved.

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And this again brings in that team building, but they will have ideas.

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And it doesn't mean that you're going to implement them all.

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Just take it down, write it down, you know, ask them, okay, what's the goal behind that?

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What's the plan?

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How do you foresee that?

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What's the feature?

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What do you guys think we should do this day?

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You know, and don't shut them down.

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Just write it down.

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So I'm not making decisions today.

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I'm just going to put it all together.

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I'm going to share my thoughts of what I see and they might bounce off of that thought

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that you have.

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So you start, you know, projecting and working with your team is a big one.

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Like a brainstorming session.

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Yeah, brainstorming session, exactly.

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Or maybe it's yourself in your brainstorming session.

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Right.

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You could be a solo.

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Oh, you're still brainstorming, right?

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Okay.

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And around that, is there supplies that you need?

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Like what's the strategy behind it?

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If it's a gift bag winning, well, you need to get the things organized.

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So make a list.

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Doesn't mean you need to go buy it.

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You need to go stop at the dollar store and I'm going to pick this up or you're going

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bigger and brighter and you need to go get your logo put on things.

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Like I don't know, whatever it is, you've got, you have time to start planning.

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Is that feasible to do these things?

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Right.

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So really looking at that.

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And the other thing I think too is that if you, if you have suppliers that you are close

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with, talk with them.

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They might have, they might know something that's coming up.

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Oh, actually, no, there's a promotion coming.

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You could tie that in.

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It's like, Oh, that's perfect.

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I didn't know there was going to be this gift with purchase or this, whatever.

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So reach out to your suppliers because sometimes they're planning too.

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And you might just kill, as I say, I hate to say that saying, I won't say it, but you

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know, two things at once.

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And then advertising.

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What does that look like?

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How are you going to target this?

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Is it?

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Well, old school mail out.

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Is it an email?

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Is it a text message?

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Is it social media?

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What's your strategies and how do you see this happening?

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So you just write it.

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This is about planning and writing down, right?

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Seeing what's feasible.

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Then you have time now to process everything.

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You know, in the next few months, yeah.

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And then two months into this, and this is all.

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Before you get to that on the advertising, I think picking more than one is really important,

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not just relying on one.

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So if you are leaning towards social media, pick another one, you know, do an in-person,

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do a poster at, on your, in your treatment room, whatever it is.

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That's why I meant by what is all of the ideas.

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Yeah, not just one.

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Pick more than one.

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You think of everything, right?

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It's like, I kind of sum that into the idea of it.

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How do you think you will advertise?

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Exactly.

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And everyone thinks, oh, I'm going to boost my Facebook ad.

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It's not what I'm talking about.

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I'm talking about, okay, there's Facebook.

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What else is there?

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How else can I do this?

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Yeah, pushing that.

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Yeah.

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Yeah.

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Think bigger.

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Definitely.

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There's a few avenues, but at least the thought is there now because you still might change

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this and go, oh yeah, you know, I never thought about a TikTok video or like there's a lot

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of ways, but it's just getting the brain going, that brainstorming, whether you're with others

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or, you know, by yourself.

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And then month two, if you do have staff, this year, you're going to follow up and confirm

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the plan.

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In the end, it's your boat.

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You got to make it float.

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So it's still yours.

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So you still have to figure out what's going on.

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Could you implement any of the staff?

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If you didn't just say, you know what, I love that idea about the giveaway, but you know

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what, I think I'm going to strategize that into the next one, right?

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And make sure you follow up with that, by the way.

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If you do it, we could just throw that in there.

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Gift big winning for this month.

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If you like us on social, like, you know, there's ways to still take their idea, but

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maybe it wasn't quite where you were really trying to go with this.

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Because again, I'm sure you probably have an idea of what you wanted out of this whole

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thing, right?

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Exactly.

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But follow up with them and then talk about the plan.

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How does it look?

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What does that look like for the next, this next month?

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What they're going to do?

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It's a new product, you're launching as your big thing for that day.

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I don't know.

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A new service.

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It could even be that an add on service.

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How does this protocol look?

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So everybody knows, including your front desk staff, including a hairstylist that's not

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even involved in it, whatever it may be, make sure everybody's on board so they understand

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what's the protocol of what's happening with this, whether it's a product, a service, you

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know, everyone needs to know what's going on.

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Super.

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Yeah, the worst case is when they say, oh, I saw the ad that's on social media was in

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there.

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Oh, I don't know.

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Yeah, that's.

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And even if they are renting a room or a chair rental, do yourself a favor and make sure

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everybody knows.

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So maybe you can't do a staff meeting per se.

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You're solo, you're renting a room, then ask the hairstylist, do you have time for a quick

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coffee?

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I just want to let you know what I'm doing.

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So if you get any questions, you can refer them to me.

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At least you'd be able to ask me what's going on.

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Right.

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But I think that's a big one too, to look at who are the people around you, right?

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Who's the team, whether it's staff, co-workers, co-contractors, right?

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I think that's a big one.

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Yeah.

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And ensure you're on target with your timing.

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Does this look like you can manage this?

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Will this actually happen?

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You know, start out small when you're doing these things so they're tangible goals that

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you can do.

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Don't go big.

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You know, if you're doing like an in-house open house thing, it's more than three months

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of planning.

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Yeah.

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But if it's a feature and you're just getting your feet wet on this idea of planning, then

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start with that and keep your template.

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That's another tip that I can give you.

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Keep your template, how it worked.

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Because when you go back to look at it, you might go, yeah, you know what?

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That didn't work the way I thought it would.

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So that's another one that at the end I was going to talk about.

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What about our promotion, right?

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And keep it, yeah, documenting everything you do so that you can, if you like it, you

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can recreate it and not try to think, when did I do this?

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Yeah, exactly.

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Yeah.

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So keep that documented for sure.

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So now you're going to organize that advertising that you're doing, that word, that word of

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mouth.

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How are you getting it out there?

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What does that look like as you touched on the social medias, pluralizing?

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What does that look like?

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Is it an email template in-house?

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How are you going to show the visual of this as well?

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You should have that kind of already planned out.

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Now it's like really putting this together.

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You have your template set up, because we talked about in month three.

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Be consistent with your templates.

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I know you love that.

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Everything should be the same, including the email, whatever the little parts of it should

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look the same.

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So keep your template.

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I feel like what I hear you saying is three months out, you're planning, two months out,

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you're executing.

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You're putting that plan into motion so that when we get to the one month out, you're ready.

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Exactly, because you want to give notice of what's coming.

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The first one a month out is your staff.

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And that's when you bring your staff together or your team or the contractors, whatever,

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and you might have to do those ones individually.

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But just talk to them again, make sure they understand everyone's on board.

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If you have staff, do you now need to implement some actual training, some protocols or steps

251
00:11:51,480 --> 00:11:52,480
to what's happening?

252
00:11:52,480 --> 00:11:57,560
I mean, unless there's something specific, then we can get into the nitty gritty of

253
00:11:57,560 --> 00:11:58,760
how to do this.

254
00:11:58,760 --> 00:12:04,520
But you just want to have an idea of what's left so everybody knows what's going on.

255
00:12:04,520 --> 00:12:09,040
Everyone knows the process or the protocols of how this is going to go.

256
00:12:09,040 --> 00:12:13,160
And then it's organization comes out really well when you are.

257
00:12:13,160 --> 00:12:18,040
This seems like it's a well run ship.

258
00:12:18,040 --> 00:12:20,200
You know, there's going to be hiccups.

259
00:12:20,200 --> 00:12:21,200
Be prepared.

260
00:12:21,200 --> 00:12:22,200
Absolutely.

261
00:12:22,200 --> 00:12:23,200
There'll be hiccups.

262
00:12:23,200 --> 00:12:24,440
It wouldn't be if it wasn't that case.

263
00:12:24,440 --> 00:12:25,520
It's just kind of part of it.

264
00:12:25,520 --> 00:12:30,960
But you have enough of an understanding what's happening that you probably have an answer

265
00:12:30,960 --> 00:12:32,320
for it right away.

266
00:12:32,320 --> 00:12:33,760
That's another thing to keep in mind.

267
00:12:33,760 --> 00:12:36,280
So don't panic if there's hiccups.

268
00:12:36,280 --> 00:12:37,280
So at this point.

269
00:12:37,280 --> 00:12:38,280
You have time.

270
00:12:38,280 --> 00:12:39,480
Yes, in the time.

271
00:12:39,480 --> 00:12:40,480
Yeah.

272
00:12:40,480 --> 00:12:45,000
So you have to close the visual inside your treatment room if that's what you have.

273
00:12:45,000 --> 00:12:48,720
If it's outside and you have the it's a whole spot, it's yours or whatever it may be.

274
00:12:48,720 --> 00:12:51,200
Do you have a place that you can put it up?

275
00:12:51,200 --> 00:12:56,840
Can you depending on the stylus you work with or the other rooms that are rented out

276
00:12:56,840 --> 00:13:00,000
or who you're working with because studios are big now, right?

277
00:13:00,000 --> 00:13:01,520
You're dealing with other people.

278
00:13:01,520 --> 00:13:03,960
You could have a tattoo artist down the hall.

279
00:13:03,960 --> 00:13:08,760
Can you put a nice little framed thing?

280
00:13:08,760 --> 00:13:10,760
Where do you need to put the visuals?

281
00:13:10,760 --> 00:13:13,040
What are the potentials of where you can put it?

282
00:13:13,040 --> 00:13:19,480
If it's your own place, do not post them everywhere.

283
00:13:19,480 --> 00:13:24,440
Sometimes I've seen it where it's at the door when they come in, it's at the front desk,

284
00:13:24,440 --> 00:13:26,920
it's in the bathroom, it's down the hall.

285
00:13:26,920 --> 00:13:31,800
It's just like, whoa, it looks like balloons everywhere, right?

286
00:13:31,800 --> 00:13:34,200
And that's what happens when they see a balloon.

287
00:13:34,200 --> 00:13:35,680
They're just going to, oh, it's just a balloon.

288
00:13:35,680 --> 00:13:36,680
It's another balloon.

289
00:13:36,680 --> 00:13:40,280
And when they're going to look that you did a different color or something different,

290
00:13:40,280 --> 00:13:41,600
they're just going to see it's the same thing.

291
00:13:41,600 --> 00:13:46,720
So just be mindful of that visual simplicity is sometimes I think better, but you might

292
00:13:46,720 --> 00:13:48,840
have a better take on that too, right?

293
00:13:48,840 --> 00:13:50,400
No, I agree with you.

294
00:13:50,400 --> 00:13:54,920
I think your high traffic areas, you want to have it.

295
00:13:54,920 --> 00:14:00,240
And I think in documentation, like everything when it comes to advertising, it's you have

296
00:14:00,240 --> 00:14:04,280
to test it to see what works because what works for one person might not work for the

297
00:14:04,280 --> 00:14:05,280
other.

298
00:14:05,280 --> 00:14:10,160
And I would say, make a note of where you put your signs and see how it was received.

299
00:14:10,160 --> 00:14:16,640
Next time you do another special, maybe change something and see if there's a difference.

300
00:14:16,640 --> 00:14:23,240
It's in person, online, those strategies, it's a, what's it called for you?

301
00:14:23,240 --> 00:14:24,240
You test it.

302
00:14:24,240 --> 00:14:27,760
You have to test out and see what works best for you, your audience.

303
00:14:27,760 --> 00:14:28,760
Yeah.

304
00:14:28,760 --> 00:14:34,440
And if this is your first time trying this, then definitely you need to, I always followed

305
00:14:34,440 --> 00:14:38,280
up after, but that's what we're going to talk about a little bit afterwards.

306
00:14:38,280 --> 00:14:43,280
But I think too, as you can even you're posting your visual, let's say at that main busy area,

307
00:14:43,280 --> 00:14:46,360
that's definitely where the information will lie.

308
00:14:46,360 --> 00:14:49,280
The details to what it is, let's just say it's that way.

309
00:14:49,280 --> 00:14:52,480
But maybe in the washroom, you have a posting.

310
00:14:52,480 --> 00:14:57,880
Have you seen what's coming for Black Friday or Black Friday is coming?

311
00:14:57,880 --> 00:15:01,660
You know, there's little things like that.

312
00:15:01,660 --> 00:15:03,160
You can do the carrot idea.

313
00:15:03,160 --> 00:15:04,160
Yeah.

314
00:15:04,160 --> 00:15:06,360
And it's always about, right?

315
00:15:06,360 --> 00:15:10,200
So you're not putting the same poster that seemed visual up everywhere.

316
00:15:10,200 --> 00:15:13,920
Like think about it just a little bit as that little carrot, right?

317
00:15:13,920 --> 00:15:19,320
And even I think on social media is another aspect of that is you build that suspension,

318
00:15:19,320 --> 00:15:22,280
like that suspense and excitement.

319
00:15:22,280 --> 00:15:26,280
And I think that's part of the strategies behind when you set up your social media.

320
00:15:26,280 --> 00:15:30,900
I think that's something you've mentioned a few times through our conversations, right?

321
00:15:30,900 --> 00:15:36,640
And then still have what's coming because you still need to know what's happening on

322
00:15:36,640 --> 00:15:39,760
that date, especially because if it's a one day thing.

323
00:15:39,760 --> 00:15:40,760
Exactly.

324
00:15:40,760 --> 00:15:41,760
Yeah.

325
00:15:41,760 --> 00:15:45,240
I mean, I knew people who wrote it down or put it on their phone when there was something

326
00:15:45,240 --> 00:15:46,240
happening.

327
00:15:46,240 --> 00:15:52,080
And that's like with dangling the carrot or whatever with social media, your first post

328
00:15:52,080 --> 00:15:53,760
can be a save the date.

329
00:15:53,760 --> 00:15:54,760
You know, we're happy.

330
00:15:54,760 --> 00:15:56,560
We have specials coming.

331
00:15:56,560 --> 00:16:02,200
Make sure you check in with us on if it was Black Friday, whatever the date of that, then

332
00:16:02,200 --> 00:16:07,520
you know, your next post about it can be a little bit more explanatory, a little bit

333
00:16:07,520 --> 00:16:08,520
more information.

334
00:16:08,520 --> 00:16:09,520
Yeah.

335
00:16:09,520 --> 00:16:11,600
Then after that, a little bit more information.

336
00:16:11,600 --> 00:16:17,480
So every time you're giving a little bit of information and enough to entice that return

337
00:16:17,480 --> 00:16:19,920
to get more information.

338
00:16:19,920 --> 00:16:25,320
And then within like maybe you're two week out, then you're banging out your info hard

339
00:16:25,320 --> 00:16:28,760
on all the details and following up with it.

340
00:16:28,760 --> 00:16:29,760
Right.

341
00:16:29,760 --> 00:16:30,760
Yeah.

342
00:16:30,760 --> 00:16:33,360
And you have to look at there's clients that don't come in every month.

343
00:16:33,360 --> 00:16:35,400
They don't come in for three months.

344
00:16:35,400 --> 00:16:37,480
They didn't even know this was going to be beginning.

345
00:16:37,480 --> 00:16:38,480
Exactly.

346
00:16:38,480 --> 00:16:39,480
Right.

347
00:16:39,480 --> 00:16:43,560
So you have to think about who hasn't been in, who may come in just for that day, whatever

348
00:16:43,560 --> 00:16:46,640
that promotion may be for Black Friday, for example.

349
00:16:46,640 --> 00:16:47,640
Right.

350
00:16:47,640 --> 00:16:52,360
So it's, it would run a little different if you had the November as your Black Friday

351
00:16:52,360 --> 00:16:53,880
month promotion.

352
00:16:53,880 --> 00:16:57,040
Again, this changes slightly for sure.

353
00:16:57,040 --> 00:17:01,160
But if it's a one day, you really need to make sure you're targeting because it's a

354
00:17:01,160 --> 00:17:02,160
one day.

355
00:17:02,160 --> 00:17:05,880
So get that information out there and think about the clients that don't come in.

356
00:17:05,880 --> 00:17:06,880
Yeah.

357
00:17:06,880 --> 00:17:09,360
And that's, that's why it's good to have that.

358
00:17:09,360 --> 00:17:16,400
Like we talked about the multi multiple modes of promoting it because that client might not

359
00:17:16,400 --> 00:17:17,400
come in.

360
00:17:17,400 --> 00:17:19,720
So they're not going to see the in person.

361
00:17:19,720 --> 00:17:24,240
They might miss it depending how the algorithm is.

362
00:17:24,240 --> 00:17:25,240
Post.

363
00:17:25,240 --> 00:17:30,600
So you could send a newsletter, your email contact and emailing, maybe you're reserved

364
00:17:30,600 --> 00:17:35,920
in your emailing so that when you do email, it's for those really promotional, like important

365
00:17:35,920 --> 00:17:39,920
things where you're really offering value to your, to your clients.

366
00:17:39,920 --> 00:17:42,160
That's the one that was last on this list was one month out.

367
00:17:42,160 --> 00:17:45,360
I would send an email at the beginning of the month.

368
00:17:45,360 --> 00:17:50,800
And then a week before, and then maybe a day before reminder, kind of idea just spreading

369
00:17:50,800 --> 00:17:52,960
it out and let them know what's coming.

370
00:17:52,960 --> 00:17:56,600
And it could still be like a teaser idea, save the date.

371
00:17:56,600 --> 00:17:57,600
Exactly.

372
00:17:57,600 --> 00:17:58,600
Right.

373
00:17:58,600 --> 00:17:59,800
At the beginning of the month.

374
00:17:59,800 --> 00:18:06,000
And then, you know, a little bit more in or tell them, save the date because you will

375
00:18:06,000 --> 00:18:07,000
be saving.

376
00:18:07,000 --> 00:18:08,000
Yeah.

377
00:18:08,000 --> 00:18:10,040
Or whatever, build the excitement.

378
00:18:10,040 --> 00:18:13,920
If you want to tell them what it is you can two weeks out, no, no harm because people

379
00:18:13,920 --> 00:18:15,800
are like, why would I save the date?

380
00:18:15,800 --> 00:18:16,800
Yeah.

381
00:18:16,800 --> 00:18:17,800
What am I saving?

382
00:18:17,800 --> 00:18:21,400
Yeah, you have to give enough info to have that appeal.

383
00:18:21,400 --> 00:18:22,400
Exactly.

384
00:18:22,400 --> 00:18:23,400
Yeah.

385
00:18:23,400 --> 00:18:24,400
Yeah.

386
00:18:24,400 --> 00:18:27,920
But I mean, nothing's wrong with giving it all out at the month, month mark.

387
00:18:27,920 --> 00:18:28,920
That's okay too.

388
00:18:28,920 --> 00:18:34,640
But do send out a friendly quick reminder a week before and then the day before at least.

389
00:18:34,640 --> 00:18:41,440
And if I can't remember what, for example, if that falls on, if it's a different holiday

390
00:18:41,440 --> 00:18:46,120
and it falls on a Monday, right?

391
00:18:46,120 --> 00:18:50,840
But you know most of your clients are Tuesday through Saturday, but you're hosting something

392
00:18:50,840 --> 00:18:54,960
Monday or Black Friday weekend special, right?

393
00:18:54,960 --> 00:18:57,480
And they're not going to be able to see you Sunday because you're closed.

394
00:18:57,480 --> 00:19:01,080
So think of the dates too of how you're doing these things, right?

395
00:19:01,080 --> 00:19:02,080
Yeah.

396
00:19:02,080 --> 00:19:03,080
Yeah.

397
00:19:03,080 --> 00:19:04,880
That's kind of the things that I kind of did.

398
00:19:04,880 --> 00:19:11,120
And the big thing after is after it was done, I sat down and I went from the beginning

399
00:19:11,120 --> 00:19:14,680
of three months out and said, okay, what did I do then?

400
00:19:14,680 --> 00:19:15,680
Did that work?

401
00:19:15,680 --> 00:19:19,680
Because then I made notes of what happened in month two.

402
00:19:19,680 --> 00:19:21,640
Could I push that to month three?

403
00:19:21,640 --> 00:19:24,240
Would it have been better, for example?

404
00:19:24,240 --> 00:19:30,640
So I really did strategize and hone in on it to make it better every time.

405
00:19:30,640 --> 00:19:36,360
I think that, and not you can apply that to your social media and your newsletter so you

406
00:19:36,360 --> 00:19:41,000
can look at your analytics for your posts that you did for your specials.

407
00:19:41,000 --> 00:19:43,600
Which ones performed better than the others?

408
00:19:43,600 --> 00:19:44,600
Why?

409
00:19:44,600 --> 00:19:45,720
So was it a type of post?

410
00:19:45,720 --> 00:19:48,160
So was it a reel that did better than a post?

411
00:19:48,160 --> 00:19:51,280
Or maybe you had a carousel and that did really well.

412
00:19:51,280 --> 00:19:58,480
Whatever it is, I would go back and do an analysis of your social media for that special.

413
00:19:58,480 --> 00:20:03,640
So that might be a little bit more manual work than actually relying on the analytics

414
00:20:03,640 --> 00:20:10,400
that each platform provides for you because you want to pull out that special, those specific

415
00:20:10,400 --> 00:20:11,400
posts.

416
00:20:11,400 --> 00:20:13,920
And then with your newsletter, what was your open rate?

417
00:20:13,920 --> 00:20:15,480
What was the click rate?

418
00:20:15,480 --> 00:20:16,480
What's working?

419
00:20:16,480 --> 00:20:17,480
What's not?

420
00:20:17,480 --> 00:20:22,880
So everything can be looked at to exactly like effectiveness.

421
00:20:22,880 --> 00:20:26,880
If you're using MailChimp, the free, it's still there.

422
00:20:26,880 --> 00:20:27,880
Right?

423
00:20:27,880 --> 00:20:32,840
Even if many of these things are limiting you on how many people you can have and how

424
00:20:32,840 --> 00:20:37,280
many you can send out, but you can still get your analytics from it.

425
00:20:37,280 --> 00:20:42,320
Another thing I actually used to do is follow up with staff because I had staff.

426
00:20:42,320 --> 00:20:46,800
If you're doing, and I included my contractors in this, this is why I mentioned it before,

427
00:20:46,800 --> 00:20:49,640
massage therapists, like, and how did you find it?

428
00:20:49,640 --> 00:20:52,040
Did you get any questions that should be aware of?

429
00:20:52,040 --> 00:20:53,640
How did you feel about this?

430
00:20:53,640 --> 00:20:56,080
I'd really like your input on that.

431
00:20:56,080 --> 00:20:58,000
You will learn from everybody.

432
00:20:58,000 --> 00:21:04,240
I picked the top, you know, five, 10 clients, depending on how big this promotion thing

433
00:21:04,240 --> 00:21:07,200
was and how many clients it affected.

434
00:21:07,200 --> 00:21:12,880
So if it only affected, you know, 10 clients, and I mean positively negative, well, however

435
00:21:12,880 --> 00:21:14,200
you want to look at it.

436
00:21:14,200 --> 00:21:19,760
And I just plucked out a couple and I made a phone call, a hard call call, or I saw it

437
00:21:19,760 --> 00:21:23,760
when they were coming in the booking system next and say, Hey, did you have a second to

438
00:21:23,760 --> 00:21:24,760
chat?

439
00:21:24,760 --> 00:21:28,760
I just wanted to talk to you about, you know, last month I noticed that you purchased the

440
00:21:28,760 --> 00:21:30,440
product or how did it go?

441
00:21:30,440 --> 00:21:32,000
What did you think?

442
00:21:32,000 --> 00:21:33,000
What did you think about?

443
00:21:33,000 --> 00:21:35,360
When did you first notice the advertising?

444
00:21:35,360 --> 00:21:36,520
How did you hear about it?

445
00:21:36,520 --> 00:21:39,000
I asked them how they found out.

446
00:21:39,000 --> 00:21:42,880
Oh, my massage therapist told me actually, right?

447
00:21:42,880 --> 00:21:45,520
So you want to know how they found out.

448
00:21:45,520 --> 00:21:51,840
That's invaluable market research because really your goal is to reach your clients.

449
00:21:51,840 --> 00:21:53,960
So how do you know it worked?

450
00:21:53,960 --> 00:21:55,440
Talk to your clients and ask.

451
00:21:55,440 --> 00:21:56,440
Absolutely.

452
00:21:56,440 --> 00:21:58,040
Oh, I love that's my favorite one.

453
00:21:58,040 --> 00:22:02,920
Yeah, that's the one that, well, that's they're the ones that helped me build my business.

454
00:22:02,920 --> 00:22:09,600
And that's the one that takes the most work intentionally, you know, reaching out and

455
00:22:09,600 --> 00:22:12,640
connecting with them, but it serves two things.

456
00:22:12,640 --> 00:22:17,360
It serves to give you feedback for your marketing strategies and it also serves to make your

457
00:22:17,360 --> 00:22:23,240
clients feel like their voice matters and that they're being heard in what they are

458
00:22:23,240 --> 00:22:24,800
feeling and sharing with you.

459
00:22:24,800 --> 00:22:25,800
Right.

460
00:22:25,800 --> 00:22:28,200
Because in the end, why are you doing this?

461
00:22:28,200 --> 00:22:29,200
Exactly.

462
00:22:29,200 --> 00:22:33,000
You know, you're doing this, isn't it for your client and you love what you do?

463
00:22:33,000 --> 00:22:34,680
Probably I would hope so.

464
00:22:34,680 --> 00:22:38,000
But it's really about the clients you're building, the relationships you build.

465
00:22:38,000 --> 00:22:41,840
I mean, some people ask me, what's the biggest thing you miss about your spawn?

466
00:22:41,840 --> 00:22:43,280
I said, it's the clients.

467
00:22:43,280 --> 00:22:44,880
I don't know what they're up to anymore.

468
00:22:44,880 --> 00:22:46,320
I don't know how they're doing.

469
00:22:46,320 --> 00:22:49,120
And, you know, it's all those things, right?

470
00:22:49,120 --> 00:22:52,760
It's like, because I really did build a lot of relationships with them.

471
00:22:52,760 --> 00:22:58,440
I didn't have them as friends because I, some, somewhere I would say my client friends for

472
00:22:58,440 --> 00:23:04,120
sure, but that was years and years and years and years and years and years and years of

473
00:23:04,120 --> 00:23:05,120
it.

474
00:23:05,120 --> 00:23:10,880
But still, I don't know where majority of them are, what they're doing, how they're doing,

475
00:23:10,880 --> 00:23:13,680
unless I run into them or I run into someone else.

476
00:23:13,680 --> 00:23:16,080
But yeah, that's, I think that's the big part.

477
00:23:16,080 --> 00:23:22,920
But, you know, if you care about people, that's the one side of it that they will tell you.

478
00:23:22,920 --> 00:23:23,920
Absolutely.

479
00:23:23,920 --> 00:23:30,800
And the more trusting that relationship is, the more they're going to tell you.

480
00:23:30,800 --> 00:23:37,280
And recognizing that they're being valued for their opinion, then they're more likely

481
00:23:37,280 --> 00:23:40,640
to be more honest and open with their opinion too.

482
00:23:40,640 --> 00:23:41,640
Yeah.

483
00:23:41,640 --> 00:23:46,600
And it might actually serve you because they would probably approach you with something

484
00:23:46,600 --> 00:23:50,240
if you didn't ask, if there was something of concern.

485
00:23:50,240 --> 00:23:53,760
They know you're open and willing to listen.

486
00:23:53,760 --> 00:24:00,520
There's endless positive feedback on all of this.

487
00:24:00,520 --> 00:24:02,000
Yeah, exactly.

488
00:24:02,000 --> 00:24:06,560
So I mean, that's, this is just a general idea because I do have people, how do you

489
00:24:06,560 --> 00:24:07,560
even begin?

490
00:24:07,560 --> 00:24:08,560
What do you do?

491
00:24:08,560 --> 00:24:13,000
You know, right now we're, say, it's October.

492
00:24:13,000 --> 00:24:17,240
If you have not figured out Christmas yet.

493
00:24:17,240 --> 00:24:18,240
Get on it.

494
00:24:18,240 --> 00:24:19,720
Yeah, you're behind.

495
00:24:19,720 --> 00:24:22,240
However, just to give you an idea.

496
00:24:22,240 --> 00:24:24,400
Not to be discouraging though.

497
00:24:24,400 --> 00:24:29,480
I think that even in October, if you haven't done the three months, that's okay.

498
00:24:29,480 --> 00:24:34,240
You might have to shorten your, your timeframe in terms of like planning might only be two

499
00:24:34,240 --> 00:24:39,440
weeks and then your execution might only be two weeks, but still try to implement it as

500
00:24:39,440 --> 00:24:45,520
much as you can because it's going to be more beneficial than you two weeks before Christmas,

501
00:24:45,520 --> 00:24:49,360
trying to figure out what it is you want to do for Christmas.

502
00:24:49,360 --> 00:24:55,640
I think if you can lessen the stresses as a business owner or solo entrepreneur, whatever

503
00:24:55,640 --> 00:24:59,360
it is, you know, maybe you're the manager of the spa.

504
00:24:59,360 --> 00:25:01,360
Like it could be endless to what it is.

505
00:25:01,360 --> 00:25:05,920
So if you, if you find it overwhelming to have those things and the farther out ahead

506
00:25:05,920 --> 00:25:09,560
you get on doing the preliminary, the better will be on you.

507
00:25:09,560 --> 00:25:15,480
I have banged out last minute things within a month, but I already had my strategies in

508
00:25:15,480 --> 00:25:16,480
place.

509
00:25:16,480 --> 00:25:17,880
So I knew exactly what I needed to do.

510
00:25:17,880 --> 00:25:23,920
I think that's a big part of what you said, shorten the strategies, but make sure that

511
00:25:23,920 --> 00:25:31,040
because the last minute things, they don't, they don't work as well as they could.

512
00:25:31,040 --> 00:25:38,280
You know, I think you, another positive to pre-pawning and this might be, this isn't

513
00:25:38,280 --> 00:25:42,600
something that we've touched on before and it could be its own episode, but when you're

514
00:25:42,600 --> 00:25:49,120
doing marketing to be conscious of being inclusive in your marketing, so not just looking at

515
00:25:49,120 --> 00:25:54,520
major holidays, like Christmas, but what are their holidays?

516
00:25:54,520 --> 00:25:56,440
Do your clients celebrate?

517
00:25:56,440 --> 00:25:59,600
Can you recognize those holidays?

518
00:25:59,600 --> 00:26:06,560
So I would be a little bit more intentional when you're buying to make sure that you are

519
00:26:06,560 --> 00:26:12,560
inclusive for your clients or who your clients are and what it is that they are going to

520
00:26:12,560 --> 00:26:16,560
be celebrating and only, you can only do that with planning.

521
00:26:16,560 --> 00:26:17,560
Right.

522
00:26:17,560 --> 00:26:22,720
And actually, you know, talking about that is interesting because I had, when I was living

523
00:26:22,720 --> 00:26:28,080
in Vancouver, I did work for someone, but because I was the only esthetician and ran

524
00:26:28,080 --> 00:26:31,840
the esthetician side of it, her and I would go back and forth.

525
00:26:31,840 --> 00:26:35,760
And electrolysis was a big component of that business at that time.

526
00:26:35,760 --> 00:26:38,800
Being me being there is what brought the aesthetic side of it in.

527
00:26:38,800 --> 00:26:40,720
That's where that happened, long story short.

528
00:26:40,720 --> 00:26:47,200
But we had a big clientele of East Indian and the different Asian parts of the world,

529
00:26:47,200 --> 00:26:52,680
if you wish, because then if my sister went, that sister went, cousin went, sister, the

530
00:26:52,680 --> 00:26:55,320
aunt, it word of mouth went out.

531
00:26:55,320 --> 00:26:58,280
So then we looked at what's going on in their worlds as well.

532
00:26:58,280 --> 00:26:59,560
And we did do that then.

533
00:26:59,560 --> 00:27:02,440
We looked at the different things that would happen.

534
00:27:02,440 --> 00:27:09,600
Or another one is, you know, in the Muslim community, when do they do their fasting?

535
00:27:09,600 --> 00:27:13,200
When do they have to understand who your clients are?

536
00:27:13,200 --> 00:27:14,200
Right?

537
00:27:14,200 --> 00:27:15,520
And what's going on in their world?

538
00:27:15,520 --> 00:27:16,520
So you're right.

539
00:27:16,520 --> 00:27:21,880
Being inclusive to everything around you and who your clients are is really important.

540
00:27:21,880 --> 00:27:24,360
And there's a lot of areas now.

541
00:27:24,360 --> 00:27:25,360
Totally.

542
00:27:25,360 --> 00:27:29,160
And that can come from just conversations that you have with your clients.

543
00:27:29,160 --> 00:27:34,040
Maybe it's your, if you're just by yourself, but if you have staff and asking your staff,

544
00:27:34,040 --> 00:27:35,680
what are your clients celebrating?

545
00:27:35,680 --> 00:27:39,680
Like having that intentionality behind it, then your staff would know to come to you

546
00:27:39,680 --> 00:27:44,240
and be like, oh, my client celebrates this holiday, whatever it is.

547
00:27:44,240 --> 00:27:46,920
It's something that you can build up to.

548
00:27:46,920 --> 00:27:47,920
For sure.

549
00:27:47,920 --> 00:27:50,640
Like I did that with clients that I knew Ramadan was coming.

550
00:27:50,640 --> 00:27:51,640
Exactly.

551
00:27:51,640 --> 00:27:52,640
I didn't know the date.

552
00:27:52,640 --> 00:27:53,640
I said, oh, can you refresh my memory?

553
00:27:53,640 --> 00:27:54,640
When is that this year?

554
00:27:54,640 --> 00:27:56,120
Oh, more or less the date.

555
00:27:56,120 --> 00:27:58,800
Because of course they don't know the date right away.

556
00:27:58,800 --> 00:28:00,160
It changes now.

557
00:28:00,160 --> 00:28:01,160
Right?

558
00:28:01,160 --> 00:28:02,160
But again, you have an idea.

559
00:28:02,160 --> 00:28:03,160
It's coming.

560
00:28:03,160 --> 00:28:04,880
It's like, oh, and how does that look for you?

561
00:28:04,880 --> 00:28:08,880
Like how does that change your life this year?

562
00:28:08,880 --> 00:28:10,880
I have a tip.

563
00:28:10,880 --> 00:28:12,000
Oh, yeah.

564
00:28:12,000 --> 00:28:13,320
Google Calendar.

565
00:28:13,320 --> 00:28:19,960
You can actually set up different holidays on Google Calendar.

566
00:28:19,960 --> 00:28:25,640
So if you have Google Calendar, you can go in and set up holidays for, I think there's

567
00:28:25,640 --> 00:28:28,120
like, well, there's like Christian holidays, right?

568
00:28:28,120 --> 00:28:35,520
Christian holidays, so the different holidays based on different religions and faiths.

569
00:28:35,520 --> 00:28:41,120
And then you can have it in your calendar so you're aware of what's coming and then

570
00:28:41,120 --> 00:28:45,120
you can maybe ask your clients or staff.

571
00:28:45,120 --> 00:28:47,360
Well, you look at me.

572
00:28:47,360 --> 00:28:51,360
Everyone has a different aspect of their new year celebration.

573
00:28:51,360 --> 00:28:52,360
Exactly.

574
00:28:52,360 --> 00:28:53,360
Yeah.

575
00:28:53,360 --> 00:28:54,360
Right?

576
00:28:54,360 --> 00:28:55,360
So that's all.

577
00:28:55,360 --> 00:28:56,360
Google can do it for you.

578
00:28:56,360 --> 00:28:57,360
That's awesome.

579
00:28:57,360 --> 00:29:01,640
And when you're planning out your 2024, start with your Google Calendar.

580
00:29:01,640 --> 00:29:03,680
Start with your Google Calendar.

581
00:29:03,680 --> 00:29:04,680
And get overwhelmed.

582
00:29:04,680 --> 00:29:06,720
You don't have to do it all.

583
00:29:06,720 --> 00:29:08,720
Pick the top three.

584
00:29:08,720 --> 00:29:13,120
You know, if, and if you feel you can take on more than, than go ahead, right?

585
00:29:13,120 --> 00:29:18,240
But you know, if you want to look at the next six months out, like the January to June segment

586
00:29:18,240 --> 00:29:22,760
and start looking at what does that look like and make it target dates of when you would

587
00:29:22,760 --> 00:29:24,640
start considering these things, right?

588
00:29:24,640 --> 00:29:28,200
But doing that doesn't happen overnight.

589
00:29:28,200 --> 00:29:32,400
No, and it's unrealistic to actually target every holiday because I have built out the

590
00:29:32,400 --> 00:29:38,880
inclusive calendars for different organizations and there's something every day basically.

591
00:29:38,880 --> 00:29:44,600
So I would say being recognizing that there are holidays coming up and then recognizing

592
00:29:44,600 --> 00:29:48,680
and understanding your client base so that you're able to connect.

593
00:29:48,680 --> 00:29:54,680
So you really are serving your clients and knowing your clients, then knowing the holidays

594
00:29:54,680 --> 00:29:57,960
that they would celebrate and you leave those two together.

595
00:29:57,960 --> 00:29:58,960
Exactly.

596
00:29:58,960 --> 00:29:59,960
Yeah.

597
00:29:59,960 --> 00:30:00,960
Nice.

598
00:30:00,960 --> 00:30:01,960
Awesome.

599
00:30:01,960 --> 00:30:02,960
Whoa.

600
00:30:02,960 --> 00:30:04,760
Some great tips for pre-planning.

601
00:30:04,760 --> 00:30:09,320
And as always, you know, if any of our listeners have something that they've used that's worked

602
00:30:09,320 --> 00:30:11,240
for them, let us know.

603
00:30:11,240 --> 00:30:18,600
We have our email in the description and we are always available to chat on social media

604
00:30:18,600 --> 00:30:19,600
on Instagram.

605
00:30:19,600 --> 00:30:25,800
It's at Beauty Cult Canada and on Facebook as well.

606
00:30:25,800 --> 00:30:26,800
Awesome.

607
00:30:26,800 --> 00:30:28,520
Thanks, Doreen.

608
00:30:28,520 --> 00:30:35,480
Nice chatting with you today and we'll hopefully hear from our viewers and listeners soon.

609
00:30:35,480 --> 00:30:36,480
Exactly.

610
00:30:36,480 --> 00:30:38,000
Thanks so much for listening.

611
00:30:38,000 --> 00:30:42,800
We'll be back next week.

612
00:30:42,800 --> 00:30:51,920
Thanks for listening to Beauty Babble.