ENCOURAGING PERSONAL MASTERYENCOURAGING PERSONAL MASTERY

ENCOURAGING PERSONAL MASTERYENCOURAGING PERSONAL MASTERY

Some Facts:

•In December 2008, Nielsen online noted that social networking and blogs were more popular than email.1

•Time spent on social network and blogs is growing at 3 times the rate of overall internet growth.2

•91% of Internet users between the ages of 18 and 64 send or read email.3

•147 million people across the country use email, most use it everyday.4

•85% of Americans using social media think that brands should always have a presence on these sites. 5

•In 2008, the Internet surpassed all other media (except TV) as the primary source for national and international news.

•It’s more environmentally friendly than all that paper!

1-4:emarketer: 3/17/09 5:Edelman Digital

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Paper is Past. The Internet is the present… and the future.

The web has replaced traditional research resources and is often the first place we go for information,

putting the phone book and the reference librarian on the endangered list.

The World Wide Web is an indispensible tool for communicating your value as a professional,

expressing your differentiation, networking and performing career research.

Not only will you be researching opportunities online, others will be researching you.

Source: “Build Your Brand in Bits and Bytes”, Arrunda & Dixson

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Social Media Trends

Social Media is replacing traditional media at unexpected paces and adoption is growing faster than any previous web development since the web was formed. The adoption rate is getting everyone's attention and businesses are just beginning to learn of the power and potential social media offers1.

The message is clear; businesses must engage in social media or they’ll be out of business. The world is changing, the markets are changing, and the consumer is changing2.

Source: 1socialmediaconnection.com, 2relationship-economy.com

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What should I be doing with media in 2009?

Your skincare center/spa should have, at a minimum:•A website (even if it is just one page with pricing and a photo)•An email list and email campaigns

Other ideas:•Blog page•Flickr•You Tube

Things that are free, that you should have just because they’re free!•Facebook profile•Twitter account•Linked In page

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Marketing with Email

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Marketing with Email – Where do I start?Gathering emails from your current clients:

Ask every client when they call to bookKeep a guest book at your front deskAt eventsOn your website

Email services vs. using your office email accountMost email services offer a free trial (typically a month or two)

Some advantages of email:•Inexpensive: As low as $15 a month for up to 500 email addresses•Trackable: Instantly see what works and what doesn’t•Fast: Need clients in tonight? Send an email this afternoon and get those openings filled!•Easy: Build some templates to make your updates quick and painless.

today’s consumero Time-starved but want results

o Information hungry and savvier

than ever

o Confused by the crowded skin

care landscape

o Will invest in a regimen that works

o Wants a “brand” experience

dermalogica ensures a unique brand experience

brandingwith editorials and marketing

training and education

face mapping® moves emphasis from service to retail:Average skin centers will do: 80% service and 20% retail

example: Assuming there is $500 in services, per room, daily:

daily: Average skin centers will do $125 in retail sales daily

yearly: Face mapping centers can achieve $293,304 in retail sales annually!

Face mapping can change average: 35% service and 65% retail

Face mapping centers can average $928 in retail sales daily

dermalogica takes face mapping on the road

skin baskin bar concept enhances the dermalogica brand experience

skin bar concept demonstrated at London Trade Show

skin bar systems available exclusively to dermalogica skin centers

skin bar potential results

microZone treatmentsincrease services and retail sales

20 minute zone specific, targeted treatment solution. step-by-step guide includes 7 treatments

• Flash Exfoliation

• Eye Rescue

• Rapid Spot Clearing

• Blackhead Relief

• Lip Renewal

• Hand Repair

• Men’s Skin Fitness

maximize potential of microZone treatments

Charge $25.00 for 20 minute treatments

Offer 5 treatments for $100 punch card

Can do 3 microZone treatments per hour

See 20 clients a day

Average $90 per ticket

Averages $1,800 a day in retail sales

Averages $9,000 a week in retail sales with $2,500 in services

This is a 78% retail to 22% service split – outstanding!