CHECK MATE 52 TIMES IN A ROW

I have discussed with the 2 Point Of Skin beauty salons from Finland (which I have adopted) about the annual activity/event calendar of Point Of Skin Finland. I mentioned that we will build a set of 52 communication packs that we will send out each week. Their eyes widened as in “it is too much”.

 

I, on the other hand don’t think the same, the opposite is the truth! The question that interests me is “too much for whom”? Is it too much for the customers? Is it too much for the beauty salon to work on? It is essentially important to clarify this issue and come to final conclusions.

 

In the list below you will see the 52 issues that I believe are important events that repeat themselves each year and represent significant importance for customers. Therefore, covering each of the issues during one year (52 weeks) looks to me like the most natural thing to do (for the customers), hence we should do it.

 

It starts with product categories, skin problems, Religious holiday’s special offers, International days and general information/development… I asked myself: does it justify sending out each week a communication/info pack so that customers will be able to learn more about how to look younger, look better, healthier and have the opportunity to buy the relevant products for a special offer during the weekly promotion/event?

 

Would customer appreciate that we invest time and efforts to find out relevant and important information for them (for the customers), edit it and present it to them in a beautiful layout? Or, would they prefer that we didn’t inform them about the benefits that they can have or damages that they can avoid?

I believe that if you think about it you will come to the same conclusion as I came to, meaning, yes, we have to make the efforts to communicate with our customers at least once a week. (Successful businesses such as: Amazon, Ebay, flight companies etc…communicate their special offers on a daily base!!!)

 

Here is an example of a 52 weekly communication plan. I am confident that you can even add more relevant dates to this suggested calendar. This means that you will have to take out some of those issues mentioned in the list below and start prioritising the 52 weekly communication packs so that you don’t accede those 52 times that you are going to send out info packs to your customers.

We have completed (Stephanie did) the communication pack for Point Of Skin Finland that is celebrating the international woman day on March the 8^th.

 

Stephanie did some nice layouts to celebrate this event- this includes:

1.    A full page advertisement THAT INCLUDES SPECIAL OFFERS (Download Full_Page_ad_Final )

2.    A half page PR article – informing women about their right to know about healthy skincare (Download Half_Page_ad_Final )

3.    A post card – invitation for a customer evening event ( Download Post_Card_Final )

4.  A poster - Download Poster_A1

5.    A newsletter that will cover the entire “international woman’s day” event/issue

So, we ticked off this event and we are now busy designing the communication pack for the Spring Skincare.

 

Yes, sure, it is a lot of work (and money) that we need to put into this issue of 52 info packs, however, seeing that hardly any other beauty salon/SPA is ready to invest this effort; this will be the additional point of differentiation between Point Of Skin to any other beauty salon/SPA.

 

It is nearly impossible that beauty salons/SPAs will have the time and the financial ability to create 52 events and design about 250 layouts and newsletters that are involved in maintaining an exciting and well designed annual event calendar (52 weeks in a row)…again, it looks to me as a check mate for the Point Of Skin and Dr.Baumann beauty salons that will benefit from ready made layouts and info packs as we do for our customers.  

 

Here is the 52 week communication plan (just an idea as to how it is going to look)

Product category

1.    Cleansing

2.    Toning

3.    Creams

4.    Liposomes

5.    Baby products

6.    Hair products

7.    Body products

8.    Shower gels

9.    Sun protection products

10.   Sun self tanning products

11.   Eye products   

12.   Masks

13.   Ampoules

14.   Essential oils

15.   SPA

16.   Make Up – for face

17.   Make Up – for lips

18.   Make Up – for eyes

19.   Hand products

20.   Foot products

21.   Food supplements

22.   Peelings and exfoliating products

23.   Summer care

24.   Winter care

25.  Spring care

26.   Autumn care

27.   Dry Skin / Oily skin etc…

Skin conditions /Skin problems

28.   Very Dry Skin/Sebostase

29.   Acne

30.   Sun Damaged Skin

31.   Rosacea

32.   Hyper-pigmentation

33.   Allergies

34.   Anti-aging

35.   Eye Zone

36.   Cellulite

Religious holyday’s special offers

37.   Christmas

38.   Easter etc..

39.   National holydays/Holidays

International days

40.   Environment days

41.   International cancer day

42.  International woman day

43.   Mothers day

44.   Fathers day

45.   Valentine

46.   The Bionome year

47.   Your beauty salon birthday/anniversary

48.   International animal protection day etc..

New developments

49.   New instruments that Point Of Skin developed

50.   New treatments

51.   The Point Of Skin school / customer classes

52.   Open days for customers