On trend?

How do you know if adopting a new trend will be a great added-value experience for your customers and boost your business’s revenues, or become an unsuccessful expense?
Marketing expert Angie Petkovic tells you more

From the dangerous and potentially harmful “vampire facial” to the strange and somewhat creepy fish pedicure, we can all name at least one trend that arrived, but ultimately didn’t conquer. At the same time, it’s not hard to list examples like gel polish manicures, to see that some trends will be profitable and may even become a staple of every spa menu. So how can you spot the good ones and use them to build your reputation?

I always advise to be cautious of adopting trends. Sure, some things may get a lot of press coverage and build a following, but will that actually convert to pounds for your business? Given the financial and reputational implications of adopting a trend, the first thing to do is take a step back and look at the relevance of the trend to your business and your clients. Consider whether this is a service you would even like to provide to your clients?

Once you’ve identified a trend you love, you’ll need to look at the cost versus benefits of taking it on. It’s hard for to adopt a trend and immediately see new customers flocking to your spa as a result. Instead, you need to focus on enhancing the experience for existing customers first, generating word of mouth promotion as a result.

So, what should you do before adopting a trend? Here are some things to consider:

Something you should always take into account when considering adopting a trend is what your loyal customers are looking for. Ask your existing clients to complete a survey identifying where you could improve, tell them about new trends in spas and salons in the UK to see what their thoughts on them are, and ask which trends they think would be suitable for you to add to your business.

Current health and wellbeing trends include offering signature wellbeing treatments and catering for specific dietary requirements. How long each of these and other global trends will last is anyone’s guess. However, if your business can create a unique and interesting experience for guests, it’s likely you’ll be able to build and sustain a demand regardless of whether a particular phenomenon is in fashion or not.

Angie Petkovic is the managing director of Apt PR, a UK marketing and PR agency whose clients include spas and other business across the beauty, hospitality, leisure and tourism industries 

*Image credit: OPI