Marketing si comunicare in domeniul frumusetii
Nu-i frumos ce e frumos, e frumos ce-mi place mie – spun unii. E clar insa ca si in acest context este vorba de frumusete – chiar daca dupa (conform) unor criterii personale.
Am fost ieri la un centru de intretinere si infrumusetare corporala – la BODY CONTUR. Nici nu prea stiam la ce sa ma astept. Am mai auzit spunandu-se ca toate-s o apa si-un pamant – ca oferta e identica – cu mici deosebiri.
Am constatat insa ca lucrurile nu stau deloc asa. Probabil ca multi spun ca au super conditii si super preturi. Nu toti le au – ieri spre exemplu am remarcat cu placere ca la Body Contur afirmatia este corecta (raportul caliltate-pret e foarte bun). Altii afirma ca au tehnici care te slabesc peste noapte – desi toti stim ca asa ceva este imposibil fara sa aduci prejudicii metabolismului sau fara ca dupa ce termini cura/sala etc. sa pui mai multe kilograme decat aveai anterior. Aici am remarcat sinceritate. Unii propun diete care te fac sa mori de foame numai cand te gandesti ca va trebui sa mananci 3 fire de salata pe zi, un cartof si o bucata de carne la gratar si cam atat – aici constati ca exista o dieta cu produse ce se gasesc din belsug la noi, dieta pe care o poti tine fara probleme si care aduce rezultate in 3 luni – vestea cea mai buna fiind ca ulterior nu te mai ingrasi si mai ales ca organismul va fi sanatos – fara probleme cu colesterolul si cine stie ce altceva.
Uneori la lucru ai chef de o pauza. Statul prelungit pe scaun sau in aceeasi pozitie te pot face sa resimti din plin nevoia de relaxare, ajungi sa iti doresti un masaj bun. Ei bine, in locul unde am fost ieri, ai parte o lista intreaga de masaje ce ti se pot face – totul numai sa te simti bine. Si mai sunt si alte lucruri pe care le poti face sau de care poti beneficia: tratamente si masaje faciale, tratamente corporale, masaje corporale, terapii de relaxare, servicii de cosmetica, sfaturi de nutritie si dieta, tehnica dentara.
Ajung acum si la partea de afaceri, de marketing. Aminteam mai sus de faptul ca orice salon va spune ca ofera marea cu sarea. Unele insa lasa de dorit – ba e un apartament intr-o vila cu bulina, ba personalul nu e neaparat ceea ce cauti si tot asa. In acest context, cum se poate promova eficient un salon ce ofera rezultate – si mai ales beneficii pe termen lung? Am observat ca cei de la Body Contur merg pe ideea diferentiatoare de atmosfera de vis unde te poti abandona pe mana unor specialisti si a unor aparate de ultima generatie. Ma intreb insa care sunt modalitatile in care o astfel de afacere s-ar putea promova cel mai bine – cu precadere in cazul unui buget foarte mic.
Cred ca partea de comunicare ar trebui sa ocupe un loc important – comunicate de presa (cum este acesta) cu diverse informatii despre aparate, specialisti, articole de interes general, promovarea reducerilor. Ar mai fi poate parte de publicitate (in lift sau prin flyere – desi acestea nu mai sunt citite) in zonele din imediata apropiere. Ma gandesc chiar la ceva gen marketing viral – recomandarea prin email sau programe de mesagerie instant. Ar mai fi ceva? Cu siguranta ca da. Important este sa vorbim despre eficienta.
Cat de eficiente pot fi insa toate acestea? Ce ne determina cu adevarat sa mergem la un astfel de centru? Ce ne-ar face sa revenim? Ce ne-ar determina sa il recomandam? Ce cautam la un centru de frumusete (servicii, beneficii)? Voi ce parere aveti?
Insemnari similare
Orice femeie isi doreste sa fie”frumoasa”, sa se poata bucura de serviciile unui astfel de centru, care din start, prin numele sau ” BODY CONTUR” inspira asa zisa “curiozitate feminina”. Dar nu poti sa nu-ti pui intrbarea: Oare fac parte din “segmentul sau publicul tinta” caruia i se adreseaza acest centru? Asta ce inseamna? Ca informatiile ce tin de partea comunicarii (despre aparate, specialisti, articole de interes general, personal specializat, servicii performante),etc. trebuie sa includa si carui segment feminin i se adreseaza in mod special, adica un nivel minim informativ de la care pornesc tarifele, si apoi sa promoveze reducerile. Ceva de genul: “Daca va doriti modelarea si relaxarea corpului dvs, nu ezitati sa apelati la serviciile centrului “BODY CONTUR” care va raspunde cerintelor dvs, nu numai prin performanta aparaturii si a personalului specializat , dar si prin tarife ce pot fi modelate pina la valuarea de XX Lei /(Euro)/ luna/ cu abonament , devenind cliente fidele”. Cu alte cuvinte, chiar daca iti doresti sa mergi la un astfel de centru, trebuie sa afli intr-un fel daca iti permiti din punct de vedere material sa o faci. Iar la intrebarea:
Ce ne dorim de la un “Beauty Saloon”? Raspunsul este simplu: Sa plecam de acolo multumite, mai frumoase, cu zambetul pe buze si nerabdatoare sa fim admirate. Iar daca vom fi admirate, il vom recomanda cu placere. Asta este parerea mea.
Multumesc frumos pentru parerile exprimate. Intr-adevar interesante si mai ales utile.
Si fiindca ne-ati fost de mare ajutor, imi face o deosebita placere sa va spun ca cei de la Body Contur va ofera o reducere de 15% pentru o sedinta – la alegere din oferta lor – pentru ca ati raspuns provocarii acestui post. Va invit pe site-ul lor si… sper ca aceasta sa fie o veste buna!
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