How Are Marketing Strategies Changing?

By Web Editor | 09/14/2009 3:30:00 PM


These days all owners are cutting costs and scrambling for new ideas to ignite business. We wondered how that’s impacting marketing, so we invited a manufacturer, a distributor and a massage therapist to give us their perspectives on:

How are marketing strategies changing in this new economy?

Allison Jakubco
Licensed Massage Therapist
Gurnee, Illinois
Marketing is more challenging than ever with competition everywhere you turn your head, due to all of the free, or inexpensive, social internet advertising. I use Facebook everyday to advertise my business. I created a fan page called “Massages by Alli” and it allows for me to separate my personal life from my business life. I can send updates or chat and extend deal opportunities only to the people who care about receiving my services and how I run my business. I do this all without giving up any client or potential client privacy by sending them messages, which have the same security/privacy of an e-mail. E-mail is too old fashioned and snail mail doesn’t have any advantages over social networking sites. These sites have broken the lack-of-communication-with-everyone-you-have-ever-met-in-your-life barrier, so now you are networking to people you know, in your preferred area, for free. It can’t get any better!

Katharina Goetz
Marketing Manager
René Furterer
Rene Furterer is a high-performing natural brand. Regardless of the economy, our experience is that quality pays off. In this economy, we continue to stay true to the heart of the brand, focusing on product innovations that incorporate plant-based technologies to deliver immediate and long-lasting results for the consumer. This correlates with the consumer’s current high demand for natural products that are efficacious, delivering excellent results for both the scalp and hair.  The consumer is always willing to try out product innovations that are effective—and if they’re natural, that’s an added bonus. In today’s economy, the consumer needs to be reassured by the quality of the product they are going to purchase more than ever before. This is why we have been investing even more into sampling, testers and back bar.  If the consumer can test-drive the product first, they will fall in love and come back for future purchases.

Josh Hafetz
The Raylon Corporation
We increased our focus on implementing marketing initiatives that directly serve to positively impact some of the key growth drivers of our salon customers. Rather than offering price incentives, we are attempting to be more creative with our promotions so they can be “turn-key” at helping the salon in areas such as rebooking guests, boosting average tickets, driving retail sales or gaining new clients.  Additionally, we are stepping up our educational focus on the management and business side of our industry through events and in-salon coaching.  We are finding that in our current economy, the demand for this type of information is extremely high.  In short, our customers aren’t just looking for good products anymore.  They are looking for a company that offers them ideas and solutions.

Do you have a burning question on which you’d love to see different perspectives from the industry? Send it to Editor Stacey Soble at and we’ll get the dialogue started.






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