Issue link: https://www.ascpskindeepdigital.com/i/1315477
Listen to the ASCP Esty Talk podcast ascpskincare.com/podcasts 21 "Trained marketers can support you in identifying, maintaining, and improving revenue opportunities, starting with three simple steps," says Christine Saunders, a marketing consultant to service-based organizations. She suggests taking a managerial approach to ensuring you have the right marketing mindset to stay resilient in changing times. STEP 1: THINK ETHNOGRAPHIC STUDY, NOT SURVEY "Ethnography is the study of human cultures and of people in their environment," Saunders says. She suggests paying attention to your clients' wants and needs "to capture important nuances in why your [clients] may or may not like a new service you are delivering or to discover ways to optimize existing revenue streams. The insights you will gain in this process are invaluable to product and service design and development, and they will help you avoid the common surveying trap." STEP 2: LOOK AT COMPETITORS FOR GAPS AND UNIQUE OPPORTUNITIES "A detailed and methodical analysis of your competitive standing in the marketplace should be a regular activity, and it can also become a report to your board and decision makers," Saunders says. "Make sure you understand whether there are new entrants to your market and how your own features and benefits line up. Analyze new ideation from your team against competitors and assess trends." STEP 3: REVIEW CUSTOMER EXPERIENCE DESIGN The final aspect you need to revisit regularly to identify new opportunities and keep your revenue competitive is customer experience design (CX)—a way to capture and purposefully plan for how and when your clients engage with your products and services. "Because this happens increasingly online and on the go," Saunders says, "reexamining this element frequently is particularly necessary. Your customer experience starts with how they learn about your offerings and extends through buying them to using them and then, one hopes, to referring others with positive feedback." THE TAKEAWAY "Whether you are reviewing existing revenue sources or planning new ones, be attentive to maintaining and constantly adjusting your products and services," Saunders says. "Look for ways to integrate key elements of ethnographic research, disciplined competitive analysis, and ongoing improvements to customer experience design to protect and enhance your revenue sources." Read the full article at www.eventgarde.com BEAUTY BUZZ Resilient Revenue Stand Tall As a lash extension pro, you'll appreciate the new Bella Lash Tweezer Stand. With six slots for all your favorite tweezers, this stand allows you to stay focused while knowing your tweezers are safe—and right at your fingertips. www.bellalash.com Thalassotherapy thə-‚la-sō-'the-rə-pē noun: Exposure to seawater (as in a hot tub) or application of sea products (such as seaweed) to the body for health or beauty benefits.