By Deedee Crossett 10 THINGS
10 WAYS TO GO GLOBAL
Going global isn’t as complicated as you might think! Check out the top 10 ways your
facility can expand its global reach.
1.Your website is your global brand for the world to see. Using key search terms will allow online customers to find you worldwide:
2.In my world, spa-cations equal research! Services vary from state to state, so as much as you want to use your passport, check out what’s happening
within other cultures in your community.
3.Twitter can quickly grow your brand and knowledge internationally. Follow other skin care professionals and tweet what you’ve learned. If you’re
new to Twitter, just start by following individuals or companies who share your
4.Your brand will move toward your focus. When diversity is emphasized in your marketing and product offerings, you’ll see diversity in your clientele.
5.Hire therapists with a full understanding of the Fitzpatrick scale. If they only treat skin within one area of the scale, attracting a clientele with global
skin will be difficult.
6.Become a global retailer. Online companies, such as Ecwid ( www.ecwid. com), allow you to build a shopping cart experience that connects directly to
your Facebook page. Mercantec ( www.mercantec.com) is an online merchant
account that interfaces with your website.
7.Many professional skin care lines are already global. Ask your supplier representative about the international reach of your product line. Tour a variety of locations and bring
back ideas to incorporate into your business.
8.Learn globally by traveling for your next educational experience. The San Francisco Institute of Esthetics and Cosmetology has a field trip to Thailand every year so our
estheticians can learn Thai massage, herbal treatments and other traditions.
“Network yourself as a global brand and partner with
like-minded people. Put yourself out there and look for
opportunities whenever you’re within the industry,” suggests
Megan Linney, COO at Maack Management.
10. “Research all of the communities and cultures within your market and be flexible. “Knowing your clients, the current market
and trends will assist you in creating a global brand,” says Linney.
Founder and owner
of the San Francisco Institute
of Esthetics and Cosmetology
since 2002, Deedee Crossett is
an industry pioneer for raising
the bar of undergraduate
education for cosmetologists
and estheticians. She can be
reached at www.facebook.com/
deedee.crossett and Twitter