Dermalux Marketing Handbook DRAFT

MARKETING H O W -TO G U I D E Set yourself up for success with this step-by-step handbook

CONTENTS O4

PBS PARTNER PORTAL & MOAP EXPL AINED

06

PRICE GUIDES

08

TRE ATMENT MENU & WEBSITE UPDATE

10

BEFORE & AF TER CLIENT TR ANSFORMATIONS

12

DERMALUX TE ASER GR APHICS

14

INTRODUCTORY LED CAMPAIGN

16

L AUNCH OFFERS & LIMITED TIME DE ALS

18

INSPIRE RETURN CLIENTS

20

SE ASONAL & OCCASIONAL CAMPAIGNS

22

SKIN TRE ATMENT CAMPAIGNS

24

PROMOTIONAL ITEMS

CHECKLIST Ready to launch Dermalux in your business? Here’s your handy guide at a glance.

READ & BOOKMARK THE PBS PARTNER PORTAL & MOAP www.probeautysolutions.sharefile.com

PH A S E 1

UPDATE YOUR PRICING, TREATMENT MENU & WEBSITE Click here to download from the PBS Partner Portal.

Go to Shared Folders > Dermalux Flex > Marketing > Treatment Menu

UPDATE POS & ONLINE BOOKING SYSTEMS DOWNLOAD BEFORE & AFTERS Click here to access the PBS Partner Portal. Go to Shared Folders > Dermalux Flex > Marketing > Images > Before & Afters

DOWNLOAD YOUR TEASER MOAP CAMPAIGN Click here to download from the PBS Partner Portal.

Go to Shared Folders > Dermalux Flex > Marketing > MOAP > 0 Teaser Campaign

DOWNLOAD YOUR INTRODUCTORY CAMPAIGN (INCL. SOCIAL MEDIA) Click here to access the PBS Partner Portal. Go to Shared Folders > Dermalux Flex > Marketing > MOAP > 1 Introductory & Generic Campaigns

SET YOUR LAUNCH OFFERS Click here to access the PBS Partner Portal. Go to Shared Folders > Dermalux Flex > Marketing > MOAP > Introductory Campaign (Launch Offer)

PH A S E 2

DOWNLOAD & SCHEDULE SEASONAL CAMPAIGNS Click here to access the PBS Partner Portal. Go to Shared Folders > Dermalux Flex > Marketing > MOAP > 5 Events & Seasonal

POST ONGOING SKIN TREATMENT CAMPAIGNS Click here to access the PBS Partner Portal. Go to Shared Folders > Dermalux Flex > Marketing > MOAP > 6 Skin Treatments Focus

IGNITE YOUR MARKETING WITH PROMOTIONAL ITEMS Click here to access the PBS Partner Portal. Go to Shared Folders > Dermalux Flex > Marketing > Promotional Items

You’ll find everything you need available to download on the PBS Partner Portal - scan QR code below.

www.probeautysolutions.sharefile.com 3

PBS Partner Portal As a PBS Stockist, you will have access to the PBS Partner Portal which is a password-protected portal that contains all price lists, order forms, brand logos, product images, Marketing on a Platter (MOAP) assets, training and education materials and more. Upon taking on a new PBS brand, an activation link will be sent to you with your username and password.

If you have not yet received this within 7 days of your opening order, please email orders@probeautysolutions.com.au for your username and password.

A PLACE TO FIND ALL ASSETS: 9 Price Lists 9 Images 9 Logos 9 Marketing on a Platter (MOAP) 9 Teaser & Launch Campaigns to launch your new brand 9 All Brands Order Form 9 Goods Returns Forms 9 Adverse Reaction Forms 9 Brand Training Manuals

PBS Monthly Newsletter & Promotions DON’T MISS THE PROFIT ADVANTAGE The Profit Advantage is our monthly PBS digital newsletter which outlines the promotions for PBS brands, training dates, important company updates and MOAP. You will receive this in the first week of every month.

www.newsletter.probeautysolutions.com.au

Get Social FOLLOW DERMALUX Follow @dermaluxledaus on Instagram and Dermalux LED Australia on Facebook and ensure you tag and #dermaluxledaus any time you post to broaden engagement, client and coverage opportunities.

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Look out in your inbox for this every 1st of the month.

Marketing on a Platter (MOAP) ‘Marketing on a Platter’ (MOAP) is a program exclusive to PBS stockists, which means we do your consumer marketing for you! MOAP is an initiative unique to Professional Beauty Solutions that aims to provide salons with everything they need to market their business services and products. We develop strategic marketing campaigns for you to roll out in salon and across social media, EDMs, websites etc. With each campaign we provide beautifully designed marketing sets that include: 9 Email newsletters (EDMs) 9 A4 display posters and customer brochures 9 Social media graphics and caption suggestions 9 Informational Videos This means you can take the time and money that you save and invest it back into other areas of your business that you feel more comfortable and confident in, like developing your team, perfecting your treatments and creating customer service excellence.

Shared Folders

Dermalux LED

Marketing

Marketing on a Platter (MOAP)

Teaser Campaign

Introductory Campaign (Power Plan Buy 8, get 4 Free)

Introductory & Generic Campaigns

Deluxe 1 Hour LED Facial

LED Offers & Campaigns

Events & Seasonal

www.probeautysolutions.sharefile.com

Your log-in details will be emailed to you.

For enquiries, call 1800 625 387 or email orders@probeautysolutions.com.au 5

Phase 1 GET RE ADY TO L AUNCH

GO-TO PRICE GUIDES IMPORTANT: This is not a one size fits all approach. When it comes to setting the pricing for your new Dermalux treatment offerings, your BDM will work closely with you to discuss all that needs to be considered to ensure an excellent return on investment, profit per minute, and more. We have put together suggested pricing for all treatments; PRICING CONSIDERATIONS: Treatment prices must be catered to your salon and circumstances. Ensure you discuss the following with your BDM: • salon location • current treatment menu • client demographics • average client spend • average client return rate

It is crucial to discuss the pricing and how you are going to incorporate your new Dermalux LED device into your treatment menu with your BDM to ensure you are offering the treatment options best suited to your business.

7

TREATMENT MENU & WEBSITE UPDATE To ensure that you are launch ready and equipped with all you need to set yourself up for success, we’ve put together an official Dermalux LED treatment menu that you will find on the PBS Partner Portal, including descriptions for you to copy when updating your treatment menu.

Updating your treatment menu is vital to ensure your clients, both existing and new, are aware of your brand-new treatments! We have carefully created treatment menu copy for you to use and implement in your marketing materials.

You’ll find an example below:

PRE-TREATMENT

CORRECT & MAINTAIN

To strengthen and prepare the skin in advance of invasive and ablative procedures.

Standalone treatments & ongoing treatments to maintain results. ⊲ Dermalux LED

Standalone Treatment

⊲ Dermalux LED Pre-Treatment

⊲ Dermalux LED Standalone

(Self-Service) Treatment.

For businesses with a light lounge.

⊲ Dermalux LED Deluxe Facial

POST TREATMENT & COMBINED MODALITIES Post-treatment application significantly helps reduce erythema, swelling and discomfort, plus accelerate healing and reduce downtime. Combine Dermalux with other procedures to enhance and accelerate results. ⊲ Dermalux LED Treatment Upgrade

WEBSITE UPDATE Your detailed Dermalux website guide that you will find on the PBS Partner Portal, contains in-depth long copy, so you can copy and paste into your Dermalux landing page, where your clients can read all about the treatments and technology. Your short copy content contains more brief descriptions that can be used for your treatment service menu as mentioned above.

The LED Website copy includes...

9 What is LED

9 Dermalux Power Plan

9 Skin Concerns treated

9 Official Treatment Descriptions

9 The different lights and wavelengths

9 FAQs are essential for every treatment you offer and ensure all of your clients’ questions are answered, giving them the confidence to go ahead and book in

9 Who is Dermalux for 9 Treatment options

for a Dermalux LED treatment.

Click here to download from the PBS Partner Portal.

Go to Shared Folders > Dermalux Flex > Marketing > Treatment Menu

Scan to download

BEFORE & AFTER PHOTOS Download the official Dermalux Before & After photos, and share this as a gallery on your website. Once you have built up your own client transformation library (how-to in next section), don’t forget to update your website with these to showcase your salon specific client results.

POS & ONLINE BOOKING SYSTEMS Don’t forget to update all processes and communication at point of sale and within online booking systems to reflect the new treatments being introduced into your salon, menu and website.

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TREATMENT MENU + WEBSITE UPDATES CHECKLIST STEP 1: PRINTED & ONLINE TREATMENT MENU Using the short form copy, don’t forget to update your treatment menu for your salon. If you have your treatment menu on social media, this is the time to update your menu across all platforms.

STEP 2: UPDATE YOUR WEBSITE Add Dermalux to your website and update with the copy provided.

We recommend a single landing page to truly showcase the values and benefits of Dermalux LED.

STEP 3: BEFORE & AFTER PHOTOS Show credibility and trust with the official Dermalux B&A photos.

These can be used until you have built your own real library of client transformations, and are ready to start sharing these.

STEP 4: POS & ONLINE BOOKING SYSTEMS Ensure your services are bookable online and linked to all programs for easy checkout, by updating your POS software and your online booking system.

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Before & After CLIENT TR ANSFORMATIONS

BEFORE & AFTER CLIENT TRANSFORMATIONS Clients buy results. Before & After client photos are a sure-fire way to enhance your brand’s reputation and boost your marketing and bookings.

Sharing your very own client transformation journeys across your social media and website, helps to establish credibility, reliability and trust in you and your ability to deliver results. Show your clients you can get the results they want with your Before & After photos.

BEFORE

AFTER

BEFORE

AFTER

BEFORE

AFTER

Scan to download Before & After photos Go to Shared Folders > Dermalux Flex > Before & After Case Studies

Where to share your results: WEBSITE & BLOGS

Showcase your before and after photos to your website on the Dermalux landing page. If it is a transformation you’re truly proud of, why not add it to your home page?

If your website has a blog, use your B&As as content for case studies.

SOCIAL MEDIA

Instagram is a powerful marketing tool for your business. By sharing your client results and the benefits of the Dermalux LED on your socials, your existing clients, and potential new clients will be able to see first-hand the success you have helped others achieve.

They will come to recognise you as someone who can help them achieve their skin goals, and will be more likely to book in with you.

If you’re adding these to your stories, be sure to save these as a highlight icon on your IG page! A static post or reel? – Pin exceptional results to the top of your grid so they are always the first thing your followers will see and don’t forget hashtags.

BEFORE & AFTER FLIPBOOK

Create a printed flipbook of your Before & After client journeys.

This will allow clients waiting in your salon to see the incredible results of the Dermalux LED treatments.

TV SCREEN

If you have a TV in your salon that shows your treatments and services, add your Before & Afters to the video reel, so clients can see the results while they are waiting for their appointment.

EDM (EMAIL MARKETING)

Why not send out your Before & Afters in your next email out to clients? Showcase your results and service and build the buzz and create conversation about how LED has helped treat various skin concerns.

Your Before & After How-To Guide Download your complete guide on how to take, share and successfully promote your client transformations.

Prepare Get the Shot Save & Label Helpful Apps Scan to download complete guide

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Build Client Excitement IT’S TIME FOR TE ASERS

DERMALUX TEASER GRAPHICS Teaser graphics are a great way to spark curiosity and get the conversation going on your socials.

Build anticipation and excitement about your brand-new services to your existing clientele as well as create new business.

We suggest running teaser graphics 7-10 days in the lead up to your launch.

Don’t forget to share your teasers in:

Scan to download teaser graphics

9 VIP Groups in Facebook

Go to Shared Folders > Dermalux > Marketing > Marketing on a Platter (MOAP) > 0 Teaser Campaign

9 Posters 9 SMS 9 Direct Message in Messenger or Instagram 9 EDM & Salon Newsletters

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Introductory TitleCreation Campaign xxxxxxxx LIGHT UP YOUR L AUNCH

INTRODUCTORY LED CAMPAIGN

STEP ONE

Position yourself as an industry leader when it comes to Dermalux and LED treatments through education. We have designed key marketing assets to help your clients understand how your new service will benefit them. Educational LED assets include: EDMs, social media graphics and videos, and A4 print posters all found in the PBS Partner Portal.

Send your EDM

Inspire your existing client database with specifically designed EDM material to help educate and excite. Introduce your existing clientele to your new services and treatments, show them how the Dermalux LED can target a range of skin concerns. From a standalone service to an add on to an existing treatment, there is something that all of your existing clients will be able to benefit from.

Share graphics to your Social Media

FAQs Infographics

Treatment Focus

STEP TWO

Branded

With pre-designed FAQs, infographics, and treatment focus areas, our expertly designed social media graphics will help set you apart on socials through educational content on what LED is, who it can benefit and get your clients excited about your new service.

Social Media Captions Communicating in your own voice is important to maintain trust and credibility on socials. We have pre-written some social media captions for you to be inspired by. Edit these captions in a way that speaks to your clients.

Scan to download

STEP THREE

Print your posters Add this to your: 9 Store front 9 Window display 9 Front counter 9 Toilet door

Scan to download your Introductory Graphics

The leading, non-invasive treatment that harnesses the power and beauty of light for visibly radiant, rejuvenated and refined skin.

• M U LT I -AWA R D W I N N I N G L E D T R E AT M E N T T R E AT S • • F I N E L I N ES

• S IGNS O F AGEING

• ACNE

• A D UL L CO M P L E XI O N

• PIGMENTATIO N

• R O SACEA & MO R E

Go to Shared Folders > Dermalux Flex > Marketing >Marketing on a Platter (MOAP) > 1 Introductory & Generic Campaigns

STEP FOUR

Download Dermalux Videos Promoting any of your treatment offerings, products or services with videos is now more important than ever before. Share the benefits of your new Dermalux device with our videos available for you to download.

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Leverage Launch Offers E XCLUSIVE & LIMITED - TIME DE ALS

LIMITED - TIME LAUNCH OFFERS It’s been proven, a well-executed launch is key to the success of any new service or treatment. Your Business Development Manager (BDM) will work with you to help select and plan the most effective launch offer that is best for your business, based on your location, demographic, and clientele. IMPORTANT: This is not a one size fits all approach.

Talk to your BDM to see which package option will benefit your business and clientele so you can maximise your launch.

Some previous examples of limited - time offers our BDMs helped establish include: • Dermalux Power Plan (Buy 8, get 4 free) • Unlimited Dermalux for 3 months for only $999 • 3 Dermalux LED sessions for only $99 • Unlimited Dermalux for 1 month for only $499

Ensure your Launch Offer has a strict END DATE.

Scan to download launch offer campaign graphics Go to Shared Folders > Dermalux Flex > Marketing > Marketing on a Platter (MOAP) > 4 LED Offers & Campaigns

HANDBOOK: How-to run your own Dermalux Event – Your guide to a luxe launch event and keeping your clients coming back for more...

Event Checklist EVENT DATE & TIME

How to host a Dermalux LED Event YO U R C O M P L E T E G U I D E

EVENT THEME GUEST LIST INVITATIONS CATERING

Learn how to run an “insiders only” night for your VIP clientele, attracting and engaging existing clients with a unique Dermalux event. We’ve put together a step-by-step guide so you can create a special event to wow your clients, and ensure they come back again and again.

A Dermalux LED VIP Event is a fantastic opportunity to launch the technology into your business and increase awareness with clients. It’s also the best way to achieve immediate treatment package sales!

These events can be held throughout the year as a stand-alone Dermalux LED event or integrated as part of other general VIP nights or skincare events.

EVENT SET UP EVENT FORMAT TEAM MEMBERS TREATMENT PACKAGES PRIZES, GIVEAWAYS & COMPETITIONS SOCIAL MEDIA

2

3

Scan to download

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Phase 2 Keep Up The Buzz

ATTRACT & INSPIRE RETURN CLIENTS Ongoing campaign offers are the secret to having your clients coming back time and time again and increasing your ROI. We know that providing your clients with an exceptional experience is key to converting a once in a while client to a regular return client, but it’s the results they will see that will transform them into a loyal lifelong customer, so keep the campaigns and offers coming to keep the treatments top of mind.

Ongoing Campaign Offers Delight your clients with our recommended Dermalux Power Plan, not only will your clients come back for their prepaid treatments, but they will be motivated to continue coming back as they start to see the benefits for themselves.

We’ve designed specific assets including EDMs, social media graphics and A4 print posters, to help encourage a higher return client rate. You can access these in the PBS Partner Portal.

A4 DISPLAY POSTER

Ongoing campaigns include: • Buy 10, get 2 free • Buy 5, get 1 free

EMAIL NEWSLETTER

SOCIAL MEDIA GRAPHICS

Scan to download campaign graphics Go to Shared Folders > Dermalux Flex > Marketing > Marketing on a Platter (MOAP) > 4 LED Offers & Campaigns

R EC EI V TR E AT E YO U R 10 TH M EN T FR EE

Dermalux Loyalty Card

1

Keep clients coming back with a Dermalux Loyalty Card, a great way to make your clients feel valued, with rewards they’ll want.

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Campaigns for Key Events SCHEDULE SE ASONAL & OCC ASIONAL C AMPAIGNS

SEASONAL & OCCASIONAL CAMPAIGNS Enjoy the benefits of a professionally designed campaign as if you were working with a marketing agency directly.

PBS have designed mesmerising campaigns for key events throughout the year including: Mothers Day, Blushing Brides, Christmas and many more. All accessible to you through MOAP on the PBS Partner Portal..

Bridal Skin Prep Program Campaign Say ‘I do’ to glowing skin with our LED Light Facial Skin Treatment Plan.

Mothers Day Package Campaign Give Mum the gift of glowing, radiant and luminous skin, with a Deluxe Dermalux LED Light Therapy Facial.

Christmas Campaign Get that holiday glow – our Christmas gift to you! For example: 50% off a Dermalux LED Facial when you spend $150*

Scan to download campaign graphics Go to Shared Folders > Dermalux Flex > Marketing > Marketing on a Platter (MOAP) > 5 Events & Seasonal

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Ongoing Solutions for All Ages, Skin Types & Concerns

SKIN TREATMENT CAMPAIGNS From fighting acne to accelerating wound healing, Dermalux LED offers incredible results and solutions for an array of skin concerns. We have social media campaigns with ready designed assets to showcase how you can help effectively treat: acne, psoriasis, accelerate wound healing, reduce fine lines and wrinkles, boost your mood and more.

Treating Acne

Treating Psoriasis

Wound Healing

Mood-Boosting

Scan to download campaign graphics Go to Shared Folders > Dermalux Flex > Marketing > Marketing on a Platter (MOAP) > 1 Introductory & Generic Campaigns > Treatment Focus

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Ignite Your Marketing with Promotional Items

PROMOTIONAL ITEMS Reach more customers and ignite your word-of-mouth marketing and social media with our ready-made professional promotional items. Give your business the physical lift to get ahead of your competitors with banners, brochures and more.

Pull Up Banner $155.00

Consumer Brochure $13.75 inc. gst (Pack of 25)

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NOTES

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NOTES

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N EED A S S I S TA N C E ?

CO NTAC T O U R M A R K E TI N G TE A M 1 8 0 0 625 3 87 M A R K E TI N G @ PRO B E AUT YSO LUTI O N S .CO M . AU

@dermaluxledaus #dermaluxledaus