Panelists weigh in on the issues impacting the efforts of spas in their pursuit of top talent and the things they can do to retain their expertise
Spa Inc. decided to consult the experts for savvy tips on how to keep clients flowing through your spa during the harsh winter months. We Spoke With Two Leading Consultants: Dori Soukup, Principal Consultant At Insparation Management, And Woody Yowler, President, Spa Visions.
- Launch a referral campaign: Pull all the stops— have staff wear buttons, distribute flyers, run a contest and make an event of it. “Run a contest to ‘win a day at the spa for you and a friend’ and during the campaign, collect the friends’ names, emails, etc.,” Soukup says. “The only real cost is a day at the spa for two people, and you can generate a lot of leads in the process.”
- Offer spa memberships: With an annual membership fee, there are no ‘down times.’
- Use your website to its fullest: A common mistake made is to not focus on capturing leads with adequate information. “Websites need an invitation to ‘do something’ on their homepages,” Soukup adds. “It could be ‘enter to win’ or simply the opt-in to receive the spa newsletter—either way, you capture information.”
- Create packages to target seasonal needs: “Offer packages to appeal to needs,” says Yowler. “In the winter, 10 Quick marketing steps to achieve a bustling winter season Spa Inc. decided to consult the experts for savvy tips on how to keep clients flowing through your spa during the harsh winter months. We spoke with two leading consultants: Dori Soukup, principal consultant at Insparation Management, and Woody Yowler, president, Spa Visions. combine treatments that exfoliate, that moisturize, with heat, and keep your language consistent.”
- Offer second-person discounts: mother-daughter packages, romantic Valentines packages, or Winter Girlfriends Getaway packages.
- Remember the power of word of mouth: No matter how creative your marketing campaign or how festive your seasonal promotions, in the end, long-time business boils down to clients’ experiences. Reinforce a strong brand and image, offer unique treatments, and promote what makes you unique. “The problem in the spa industry is we tend to be followers,” Soukup adds. “Personally, I look at my competition as ‘what not to do.’”
- Appeal to their senses: In the spa environment, clients’ senses are heightened. “Work with elements from the surrounding environment, such as ferns or pine,” Yowler explains. “Or at Valentines, offer up treatments of chocolate, or rose petals in the baths.”
- Use your guest book: Have a guest book onsite to collect testimonials and request permission to post their words on your website.
- Communicate through your newsletter: Offer valuable content. Include stories and tips. Do promote packages and seasonal offerings, such as a series for the face to combat the damage of winter. And announce the bundles you offer accessories such as neck wraps, booties, or gloves that clients receive with various packages. Announcements in the newsletter can generate excitement for new promotions, or renew interest in popular packages.
- Cross-promote: Offer beverages to go with certain treatments, and form relationships with stores and other dealers to cross-promote spa services and related products. Package treatments with a compatible gift, be it a product, a drink or food, or a small gift card at the end of the day. “Don’t forget, a client’s not a client until the second visit,” Yowler adds.
Offer A Dreamy Valentine’s Day
Valentine’s Day is, of course, the holiday for lovers, and spas appeal to the passion and sensuality the occasion promotes. Don’t be left behind: make sure your Valentine’s Day promotions are out of this world, and get the word out about the romantic experiences that await.
What are some of this year’s Valentine’s plans? At Quebec’s BALNEA, three promotions add special value to the existing packages. First, soirée gourmande combines the table d’hôte and thermal experience: Every couple also receives an oh-so-decadent chocolate and raspberry cake and scrumptious dessert wine. Second, an exclusive offer for lovers including the choice of eight packages designed especially for lovers combine luxury, sublime treatments, and intoxicating massages. For Valentine’s, these packages also feature a minitreatment (face, eyes or hair), fruit, chocolate and a glass of wine. Finally, BALNEA promoted its trinity massage, a sensual three-inone massage, inspired by Hindu myths. Applied by three therapists, this signature treatment allows lovers to sample the absolute bliss of a four-hand massage. Following the treatment, couples can prolong the pleasure with the thermal baths and a delicious chocolate fondue and glass of wine. At Holtz Spa in Ottawa, Valentine’s Day is approached as an opportunity to market their couples’ services and attract new clients. Champagne and chocolate treats are served to all couples in the lounge throughout the day, while treatment rooms are decorated with roses, and rose-scented oil is used in the services.
“Couples massages and our popular Romance Package are paired with our Santé Restaurant romantic Valentine’s Dinner menu for an evening of total pleasure,” says owner Donna Holtom. “However, we don’t exclude the singles who want to treat themselves on Valentine’s Day with a Chocolate Body Wrap or Champagne Facial.”