Spas are a haven for people of all ages, backgrounds and interests. People gather daily for pampering, relaxation and specialized services. Popular spa services include manicures, pedicures, massages, body waxing, hairstyling, body wraps and even make-up application. With a wide selection of services, a diverse clientele and plenty of competition, promotional efforts play a huge role in spa advertising plans.
One surefire way to get an audience of potential clients into your spa is to host an open house. Offer potential clients a chance to tour the spa, meet the staff and take a peek at the menu of services. Serve light refreshments and be sure to send each attendee home with your spa’s business card, brochure, a small thank you gift (coupon, discount card or sample of a product) and a great impression of your business.
Price discounts are another attractive option for spa promotions. Whether you distribute coupons through a direct mail campaign, on your website or in your spa, customers will take notice of your offer.
Offer potential clients a 10% discount on their first service to get them into the spa and initiate a relationship. Give current customers an opportunity to receive a free service, valued at $20, if a friend or family member books an appointment. This type of offer gives your current clientele an incentive to spread the word about your business.
You can measure the success of these promotions by keeping a record of how many coupons are redeemed and by gauging whether or not you see an increase in appointments as a result.
Put together a special contest in your service area that asks participant to submit their favorite beauty secret or product. The grand prize can be “A Day of Beauty” at your salon and runner-ups can receive discounted services as their prizes. Post the promotional offer on your spa’s website, in the local paper, as well inside the spa. Contests tend to generate buzz and get people excited about a brand.
Attend a spa industry trade show like the International Spa Association’s yearly conference and expo. Trade shows are great opportunity to check out the competition and pick up tips and tricks you can share with your staff and clients.
Consider the following before you implement a spa promotional campaign:
What’s your advertising budget? Which portion of your budget is dedicated to promotional activities?
Why should a customer visit your spa, instead of opting for doing their hair, nails and other services at home?
What competition exists in your service area? What’s your Unique Selling Proposition?
Who are your core customers and what’s the easiest way to reach them? Which services do they typically request?
Are your current customers happy with the level of service they receive in your spa?
Do your customers respond well to pricing discounts?
Miranda Brookins is a marketing professional who has over seven years of experience in copywriting, direct-response and Web marketing, publications management and business communications. She has a bachelor's degree in business and marketing from Towson University and is working on a master's degree in publications design at University of Baltimore.