Spa Clientéle Marketing Tips

User review site Yelp! in hot water with businesses

While Yelp.com may not be a major part of your marketing strategy, client review sites are quickly dominating as top influencers for potential new clients.  I have long been a fan of Yelp and other sites like it such as CitySearch and InsiderPages.  They are all great ways to boost word of mouth on the Internet: where your prospective new clients are looking for their next new spa or salon.

In recent weeks, Yelp has been deleting business sites for "violating user rules," yet have provided no recourse for the business to protest or reapply.   Several of those businesses are so upset that they are suing Yelp...because they had a significant part of their incoming business from that website.  With their profiles deleted, and all their customer reviews gone, they are at ground zero in re-building an online reputation.

Some argue that this "i hate yelp" movement is a sign of Yelp's popularity and power.  I have to agree.   Yelp, and its competitors, are granting significant power to consumers... some of which may even use the public forum to blackmail the business. (e.g., "if you don't allow me to return this I will post a bad review.")

So what is a smart and frugal spa business to do?  Here are some lessons learned based on the latest turn of events.

We are turning 100!

Today marked the 100th article on Spa Clientèle Marketing Tips!

Yes, it is hard to believe that there are 100 hidden gems of tips and advice on this site.  Did you know that you can easily search the site in two ways? 

1. Archives.  By month or by category, you can click on the links in the center column at the blog, or visit the Archive page.
2. Search Engine.  Using the Google link at the middle bottom of the blog, or going directly to this link you can do more specific searches.  Just be sure to select "Spa Clientèle" button to restrict your search to this blog.

I have had so much fun and fulfillment writing this blog over the past 15 months, but I always long to hear from more of you!  I love to get your questions and comments..and if you haven't commented on an article yet, you may not realize how easy it is!  I recently attended a seminar and one of my key "ah-ha's" was the new awareness that

everything you want is outside your comfort zone

I think that if you look back to all your major accomplishments, you may find that at one time that goal was outside your comfort zone.  But you still attained it!  This is true for me starting this blog.  This may be true of you starting your career or business.  It may also be true of any reservation of commenting on blogs (mine or anyone else's).  But you may find that by posting comments, and reading them on new posts that you'll find a whole community of others (almost 800 others) with similar opinions, questions or situations.  So as a little reward as incentive to see more comments, I will give the 50th commenter (we are close, so act quickly) immediate online access to my Smart Spa Marketing course (valued at $197).  All you have to do is click "comment" from any post that speaks to you...and then share your thoughts!

Thank you to all that have inspired me and provided such wonderful feedback about how these articles have helped.  Here's to the next 100!

Members Only? How you can create your own country club

Regularly answering your email questions! Just click banner above, or to the right to submit your questions!

Dear Heather,

Hello - thanks for your articles - they're always very helpful!  Just curious ... what are your thoughts on a "membership program" in terms of loyalty & helping to make those current clients more repeat??  Have you seen any membership programs that are really good or really bad??

-Mandi

Mandi,

Thanks for your comment and question!  The way I see it, there are two types of spa membership programs.

Are your clients crazy? They should be.

When business slows and there are more openings in your books that you'd like, do you ever ask yourself:

• If more people knew about us...
• If there was more awareness about where we are...
• If I had the budget to do a big ad...

than we'd be busier?

While this is common and not an entirely bad way to think, it is not be way that the most successful salons and spas think.  Here's a different question to ponder instead:

How busy would you be if every single one of your clients was a regular repeat client?

The bottom line is that the client in your chair or on your table right now, as well as your previous clients are the most valuable awareness tools you have in your business.  And they are your best advertisements, too.  While there are multiple ways to build your relationship with your clients, the most important one is to meet and exceed their expectations for their experience at your spa or salon.  Because unhappy clients don't come back, and they don't recommend your business to their friends.

So here is another incredibly powerful question to ask yourself:

What would I have to do so that my clients would say: "I would have to be crazy to go anywhere else!"

When your clients are that enthusiastic, that supportive and that loyal because they are crazy about your service....they will gladly tell everyone about it.  They will become a walking advertisement for your services.

Not only will your crazy clients be repeat clients, they will naturally bring in other crazy clients to fill up your books.

So, what do you need to do to make your clients crazy about you?  [Hint: if you don't know, the first people you should as are the clients you are seeing tomorrow!]

When it is too good to be true...

Regularly answering your email questions! Just click banner above, or to the right to submit your questions!

Dear Heather,

I attended one of your marketing classes last year and I found it very very useful. Implementing a yearly marketing plan has been working very well for us. Since you have been in the spa industry for a long time, I was hoping that you could offer me some advice about a particular situation that I find myself in:

At the end of last year I partnered with a company called SampleSpa (name changed). This is how the program works: they put together these nice looking cards/ gift certificates that includes a sampler of spa services (a 30 min massage; a 30 min facial; a manicure; and shampoo & style). They print the cards and incur all the costs associated with creating and printing. They then send out sales people out to neighborhoods and businesses and sell these cards for $40 each. Basically, one can get those 4 services (a total value of almost $150) for $40. This is a great value. SampleSpa keeps all the money. We, the spa have to redeem the cards. Each service can be upgraded (to a full hour, or other additions) and the price difference is kept by the spa. In addition, only one service can be used per visit, per week, so it would take someone a full month to redeem the card. The good thing about this partnership was that it brought us A LOT of new customers. SampleSpa sold 400 cards in 2 weeks and then we told them to stop. The bad part (which we didn't really think through initially) was that if customers didn't upgrade, we ended up incurring great losses. Here's how it turned out: a lot of customers did end up upgrading, so in the end we maybe lost $2,000 from this campaign. In return, we got our name in front of more than 300 new people that didn't know we existed (our spa is located in the back of a strip mall, with limited road side exposure, and a lot of people don't even know we are there). From that standpoint, it was good that we got our name out there. Another bad part is that most people that bought the cards were just looking for a great deal and that will probably not come back for regular priced services. (we only realized that once we started redeeming the cards and noticed that 80% of the SamppleSpa clients, even though they leave very happy and satisfied, don't tip!).

Here comes the problem: the gift cards expired on June 1. There are about 100 cards out there that never made it to our spa, basically 100 people that have expired cards. They are now starting to call and want to redeem them. We've been telling then that the promotion ended and that we no longer accept the cards. In an attempt to be even fairer, we agreed to give those people a $40 credit to use in the spa (this is the price they paid for the cards, money that SampleSpa got, not us). We are not in any way obligated to do that, but we've decided to go that route to appease some of the people that are getting mad when we tell them we no longer accept the cards. Still, there are some customers that get very mad. I was hoping that you might have some suggestions as to how to best handle this. I obviously don't want a bunch of unhappy people talking bad about us, but on the other hand, this promotion has already cost us a lot of money and I really don't want to extend it. Plus, these people had more than 6 months to redeem them, but they waited until the last minute to do so.

Heather, please help!!!!!

Thanks so much,

Corina (the eternal people pleaser!)

Do you need to Man-Up your Spa Menu?

With Father's Day right around the corner, many spas and salons are already in full-swing promoting specials for men.   Top services are massages and manicures for men who make up 30%+ of spa goers and should be the primary focus in packages and promotions.  However, how well do men connect with your services or respond to your promotions?

Some easy to implement, limited-time-only massage series promotions include:

• Buy three and get the fourth at 50% off
• Sign up for a series of four or more massages and receive a free post-workout care package (e.g., soaking salts, tension balm, MSM joint balm, massage oil)
• Purchase a six series massage and receive two free manicures, a $40 value!
• Laser hair removal offer: Purchase a full-back package and receive shoulders for free.

While the "limited-time-only" option is intended to generate action, massage series are often great year-round sellers as gift certificate options or a standard upsell option for your front desk staff to recommend.

Beyond a seasonal approach to attracting male clients to your spa or salon, it is important that your services menu communicates that it is a safe and welcome space for masculine energy.   This can be tricky to do without becoming so generic that neither men or women feel your services are designed for them. [I talk more about this in Smart Spa Marketing.] Here are some things to consider whether you need to "man-up" your menu of services.

Announcing Spa Talk Radio

I'm excited to share a new publicity resource with you: SpaTalk Radio!   This has been my pet project for a while now, but now it is ready for the world. SpaTalk Radio uncovers the insider secrets for finding balance and beauty at the spa in interviews with skincare gurus, spa and salon owners and beauty industry experts. The show takes a fresh perspective on spas and skincare, peeling away the marketing hype of cosmetic advertising to get to the real story on what works to look and feel better.   Whether it talking about holistic healing treatments or the latest and greatest kick-ass skincare ingredient, SpaTalk helps stressed-out women and men be more informed spa consumers to find their own balance and beauty habits.

As some of you may already know, I quit corporate America a few years back to work in an industry that has helped me...and many others..find more balance and beauty in their lives.  Marketing is my professional skill, but when it comes right down to it, my personal mission is to spread the word that spas are not for elitist rich snobs...but are havens and an escape for anyone (and everyone) to take time out and take care of themselves.  I get excited about debunking myths and fears and assumptions about going to spas and what a better way to do it than talk about it with experts like yourselves!

This is a weekly Internet radio show -- meaning that it is broadcast only on the Internet to global audience.  You can listen to the previous episodes online at www.spatalkradio.com or on iTunes (just search for "spatalk" from the iTunes Store).  I'm currently looking for experts who would like to talk for 30 minutes about any of the following topics and share your expertise with spa clients. 

• skincare (professional or clinical);
• massage therapy;
• waxing/hair removal;
• nail care;
• holistic therapy treatments;
• metaphysical spa treatments;
• hair care;
• makeup application; or
• personal care products manufacturers.

Whether you are an independent practitioner or an owner of a multi-chain spa and salon franchise, each guest brings a unique perspective and advice to consumers seeking lifestyle and beauty advice.

This is a fun and stress-free way to explore what it is like to be "on the radio" as well has have an example of your publicity savvy for other PR outlets.  If you are a guest, you'll receive a web graphic and link where your web visitors can listen to your show on your website!.

Send me an email at "info at spaclientele dot com" (without the spaces) with a proposal of the topic you'd like to talk about on SpaTalk Radio.  The show is recorded on Monday's at 9:00am PST and all you need to participate is a phone! (You can even be in your PJs!) 

Does "cost effective advertisting" exist?

Regularly answering your email questions! Just click banner above, or to the right to submit your questions!

Dear Heather,

My spa is three years old and I'm still establishing myself in the marketplace. I currently do 6" x 8" postcard mailings to 25,000 households every 3 months along with monthly email blasts. What other cost effective forms of advertising would you recommend?

David

Dermage Aesthetic Center & Spa
Danbury, CT

Three "Mother's Day" marketing ideas for procrastinators

Right about now, most children of all ages are starting to realize that Mother's Day in the United States (and many other countries such as Australia, Brazil, Canada, Chile, China, Japan, the Netherlands, New Zealand,  Singapore, Switzerland to name a few) is next Sunday, May 11th.  [If your mom lives in Sweden you still have two more Sundays to go!]

Since we know in the spa industry that Mother's Day is second only to Christmas in terms of gift certificate sales, many of you have already been planning your promotions.  And many of you may have been planning for this for a year now (especially those who are following Smart Spa Marketing).  However, there are a few that have not yet put their full attention toward marketing for Mother's Day.  If that this the case, here are a few last minute ideas to spark some interest in gift certificates to your spa or salon for Mother's Day.  [These will work for the uber-prepared as well, if you aren't already doing these things!]

Selecting the right artwork to support your brand

Simple Power Flower, Feng Shui silk panel by Ellen Brook

The brand of your spa is communicated in many ways via a logo, brochure, website, answering machine or pre-treatment protocol.  Don't overlook the powerful emotion and memory that artwork can inspire in your guests by being another subtle and beautiful communicator of your unique brand.  Today's guest blogger, Ellen Brook is an artist writes about how to use and select art to create that sense of retreat for your clients.

Is your spa truly a sanctuary from the outside world?  You are undoubtedly doing your best to make your spa beautiful and welcoming. To truly evoke what your clients most need - a refuge from their busy lives – your challenge is to transform an ordinary space into an extraordinary transcendent experience.

This, of course, includes designing a space with attention to everything that embraces the five senses in gentle and calming ways. It also means choosing elements that delight your clients’ physical senses… then transports them beyond. Original artwork is one of the rare treasures of the world with this capacity. While offering balance to a room, color for a wall, or a general treat for the eye, it’s like a vessel brimming with the potential to instantly conjure up warm memories, make us break into song, recall a dream or evoke something magical – a moment apart from our ordinary lives.

So art in the spa adds a beautiful visual element, but more importantly, it can help create the experience you most want to deliver. Does your spa’s artwork have this emotional power? Can it capture a client’s fancy and connect her with life on the inside? Ultimately, does this ambiance set apart your spa from the others?

If the answer is yes, then you have a powerful differentiator.

"Now what?" you’re wondering.

First, tap in to feelings. Start by asking yourself…or your employees….or better yet, your clients…‘how does this artwork make you feel?’ Good? positive? calm? Or down? cold? indifferent? Trust your gut. What else comes to mind? Does it have any of the following characteristics - haunting, magical, soft, peaceful, joyful, ethereal? For a retreat, these elements are more important than just ‘liking’ a piece.