Spa Clientéle Marketing Tips

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.

I Heart New York

Will you be attending the IECSC New York show?  If so, I'd love to meet with you.  When ever I go to a tradeshow, I like to offer free marketing consultations to my readers who may be there.

I'll be speaking on Monday, April 28th at 11:15am on "Self Serve Scheduling: Why you need it and how to select the best online scheduling service for your business."

More information on the show, exhibitors and my talk is on the IECSC New York website.  If you would like to set up a time to meet on April 27th or 28th, please send me an email at info at spaclientele dot com. 

Changing your marketing in a changing economy

With the biggest job loss in five years recently announced, and the continuing stream of other bad economic news, it is clear that all small businesses need to prepare for a possible recession.   While many spa and salon clients may be conservative in their spending, an economic downturn does not necessarily mean that all clients will suddenly disappear.   Smart spas, however, can adjust their management practices to get down to the basics.

Changes to money and staff management are clearly top priorities.  Cash flow and cost reductions must be managed closely to maintain the lowest overhead.  If your business doesn't have a trusted financial adviser such as a bookkeeper or CPA, the money spent on their services today can save you from costly mistakes in the future.

Maintaining staff morale and keeping the lines of communications open is especially important.  Spa directors need to squash rumors of layoffs or other negative gossip to ensure that employees are focused on providing a positive experience for clients.    Spending more time on training during this time is a good strategy as staff is less likely to jump ship with the job market so competitive.   

Knowing what to do about marketing expenses can be a tough decision during business slow downs.  On one hand, there is a logical compulsion to advertise even more to bring in clients.  On the other, the high cost of advertising could break the bank.  Since I'm not a fan of print advertising anyways, you can probably guess that I would advise ...in most cases... against spending on advertising for the sake of awareness. 

Here are four changes to consider in your spa marketing strategy during changing economic times:

What are the best tools to get clients in the doors on a limited budget?

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

Dear Heather,

I have a small spa with 3 massage therapists, and I am looking to always keep them booked up. We have our great days and we have our slow days.  If I could even them out some how where we don't get slammed for one day and dead the next. Also we sell a lot of gift certificates, what are some of the best ways to get these one time clients to return or remember us for the next time they want to come in or get a gift for someone?

Thank you,

Jarrett
Owner, Europe Spa
Lafayette, LA