Spa Clientéle Marketing Tips

Is Email Marketing Still Effective?

Do you know what I spent part of the last week doing? Going through my email and "un-subscribing" from many of the the email lists I've gotten added to (or added myself to) over the last year.  It's part of my end of the year mission of cleaning and clarity.

Some of these lists and newsletters have been completely random - probably a case of my email address being sold or traded from someone I actually did business with to one of their partners. For example today, I got an email about "energy balancing bracelets" from a company in Germany I'm pretty sure I've never bought anything from. I removed my name immediately.

Also, after registering for an industry conference a few months ago, I got bombarded by many of the vendors who wanted to meet me before, during and after the event. The frequency and sheer number of emails that came from simply signing up to improve my professional contacts and knowledge resulted in what almost felt like virtual harassment from a group of vendors trying to get my business. They all got the axe too.

And there are a few lists I voluntarily added my name to receive a discount or special report have resulted in getting hit with twice weekly (or more) emails about countless classes out of my area, products I have no interest in buying, and sale after sale after sale. Quite a few of them no longer have me as a subscriber despite my initial interest in what they had to offer.

While it's true, a few of the many email "newsletters" I've been getting have been of use to me, the great majority have been nothing but sales materials shouting BUY BUY BUY. In most, there is nothing of value to me - nothing that can help me or my business now . In my eyes, they're just glorified advertisements.

Though I am not averse to spending money and certainly appreciate being in the know about all the "amazing, limited-time, never to be seen again" offers and bargains that are out there and available from the vendors and companies I love, I have had enough of the empty emails. And I am not alone.

This phenomenon is exactly what is driving the popularity of social media.Compared to traditional advertising which is "interruption-based" - that distracts you from reading an article in a magazine or takes your attention away from your favorite TV program in order to sell a product or service, social media marketing is based on provide content that educates, informs, entertains and engages those who read it.

Furthermore, social media marketing is something that your audience will seek out and look for - not something that will get their attention solely by being annoying. It wins their trust and loyalty more than any type of ad ever will.

The point is that in order to get and keep the attention of your client-based audience, you have to go beyond just selling, sharing information about your current specials and open appointments. Give them tips or ideas that will help, interest or intrigue them and show you as an expert. Help them find ways to improve their lives or solve the problems they come to you for (dry skin, pain, stress management, cracking nails, aging, etc.) Put that in your email newsletter instead of all the promotions and BUY NOW plugs. Your clients and readers will appreciate it!

Want to learn more about using Social Media to grow your spa, massage or wellness business? Click the links below to download the registration flyer and registration form for the ProKnowledge Workshops being held this year.  You can also visit www.proknowledgeworkshops.com for more information on the phenomenal classes being offered. Please write on your registration form that Felicia Brown sent you and you’ll receive a 25% discount!

Download Registration Form
Download PKW pdf flyer[1]

For a complete list of classes being offered in 2011, please visit my website at www.spalutions.com

Are High Prices a Part of Your Marketing?

Though spas were once considered an exclusive luxury available only for wealthy people, that is perception and reality are long gone. Over the last fifteen years in particular, the rise of the neighborhood day spa or salon and spa has made facials, massages and seaweed wraps accessible to the general public (thank goodness!)

But to some, there still is an appeal in seeking out the "best of the best" and the treatments made exclusive to only a few by their high price and/or limited availability. For those, this list of the 12 Most Expensive Spa Treatments in the World may be quite appealing. For others, the list is simply something to roll their eyes - or day dream - about.

Personally I am intrigued most by the Grand Luxe Facial at Spa Radiance in San Francisco,a three hour treatment which includes "a meticulous cleansing, followed by our dazzling diamond peel, and deep lymphatic drainage...microcurrents to provide a gentle non-surgical face lift and help with collagen production and disencrustation...a rich caviar mask and eye treatment filled with protein and Omega 6’s and finished off with LED light therapy" and"a lavish massage including an anti-aging hand treatment, foot massage, and warm mitts and booties." Not sure I'd pay $750 bucks for it, but I'd definitely love to give it a try.

But consider the buzz that is created by offering a high end treatment like this! Think of how this offering can draw the attention of big spenders and tire-kickers alike, not to mention the media. Imagine how many clients put a treatment like this on their wish-list but then schedule something else at the spa just to get a taste of what it is like.

The question is, what high-end treatment or package can you offer to create a little excitement and perhaps even a few sales? What can you add on to current services to make them more decadently upscale and enticing without purchasing new equipment or products? How can you turn what you already do into an exclusive, VIP experience instead of just another massage or facial?

Give it some thought and please feel free to share your own ideas or services here. I'd love to hear them - and daydream about trying them all! 

Do you offer online appointment booking for your clients? If not, I hope you'll take a look at Schedulicity.They make set up super easy - you can be up and booking clients from your website or Facebook page in just a few minutes. Plus they do automatic email appointment confirmations! Try them for free by visiting www.schedulicity.com. Use the promo code SMARTSPA and get a 60 day trial (instead of the usual 30) just for knowing me:-)

Eco-Friendly Microdermabrasion - Part II - and More!

If you're not quite ready for crystal-less microdermabrasion like what I described in my last article, you might be interested in the Dermal Radience Organic Flower Peel by Satin Smooth which uses natural flower grains (scents include lavender, tea tree, and rose for different skin types) instead of aluminum oxide crystals. Here's a video that explains a little about the treatment and products as well as the SmoothSculpt skin tightening treatment.

From their website: "SmoothSculpt™ is an innovative new method designed to help smooth, contour and tighten skin on all areas of the face and body by combining advanced aesthetic technology with a non-invasive holistic approach to skin revitalization. By utilizing pressure pulsing and suction movements through a cupping wand, SmoothSculpt™ stimulates the skin for a smoother, more defined look. With SmoothSculpt™ beautiful, youthful-looking skin is a possibility at any age." 

I actually tried the SmoothSculpt treatment for the face and could definitely see an immediate difference in the reduction of fluid in my face and jawline as well as a gentle lifting around my eyes and other areas. What I think is so cool about it though is that it helps to stimulate collagen production - just like skin tightening laser treatments do - without the pain or risk of getting burned. I won't say it was a completely relaxing treatment - the suction does take some getting used to - but compared to how I felt after trying laser on my face a few weeks ago, it was a piece of cake. I would definitely do it again and would suggest it to anyone considering adding laser treatments to their spa.

If you want to learn more about purchasing one of these machines, please contact Rachel from the video at rachel_boger@conair.com. Again, I don't work for the company but thought you would want to know about this cool technology! Their pricing is really affordable in my opinion and both machines provide some great alternatives to existing skin care treatments.

Is your marketing on track for 2011? If you want to make your spa, massage or wellness business busier than ever while simplifying your marketing activities and planning, you’ll want to check out my downloadable audio course, Smart Spa Marketing. In it you'll learn how to create a marketing plan and strategy that will fill up your appointment schedule and bank account without having to pay for low-response advertisements. 

 

Service Trend: Eco-Friendly Microdermabrasion - Part I

One of the benefits of going to trade shows like ISPA is the discovery of new treatments and equipment to bring into your business. Though I am one to usually be very cautious about "the next best thing," I have to say I found the trend of eco-friendly microdermabrasion to be very "apeeling!"  At this show, I found two new innovations in the world of microdermabrasion that fit right into one of the retail trends covered in my last column - offering products and services that are eco-friendly. Here's info on the first one:

Here I am pictured getting a hand treatment with the NewApeel carried by my friends at SpaEquip. This machine which has several different models uses no crystals whatsoever. Instead it is "fitted with a natural diamond chip wand to gently polish the skin while vacuuming the exfoliated skins cells away." There are no loose crystals or dust to breathe in or settle around your treatment rooms. This is not only cleaner and more environmentally responsible (less waste per treatment) but it is also cost-effective as there are fewer products to buy and - I'm sure - less downtime due to clogged machines!

The treatment felt like any other microdermabrasion really - like a cat's tongue or light sandpaper moving across the skin. But it was great not to have that film of grainy powder all over the place after it was over.

I don't work for SpaEquip or get any kind of a commission for sales on this machine but wanted to let my readers know that you can get the show savings of 10% off extended by mentioning my company name, SPALUTIONS, when you order. If you're interested in learning more about it, Download New Apeel Flyer[1]to download the flyer about the machine or contact Philippe Therene at philippe@spaequip.com.

My next column will feature another eco-friendly microdermabrasion system as well as a less-painful, lower-risk alternative to laser skin tightening - another great treatment - and proof of the trend towards more natural kinds of products and services for spas, medical spas and salons.

Do you want to promote your services and products more affordably? Are you ready to get and keep more clients in 2011? Consider taking Felicia's Social Media Boot Camp in a Box - a thorough primer on how to use social media to market yourself and your business more effectively. You're sure to make every penny back through increased sales and lower marketing costs. Click here for more information on this and other courses or products to help your business grow and prosper.