Dayspa

MAR 2013

DAYSPA is the magazine of spa management. Spa owners and spa managers turn to DAYSPA for spa management trends, spa management tips and more.

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How to Keep aMan You might compare the relationship between a man and his spa to the delicate bond between romantic partners: It must be nurtured and treated gently to reach its full potential. Review the questions below to see how your courtships with your male clients measure up! HOW DID YOU TWO MEET? The circumstances under which your spa���s relationship with a male client began will help lay the odds for longterm success or failure. How did you attract this client in the ���rst place? Did you rely mostly on your general website and social media efforts, and/or local advertising? These channels may have made him aware that you exist���but they only go so far. ���You have to teach men how to spa,��� says Dori Soukup, founder and CEO of InSPAration Management (insparationmanagement.com). ���Have a separate menu for your male clients, even if it���s just a panel or an insert with all men-focused treatments.��� In other words, make sure that guy knows there���s a special role just for him. Soukup suggests segmenting your email database so that you can promote to men separately from women. ���You can combine everyone on your general newsletter, 46 DAYSPA | MARCH 2013 but you should be targeting men separately for speci���c promotions,��� she says. ���And don���t forget to create a section for men on your website.��� And don���t count on the ���mutual acquaintance setup,��� wherein your loyal female clients simply bring in their male buddies, relatives, boyfriends, spouses, etc. Even if the majority of your clientele is, and always will be, female, you���ll need to market directly to men, using their language. The marketing strategy at Burke Williams, with locations throughout California, is targeted equally to attract both genders, according to Ashley Eckenweiler, the company���s public relations representative. But the spa, which boasts a 30% male clientele, also promotes men���s packages and services to male-focused publications and media sources to help bring the men in. After you���ve made the appropriate overture and created a clear path, there���s still the question of motivation. Why should the male client enter into a relationship with your spa? Give him a host of reasons. Stacy Cox, owner and esthetician at Pampered People in Los Angeles, which enjoys a 30% rate of male clientele, says that it���s about teaching men the psychology of grooming. ���We need to neutralize men���s way of thinking that they can���t go �� GETTY/UNIQUELY INDIA Once you���ve lured your male clients into the spa, use these tried-and-true techniques to keep them there. By Liz Barrett

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