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94 DAYSPA | APRIL 2014 MARKETING SAVVY The Teen Scene Why wait for these potential clients to turn 21, when you can win their business and loyalty now? By Deborah Stambler As you seek out new ways to market your spa's services and grow your business, the teen market can be an important part of your strategy. According to a 2012 report by global marketing and technol- ogy agency Digitas, teenagers boast some serious spending power—a whopping $1.2 trillion per year. Furthermore, this group has considerable infl uence in household spending, with 71% of parents say- ing they solicit their children's opinion on how their family spends money. But while making this fresh-faced generation a part of your regular clientele can clearly be a boon for busi- ness, how do you market to these youngsters when they're more accustomed to instant gratifi cation and quick fi xes than disciplined skincare regimens and regular facials? DAYSPA spoke to a few marketing savvy pros, who offered tips on how to attract this latest wave of spa- goers and turn them into loyal, skin-wise patrons who keep coming back. 1 Ask questions. Understanding how a teen client thinks and behaves is the fi rst step in structuring services that will draw him or her in and also deliver tangible results. "I always start with a conversation about lifestyle—eating habits, level of activity, cur- rent skincare regimen, and so on," says Ildi Pekar, founder and owner of Ildi Pekar Skincare spa in New York City. Get teens' input by listening to their con- cerns and learning what they've tried in the past, says Nancy Trent, president of New York City-based PR and marketing fi rm, Trent and Company. "In some cases, this works best with a checklist that the teen fi lls out and reviews with the esthetician. This can be particularly helpful with guys, who may have a harder time talking about what they hope to gain from the spa experience," says Trent. 2 Treat accordingly. Although teens are frequently dealing with acne and related skin issues such as excessive oil, don't assume that these are their only concerns. "Teens are often prone to excessive dryness caused by a lack of moisturizing," points out Pekar, who often adds a moisturizing component (such as a mask) to her teen acne facials. Sandy Miller, direc- tor of marketing at Burke Williams in Los Angeles, © KEVIN RL HANSON/GETTY M k t g S a v v y 4 1 4 . i n d d 9 4 Mktg Savvy 414.indd 94 3 / 7 / 1 4 9 : 5 2 A M 3/7/14 9:52 AM