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dayspamagazine.com | AUGUST 2016 79 SEEK USEFUL FEEDBACK Meeting planners often report that, once back at work, communal spa attendees are more relaxed, show better productivity, connect with one another in new ways—and continue to refer to their spa day throughout the year. One repeat guest told Lamar that whenever she and her colleagues get stressed out in the offi ce, they visit Spa Lamar's online "virtual spa tour." Lamar also keeps the spa expe- rience front-of-mind for corporate employees when they're back in the daily grind by hosting aromatherapy classes during retreats. "They cre- ate their own aroma sprays to keep at their desks so they can relax or invigorate as needed," says Lamar. "Plus, we're often asked to address the group while they're at the spa, which enables us to offer them valu- able 'take-home tips.'" Eric Linder, co-owner of Tranquil Vibe Spa, also relies on feedback from guests at checkout, reasoning that "a business's success or failure hinges on listening to its clients and adapting to their wants and needs. That doesn't necessarily mean that you should do everything every cli- ent asks for, but rather, listen to them as a whole." MARKET YOUR OFFERINGS Promoting corporate spa days on your website and social media ac- counts is a good idea, but it's only part of the equation. Manzanares sends letters to local business man- agers and owners, inviting them to come and sample the spa. She in- cludes a complimentary gift card for spa services in the envelope. "About 90%-95% of all our business contact is face-to-face," says Linder. "We make every effort to fi nd out how we can be of value to clients and then educate them about our services." As each guest heads out the door, Manzanares proffers them a gift bag containing a spa menu, a handwritten thank you card, a re- tail item (such as a soap) and a $15 coupon to use toward their next visit. It's these types of extras that can make all the difference, and can convert a one-time visitor into a client for life. After all, a happy client is a regu- lar client, and if you've just held a corporate retreat for a large group of previously stressed-out offi ce workers, that's 25 fresh-faced walk- ing billboards right there. Heather Larson is a freelance spa, travel and business writer based in Tacoma, Washington. dayspamagazine.com/freeinfo