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[ 74 ] • DAYSPA • may 2017 Patrons With Potential Spa owners have successfully used various methods to attract members of the media into their treatment rooms. After the Oxford Club Spa completed a major salon renovation, the staff invited 20 bloggers and lifestyle magazine writers to a "sparty" that showcased the new space. "We off ered appetizers and drinks, and provided hair and makeup touch-ups," says Gerber. "This gave them the opportunity to build relationships with our team and ask questions. These partnerships are of paramount importance." That sentiment proved true—several articles about the spa subsequently ran in Denver Life and Colorado Homes & Lifestyles magazines. When the Four Seasons Toronto opened in 2012, the hotel and spa invited dozens of bloggers to experience and write about signature treatments; the staff continues to host fi ve or six per month. Blogger Catriona Smart, who writes at cocoandcowe .com, has partnered with the spa for four years. "When we bring her in, it's always for a specifi c treatment," says Rafati. "We know that after she highlights that service, we'll get several phone calls from people wanting to book that same off ering." Brennan has also invited magazine and newspaper reporters to Brennan Massage and Spa for complimentary treatments in exchange for stories; the blogger at mommysanest.com also wrote an extensive article about the spa that included a Q&A; with Brennan. The spa owner adds all such stories to her spa's press page, which she says helps attract new clients. Similarly, a large part of the marketing eff orts at Waynesboro-based Tennessee Fitness Spa is done with the aim of garnering media posts. The long-term value of forging partnerships with the media, says marketing director Teena Fuller, is in the lasting link. "In pre-internet days, if you didn't catch an article or an advertisement in a magazine, it was gone for good. But now, as long as the publication has an online presence, I can post a link to the story and it will stay there indefi nitely." Recently, the spa hosted a local television anchorwoman and a blogger from England. "The blogger was really adorable and funny, and had a great accent," Fuller explains. "She created a really well-done video that people love, and now it lives on our website's press page!" Making the First Move So, if you're interested in hosting writers, who exactly should you approach—and how? To reach a broader demographic, Rafati seeks out diff erent types of social infl uencers, from beauty and/or fashion experts to those who focus on lifestyle. She always asks to see their site or social media metrics, which enables her to perform a cost-benefi t analysis. "If you're selling a $200 massage, you know what percentage of that is your actual hard cost versus what percentage is your profi t margin," she says. "Most social infl uencers do have media kits that include rates for digital off erings, such as Instagram, Facebook, Twitter, Snapchat and blog posts, much like a magazine does. In Toronto, the current going rate is between $500 and $750 per Instagram post, for example," she says, although she notes that typically a spa provides a comparable service in lieu of payment. There are many ways to fi nd and reach out to local media. First, build a list by researching local newspapers, television and radio stations. Then, determine (either by looking at their website or by calling and asking) who to contact to write a piece about your spa. When sending pitches, use a news "hook"—something new for the writer or infl uencer to feature—in a short, individualized email to each contact. Start a list of local bloggers by searching Google (try "your city" + blogger) and then expand it by seeing who they follow; most will have a "blogroll," or list of other blogs they follow. If you want to create a professional list, consider subscribing to a public relations service such as software provider Cision. marketing savvy COURTESY FOUR SEASONS TORONTO; OXFORD CLUB SPA; BRENNAN MASSAGE AND SPA The long-term value of forging partnerships with the media is in the lasting link. Four Seasons Toronto Oxford Club Spa Brennan Massage and Spa