Dayspa

JUL 2017

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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dayspamagazine.com/freeinfo dayspamagazine.com • july 2017 • [ 73 ] DEFINE YOUR GOALS. Pinpointing your reasons for hosting a pop-up event is crucial. Do you want to introduce the spa to a new demographic? Push a particular product or service? Enjoy a bookings boost? Increase your public profi le? Setting a specifi c goal makes it easier to shape the actual event and more accurately measure its success. For instance, when Skin Spa New York partnered with the New Era Lounge to provide facials and chair massages for models during New York Fashion Week, the objective was increased publicity, so they didn't need to create any custom packages or bring products for retail. "We focused on the experience," says the spa's senior manager, Katie Werbowski. The event garnered the buzz the spa had been seeking, the marketing team was able to create valuable content for social media and a few celebrities became clients to boot. However, when the goal was to enhance holiday sales, the spa held a pop-up event at a retail store. "We created gifts-with-purchase, featured sales promotions, and focused on customized consultations to determine the best treatment plans for attendees," says Werbowski. As a result, the spa gained new clients and generated revenue to the tune of more than 12 times the cost of the pop-up event itself. PICK THE PERFECT PARTNER. Although it's not absolutely necessary, partnering with another business for your pop-up multiplies your potential for success. With the right alliance, you can double your promotional eff orts, form a broader range of connections and referrals, and target a niche market that might otherwise be diffi cult to reach. That said, not all willing partners will be good ones. "A poorly chosen pop-up partner can be detrimental to your brand image, and waste time and money," explains Werbowski. So make sure you're on the same page in terms of your business practices, target demographics and goals before you commit to working together. Skin Spa New York typically partners with businesses that focus on beauty, wellness and balanced living, from gyms to meditation studios to companies that make all-natural bedding and furniture. "Having like-minded partners creates a well- rounded event that encourages increased brand loyalty, not only COURTESY SKIN SPA NEW YORK

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