AUG 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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[ 66 ] • # dayspamagazine • august 2017 ey know their brands and keep them consistent. All advertising and marketing collateral for The Pearl Day Spa ( est. 2001 ) in Eugene, Oregon, is intentionally similar. "It takes years of consistency to build your brand and for your message to sink in," says owner Sean Vierra. "You may get tired of saying the same thing, but it's what you must do for it to be eff ective." Everything The Pearl puts out has the same look and feel, right down to emails—those deliberately sent as well as those sent automatically through the POS system. The same goes for the spa. Specifi c fonts and color schemes—blue, gray, smoky purple and bronze—are present throughout the facility and are utilized in the website, logo, and all marketing and advertising. Vierra says it's important that the spa's mission—to be a therapeutic day spa committed to clients' overall health and wellness—is regularly reinforced by using the same or similar advertising and marketing message. "Our core focus and our core business are always part of the conversation, so every person who works here is on the same page," he says. "You have to stand for something; if you don't have a message to anchor you, your clients will eventually pick up on the fact that you don't know who you are as a business." management workshop ey support local companies. When buying home care, guests at The Spa at the Wentworth ( est. 2003 , after an extensive renovation), part of the Wentworth by the Sea hotel in New Castle, New Hampshire, can select from a variety of locally sourced lotions, scrubs and cleansers, alongside some of the bigger, better-known brands. This is partly to refl ect the spa's seaside setting, and, reports senior spa manager Kristin Medina, it's a smart way to support local businesses and artisans. "We keep an eye out for companies starting up in the area, and we're constantly trying new products," she says. It can also make the spa experience more memorable for clients—and more profi table for you. "When someone asks about a brand and you can tell them an interesting backstory, their purchase feels more meaningful to them," explains Medina. "And there's nothing easier to sell than that!" To highlight these retail items, the spa displays cards featuring the local vendors' stories. If that information hasn't been provided, spa staff who have met the vendors are able to talk up the brand to curious clients. 14 YEARS 16 YEARS TOP: COURTESY REVOLUTION DESIGN GROUP; BOTTOM: COURTESY WENTWORTH BY THE SEA HOTEL

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