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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plugged in [ 60 ] • # dayspamagazine • february 2018 Showcase Your Brand Although it seems like a fun, spur-of-the-moment thing to do, a live video should be as thoughtfully planned as any other serious marketing event. It's the perfect opportunity to spotlight your spa, so every detail should accurately refl ect your brand. Start with the big picture: Consider how live streaming fi ts within your broader marketing plan and goals. "What unique business niche does your spa fi ll? Who do you want to target, and how do your products and services solve their problems? The answers will enable you to choose content, as well as a delivery approach that will be the most benefi cial to your spa," explains Smith-Malin. Next, focus on smaller but key details. "Think about how you can communicate your brand through your choice of topic, shooting location, participants and even clothing," she recommends. Be sure to highlight aspects of your spa that might not be immediately evident from your service off erings. Vance Soto, owner and president of Ole Henriksen Face/Body Spa in Los Angeles, achieved this during a 30-minute live stream discussion with dermatologist Sandra Lee, MD, about the practical treatment of acne and the condition's psychological challenges. "Guests with acne are often embarrassed about their appearance, and that takes a toll on their emotional well-being," explains Soto. By focusing on the psychological side eff ects of the condition, he was able to show how, in addition to helping clients achieve clear skin, the spa seeks to provide emotional support and ease mental stress. Get Techy Your live stream's lighting, video and sound quality must be top-notch or you can kiss your audience goodbye. "I've seen live videos where the camera is upside down or no one can hear anything because headphones are plugged into the mic," says Wolny. As well as failing to check audio and video quality beforehand, common rookie mistakes include streaming in a location with poor Wi-Fi bandwidth (which will cause your stream to continuously buff er) and failing to have a backup plan in case of technical diffi culties. Before going live, do a trial run—or several. "Test Facebook Live on your personal profi le by switching the privacy of your status to 'Only Me,'" advises Wolny. Most streaming platforms off er ways to run a test or preview, so check to see what's available. As you review the test, be aware of potential problems like distracting ambient noise, unfavorable lighting or a sluggish upload speed. PICKING A PLATFORM © GETTY IMAGES Here's a glimpse at the pros and cons of fi ve popular sites. Facebook: Easy to use with a built-in audience, but the platform's videos don't get picked up by search engines. Instagram: Instastories go to the top of the feed, but disappear entirely after 24 hours. YouTube: Great for SEO, but may require more effort to amass an audience. Twitter: Streams can be easily retweeted (shared), but the platform works best for news stories rather than business ones. Livestream: An "all-in-one" service for producing professional streams; the basic package costs about $400 per year.