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6 Cross-promote with other businesses in your community. "Start with prenatal fitness and pregnancy retail outlets, and OB-GYNs," Denney suggests. "Other great partners may include those who aren't necessarily pregnancy-focused but who could nonetheless benefit from potential business." Cisneros cross-markets services with an acupuncturist who comes into her spa to give wellness seminars. Justice works with a "mommy hangout/daycare" in the area, and advises promoting your spa "anywhere you know that new, local moms will be shopping." Mouser tends to cross-market with OB-GYNs who subscribe to a holistic approach (including one who works with a midwife), as these professionals are quick to recommend massage as part of a healthy pregnancy lifestyle. She also works with a local prenatal acupuncture clinic and distributes flyers in maternity stores. As a result, Viva was named one of 2012's best massage studios for mothers-to-be by the Austin Birth Awards— which did much to foster brand awareness among the maternal community. When working with OB-GYNs, trust is essential, so focus first on building that working relationship. "The integrity of what we offer is critical with OB-GYNs," says Michael Hazel, director of operations at New York City's YeloSpa. "So we emphasize our passion for helping people, as well as our prenatal-certified therapists' experience. When they see and experience the level of service we provide, they feel confident in referring patients to us, and this trust and word of mouth are the keys to success." 7 Mom-ify your online presence. Use the web to get the word out about your pregnancy services. Ensure your online channels reflect the appropriate professional, educational and nurturing environment, and make your site as informative about pregnancy and prenatal wellness as possible. "Fine-tune your website to ensure that, once a pregnant mom has visited your site, she's sold," says Denney. "It's also important to utilize Facebook and Twitter. Develop a plan three months at a time and be sure to include contests, photos, videos, do-it-yourself spa treatments, lists, etc." Justice held a "HO HO HOliday Belly Photo Contest" last year that invited pregnant clients to post images of Plantae Powder red/rash dual remedy ® tecniche.com 303 639 1101 dayspamagazine.com/freeinfo • Use FreeInfo #48 dayspamagazine.com | FEBRUARY 2013 99