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MARKETING SAVVY their decorated bellies to Facebook to win votes for free spa services. Mouser advertises throughout the cybersphere by using Google AdWords such as "mother," "mom-to-be" and "pregnancy." Cisneros employs a combination of Yelp, Twitter and Facebook (alongside traditional newsletters and in-house marketing) to spread the word about her spa's pregnancy focus. 8 Keep new mothers on the appointment books. After your client gives birth, you want her to continue to frequent your spa, so offer postpartum services and ensure her you're ready to accommodate her changing needs. "With so much time spent breastfeeding or holding a child, women require different treatment—massage focused on the neck and shoulders, for example," explains Justice. "There are massage modalities that can help alleviate postpartum depression, and acupuncture can soothe women before, during and after pregnancy." Thanks to her spa's attention to detail, Justice reports a 50% rate of postbirth return business. At Viva, pregnancy is considered a gateway client After your client gives birth, offer postpartum services and ensure her you're ready to accommodate her changing needs. opportunity. "Once women experience the benefits of regular massage, they tend to become long-term clients. And with the stressful challenges and busy schedules of new motherhood, they need it," explains Mouser. "Women tell me that after they have their baby, they feel like they need massage even more!" According to Denney, more than 60% of moms continue to visit the same spa post-pregnancy. So simply getting pregnant clients in the door can be a worthwhile investment in their—and your spa's— long-term health. Tracy Morin is a writer and editor based in Oxford, Mississippi. dayspamagazine.com/freeinfo • Use FreeInfo #41 100 DAYSPA | FEBRUARY 2013