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MARKETING SAVVY The Mother Mode Gain a loyal following by marketing to the most fruitful demographic: new and expectant moms. By Tracy Morin ness-enhancing and beautifying services at a trusted spa carry tremendous appeal. That's why it's crucial that spas take the time to fully understand and actively market to these clients. "There are 16,000 pregnant moms entering the market every day in the United States," reports Stacy Denney, founder/CEO of Belly Friendly, a prenatal training program for spas based in Corte Madera, California. "Couple that with the forward momentum of the national wellness movement, and the time is ripe to cultivate the pregnancy market." Moreover, pregnancy can be a "wonderful time to actually influence adult behavior," notes Denney. It's the time when a woman is changing habits—eating better, shopping organic and exercising—and so is ideal for introducing new ways to maximize wellness and keep stress levels in check. "If you treat a pregnant woman well during pregnancy, she may be yours for life," she says. Want to reach out to new and expectant moms in your area? DAYSPA checked in with some experts 94 DAYSPA | FEBRUARY 2013 to compile eight easy marketing guidelines. Expect fertile results. 1 Make your spa a haven where new mothers feel safe and understood. This sets you up to most optimally communicate that spa services are crucial at this time in her life. "Expectant moms are realizing that they need to take care of themselves more; everything from poor habits to stress can impact a baby's growth," says Denney. "Enhance these women's sense of comfort and their spa experience by requiring therapists to obtain prenatal certification and continuing education." Once pre- and postnatal services are in place, promote them via signage in high-traffic areas (such as the front window, door or desk), emphasizing your number or types of prenatal services, years in business, therapists' experience, awards, number of pregnant women served, etc.—to differentiate your business and generate consumer confidence. "To foster a pregnancyfriendly environment, all spa staff should understand ©ISTOCKPHOTO.COM When a woman is expecting her first child, well- BELLY RUB: Educate clients about the many benefits of pregnancy massage.