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MARKETING SAVVY needs of a mother-to-be as her body changes during pregnancy. "These menu options speak not only to mothers-to-be, but also to fathers-to-be who are interested in reducing the stress of their partners' pregnancies," says Mouser. Simply put, your language should emphasize ways in which your specialized services and products can ease and enhance the overall pregnancy experience. Get specific about how women can alleviate common symptoms of pregnancy-related ailments, such as sciatica or round ligament pain. "Using 'pregnancy language' shows that you know and understand what they're going through," Justice explains. 3 the world of pregnant women—each trimester's common aches and pains, as well as pregnancy myths, faux pas and resulting emotional states," says Denney. Ultimately, building trust is crucial to attracting and retaining these clients. "When moms trust your knowledge, service and skill, they market for you; it's a referral-based community," notes Patti Justice, owner of Blooming Pregnancy Spa & Imaging Center in Austin, Texas. "Know what you're talking about, because these women can sniff out when you don't!" 2 Watch your language. Part of positioning your spa as a new-mom oasis involves speaking in these ladies' lingo. Shannon Mouser, LMT, co-owner of Viva Day Spa in Austin, Texas, uses phrases such as "pain reduction," "stress reduction" and "organic" in all menu descriptions and marketing collateral. Viva offers carefully named treatments, such as the Sweet Mama Facial Package (2 hrs./$149), focusing on hormonal skin issues such as pregnancy-related acne and hyperpigmentation; and the Pregnancy Massage (30-90min./$65-$135), which accounts for the special 96 DAYSPA | FEBRUARY 2013 4 Encourage the habit. To turn these clients into regular visitors, Denney recommends offering a discount to first-time guests, a percentage off of a second service, and discounts around Mother's Day, Pregnancy Awareness Month (May) and year-end holidays. At Viva, marketing gift ideas during Mother's Day season—via social media promotions, media placement and special packages—has been particularly successful; the spa also markets itself as a resource for baby shower shopping. Cisneros gives new prenatal clients a voucher (usually $25 off), as well as a coupon for a complimentary foot treatment, to be used on their second visit. Justice has found that bundling specific services and products according to each trimester is the best tactic for expectant mothers. "They feel they're getting a great deal, so they actually tend to spend more on the ©ISTOCKPHOTO.COM MOTHERING KIND: Building trust is key to retaining new moms. Offer education and empathy. Expectant and new moms want to feel supported, safe and nurtured during what can be a tumultuous time. Make sure key staff members are equipped to educate guests about the benefits of pregnancy massage: reduced swelling, pain and stress; lowered cortisol levels; improved circulation and agility; and a healthier labor and delivery. "Our No. 1 strategy is to inform new moms about pregnancy-related pain and stress, and how we can help them, so having a knowledgeable staff who can customize each woman's service is essential for this market," Mouser says. Carol Cisneros, owner of Studio Cie, a Jon Ric Wellness Spa in Lakewood, California, adds that sensitivity to these clients' body image issues is crucial: "Match the client with the right therapist, offer private changing areas, have front desk staff ensure the client she'll be covered throughout the service, etc.," she suggests. "Provide body pillows to make her more comfortable, and be prepared to tweak services, as each woman will have a different experience during pregnancy."