JAN 2019

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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38 @dayspamagazine • Januar y 2019 MARKETING SAVVY All Hands on Tech How to promote your spa in the digital age, from text messaging to social media. by Phyllis Hanlon WHEN DENISE DUBOIS OPENED COMPLEXIONS SPA for Beauty and Wellness in Albany, New York, in 1987, she spent her marketing dollars on fl yers; billboard, radio and television ads; and postcards. It wasn't until 1989 that she began to use computer software for things like appointment booking and creating mailing labels. Email, websites and social media platforms were still hovering at the edge of cyberspace. Now, 30-plus years later, Dubois has ditched print marketing and gone completely digital. Complexions' website promotes services and offers special deals for those who sign up for its e-newsletter, and the business maintains a solid presence on social media, with thousands of followers on Instagram, Facebook and Twitter. With 94 employees, more than 4,000 clients and a second location in Saratoga Springs, Dubois' marketing methods have clearly paid off. If you're still struggling to get your spa up to speed, check out these strategies from savvy experts in the digital space. SET YOUR SITES Any spa worth its salt must have an attention- grabbing website that new and existing clients can easily fi nd and navigate. In addition to the obvious details, including location, operating hours and contact information, the ones that generate the best returns feature detailed descriptions of the treatments they offer, along with captivating images, says Rachele Marsh, owner of small-business marketing consultancy Welcomemat Services in Naples, Florida. "High-quality photos of services being performed, as well as products and members of your staff, will allow potential clients to become familiar with the spa before they even walk through the door," she says. "Posting blog updates with pictures on a regular basis—at least once a month—will also help put the spa on the fi rst page of search engines." KEEP IN TOUCH Digital newsletters and e-blasts have been around for a while, but have they outlived their usefulness? Marsh doesn't think so. "Promotional emails are still very effective and will help increase sales," she says, noting that it's best to send two e-blasts per month—one newsletter and one promotion. "More than two monthly emails will prompt people to unsubscribe, and fewer than that won't keep the spa top of mind," explains Marsh. © GETTY IMAGES

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