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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40 @dayspamagazine • Januar y 2019 Spas might also be tempted to send promotions and marketing materials via text message, but Marsh nixes that idea. "It's a good way to confi rm appointments," she acknowledges, but cautions that other types of text communications can feel intrusive and should therefore be used judiciously. GET SOCIAL An estimated 196 million people used social media in 2016, and that number has only grown since then. But to properly leverage these platforms, spa owners must fi rst fi gure out how much time their clients spend on their devices and how they like to receive their information, says Karen Carnabucci, MSS, LCSW, TEP, marketing consultant and personal coach for health and wellness professionals. Marsh recommends that—at a minimum—spa owners use Facebook, which she says remains the most widely used platform, along with Instagram, since it's currently the fastest growing one. When posting, spas should carefully craft communications in a way that excites existing and prospective clients. "Special offers, invites, discounts and simple tips for self-care create a greater level of engagement than 'buy, buy, buy,'" notes Carnabucci. Anthony Segretto, general manager of Zazú Salon and Day Spa in Chicago, agrees: "Social media is not a place to constantly push your products or services— people want to see what your business is really like, rather than get sales messages every time they hear from you." But beware of spending too much time on social media, warns Jayson DeMers, founder and CEO of Seattle marketing fi rm AudienceBloom. "Content and social media marketing are saturated with businesses looking to add their voices to the fray, and as we all collectively get louder trying to attract peoples' attention, it becomes harder to rise above the noise," he says. "At the same time, consumers are learning to tune out commercial posts and messaging." As with your website, social posts should be visually appealing—Segretto suggests inviting potential clients into your spa, virtually. "In our experience, it's important to share what's actually happening with your services and with clients who give you permission to post," he notes, adding that he believes video is the future of all marketing. "Mobile applications and viewership of video are exploding," explains Segretto. "Spas can show day-to- day and behind-the-scenes footage—think reality TV. Interview clients and staff, and bring your business to life." Just make sure these videos are well produced. "Find a professional in your area who can help you shoot and edit videos," says Segretto. "We do post short fi lms from iPhones, but we strongly believe in having longer videos done professionally." KNOW YOUR AUDIENCE Even as digital marketing opportunities continue to expand, not all platforms will make sense for all spas. As Carnabucci points out, some clients might be tech-averse, so opting for traditional methods could still be an effective way to reach them. "Ads in special sections in newspapers and specialty publications might be good advertising options," she notes. Additionally, getting the word out at trade shows and through in-spa promotional events, local street fairs and postcards—even if used in conjunction with online marketing—can increase brand recognition and trust, according to Marsh. "Old-school options can be very effective if you use up-to-date creativity," she says. "You'll want to make your brochures, posters and banners fresh, interesting and attention catching, with information clients will want to save or use, such as coupons or special offers." Of course, it still doesn't hurt to include your web address and social media handles on printed materials. By claiming your digital space, along with utilizing more traditional channels, it's practically guaranteed that you'll succeed in reaching your desired clientele, and thus achieve your marketing mission. u © GETTY IMAGES MARKETING SAVVY

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