DAYSPA is the magazine of spa management. Spa owners and spa managers turn to DAYSPA for spa management trends, spa management tips and more.
Issue link: https://dayspamagazine.epubxp.com/i/109233
MARKETING SAVVY FOR HER FOR HIM Parental Guidance Every spa professional knows that Mother���s Day is second only to December���s festivities when it comes to gift card sales, and followed, of course, by Valentine���s Day. But what about Father���s Day? Although not an obvious contender for top revenue-generating occasions, the holiday���and the male market to which it caters���is not to be ignored. In fact, according to the International Spa Association (experienceispa.com), men now comprise 30% of spa-goers nationwide, and are quickly transforming the spa world into genderneutral territory. With the imminence of both Mother���s and Father���s Days, the question remains: How does a spa owner plan for the ���mother��� of all spa holidays and the male-centric underdog? DAYSPA talked to seasoned experts about ways to streamline marketing efforts to optimally serve both holidays, without straining your resources. Here are their seven simple tips: 1 Plan simultaneously. ���Set up your promotions at the same time, so you know what you���ll be offering for both holidays well before you need to 80 DAYSPA | MARCH 2013 start marketing or advertising for them,��� advises Felicia Brown, owner of spa marketing out���t Spalutions. ���This will not only spare you the unnecessary stress of last-minute planning, but may also help you save money on ad designs and supply purchases.��� As many treatments speak more loudly to women than to men (facials, body wraps and manis/pedis)��� and vice versa (sports massage, for instance)���the natural choice would be to promote speci���c treatments during their respective holiday months. However, keep in mind that some offerings, such as gift cards, and Swedish or deep-tissue massage, work well for both groups. And, promoting these services for both parents stands to work to your advantage. ���If you are planning to offer special treatments for the two holidays, see if you can utilize the same product(s) for Mom and Dad, while designing treatments that appeal to both male and female spa-goers,��� says Brown. For instance, try recycling oils and treatment room fragrance from Mom���s ���Lemon Meringue Mani/Pedi��� to create a ���Citrus Sports Massage��� for Dad. ��ISTOCKPHOTO.COM When it comes to Mother���s Day and Father���s Day promotions, there is no favorite parent. Learn to execute seamless marketing plans that will perform double-duty for both holidays. By Carrie Borzillo