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Issue link: https://dayspamagazine.epubxp.com/i/109233
MARKETING SAVVY 2 Divvy your marketing dollars wisely. Because Mother���s Day is the more historically popular holiday for gift card and certi���cate sales, one might argue that more marketing and advertising dollars should support your spa���s celebration of the fairer sex. That���s how most of the spa pros we spoke with saw it, anyway. But, as Brown points out, this all depends on your spa���s unique goals. ���If you���re more interested in reaching a new market and increasing revenues through loyalty,��� she says, ���then Father���s Day is where you should spend more.��� Based on analysis of past years��� performance, Kustek has found that Mother���s Day presents a more worthwhile opportunity for investment. ���85% of our spa���s spring holiday marketing resources support Mother���s Day, and 15% Father���s Day,��� he reports. Consider your own spa���s goals and target clientele before arriving at your marketing investment breakdown. You should also study recent years��� ���nancial reports. Plantae Powder red/rash dual remedy �� tecniche.com 303 639 1101 dayspamagazine.com/freeinfo ��� Use FreeInfo #33 82 DAYSPA | MARCH 2013 ��ISTOCKPHOTO.COM Name changes like the one above can work wonders and save valuable training and marketing time. The ���New York Minute��� facial protocol you create for busy moms, for instance, can easily be spun as Dad���s ���Wall Street Express.������This way, links and/or details in your marketing collateral can remain, requiring just a simple change in the title,��� points out Ron Kustek, owner of Los Angeles��� Le Petite Retreat Day Spa. Quick tip: For your treatment rooms, order genderneutral scents and oils such as green tea, sandalwood and eucalyptus, which will please both male and female sensibilities throughout May and June.