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MARKETING SAVVY 3 Keep it simple. You don���t always have to reinvent the wheel when launching a promotion, especially if money���s tight. Tamara Friedman, owner of Tamara Spa + Wellness in Farmington Hills, Michigan, has found that one central theme beautifully serves both occasions: a general celebration of gender. ���We always dedicate the entire month of May to women, focusing on female health and beauty,��� she says. ���It is the start of warm weather, so we promote our upcoming summer treatments, encouraging guests to get themselves sandal- and bikini-ready. We also offer a lot of packages for female friends and mother/daughter duos. Our most popular package is a ���four generation��� specialty targeting Great-Grandma, Grandma, Mom and Granddaughters. Our mother/ daughter Spa Champagne Treat [4 hrs./$450 for 2 guests] package is also very popular.��� That same messaging applies in June, but for men. ���We advertise popular men���s treatments such as massage, sports pedicures and laser hair removal, to prepare male clients for summer,��� explains Friedman. ���We also focus on men���s skin care and advertise speci���c packages they can enjoy with their signi���cant other or kids.��� With such a broad promotion, the spa is high- lighting services it already offers, and doesn���t have to worry about much else besides color-coding its marketing collateral. 4 Use equal-opportunity messaging. When devising Mother���s Day and Father���s Day marketing strategies, it���s important to acknowledge right- and left-brain mentalities���and cater to both. ���Women are usually better at planning in advance, so you want to be sure they know well ahead of time what will be available for a holiday,��� says Brown. ���Men, however, are often last-minute shoppers, so it is vital to offer online options for purchases, and perhaps even special conveniences such as reminder calls, delivery services or late hours that accommodate their schedules.��� As always, ongoing marketing efforts should include in-spa signage, recorded phone messages and email signatures, e-newsletters and social media promotions. Be sure you have procedures in place that link all of these efforts to keep your messaging consistent and ef���cient. ���Never expect just one arm of your marketing strategy to be enough to get the word out about any promotion or special offer,��� Brown reminds. dayspamagazine.com/freeinfo ��� Use FreeInfo #35 84 DAYSPA | MARCH 2013