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MARKETING SAVVY 5 Couple up. Another avenue to explore is couples packages, which make for great gifts from signi���cant others (for both holidays), or from children looking to spoil their parents. They���re well worth promoting, big-time, and for both holidays. ���A lot of our male clients had never tried massage until they visited with their wives,��� says Bruce Schoenberg, president of Oasis Day Spas, with multiple locations in New York. ���So for Father���s Day, we tell women, ���Treat your man to a massage or a day of relaxation���the two of you can enjoy it together.��� ��� Along the same lines, both holidays are great occasions to promote ���tag-along services,��� which bring new meaning to the term ���add-on treatments.��� Brown explains, ���When Dad comes in to book some Mother���s Day pampering for his wife, offer to schedule him a sports massage or men���s facial to enjoy when he drops her off. And, for those who forgot Mom this year, promote some ���tag-a-long��� services for women around Father���s Day.��� 6 Neutralize the extras. Many spas like to send women home with ���owers for Mother���s Day, but Kustek has found a cost-saving compromise. ���Giveaways in the form of chocolate appeal to both men and women,��� he points out. Half-���utes of Champagne work well, too. 7 ECHO2 Plus The Oxygen Treatment OXYCEUTICALS��� Oxygen Acne Treatment System Toll free (800) 592-3246 or visit us on the web at www.echo2plus.com Distributors worldwide dayspamagazine.com/freeinfo ��� Use FreeInfo #37 86 DAYSPA | MARCH 2013 Alert the media. Once you have your Mother���s/Father���s Day marketing plans in place, start spreading the news, ASAP. Schoenberg suggests focusing in on one common message for a streamlined media campaign. ���In this year���s case, it���s the idea of showing appreciation to the mom or dad in your life, and how the spa is the ideal vehicle for expressing that appreciation,��� he explains. Remember to alert the media two to three months before your promotions launch, to accommodate longer lead times. Schoenberg suggests connecting with online service HARO (Help a Reporter Out, helpareporter out.com) as a means tracking down media outlets that might be interested in covering your spa���s promotions. Through this free platform, media members post requests for speci���c sources needed for articles on which they are working. Be sure to check the ���Lifestyle��� section for Mother���s Day and Father���s Day leads! Whatever you do, don���t let the second-quarter holidays pit your spa in a battle of the sexes. Adopt a dual approach, and you���ll always remain Mom���s and Dad���s favorite! Carrie Borzillo is a freelance journalist and author based in Los Angeles.