AUG 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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Page 57 of 91

© GETTY IMAGES COVER YOUR ADS Above all, be wary of launching online ads or large- scale marketing campaigns. Because marijuana and CBD advertising laws are so vague, Facebook and Google—the two largest online ad-buying platforms— don't permit CBD advertising. Your better bet: word of mouth. Not only is this a cost-free way of spreading information, but according to a Nielsen's Trust in Advertising report, 84 percent of respondents say they are most likely to trust recommendations from their friends and family. Furthermore, a study conducted by the Brightfi eld Group fi nds that more than 50 percent of consumers learn about CBD through friends or family. So, it should come as no surprise that this is one of the key ways spas spread the word. Case in point: The CBD- infused CHABA Massage (60 min./$95; 90 min./$135) is incredibly popular at STUDIO Massage—and yet they've never advertised it. "We've offered it for about a year and it has defi nitely been a draw, as have our retail products. Clients like the scent and feel of the oil—and they tell their loved ones," says Hilton-Farmer. u 56 @dayspamagazine • August 2019 More than 50 percent of consumers learn about CBD through friends or family. MARKETING SAVVY

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