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BUILDING BLOCKS Stymied about how to turn Facebook and your spa's other social media platforms into effective marketing tools and true-blue client generators? Take a cue from San Diego's Spa Velia. By operating their Facebook page as a wellness and promotional source—as opposed to a communication outlet—its owners have significantly boosted the spa's online popularity. "We wanted every post to offer clients memorable takeaway," says co-owner Dana Stallings. "Whether through a nutritional tip to improve health, or an inspirational quote, we want to make a difference in that moment." In addition to its thoughtful posts, the spa showcases its promotions in unique ways that truly benefit consumers and don't come across as self-serving. Think free downloadable gift certificates, a booking app (allowing clients to select preferred dates, times, services and staff members), a "new friend" incentive app, and another that rewards referrals. "As a result, we enjoy a high level of engagement from our audience, and our fan base grows every day," Stalling says. "Our spa's new online brand presence has contributed to us winning more awards and accolades over the past 18 months than ever before." PRO TOOLS The pros: Ester HaddadElkouby and Sabrina Ruelas, co-owners of Skin Body Lounge in Studio City, CA Their tools: 1) Customized treatments. "Each client has different needs, so it is important for us to identify their respective skin and body issues, and then set realistic goals for them," says HaddadElkouby. "We don't like to offer cookie-cutter treatments. For example, when a client books a wrap, we will first ask what she is hoping to accomplish, and tailor the treatment accordingly." 2. Innovative rewards programs: "We created a membership card program to ensure that our regulars get the best deals on treatments," says Ruelas. "For $45 a year, card-holders get a 25% discount on all full-priced services, and 10% off packaged services and retail items. Also, twice a year, we Savvy Scheduling ESTER HADDAD-ELKOUBY & SABRINA RUELAS host 'We Love You' events, which are opportunities for members to 'load up' on their service cards. Whatever they spend during that time, the spa will double. You give us $500, and you'll have $1,000 to spend at the spa. Clients love it, and it keeps them coming back." 3. Loyal staff: "We keep staffing small but true," says Haddad-Elkouby. "Our spa is not a revolving door, and loyalty is incredibly important to us. Clients enjoy seeing familiar faces when they walk in, so we carefully look for employees and truly love this industry, who are not just in it to pay their bills." CosmoProf, a division of Beauty Systems Group, LLC, has partnered with appointment platform Schedulicity (schedulicity.com) to launch a new online calendar program that aims to simplify the booking process. The program features unlimited client scheduling, mobile and email marketing capabilities, and an app that allows booking via Facebook. In utilizing Schedulicity, spa owners can attract new clients, increase the frequency with which existing clients book appointments and, during business hours, concentrate their efforts on providing a quality service. For more information, visit cosmoprofbeauty.com. 30 DAYSPA | APRIL 2013 ©ISTOCKPHOTO.COM FACEBOOK FODDER