JAN 2016

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30 DAYSPA | JANUARY 2016 THE LAWS OF ATTRACTION Unlike their early efforts to prep for the winter holi- days, the Milk + Honey team doesn't start marketing Valentine's Day specials until late January. "Men are usually the ones planning the special V-Day event, and they're kinda last-minute beings," explains Smith. "We typically see a surge of gift card sales on February 12th and 13th. So, we just do a social media blast two to three weeks beforehand and step up the posts as we get closer to the big day." Resort spas, however, don't have that luxury; they must encourage clients to book their trips well in ad- vance. That's why Auberge du Soleil starts promoting its couples' extravaganzas in early December. "We blast special offers via our website, through guest newslet- ters, social media and publicists' efforts," says DiVico. The Peninsula goes for a happy medium and starts promoting one month out. "When guests call in for any reason, we let them know they can take advantage of Valentine's Day deals," says spa director Fernandez. Because there's so much buzz around Tuscan Sun's V-Day offerings, Satterfi eld springs for radio spots, TV and print ads, and beautiful in-spa poster boards high- lighting the services. "Last year, we partnered with a TV station to promote a Facebook contest to win a Valentine's package," she says. "It gained us lots of Facebook traffi c and made for free advertising." Tuscan Sun Spa & Salon's annual Valentine's Day offerings keep clients coming back year after year. PHOTOS COURTESY TUSCAN SUN SPA & SALON

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