JUL 2017

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 77 of 100 • july 2017 • [ 75 ] with an enticing promotion can help attract participants. "Social media was our best friend," says Jaimie Allums of V-Spot Body Lounge and Spa in New Orleans, who used Facebook and Instagram to promote the spa's services at a recent pop-up in a busy nail salon. "We off ered pre-purchase options on Facebook with snazzy visuals so the clients could book in advance, and voilà—the calls came in and the invoices went out." Don't forget to ask others to help spread the word for you too—especially colleagues and existing clients. "Collaborating with local bloggers and digital infl uencers is another great way to create online buzz," adds Samantha Bressi, senior digital coordinator at Image Unlimited Communications in Boston. She suggests passing on information about the pop-up and asking these tastemakers to post teasers on their social media channels. KEEP IT SIMPLE. You may be tempted to try to recreate a complete spa experience at the pop-up, but doing so could doom the event. "Quick, effi cient and thoughtful are my requirements for a pop-up spa menu," says Aranda. "It's not the place for in-depth education." She typically administers hand treatments, neck and scalp massages, brow services and makeup, and she also brings a selection of retail items. Skin Spa New York keeps pop-ups uncomplicated by off ering only two services and limiting customers to one option each, unless time allows for more. "Although it's tempting and sometimes essential to feature the latest and greatest in laser and beauty technology, you should always plan to provide one classic universal treatment, like a massage, that will entice and relax attendees," advises Werbowski. MAKE IT MEMORABLE. Showcasing simple services doesn't mean that you can't also blow clients' minds! A poll by the marketing company PopUp Republic fi nds that most pop-up customers are looking for an experience they can't get anywhere else. Therefore, consider ways to create something that goes beyond the quality of the products and services themselves—with ambiance, for instance. For V-Spot Body Lounge's pop-up, Allums says she "transformed the heck" out of the nail salon's space, kitting it out with chandeliers, decorative drapery, couches and even a bar area, which made a deep and favorable impression on the guests. How you interact with customers can have an equally lasting impact. "I think the personal connection makes the diff erence," says Aranda, who adds that she usually stands in front of her table (not behind it), and makes an eff ort to shake hands and be engaging. "I show passion for what I do and clients notice—and that makes it a memorable experience for them ." u

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