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[ 68 ] • # dayspamagazine • october 2017 marketing savvy Be Human Facebook, Instagram and Twitter are eff ective ways to engage with clients, but "one-on-one" communication methods still have their place in spas' marketing eff orts. Churchill reports that she uses email to reach nearly 20,000 customers who visit her spas each month. "Email is a very eff ective and aff ordable form of communication," she says. "Plus, you can segment your messages. For example, our male clients don't want to know about vaginal rejuvenation, so instead we'll tell them about 'Brotox' and 'DudeSculpting.'" Churchill ups the engagement ante further by hosting a weekly video segment, "Ask Anna," on YouTube and Facebook, in which she responds to a client's question in a talk show-like setting. "It costs next to nothing. The camera was only about $100," she shares. In the age of social media, real contact is an aff ordable way to set yourself apart from the competition. Cox, for her part, uses text messages, emails and good old- fashioned phone calls for what she calls "custom-tailored interaction." She elaborates, "In the past, you'd pre-book a client before they left your spa. If you didn't do this, they weren't getting back in because the therapist would be unavailable by the time they called. Now, I have to be much more proactive: I put reminders in my notebook such as: 'Contact Jennifer in six weeks to schedule her next facial.'" Personal touches like handwritten notes and token gifts work well too. "Off er clients small, inexpensive giveaways with a thank you note telling them how much you appreciate them," suggests Cox. "It costs little but goes a long way. You're creating value, which you'll get back tenfold." u dayspamagazine.com/freeinfo © GETTY IMAGES