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3 In becoming a Spa Week affiliate, spa owners gain complete access to the company's marketing tools and connections. The Spa Week team offers in-store signage as well as some massive exposure via television and print advertising segments. "This exposes your spa's brand to millions of people," says Crowley. CloudMover Day Spa in Huntington Beach, California, is one of the many spa affiliates that have benefited from Spa Week's marketing efforts. "Spa Week's live television opportunity on KTLA in the fall of 2010 resulted in massive exposure," says president Anne Mason-Arnold. "We couldn't answer the phones fast enough, and the buzz continues to this day." Spa Week's promotion and online listing of participating spas goes live some six weeks before each event. Mason-Arnold makes sure her own inhouse promotion gets a head start as well, as results can be immediate. "Spa Week provides us with a 'Get Ready for Spa Week Kit' that includes different advertisements to be posted to our website or printed out and placed in the spa," she explains. "So as soon as they start to promote Spa Week, so do we—and the bookings begin immediately." Kaupe's Spa Week clients come from all over, so her marketing strategy follows suit. In addition to an aggressive media campaign, encompassing Twitter, Facebook and email blasts, guerilla marketing and local networking have also proven effective. "We print out hundreds of fliers and distribute them to nearby communities, as well as others up to three hours away," Kaupe says. "We also work with local chambers of commerce to help spread the word about the event, and end up getting visits from people both near and far." PUBLICIZE, PUBLICIZE, Publicize! FOCUS ON THE CLIENT experience. Although the low price point will be the primary incentive driving consumers to your spa, their overall experience is the deciding factor in whether or not they will return. Little details, such as a gift with purchase or excellent customer service, could make a substantial impact in retaining your Spa Week consumer. "We want to win Spa Week clients over," says Kaupe. "So, when they come in we'll serve hot tea, cookies and snacks. After the treatment, we send them home with some sort of gift, such as a scented soap." Spa Week founder Reid recommends having each client fill out a profile that includes their birth date, anniversary, the number of children they have, etc., as a means to engage in follow-up correspondence. "Send them a birthday card with a 20%-off coupon for the treatment of their choice," suggests Reid. "If you do your part, there's no reason they shouldn't come back." Use FreeInfo #52 dayspamagazine.com | JANUARY 2013 55