This article was first published in print for Dermascope Magazine, May 2015: (© 2015) Top Marketing Techniques for Spas Businesses are as individual as people. Each business location and owner has its own idiosyncrasies and methods – one spa’s success can be another spa’s failure. While there may not be a true top technique for spa marketing, common themes do come into play: research, relationship building, and taking advantage of free online tools. You have decided to take the plunge and open your own business – your dream spa. Or perhaps you have already spent blood, sweat, and tears getting that dream spa opened and ready for business – the massage tables are prepped, the facial rooms are stocked, and the candles are lit. The next question is, how do you let potential clients know you exist and get them in the door? Interviews were conducted with several spa owners and managers, asking what marketing techniques work best for them and what advice they would offer to help a spa business grow. Do Your Research It is easy to get excited and make choices about tangibles like interior decorations, towel quality, and hiring the right personnel. But equally important decisions can lie in the intangibles like product patents, workforce turnover, customer lists, and marketplace position. Have a Solid Business and Marketing Plan Assuming one has a solid business plan in place, marketing should be a key piece of that plan. Very few businesses can simply open their doors and expect the customers to come walking in without any form of marketing or advertising. Take into consideration the full cost of operating your spa business and include marketing and advertising in that budget. A little number crunching and comparison shopping before the budget is spent will go a long way toward helping a spa stay afloat and get noticed. When Amra Lear, L.E., L.M.T. opened her spa in Provo, Utah in 2005, she learned the hard way to be selective. “I accepted every marketing offer that came in and completely blew my budget,” she explained. “I spent way too much in marketing, leaving no reserve funds for costs or expansion and eventually lost the business.” While it would ideally be in place before you even open your doors, an effective marketing plan can make all the difference. With good preparation and analysis you can avoid costly and painful mistakes. Know Your Customer Research the area where your spa is located. What clients are you seeking? Will your…
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