More Marketing Money Smarts

H. Leavy

Spa Professionals Join the Discussion On the DSA Forum!!!

It is normal that when the money gets scarce we immediately want to cut on spending … that is a good thing, but one needs to cut down on the right things.

We discussed some of these options throughout the month of March.

Marketing, PR and Advertising are usually items that go first – even in large companies. I think that is the biggest mistake a business can do. When the economy is weak, one has to be out there even more than ever, but naturally only in places where we know it works. Do you track your ROI of your ads, your email marketing, your PR efforts? If not, it’s time to start … how else would you know what works and what doesn’t? DSA Membership works and should be one of your priorities to stay connected and save with the many benefits our trade organizations offer their members!

With today’s technology some of the marketing that is being done requires only time and patience and learning … it’s called

Viral Marketing!

How much e-marketing are you doing?

Are you:

Using your client database to send out emails to promote open time slots to promote specific therapists at a special rate for short-term appointments?

Communicating with your clients that you understand without sounding desperate, but that they are missed and should not neglect their health? (NOW is the time to steer them away from the “pampering myth”).

Using your website as a marketing tool to make it easier for your web visitors to book appointments, buy gift certificates and products.

The DSA has several vendor members who offer special incentives to DSA member spas.

1155 University Blvd. SE
Albuquerque, NM 87106

The Gift Card Café
800 The Mark Lane-Suite 802
San Diego, CA 92101

Use Newsletters

Email newsletters are a low cost marketing technique

Newsletters maintain constant contact with your core clients

Newsletters can be used as advertorials for your services and products

Emails can be used to broadcast exclusive special offers & discounts to enrollees The DSA has two email service members offering special discount to DSA members!

Constant Contact Email
1601 Trapelo Rd., Ste. 246
Waltham, MA 02451

VerticalResponse, Inc.
501 2nd Street – Suite 700
San Francisco, CA 94107

Retail Sales

Take a good look at your displays – are they attractive and inviting to buy? What is your sales technique to get clients to take home the products they need to enhance their treatments and use for home care?

If your staff isn’t selling 15-20% of the price of their services, something needs to be improved. Your target should be 20%+. And don’t accept excuses from massage therapists for not selling.

How are your gift card/certificate sales?

Get listed on every website that sells gift certificates to your spa … here is a list of DSA members we recommend you contact – what do you have to loose?
24955 Pacific Coast Highway Suite C301
Malibu, CA 90265

Spa Addicts, Inc.
400 9th Street – Suite W6B
Hoboken, NJ 07030
866-HAV2SPA (428-2772)

Spa Finder
257 Park Avenue South – 10th Floor
New York, NY 10010

Spas Worldwide

1 Queen East Street

Toronto, ON M5C 2W5


189 Fifth Avenue – suite 1B
Brooklyn, NY 11217
800-929-7723 Ext. 32

Safeguard New Clients

Make them an irresistible offer to try you

Make them an irresistible offer to come back within the next 30-45 days

Survey them to measure if you are consistently superior or consistently mediocre

Survey them to measure if you met their expectations

Consider DSA Day Spa Accreditation to distinguish yourself from the crowd!

Form New Alliances

Partner with distributors & manufacturers

When your retail sales decline… does theirs

Ask about eliminating or reducing minimum order requirements

Ask about eliminating or reducing shipping fees

Ask for free samples for special events

Take advantage of product or equipment training for your staff during down times

Take advantage of special sales and promotions

Add gift certificate to flower delivery with your local florist

A new hotel in town? Go talk to the concierge

How about local merchant associations, teachers union, city hall, war veterans and dependents for soldiers presently serving overseas?

Special events get them in the door and will fill time on customarily slow days or evenings

Host a “Spa Awareness” open house where you give tours & introduce staff

Host a free Skin Analysis Clinic where you analyze the skin for free & recommend & promote the skin care products from your retail area and suggest future facial treatments

Host a free Makeup Clinic where you teach clients how to apply makeup while you recommend your retail makeup items & skin care products & facials

Host a Massage Awareness event where you offer free or discounted chair massages or reflexology and recommend specific future massage or body work treatments

Hold a charity event to spotlight your community involvement

Partner with fine dining establishments

An exchange of gift certificates for simultaneous free drawings gives both of you free advertising where high end clients gather

Now it is your turn to come up with some more innovative marketing ideas that have worked for your spa, saved you money and brought in new clients! Share with us your successes (and mistakes), so we can all learn from each other!

Remember – You Are Not Alone

Become A DSA / IMSA Member Today And Tap Into Our National Spa Networks And Save!


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