Posted on September 24, 2008 by DSA/IMSA
With any event, the goal is to bring your business into a positive light while giving back to your community. It is very important that people leave your event with an overall warmth and sense of well-being. It takes the effort of everyone involved to make it successful and unforgettable. Here is a list of marketing strategies to help you get the support you need to promote your event;
In-house promotions -Wearable’s such as t-shirts, hats, buttons, wrist bands, shelf talkers, fundraising canisters, signs, flyers and tear sheets, sign up forms, etc.
Track your progress – Have an extremely visible display for your clients to see how much your business has raised – Update it weekly, and as the funds grow, so will everyone’s excitement! One tried but true way is to create a giant thermometer (or something more spa-ish) with your monetary goal at the top.
- Start your own e-communications, newsletters and invites -There are many web companies that will allow you to customize a newsletter template or E-invitation to promote your event. There should be at least three (3) communications sent out to potential guests.
- Linking your website – Find out if your chosen organization has a website or information page that you can link to your website. This is an easy way to give your website visitors all of the pertinent information they need to support your efforts.
- Educate – Be sure to post as much information about your charity and event as possible. Including the 501(c)(3) non-profit status and mission of the organization or charitable cause you are fundraising for, as people want to be sure they are getting involved with a reputable organization. Include detailed information as to how much of the raised profits are being donated or what services are you providing.
- Invite – Have your front desk and each therapist hand out invites to each and every client that walks in your doors. These can be simple cards or made more extravagantly with your logo and some pretty designs. Be sure to include the “who, what, where, why and when”, and feature any special speakers or promotions of the night. Instill “the more the merrier” vibe by requesting that people bring a friend and reward those that comply with a special “spa gift”.
Ways to get your employees involved and reward them for their handwork:
- Start a contest – for each individual or form teams. Team leaders may be your contact people and get “special rewards” if they hit their goals.
- Awards program – Give out an award for best performance or most money raised.
- Education – Match their “advanced education fund” dollar for dollar. The more they earn, the more they learn!
- Celebrate -After the event take them out to a favorite local restaurant, event or spa. (You can also try to barter gift certificates to cut down on your cost!)
- Services – Offer spa services that they may normally have to pay for or just can’t find the time to experience. This is a good way for them try services they may normally not be able to.
- Certificates – Give gift certificates for family and friends (this is also a great way to get new people to try your services).
- Include a spot on your invitation for your employees’ initials so as they give them out, you can track how many of their clients attend your event, then reward those with the highest clients attendance.
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Posted on September 8, 2008 by DSA/IMSA
There are a myriad of causes and efforts you can support, and it is understandable if your search could use a little direction. Do an internet search and find websites that rate and analyze the integrity and best practices of organization you had in mind. Many will give an accurate description of how and at what percentages their funds are allocated. When choosing to donate your time, money and resources to any good cause, you must first identify where you will focus your energy and in what capacity you are willing to help.
Whether you are a spa, supply company or individual there are an infinite amount of ways for you to get involved.
Here are some pointers to help this process along:
- Ask yourself if there is something that is close to your heart that concerns you deeply?
- Assist a friend or family members current philanthropic efforts as a chance to bond with them and turn it into well spent “quality time”.
- Find out if there is a cause that fits in with the mission of your Spa and the beauty and wellness industry. This will make it easy for your staff and co-workers to get on board with you. See if your industry has an organization that is dedicated to philanthropic causes (such as the DSA and SPAcare).
- Tap into the many philanthropic campaigns and programs sponsored by industry suppliers and associations that are already in place. Their goal is to make it easy for you to get involved, and they in turn need the support of their fellow industry professionals. Check out industry affiliated website and media venues to help locate them.
- Reach out on a grass root level to your local community. Contact local organizations, hospitals and social groups to see where you can get involved. Many large charitable organizations have local chapters that have annual fundraisers, and supply their supporters with turn key materials to help their progress.
Once you have decided on the direction in which you would like to go, decide in what capacity you would like to extend yourself:
- Contact a local charity and commit to working one on one with individuals or groups of people in need.
- Volunteer to speak at events and educate consumers about the importance of staying healthy and advocating preventative methods of health and wellness.
- Go behind the scenes and see what needs to be done, such as coordinating events, or sharing some resources to help an organization achieve their goals. Example: If a family member can provide printing or entertainment for free or at a nominal fee.
- Donate your services to be raffled or auctioned off to raise money and awareness. Ask around and see if your other contacts would be interested in doing the same.
- Have an event or awareness campaign geared to raise funds and educate clients.
What types of events, services and fundraising can be done?
- Have an event and charge a one time fee at the door of your event including all food, drinks, services and activities upon entrance.
- Raffle off or auctions spa items and services or recruit them from local business.
- Have an event program given out prior to and at your event and charge local business for the opportunity to advertise in it.
- Open your doors to local vendors and charge them to participate in your event. Plan to collectively market the event to your client base. If you produce an event program, be sure to give them special thanks and placement in it.
- Donate the full or a portion of the proceeds of services and retail sales for a day, a week or a month to a charity.
- Perform services at charitable events or open your doors to those in need free of charge.
- Starting your own “spa team” for a local walk or run. Your clients can participate by donating, joining your team, or participating in the event themselves.
There are many charities that could use the unique services of spas, wellness centers and therapists, not only for their therapeutic attributes, but also for their positive energy and their knowledge. The question is: what type of Spa Philanthropist will you be?
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Posted on September 3, 2008 by DSA/IMSA
The nation on a whole is much more in tune and active in their effort to helping others. This fairly new philanthropic phenomena that is sweeping our country is responsible for a domino effect that is influencing our industry. It does not take much effort to see these new “causes, campaigns and movements” popping up around every corner. In essence, it has become “cool to care”. It is exciting and refreshing to see our once somewhat complacent industry take on a new breath of vision and direction, as we come up with innovative ways to help our community.
As I look around, it all makes perfect sense to me. We are an industry of caring and sharing individual … who better than us to take the reigns and show the world how it is done? Are we aware that the public trusts and confides in us so much that celebrity artists such as Paul Mitchell have commercials emphasizing the “loyalty” consumers have to their favorite hair dresser or spa technician. We are such a very powerful industry, not only in numbers, but also in influence. If we do not tap into this valuable resource and use it to ours and our client’s advantage, we are committing a tremendous disservice to all involved.
After all, our massage therapist are able to lend a literal “helping hand” to those rescue workers in “kneed” of relaxation after they have been working through the night. Our estheticians can connect with a skin foundation and commit to educating clients about the ABCD’s of Melanoma prevention, while giving clients alternatives to excessive sun exposure. It would be a shame to waste the heartfelt talents of such a unique and passionate group of individuals. We as therapists, companies and spa and wellness facilities have a corporate and social responsibility to each other and our community, on a national as well as grass roots level. We are obligated to reach deep within ourselves, search our hearts and come up with solutions on how we can be part of the “solution”, instead of silently hoping someone else will come along and “fix it”. It will ultimately add to our success as an industry, as all good works always do.
Karma, or “reaping what we sow” is one of the few principles all religions and walks of life seem to agree upon. So you see, collectively we are destined to succeed! We are all called to make “philanthropy fun and caring carefree” as we practice the “art and beauty of giving” in our daily lives. My challenge to you today is to decide how you can make a difference and become one of our great “Spa Philanthropist”!
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