Mom’s the Word
Recruit and retain clients on Mother’s Day and Father’s Day
by helping them honor the special people in their lives.
May is a special month for my pet sitter and family friend Evelyn Stokes. Not only is she celebrating Mother’s Day with loved ones and friends, but she also reaches an amazing milestone on May 15—she turns 102.
She’s dedicated her life to nurturing others. In addition to looking after my dachshund-mix rescue dog, Rudy, she’s raised two children, four grandchildren, six great-grandchildren and 12 great-great-grandchildren. A few months ago, she crocheted a baby blanket for one of her great-great-grandsons and attached a note to it: “Although the mistakes in this blanket are quite a few, don’t forget your great-great-grandmother is almost 102.” 
I’m convinced her sense of humor is the secret to her longevity. Plus, she remains active by gardening, playing solitaire and maintaining the home she shares with her 83-years-young daughter, June, and shih tzu rescue dog, Corky. “She still vacuums,” June says.
Her favorite beauty indulgence? Pink manis.
For day spa owners, Mother’s Day on May 10 and Father’s Day on June 21 represent unique opportunities to reach out to people such as Mrs. Stokes. Here are a few promotional tips from DAYSPA’s Advisory Board:
Lisa M. Starr, Wynne Business: “Create special Mother’s Day or Father’s Day pricing promotions. Feature services that aren’t always on clients’ radars, such as a body treatment with a hot stone pedicure or a more exotic facial with a makeup application.”
Larry Oskin, Marketing Solutions: “For Mother’s Day, create special Escape Packages with door prizes, free demonstrations and goodie bags. For Father’s Day, design point-of-purchase materials that say, ‘We Love Men,’ ‘Men Love to Be Pampered Too’ or ‘Surprise Your Guy!’”
Tamara Friedman, Tamara Spa: “During the best Mother’s Day promotion we ever ran, we invited people to submit short essays describing why their moms deserved to be pampered. News, radio and TV personalities judged them. The most compelling story won a daughter and her mom a day of relaxation.”
If you’d like to wish Mrs. Stokes a happy birthday and Mother’s Day, send your well wishes to her via dayspamagazine.com.
Rhonda J. Wilson,
Executive Editor, DAYSPA
May 15th, 2009 at 4:27 pm
I talked with a number of Spas that had a successful Mother’s Day. I love the suggestions for marketing to Father’s Day. Very creative. I wonder if a hook couldn’t be getting dad’s to do a spa day with their daughters. A Father Daughter spa experience designed for them.