The Green Spa has found ways to teach clients about green topics, strengthen vendor relationships, and promote its staff and services—all without leaving the premises. Last August, for example, an event at the spa to promote an organic skincare line also educated attendees about why the spa chooses organic, and why guests should choose it for themselves. The learning was wrapped up in a fun night out with raffles, hors d’oeuvres and wine tasting. Each guest received a free mini skincare treatment and consultation, plus incentives to buy, such as free gifts with retail purchase, and free add-ons for a service booked that night.
The events are so successful that the spa hosts one every season, often themed around a holiday. “These evenings are fun and educational at the same time,” says Maureen Brody, The Green Spa’s marketing director and manager. “We bring in educators from the product line and our own staff, so clients, the vendor and the spa all benefit.” The events are also a great way for staff practitioners to pick up more product knowledge, as well as promote their services: If a client appreciates the knowledge and skill demonstrated by an esthetician or therapist, she’s more apt to book an appointment with her.
For owners planning similar events, Brody advises having attendees reserve space to ensure adequate staffing and preparation (as an incentive, she offers a free goody bag to those who RSVP). She advertises events in a local newspaper, and on the spa’s blog and website. The only other expenditure is refreshments—a small price to pay, according to Brody. “You spend a little money, but look at the bigger picture,” she says “When customers recognize your good products and treatments, the outcome is worth all of the effort.”