Ask the Expert

Larry H. Oskin

DAYSPA Editorial Advisory Board Member

President

Marketing Solutions

Fairfax, Virginia

Question:

I need a quick, easy way to increase my clientele, as well as my online presence. Can you help? —Susan Dowling, owner, Think Tank Spa, Bloomington, Indiana

Answer:

Boosting your client base isn’t as costly or time-intensive as you may think. Here are five basic-yet-effective ways to develop a spa family:

1. Create an email database of your current day spa clients.

Design an attractive flyer or postcard that asks clients for their names, addresses, telephone numbers, email addresses and birthdays. Offer them an incentive to provide this information. Tell them that you’ll regularly email a spa newsletter featuring staff updates, new services, product specials and seasonal promotions.

2. Schedule regular email blasts.

Plan monthly and seasonal email campaigns to actively market your services, products and techniques. Promote spa parties, open houses and special events, such as a series of lecture demonstrations. Promote monthly contests such as a free facial or massage when someone books any other spa treatment or service.

3. Create special gift-certificate sales events.

Promote gift certificates all year long. The majority of them will be purchased by regulars and redeemed by first-time clients. Create seasonal events for Valentine’s Day, Mother’s Day, Father’s Day, graduations and year-end holidays. Occasionally place them on sale by offering a free $25 retail gift certificate with any $100 or more treatment gift certificate. In addition, offer an extra treatment on a complimentary basis with the purchase of any $100 or more toward spa services.

4. Update your website and Internet marketing strategies.

Showcase a virtual tour of your spa on your website. Upload video or images of treatment rooms, retail area, relaxation lounge, etc. Explore all local, regional and national opportunities to promote your day spa online. Reach out to businesses in the community; join relevant industry organizations or networking groups; and utilize social networking tools such as Facebook and Twitter.

5. Become media savvy.

Create and facilitate a professional public-relations campaign directed at local newspapers, magazines, TV stations, radio shows and websites. Offer your expert advice and a few freebies. Approach the media in a manner that will help educate the community about spa services while sharing your special areas of expertise. The result will bring you many new first-time spa clients without paying for advertising.

We'd love to hear your questions. If you have any challenges that you’d like Larry H. Oskin to address, please send them to Rhonda J. Wilson at rwilson@creativeage.com.

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