the most powerful marketing tool in a spa’s arsenal.
Tina Morschauser, the co-owner of Rejuvenation Spa in
Madison, Wisconsin, echoed the importance of viewing the
customer experience as a form of marketing, and added that
the in-spa experience is the best way to market your spa’s
retail offerings, too. “During treatments, our guests
experience the difference. They choose their preferred aromas
for facials, massages, manicure and pedicures. These
products can then be purchased for retail, allowing them to
continue the experience at home.”
Rejuvenation Spa doubles down on their marketing efforts
by hanging clean, professional signage throughout their spa
that lets guests know that most items—from robes and
candles to skincare products—can be purchased to take
home.
give a little, get a lot
for rejuvenation spa, a strong retail business is part of their marketing plan.
Don’t overlook partnerships and loyalty programs, either:
only 40 percent of spas partner with local organizations,
and even fewer (23 percent) offer a loyalty program,
according to a recent ISPA Snapshot Survey.
Yet, partnerships are a great way to increase word-of-
Fit to Print
It’s tempting to view the rise of social media as an
indicator that traditional marketing—such as direct
mail and print advertising—is less important than
digital marketing. However, traditional marketing is
still the best way to reach a large number of customers,
especially those ever-important new customers. In
contrast, social media and email typically target
customers who already know your brand.
“For our special events, sales and celebrations,
we’ll run ads in local print publications,” Froelich
says. “this ensures our message reaches those who
aren’t yet on our email list.”
August 2018
■
PULSE
27