Pulse October 2017 - Page 26

MEMBEr PErSPECtIvES (cONtINUEd FROm PAgE 22) resort guests and locals are treated to complete serenity and peace, but running a Florida spa during the summer slow season can be extremely tricky, even in the most tranquil of circumstances. Susan Ghannam, spa manager at Naples Grande Beach Resort, opens up about marketing challenges and how her team works to overcome them. Marketing “We want to promote the spa as not only ‘the bow on the package’ for resort guests, but to also create awareness for the local community that even though its located in the resort, it’s still available for their enjoyment,” says Ghannam. As one of the only resort spas in the area that is open to the public, it’s important for Ghannam to push the spa to the local community so they’re aware of the spa’s offerings. She focuses her main local push in the summer, because that is the slow time for resort guests. To do this, The Spa at Naples Grande runs a summer special called “Summer at the Spa,” which allows the spa team to focus on attracting locals to come experience a high-end spa at a great value, hopefully turning them into long- term customers. Ghannam also runs holiday promotions throughout the year, such as a “Fall into Relaxation” special with a variety of pumpkin-inspired treat- ments and Valentine’s Day specials, which continue to attract local guests and create loyal customers throughout the year. To get the word out about specials and general happenings at the spa, Ghannam utilizes the resort’s social media accounts. “Social media is a great marketing tool,” she notes. “We are incorporating more spa-related posts to our social media calendar to further promote the spa on the resort social pages.” By using the resort’s social media pages to push spa interests, Ghannam can take SPA quICK FACtS Spa open date: March 7, 2007 Facilities/amenities: 12 spacious treatment rooms, floating hair & nail salon, tranquility pool, sundeck and patio, meditation lounge and rain showers. Percentage of guests (male vs. female): 30% men vs. 70% women Number of full-time spa staff: 15 Product lines used: hydropeptide, Éminence, Moroccanoil, SkinCeuticals, pure fiji, Sparitual Most used marketing channel: hotel website Website: www.naplesgrande.com/spa Phone Number: 1.239.594.6321 Facebook: officialngBr Instagram: @naplesgranderesort twitter: @naplesgrande Serenity is the ultimate goal of the Spa at Naples grande. 24 PULSE ■ October 2017