spa WHEN PEOPLE PLAN A SPA ESCAPE, WHETHER FOR a massage, body treatment or a retreat with friends, they are often eager for the necessary break from their day to day routine. Many people still view a trip to the spa as an indulgence, so it is essential that you and your staff consistently create memorable experiences for clients from beginning to end. A wonderful way to remind guests of their visit to your spa is to provide them with a small token of appreciation. This small gift can be an extension of a treatment that they had received or something special that ties into the theme of your spa. With the holidays near, this is a perfect time of year to establish such a program. Consider some of the following ideas.
to them so they could continue to enjoy it at home. This word-of-mouth translates into recommendations for your spa. Just be diligent about entering all customized recipes into your computer database so that other staff members can easily duplicate it. You may also want to think about adding these tailor made scents to other products like hand soaps, body lotions, candles and more. You can sell these items in your retail space, as well as keep some onhand to help celebrate special occasions.
Unforgettable signature treatments Do you offer signature treatments that include seasonal ingredients? If so, this is an excellent opportunity to offer small gifts that capture a component of each service. For example, let’s say that you offer a variety of pomegranate treatments during the fall season. At the end of each pomegranate pedicure, present each guest with a miniature pomegranate body butter or lotion. Just remember that presentation is everything! Place this product in a small red sachet and attach a card. On one side of the card, provide a quick overview of how guests may use this product at home. On the other side, include your spa’s contact information along with a special offer so they may easily order the full retail size of the product. Each season, create some amazing themes that will really “wow” your customers. Addressing the senses, especially the sense of smell, is very powerful, and will have them coming back for more. For best results, contact your vendors to see how they can partner with you. They may have some products already packaged in this fashion that you can order in advance and enjoy great savings.
Tailor-made experiences Instead of presenting the same gift to all of your loyal customers, try to customize them based on the treatments that each client receives each time. For instance, if you offer tailormade aromatherapy oils for your massage therapies, make a little extra when you blend it and place the excess into a small bottle (with your company logo and contact information) so guests can use this personalized mélange at home. They can add some of this oil to a warm bath, apply it to their skin after a long day, or even just keep it nearby for whenever they need an aromatherapy boost. You will find that this special touch is a great marketing tool for your business. After a visit to your spa, guests will describe to their family and friends how a bottle of the oil that was custom blended for their massage was given
Partner with a local chocolatier and have them design some heart-shaped chocolates with your logo on top. Make a lasting impression When planning off-site events for your spa, you may want to create a gift that really helps your business stand out from the crowd. It can be something as simple as a sachet filled with lavender buds along with a gift card. The front of the card should say: “A Gift for You.” On the inside, provide a call to action. For example, invite attendees to come and enjoy a complimentary mini service at your spa. Once they arrive for their treatment, offer them a beverage, take them on a tour, give them a complimentary consultation and, most importantly, provide a wonderful service! Follow up with a handwritten thank you note that is scented with an aroma you used during their treatment. Also, while at events, ask attendees to sign up for your e-newsletter for a chance to win a “spa-prize.” At the end of each event, select a winner and present them with a lovely gift. Take plenty of photos and post them to your website, social media sites, e-newsletter and blog. It may take some time to tackle all of these tasks, but it is an excellent way to keep in touch with possible customers. If your e-newsletter is content rich, recipients will be more apt to share it with their family and friends, which is what you want. The key is to be consistent with your follow-up after events. continues
BY LAURA M. CUMMINS November 2013 • Les Nouvelles Esthétiques & Spa
LNEONLINE.com • Page 59