One of the hot topics during our We Work Well Grow Well session in Pasadena was a discussion of effective marketing strategies, for both spas and suppliers. Specifically, we asked “what has been the most effective strategy/platform/idea to grow your business in the last year?” As you might expect, the ideas were as varied as the attendee profile; there was not one clear “winner” but numerous concepts.

Overall, the front-runners were:

Networking & Wellness Events – Events, which have been gaining marketing traction in retail for the last few years, are becoming more common in spas also. Certainly, the concept of marketing to a group of people rather than an individual pays benefits when it is successful. And events have a “community” orientation that may also be consistent with your overall marketing strategy. One issue, of course, is space and timing, but you just need to get creative.

Staff Wellness & Training – Training & education for staff, as mentioned in a previous post, seems to be a solution for many ills. If only we were able to execute consistently on our intentions! In this instance, having staff members who have a true understanding of wellness, who embrace it and practice it personally, means they are going to have more passion about ensuring that guests and clients have an excellent experience at the spa.

Social Media Promotions – No surprise here, social media is still driving business across many platforms and industries. Facebook is still strong for many spas, but Instagram is the darling of 2019, especially with the new “buy now” button. As these technologies continue to evolve, it has become clear that having professional help and guidance in this area can be a key to success.

Retail – We’ve been ringing the “spas should sell retail” bell for many years now, but this new wrinkle is that retail is a highlight or promotion on its own, and this approach also ties in well with events. A focus on retail and events also showcases an ideal way for resource partners and spas to work together. Visual merchandising, pricing strategies, and the shopping experience within the spa all can, typically, be improved.

CBD – Wow. Anything with the words CBD in it is attracting attention at the moment. CBD in retail, treatments, amenities, as a workshop or event topic, anyway you can use it, it’s HOT HOT HOT.

There were numerous random ideas floated as well, including these below:

• Equipment demonstrations
• Retail GWP
• Updated Menus
• Careful financial analysis & reporting
• “Therapist first” mindset
• SEO analytics
• Anti-aging from the inside out
• Writing articles & blogs in multiple platforms
• Really listening to clients, focus on their needs
• Community involvement and grassroots work
• Live podcasts or Facebook streams from the spa
• More nutrition in treatments and the client experience

As you develop your fall marketing plan, hopefully you will gain a few ideas or concepts here that will flavor your direction. Tune in next week for more tips from the crowd!

About the Author

Lisa Starr is the Principal of Wynne Business Consulting & Education, which specializes in spa, wellness & salon businesses. Lisa has over 30 years of experience in the beauty industry, in all aspects from technician to regional manager. She has spent the last 18 years as a consultant and educator, helping companies maximize spa operations performance in both front and back of the house, and consults on a variety of topics including operations issues, finances & compensation, marketing, inventory management, retailing, human resource development, and business process improvement. Lisa is leading the Grow Well, professional development for We Work Well.

Follow Lisa on Twitter@StarrTalk, on Instagram@WynneBusiness, or email lstarr@wynnebusiness.com