MeMBer PersPeCtives

B y J a M i s o N s t o i k e

Margot european day spa understands the importance of the in-spa experience.

There’ s more than meets the eye when it comes to marketing your spa.

While emails and ads are still the cornerstones of any great marketing strategy, the most successful marketing strategies require going beyond what’ s typical. In today’ s crowded field of spas, wellness centers, salons and resorts, cutting through the noise to reach new and current customers requires thinking outside the box and viewing marketing— and your brand— as the sum of many parts.

This month, Pulse got the inside scoop on marketing from ISPA members Rejuvenation Spa and Margot European Day Spa; their holistic approach to marketing has led to decades of continued growth, as well as a legion of repeat customers and a constant stream of new ones. are you experienced? When you think about marketing, you may think primarily of what you send out: emails, mail, brochures, advertisements. While all of these are indeed important pieces of the marketing puzzle, the best-marketed spas— like Rejuvenation and Margot European— understand that marketing really begins in the spa itself with the customer experience.

“ It goes without saying that a satisfied and loyal client is your best form of advertising,” says Ursula Froehlich, president and director of marketing and events at Margot European Day Spa in Birmingham, Michigan. Every interaction with a customer is an opportunity to convert them into a brand advocate; in turn, they’ ll tell their friends and family to visit the spa. Word-of-mouth and referrals are still

26 PULSE ■ August 2018