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