MeMBer PersPeCtives
“Every interaction with a customer is an
opportunity to convert them into a brand advocate.
Word-of-mouth and referrals are still the most
powerful marketing tool in a spa’s arsenal.”
—ursula froeHliCH, President and director of marketing and Events, margot European day Spa
mouth and get your brand valuable exposure. Margot
European Day Spa uses its local Chamber of Commerce to
send out eblasts for important announcements, and partners
with a physician from the University of Michigan Breast
Center to offer oncology spa treatments. It also donates to
local and national charity events — which, according to the
spa, brings a substantial number of new clients.
Froehlich put it simply: “Publicly supporting our
business partnerships helps reach new audiences. It’s all
about supporting and sharing local businesses.”
In addition to local partnerships and auction donations,
loyalty programs are a powerful tool to incentivize returning
Partnering with healthcare
providers to provide custom
massages is a proven marketing
strategy.
28
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August 2018
customers and lure new ones. At Rejuvenation Spa,
customers can purchase a VIP Membership that provides
10% off services and products, as well as four coupons per
year for 10% off a gift certificate for others. According to
Morschauser this “helps with customer retention rates, as
well as keeping guests loyal and attracting new guests
through the gift certificates.”
doing digital the right Way
Of course, the in-spa experience and traditional marketing
are only two slices of the marketing pie; the last is digital and
(contInUEd on PAgE 30)