KEY DISCUSSION TOPICS
Social Media and Digital Marketing Strategies That Drive Results
IN AN INSIGHTFUL ISPA TOWN HALL at the start of summer, a panel of spa marketing leaders shared proven strategies for boosting digital visibility, building brand loyalty and turning followers into paying customers. Panelists included Chris White, director of sales and marketing at Fairmont Scottsdale Princess; Sara O’ Brien, director of marketing at The Broadmoor; and Sandra Miller, director of marketing at Glen Ivy Hot Springs. The session was moderated by then-ISPA Chair Kelleye Martin and generously sponsored by Lunya.
Panelists emphasized that brand identity should be at the heart of every post.“ It’ s not about the amount of people you reach, it’ s the right people,” noted Chris White. All agreed: Authenticity beats fleeting fads, and staying true to your brand’ s story helps build lasting connections. The panel also explored who should manage social media efforts. Every spa’ s approach varies— some invest in sophisticated content tools and detailed calendars, while others adopt a more flexible style. The takeaway? Be intentional. Decide whether this work belongs to an intern, dedicated staffer or external pro— and set a clear approval process to protect your brand’ s voice.
Memorable Insights Sandra Miller shared her spa’ s contests, including a“ 12 Days of Christmas” giveaway, have been powerful drivers of growth:“ One of our most recent contests gained us 8,000 new followers on TikTok over three days.”
Sara O’ Brien stressed the importance of treating online comments as customer service touchpoints:“ We try and make it a personal interaction, versus opening it up on the social channel for everyone else to jump in.” n l
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KEY DISCUSSION TOPICS
Approaches to digital marketing strategies Most effective platforms for converting followers to customers How to select influencers Responding to positive and negative comments Tracking the success of digital efforts
About ISPA Town Halls ISPA’ S TOWN HALL SERIES helps spa professionals tap into the expertise of peers who have successfully navigated trending industry challenges. Each session features panelists sharing lessons learned, areas of opportunity and tips to help spa leaders stay ahead. l
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High-return marketing investments Greatest digital marketing challenges Social media team structure Notable campaigns from the past year
“ It’ s not about the amount of people you reach, it’ s the right people.”
— CHRIS WHITE
MEMBER BENEFIT: Find Social Media and Digital Marketing Strategies That Drive Results and other previous Town Halls in iLearn at experienceispa. com.
Special thanks to Lunya for generously sponsoring the session.
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