raffle, and Halloween-themed snacks and cocktails. Sampson adds that the event has become a fun way to engage their regular clients, and introduce the spa to prospective clients in a fun and inviting way.
Well planned events like Sampson’ s not only blend marketing, branding and fun, but also create an atmosphere that puts everyone in a receptive mood, eager to learn more about your spas brands and services.
“ Events are a true way to expose new products and services that the spa is offering to their local clientele, as well as people visiting from other areas,” says Gina Jacoby-Clements, chief inspiration officer at ROI Revenue of Inspiration, a spa consulting firm that specializes in improving spa retail spaces.“ When a client is exposed to something for the first time in a positive manner, that creates a positive memory which will be on the forefront of their mind the next time they need a product or service.”
These positive experiences can be a simple product launch, a holiday themed promotion or a black-tie annual charity dinner. While the event theme may vary, the purpose and goals of the event should remain the same: strengthen relationships with current clients, increase brand awareness, educate the public and have fun.
“ Innovative events add to the bottom line and create a buzz in the community,” agrees Jennifer Di Francesco, spa and sports director at The Spa at Toscana Country Club in Indian Wells, California. For some companies planning events and creating that buzz can be a daunting task. So here are several tips to help ensure a successful event, every single time.
Build a spa database Before you begin the planning process and compiling the event details, ensure you have a database of clients and potential clients that is in prime working order. All marketing initiatives and events should require an email check in where attendees provide an email address. Capturing this information and keeping it organized will be helpful in building a viable database.
“ Innovative events add to the bottom line and create a buzz in the community.”
East Village Spa ' s " Spalloween " has become a popular annual community event. Both guests and staff get into the spirit of the holiday with themed treatments and plenty of costumes.
42 PULSE ■ July 2017