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 .

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