share the event expenses. “Cross-promotion has worked for us
quite well for events,” says Heslop. “Spas and vendors
partnering assists in leveraging each other’s audiences,
customers and offerings for a greater cause or promotion.
When our spa partners have asked for samples or event raffle
prizes, we’ve never declined an opportunity to be involved on
some level. Spas have assets, vendors have assets. When these
are combined, it creates a better event.”
Promote your event across
all platforms.
Overspending is easy to do when it
comes to events, so use marketing that is
low-cost. Create a Facebook event, add
your event to local calendars, and get
your staff involved by encouraging them
to promote the event. Jacoby-Clements
goes the extra mile and sends hand written personal invites to their
local top VIP clients. “No-one receives a hand-written note these
days! This is such an elegant and thoughtful touch.”
Be creative and think
outside the box.
A special experience will be one that your
clients remember. Events that have a charity
tie-in tend to be very successful. Clients
want to support a business that supports
something they care about. “We’ve found
that people who are passionate about a
charity we love have values in line with our spa values, so they
are a natural fit to become our clients,” says Sampson.
Post-Event Evaluation.
When the event is complete be sure to
evaluate the success of the event. Were your
goals met? Did you strengthen your
relationship with current clients? Were you
introduced to new clients? Heslop recom-
mends having a videographer at the event who
has quick editing turn-around. “The rest of the
world, the other customers who can’t make it, need to see what
they missed out on.” This FOMO (fear of missing out) can be
almost as powerful as the event itself in driving your brand
awareness, online following, and in-house sales.
“If the event is done right you will create an ‘unforgettable
experience’ with fond memories of your customer’s time at the
event,” adds Jacoby-Clements. “This will add excitement to what
you offer and the customer will want to partake in future events.”
Make it your goal to execute well-designed events that create
moments for your current clients, potential clients and team to
smile and engage together. Events create the kind of loyalty, trust
and personal connections that will allow your spa to stand out. n
Teaming up with a resource partner is a great way to add value to your
event with themed treatments, raffle prizes and more.
CLICK HERE for a list of successful
event ideas to add to your calendar.
F E AT U R E D S O U R C E S
CASSIE SAMPSON PAUL HESLOP
Owner, Licensed Massage
Therapist, East Village Spa Owner & CEO
Salt of the Earth
DES MOINES, IOWA WOODS CROSS, UTAH
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PULSE
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July 2017
JENNIFER DI
FRANCESCO GINA JACOBY-
CLEMENTS
Spa & Sports Director
Spa at Toscana Country Club Chief Inspiration Officer
ROI Revenue of Inspiration
INDIAN WELLS, CALIFORNIA NEWBURY PARK, CALIFORNIA