Here are a few out-of-the-box ideas . Pick one and do it this week . l Uncover who your most frequent guest is . Send them a small gift in the mail . l Reach out to your top five or 10 guests via an old fashioned phone call . Tell them you wanted to say hi and thank them for their business — and ask them what your business can do better . l Send a personal note in the mail to someone who hasn ’ t been to the spa in a while . Tell them you miss seeing them and maybe mention a new service you ’ re introducing . ( It ’ s okay — you can market a little when you ’ re also being thoughtful and kind .) l Pick a random day — maybe it ’ s your spa ’ s anniversary , maybe it ’ s # WellnessWednesday — and everyone who comes in that day leaves with a piece of chocolate , or a flower or a sachet of tea … something unexpected !
What is real ? Do we care ? I do . And I think your customers do too .
Go beyond what is typical and surprise people . Be playful . It ’ s okay to have some fun . We ’ re all going to need more of it . n
DARLENE FISKE is owner of The Fiske Group and co-founder of S ’ Well The Agency . With a degree in journalism and public relations , Fiske spent 10 years learning about spa operations and what was important to the affluent consumer and wellness seeker when choosing a vacation . After hiring three PR firms , she decided to found her own agency in 2006 . thefiskegroup . com | swelltheagency . com .
JULY / AUGUST 2024 n PULSE 27