MEMBER PERSPECTIVES
BY J A M I S O N S TO I K E
MINDFUL MARKETING
Crafting and Executing
Your Marketing Plan
IT GOES WITHOUT SAYING: TO GROW YOUR
BUSINESS, you need to have effective marketing.
Whether it takes the form of an email campaign to recap-
ture existing clients, creating positive word-of-mouth
among hotel staff or using Instagram to reach a wider au-
dience, marketing is a skeleton key to unlock your spa’s
growth potential.
It’s not always easy, though. Facebook. Twitter. Insta-
gram. SEO. Email. Print. Content marketing. Lifestyle mar-
keting. Direct marketing.
26
PULSE
■
MARCH 2020
There’s a lot to take in. How do you sort out what’s nec-
essary from what’s just fluff? To get the bottom of the
issue, Pulse spoke with three ISPA member spas who
make a point to be mindful about how they market their
spas across a range of platforms.
Forming a Plan, Setting Goals
STEP ONE: form a plan with concrete goals.
That may sound prosaic, but it’s not as straightforward as
it sounds. It can take a tremendous amount of effort for a