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Reach New Clients With Spa Events

By: Elaine Sauer
Posted: November 29, 2010, from the December 2010 issue of Skin Inc. magazine.

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Reservation required. Ensure clients are committed to your event by requiring a reservation fee to hold a client’s spot. Make sure the client knows the fee is redeemable toward a purchase the day of the event, and the cancellation policy ensures a successful turnout. When a client brings a friend, consider reducing the fee for two people. Creating fun incentives makes your business accessible to new people or encourages existing clients to try new services.

Confirmations. Two days before the event, Leydon recommends calling clients to confirm that you are looking forward to seeing them at the event. It is important to word it this way instead of asking if they are they coming to the event. For example:

Right way: “Hi, Louisa! This is ABC Spa calling to let you know that we are really looking forward to seeing you at our custom blend event on Thursday.”

Wrong way: “Hi, Louisa! This is ABC Spa and we were just wondering: Are planning on coming to the custom blend event on Thursday?”

Invitations and more. The Ruby Room reaches its clients via its spa newsletter, e-mail blasts, personal invitations, in-spa signage, an education calendar, a website, a Facebook page, www.meetup.com and www.eventbrite.com. Kristi Konieczny, founder of The Spa Buzz, a company that connects spa and wellness industry leaders and innovators by organizing networking events, has learned what works for her business is to get attendance. “I make sure the e-mail subject lines do not include the word ‘newsletter,’ ” she says. Konieczny also learned quickly that to get an individual to open an e-mail, the subject line has to be catchy. She recommends sending weekly reminders until the day of the event. And, she says, “Nothing beats a personal phone call to invite someone to your special event.”