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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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Incentives. Offering a special incentive for booking a future full-service treatment while still at the event, before the client leaves the spa, also increases the chance for attendees to become regular clients. Another incentive idea is to have a sampling program with purchase, so if a client purchases a cleanser and a moisturizer, they could enjoy a free sample mask or eye product. Partner with your brand account executives to see what support they can provide with gift-with-purchase incentives.

Follow up

After your event concludes, meet with your team, celebrate successes and find out what went well and what could be improved. Keep good notes about who attended and total sales. Most importantly, hang on to this post-event summary for next year so you can refer to it and plan accordingly.

As the visionary behind many of the current spa services and skin care products available at Mario Tricoci Hair Salons & Day Spas, Elaine Sauer is the company’s corporate director, spa, with nine years of experience managing multiunit day spas. With a number of awards to her credit, including the Spa Spirit of Success Award from Aveda and diplomate distinction from CIDESCO, Sauer is a sought-after speaker, both nationally and internationally. She is also a member of Skin Inc. magazine’s 2010–2011 advisory board.