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Bringing in Promotions

By: Wendy Lewis
Posted: January 28, 2011, from the February 2011 issue of Skin Inc. magazine.
Spa promotional fliers and mailers

Promotional fliers and mailers can feature seasonal themes to keep them fresh and intriguing.

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Additionally, by utilizing Twitter and Facebook as part of an integrated marketing campaign, spas and medical spas can generate buzz for their facility and increase the uptake on special offers. There is no denying the reach that social media has anymore. Every day there are more spas offering last-minute deals on open appointments and treatments, promoting discounts for gift certificates and product promotions via posts on Twitter and through Facebook ads, pages and groups.

But these kinds of promotions have to be compelling to resonate with this audience. For example, free shipping is probably not exciting enough to generate interest. However, 15–20% discounts on products or services, free samples, seminars and open house events tend to create the greatest pick-up.

Listen to customers

Good customer service is the lifeblood of any business. Promoting special offers to bring in new clients is not enough to grow a thriving spa unless you can get some of those clients to come back to you. Skin care is a repetitive service business, and without a loyal clientele, your facility might not be profitable for very long. If you’re not seeing clients returning, you may have a service disconnect.

The impression clients have about your spa may begin when they click on your website, flip past an advertisement in the local paper, or when they call in to book an appointment. Many spas are understaffed, especially in light of overhead reductions, and that means the team on board may be overburdened. The end result of not having enough staff is not serving clients appropriately, including long wait times and inconsistent care. Make sure that a well-trained staffer is picking up the phone when new customers call to inquire about a treatment or make an appointment, as well as to greet them when they come to your business.

A steady flow

To maintain a steady client flow, maximize every opportunity you have to impress them and exceed their expectations. It is arguably easier to get clients to come to your spa or medical spa once than it is to sustain them, especially when you are faced with increased competition. The best way to distinguish your business from all of the others is to have an exhaustive approach to customer service that aids you in forming a close bond with clients. The goal is happy clients who are eager to tell their friends about you and send referrals.