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Marketing a Clean Spa
By: Janet McCormick
Posted: June 1, 2009, from the June 2009 issue of Skin Inc. magazine.
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Obvious and visible infection techniques. Many spas are purchasing autoclaves to step up their infection control to a level that is even higher than the states require. (Access complete contact information for all state boards.) Pouches house the implements during sterilization, and technicians tear open the pouches in front of clients to demonstrate their level of sterilization. Pedicure equipment, rooms and implements must be impeccably clean, and pedicure chairs need to be disinfected thoroughly.
If the spa strongly advocates sanitation through its marketing efforts and client safety policies, that belief can influence clients’ feelings about the rest of the spa as well. For that reason, the other departments of the spa must also practice high-level infection control. Every area must be immaculate.
How to market safety
Safety is an issue for many clients. For that reason, safe practices can double as successful marketing tools because they target a person’s self-preservation instincts.
Policies and practices. The first place to start is by marketing your policies and practices of infection control. For instance, the spa’s policies have been changed or developed regarding cleanliness, it has purchased new sanitation-based equipment and its professionals have been thoroughly trained and informed of the benefits of a sanitary spa.
Internal marketing. Next, current clients should be told about the spa’s new safety policies because internal marketing is the least expensive and usually the most effective kind of marketing. For example, a separate insert can be put into the client brochure and given or sent to every current client, with a two-to-three sentence explanation of the changes.