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Bringing Humanitarian Efforts to the Spa

Jeannette and Randy Kravitz July 2010 issue of Skin Inc. magazine
tree made of hands

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In 2000, the new millennium was welcomed with great fanfare and hope that future success would mirror the unprecedented growth the spa industry experienced during the 1990s. Few could have predicted the dramatic changes the country’s economy, businesses and international status would endure because of the events of September 11, 2001, deep recession and environmental catastrophes. Even fewer could imagine the dramatic effects these events would have on consumerism and purchase decisions in the spa industry.

Sociologist Paul H. Ray and psychologist Sherry Ruth Anderson drew upon 13 years of survey research studies on more than 100,000 Americans, including 100 focus groups and dozens of in-depth interviews, for their book The Cultural Creatives: How 50 Million People are Changing the World (Three Rivers Press, 2001). The book first identified cultural creatives as a group that cares deeply about saving the planet, relationships, peace, social justice, spirituality and self-expression. Ten years later, this group has grown in numbers and defines a vast, consumer-oriented movement called Lifestyles of Health and Sustainability (LOHAS). These leading-edge thinkers combine a serious concern for their inner lives with a strong passion for social activism.1

According to the Natural Marketing Institute, today, LOHAS consumers are mainstream, consisting of more than 30% of adult Americans who make their consumer choices based on how a business incorporates human values, environmental sustainability, and making the world a better place as part of their everyday beliefs and buying practices.

A new consumerism

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All About Events

These tips, tricks and strategies can help your charitable event become a successful business-builder for your spa.

Event planning and implementation

  • Find local listing opportunities online, in newspapers, on community calendars and on www.craigslist.com.
  • Invite local press contacts as your guests. Develop these relationships early and often, and always have a press release ready to distribute.
  • Ask for donations from attendees.
  • Work with the charity to bring in supporting members as sponsors.
  • Find vendors to donate food, drinks and goody bag items by looking at your client list and asking friends.
  • Create an invitation giving all vendors and sponsors exposure.
  • Limit attendees to a number that you can comfortably manage.
  • Create signage and place invitations at churches, libraries and coffee shops.
  • Provide online preregisteration opportunities, advertising an increased fee if registering at door.
  • Provide mini spa services to showcase your business.
  • Invite the charity to present a brief mission statement to staff before the event takes place.
  • Provide gift cards for future services, as well as raffle signups at registration in order to obtain contact information.
  • Offer a special service price for booking at the event.
  • Promote on-the-spot product sales at event.
  • Set booking goals as 20–25% of event attendees.

Event follow-up

  • Gather e-mail addresses and contact information.
  • Send post-event e-mail blasts to attendees, copying sponsors and thanking them for support.
  • Video archive the event on your blog and make sure lots of photos are available on your spa’s Web site.
  • Submit photos to local press because people love to see themselves.
  • Use Facebook and Twitter to link event photos and video on social media.

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