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You versus Your Spa Competition: What makes a client choose your spa?

Unless you are a resort spa, directly after the holiday season, you are likely to see some quieting in your books, and perhaps even your regulars are MIA.  What is your plan to attract new consumers, and how will your spa stand out from all of the competition?

Spa Competition

You Vs. Your Competition

What Makes a Client Choose Your Spa?

Clients are becoming more aware than ever of the need for spa and wellness services; the messages cannot be escaped, even in mainstream media.  But there are plenty of people who are still not sure what happens in a spa, and even more who don’t know what wellness entails.

The nature of the spa industry in America is such that the word spa has no clear connotation; it may be attached to a nail, tanning salon or hair salon as often as it is used in conjunction with skin and body services.  The ubiquitous nature of the word is good for marketing in the sense that consumers are seeing it often and that reinforces the idea that spa is not just for special occasions.  But it’s not helpful if consumers don’t know what it is. Therefore, one of the main concepts framing your spa marketing plan has to be clear communication of what your particular spa is, and is not.

It is likely that you have massage, body and/or skin care services on the menu, but beyond that, what words or concepts help to define your spa?

Is it botanical, holistic, organic?

Do you use Italian products?

Are you known for your customer service or outstanding results?

Is your staff highly-trained?

Many spa owners try an everything-but-the-kitchen-sink approach to creating spa businesses; long lists of every treatment imaginable, but no soul or clear identity.  The more facilities like this exist, the more commoditized spa services become, and if your spa does not have a distinct identity or point of view, you will be lost in the crowd.

This article on branding gives some helpful hints on the best approach.   Certainly, one of the important focal points in developing a brand identity is to make sure it resonates with your previously identified target audience.  Don’t develop a spa concept or treatment menu because it interests you, make sure there is a community of prospective clients who need/want what you are offering, and also ensure that your spa is conveniently located for those prospects.

With this approach in place, you’ll have something to build on.

 

 

This article appeared first on the Booker blog.

How to Plan an Effective Spa Discounting Strategy

Are you struggling to fill your spa appointment books, but not sure about the discounting route?  Proceeding with a cautious spa discounting strategy is the best plan. Discounted pricing has become an important marketing tool in the battle to attract new clients, and keep the ones you’ve got.  But it’s an undeniable fact that discounts…Continue Reading

Spa Success In Unlikely Places

One of the crucial issues in spa marketing is to create a promise to the client that can be fulfilled by the spa, so that expectations are aligned with reality.  In recent years, I’ve visited two spas that exemplified this concept, and I was unexpectedly delighted with both. It might seem like being the only…Continue Reading

Spa Retailing: Whose Job Is It?

Spas know that retailing is an important component of revenue generation, and yet many still struggle to reach hoped-for results. Who’s responsible for driving retail sales in your spa? Management? Therapists? Support Staff? Product Companies? It’s actually all of the above. While spas consider product sales to be less important than the main spa focus…Continue Reading

Inspiration for Spa Leader Challenges

Do you ever wish you had more information that would help you to solve a problem? Do you ever wonder whether you are the only one experiencing a particular challenge? As the spa business model continues to evolve, you may be presented with operational challenges that you don’t know how to approach.  But, as usual,…Continue Reading

How Spas Help Battle Aging Using Non-Medical Methods

The International Spa Association defines the word ‘spa’ as “places devoted to overall well-being through a variety of professional services that encourage the renewal of mind, body, and spirit.” Can we add anti-aging to the mix? We know how rejuvenated our minds and spirits can feel after a relaxing full body massage or body treatment,…Continue Reading

Global Wellness Forecast

What is the forecast for Global Wellness? You cannot open a magazine or see marketing messages today without being struck by the frequent use of the word “wellness.” It may seem like this word came out of nowhere, but in fact, the concept of wellness has existed for many years. In 1947, the World Health…Continue Reading

The Changing Faces of Spa Staffing

The right time to run a business is . . . well there never is a perfect time. Economic indicators, elections, global events, volatile weather and changing trends all contribute to positives on the one hand and negatives on the other. Post-recession, the spa business has changed quite a bit. The spas that made it…Continue Reading

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Meet Lisa Starr, Wynne Business consultant.