The document outlines strategies for spas to enhance customer attraction and retention, specifically focusing on social media marketing and the impact of discount coupon services like Groupon. It highlights the necessity of creating a unique client experience and maintaining exclusivity through quality products and knowledgeable staff while warning against the pitfalls of deep discounting and bargain-seeking customers. The author emphasizes the importance of developing a passionate team, designing engaging client journeys, and fostering a culture of wellness to ensure long-term success.

1. *
By Bonnie Canavino
President, Red Cherry Group

2. Lets Discover:
• The Hit List
• Their Tactics & Attraction
• Counter Action Plan
• New Client Spa Incentives
*

3. Face Book:
• Deals that sound like a
destination spa!
• Last Minute Openings
• Specials that top Groupon
• Can work for or against you!
Pinterest
• Who knows… likes…
• Underlying advertising…
* • Being Fashionable…
What the Client doesn't see:
• Superior quality and difference
• Mission statement to culture
• Personal care
• What makes you stand apart
• How knowledgeable you are
• What your Exclusive skin care is
• You have Retail!

4. I’m Carla, a 32 year-old single
woman living in Seattle. I work as
in account receivables, but
worked at a Clinique counter as a
young adult.
• Not a qualified Professional
• Posing as a cosmetic researcher
• Gets on line and seeks out lines
that will send out product for
her to review
*
What the Client sees:
• Wows of testimonies
• Personal care of hype
• Why they like it
• How knowledgeable they are
• Their focus on their advertisers
• How influential they are
• Their passions

5. *
• Vivia Women/ Site Score 100….
I am no expert but I developed an interest in online
media back in 1999 and had created some entertainment
websites back then. My experience is really in PR and
marketing. I’ve been blogging since 2005 although I
started Viva Woman only at the end of 2006.
• Beauty Brains / Site Score 997.98….
The owner(s) of this blog is not compensated to provide
opinion on products, services, websites and various other
topics. The views and opinions expressed on this blog are
purely the blog owners. If we claim or appear to be
experts on a certain topic or product or service area, we
will only endorse products or services that we
believe, based on our expertise, are worthy of such
endorsement. Any product claim, statistic, quote or
other representation about a product or service should
be verified with the manufacturer or provide
http://www.invesp.com/blog-rank/Beauty

6. • Groupon, Social Living, etc.
Looks pretty and sounds
wonderful…but breeds spa
jumpers!
*
What the Client doesn't see:
• Misrepresentation?
• Image says beauty?
• Customer Service?
• Great experience?
• What’s Exclusive?
• I expect amenities?
• What Exclusive skin care ?
• Retail?

7. * Once you get hooked by purchasing a coupon Attraction
deal, they market with the same type of
coupons…starting with the most often purchased one
first! Spa is Number one on the Groupon hit list!
* They also hound the spa account with more
incentives, not necessarily$!
* They also saturate an area with no conscience.
* Groupon and other voucher services are
aggressively pushing the boundaries of consumer
protection laws and trying to sidestep their legal
obligations in ways that are rife for “malevolent”
abuse and may be costing consumers over $440
million in 2011 alone. Harvard Business School
Professor Benjamin Edelman
http://www.benedelman.org
*

8. * While deep group discounting works for getting the
retailer’s message, location and product in front of a new
customer, the high relative cost prohibits it from being a
repeatable tactic for long-term, sustainable customer
retention.
* Deep group discounting is that it rarely attracts the long-
term loyal customer. All too frequently, the discount
customer is a “one-and-done” shopper who the retailer
won’t see again until the next coupon.
* After the dust settles from a 5000-in-one-week customer
run due to a deep group discount, where does a retailer’s
brand fit in with customer preferences? Are customers
interested in returning when the product is marked at full
retail price? What are the customers’ reasons for buying
the retailer’s product? Why are the customers buying the
retailer’s product versus the competition?
http://www.retailcustomerexperience.com
*

9. *What do
these Coupons
say about our
industry?
About your
business?
*

10. * They do the job better! * They learn the passion
* Display attitude, love their
products, smile a lot, know
* Scent Appeal their ingredients & they never
* Big Experience assume!
* One on One Journey! * Display ……get the look
* Invite to come back * Every women’s buys when the
brain bling's by the
scent, visual & touch
Carol Phillips President…http://www.spasmarts.com
* Successful Pros are passionate
& fulfill the experience!
*

11. *
Number 1. Only settle for Passion
Owner…develop a Passionate team, know your culture & train
it……Wellness?, High Science?, Luxury?, High Express Salon Spa or Day
Spa? …..
Pro…find it by reexamining your happiness & expertise, make sure you
match the culture, invest in yourself-education…
Number 2. Display
Owner display to mirror your Culture with Flare…Spend wisely, keep the
passionate team involved, don’t settle with dust!
Pro… keep the look perfect, be creative with shelf sales design, fight
for prime real-estate, load up on info pamphlets to talk with the client
about!, make testers, have a scent diffuser that says what you want it
to say!

12. *
Number 3. The Big Experience
Owner….design a concise and complete from door to door client
journey, train it and make it mandatory.
Pro…learn your culture’s spa experience, never assume because she’s
been here she knows /will not spend/ doesn't need, help improve it and
share, inspire seasonal language
Number 4. One on One Journey
Owner…demand from staff to be knowledgeable & the top in their
field, train advanced techniques and product knowledge, have a
detailed design on how this professionalism is express and experienced
in your culture. Design the Spa personal care discovery (Culture Consult
form), the treatment of personal recommendation, the direct personal
home care experience, & the invite program of future treatments &
why ….Pro get it?

13. * The Art of “The Cycle of Wellness”
* Wellness is the main ingredient for the quest of a healthy life
style, strong, disease free, balanced and radiating beauty.
Maintaining and acquiring wellness is a cyclical journey concentrating
on pain relief, detoxification, balance and beauty. We return to
each of these actions over and over again in one full long healthy
life.
* “Cycle of Wellness” Collection offers all four therapies of the
wellness cycle in organic ingredient health rich formulas….
*
* Design it, teach it & demand it!

14. * Get back to being the client resource and
adviser…
* Press Release it…
* Create the Client Experience around your
Knowledgeable SPA CULTURE
* Remain Exclusive
* Culture Spa Products that are not available
mass web & big change competitors!...
*

15. * Get back to
* Direct post card mailing…check out Vista Print
http://www.vistaprint.com
* Do a newsletter & write about skin facts, ingredients, client
testimonies about a product, new product launch & brag about a
service…… include an Exclusive Client Special, but educate them
…..Check out Constant Contact / http://www.constantcontact.com
Face book, Twitter and Pinterest the same info in blurbs
* Do not breed a Groupon Culture…or if you do run them, from now
on instead…redesign your spa menu for an entrance level
affordable service to up grade from…
Remember the European facial, the more simple Relaxation Massage
and the basic pedicure with no fluff!
*

16. IECEC… Booth 3317
spa specifics
3 Exclusive Organic Spa Brands…by Red Cherry
Certified Organic Labs