What do you do?
April 24th, 2006 • Posted by Bill Bice • Permalink
I know, you're a spa. But what do you do that makes you unique? What are you known for, what is your speciality? What differentiates you from the rest of the spas in town?
Are you:
- Middle of the day escape?
- Weekend getaway?
- Amazing massage that you come back for every week?
- The latest exotic body treatments?
Don't try to be everything to everyone — become well known for one thing, a niche you can carve out for yourself.
- Betty's Bath is Albuquerque's only soak and relaxation spa.
- The Spa…for the woman who cares offers total privacy, for women only.
- Adventure Spa is the local spa that offers the same rejuvenating effects as day spas in Boston.
- Skin Institute is the peel experts.
This is old school marketing. You're creating a unique selling proposition for your spa. Business owners often struggle with this idea, because they see it as limiting what they can do. But being everything to everyone isn't an effective marketing approach, and you can't defend it when competition comes to town. Instead, look at your niche as a hook around which you hang all of your other services. If you're known as the great local weekend getaway, then introduce middle of the work day escapes.
Once you've defined your niche, all of your marketing should tie into it. That includes your website — your niche should be immediately obvious.
Posted in Spa Marketing, Starting a Spa • Share • Trackback
April 25th, 2006 at 12:34 pm
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