Business owners often find themselves disseminating their usual marketing message without taking a fresh look at reaching the right spa clients with the right message. In reality, a spa’s client base may evolve over time or change quickly due to the economy or other conditions. It is very easy to overlook a demographic target that is in need of your services and is able to spend the money on regular spa treatments.

The market shifts, a major retailer driving traffic to your center moves, what do you do? Take the time to reevaluate and research your target client. In the Wall Street Journal, Willa Plank provides fresh insight to businesses seeking to acquire new clients and meet revenue goals.

Read the article.

First, you must identify your ideal customer.  "Do you know your target?" says Tom Patty, a volunteer small-business counselor for the Orange County, Calif., chapter of SCORE. "What do they do? What do they value?" Mr. Patty, a retired advertising executive, says he worked with a video biography company that attracted more business by simply shifting its focus to younger customers—baby boomers rather than seniors. –Willa Plank, Wall Street Journal.

Her advice is very applicable to the spa industry.

1. Go to where the growth is. Day spas and salons need to clearly understand what the growth potential is for their business. Increasing your customer base requires time and research.
• Is there a population in your area that is not being adequately serviced in spa? Get the specifics, design treatments to meet their needs and put effort into attracting them to your spa.
• Is there a well educated/professional demographic your area? If so, are you in an urban (single, young) area or more suburban setting (married, children). As you conduct your research let your answers guide you toward a new client target and set a course to increase your client base.
2. Ally with other businesses. Developing creative partnerships and community relationships is critical to the long-term success of your spa.
• Seek out partners that have a proven track record with your target demographic.
• The synergy of a well-suited partnership can increase revenue, streamline business practices and provide insight that can lead to new customers.
3. Use online tools. Redesigning your website can have a dramatic increase in your spa revenue. Why? Transitioning to a dynamic website puts the control in your hands.
• You can update the look and feel of the site to attract a new audience. It will enable you to easily add content, sell instant gift certificates and communicate effectively with your email contact list.
• In addition, a spa blog on your website adds content which can improve your ranking. As you improve your Google ranking you will see an increase in target traffic.

More from the Wall Street Journal:

Marie Danielle Vil-Young, owner of event-planning company À Votre Service Events LLC, says she is redesigning her Web site to attract a specific audience—young, professional brides—by changing the site's colors to black, hot pink and white. Ms. Vil-Young said social-networking is important; her intern's sole responsibility is to research and write for the company's blog. –Willa Plank, Wall Street Journal.

This is a perfect opportunity to adjust your target customer and seek out ways to reach them. It can improve revenue and bring a fresh set of clients seeking relaxation, tranquility and peace.