UPDATE: For you Social Media enthusiasts, we FINALLY have our Social Media Revealed Webinar available for viewing!

Thank you so much for attending our webinar yesterday. If you would like to revisit anything we covered, feel free to view the video below or download the  presentation.

If you did NOT attend, you will find great information about preparing online for this holiday season and how it can help you win the revenue game. You'll see actionable tools to maximize holiday sales, and prepare for the holiday rush so you can be in the best position to help your business.

Download and follow along with our presentation [PDF]

Don't miss this opportunity to take advantage of SpaBoom's Online Marketing Suite at special pricing. Use or mention the referral code "yglab." The offers expire 8/27/10 so call or email us today!

Presenters are Seth Gardenswartz, VP Business Development, SpaBoom and Brigette Lemos-Norman, Social Media Manager and Program Developer, YG Laboratories.

Posted in Holiday Promotion Brief, Spa Business Management, Spa Gift Certificates, Spa Marketing, SpaBoom Webinars • Comment »

How the new rules for gift card sales affect you

The new Credit CARD Act took effect on August 22nd, 2010, changing the rules (radically, in some states) for gift card and certificate sales in the United States.  Despite what you may have heard it will have a profound effect on most small businesses who sell gift cards or gift certificates. Therefore, there are things you need to know and to to comply with the applicable law.

We have taken much of the guesswork out by modifying the default expiration dates of new Instant Gift Certificate sales in your SpaBoom account.  The new Federal minimum for dollar amount expiry is 5 years, unless your state's law specifies a longer period.  Discounted and promotional GCs follow some different rules, so we have taken that into consideration as well.

Here's how your settings have changed (you can check these in your GC Types list in Setup):

• Dollar amount GCs default to either 5 years or your state's minimum if it is more than 5 years
• Named Service GCs, Free GCs, and Discounted GCs default to 12 months.
• An additional setting, called Funds for Service GCs, is also defaulted to 12 months.What this means is that you can sell a gift certificate for a facial worth $30 today, but that price could go up in the future.  You can leave your Named Service GC expiration at one year, but set Funds for Service GCs to 3 years, allowing the recipient to redeem the GC for the facial for the first year, or for $30 worth of services for two more years after that.  Pretty neat — you have much less chance of losing a potential client, nor do you have to take a loss on the value of a service.

Questions?  We've studied and analyzed this for you (and have wrote a complete explanation of how the CARD Act affects gift card sales) but keep in mind we cannot serve as your lawyer.  Give us a call if you have questions.

Posted in Spa Business Management, Spa Gift Certificates, Tutorials • 2 Comments »

Everyone, including your clients, is involved in monetizing social media for your business. A big picture look can reveal the path to increasing revenue via social media, but it takes microscopic analysis of each interaction with intent to truly take advantage of the revenue potential.

Spas listen and engage with their clients every day. That intimate one-on-one experience, where the client is center means servicing them based on their individual needs in a given moment. Great relationships are built on conversations, which creates the possibility for amazing connections long-term. Understanding the value of these connections and managing the relationships can take on added strength when extend online using social media. Every interaction that occurs with clients fits along a social continuum and if they are managed with intent, they can be monetized to increase revenue and strengthen your spa brand.

For instance, your website is an extension of your spa or salon and reflects the unique differences that set you apart from the competition. It is a place to engage, connect and hopefully make your clients lives easier by allowing them to book appointments online, learn about the latest treatments and in-spa promotional offers and to purchase an Instant Gift Certificate for someone special.

Giving clients easy access to Facebook and Twitter from your website allows them to be part of your community and creates the opportunity for social referrals. Events and in-spa promotions that are disseminated via social media have the possibility of traveling to new social networks. This creates the opportunity for new clients, increased revenue and widening connections.

Take a look at the social piece of your spa business. Each component, from the front desk, therapist and product purchases to your spa website, email campaigns, events and social outreach on Facebook and Twitter plays a part in monetizing social for your spa.

Posted in Creating Customers, General, Social Media, Spa Business Management, Spa Marketing, Spa Website Design, SpaBoom System Events • Comment »

Building integrated, comprehensive websites for spas is a cornerstone of SpaBoom's business. Without fail, successful spas consistently use their websites to communicate their point of difference, why they stand out in the marketplace. These spas understand that having the best facility, employees and customer service philosophy isn’t enough; they must clearly communicate why they do things differently and why that is important.

In Corbett Barr’s Think Traffic blog post, The Ultimate Guide to Finding Your Unique Selling Proposition, he brilliantly communicates just how you can change the game in your favor by harnessing the power of a unique selling proposition (USP). His recommendations are actionable and informative. I encourage you to read his entire blog post and discover its insight.

What is Unique Selling Proposition?

I like to think of your overall USP as your reason for being. Think about it from your customer’s point of view. With tens or hundreds of potential options out there, you have to answer the question, “why should I buy from you?” Or, “why should I read your blog, when there are millions of other blogs I could be reading?
–Corbett Barr

It is Not About Being the Best:

When you’re small, it’s hard to compete on product or content quality alone. You need to change the conversation. Instead of screaming “hey, look at me, I have great stuff too,” you want to confidently say, “hey, I’m all about X, we do things differently. If you’re into X, we’re the only place you can get it.”
–Corbett Bar

Promotion is only a Small Part of Marketing:

Building a high-traffic website or successful business starts with your point of view. It begins with your thesis, how do you see the world, how you care for and help your customers, and extends through to your content, products, customer interactions and then finally to your promotion. –Corbett Barr

Posted in Creating Customers, General, Spa Business Management, Spa Marketing, Spa Website Design • 2 Comments »

GiGi’s Elite Spa is a serene and tranquil retreat in Chicago, Illinois. The spa has launched their new website packed with SpaBoom’s fully integrated online marketing capability including easy management of their website content and graphics, online booking, email marketing, social media, SEO, online menus, branded Instant Gift Certificates, and special events, all within a single login.

There is a warmth to Gi Gi's Elite Spa; it serves as a place to reconnect mind, body and spirit. Clients come to relax, meditate, find peace and receive nothing shy of pure pampering. There is a focus on tailoring each client’s treatments to meet their specific needs, to revitalize their mind using the best natural products from GiGi’s own Creations product line.

Owner Gloria Gholston has her own product line made exclusively for her day spa clients. Gloria knows her customers. “Today customers are on a quest to have healthier and softer skin, so I created products equipped with the finest natural ingredients like Emu Oil, Aloe Butter, Olive Oil, Grape Seed, Shea Butter and Vitamin E. It nourishes the skin and the chamomile, sandalwood and lavender scents provide aromatherapy for the soul,” says Gloria.

Because the spa website is now fully integrated, it has streamlined the entire marketing process, which means Gloria can put even more focus and attention on clients, developing her product line and running her business.

Gloria’s serene day spa offers a cozy, comfortable and holistic environment with three elegant treatment rooms, one meditation area and a party room for special occasions. Her staff of trained estheticians and therapists prides themselves on providing the ultimate spa experience for each client. The spa offers a wide range of services including facials, massage therapy, body treatments, waxing, manicures and pedicures and a variety of special packages.

Posted in Creating Customers, General, Social Media, Spa Business Management, Spa Gift Certificates, Spa Marketing, Spa Search Engine Optimization (SEO), Spa Technology, SpaBoom Online Booking • Comment »

SpaBoom received great feedback from our last webinar, How To Compete with Massage Envy, some participants wanted examples of how they can use online marketing tools to gain a local competitive edge over large spa concepts like Massage Envy. I just happen to have a personal example.

Joie De Vivre is a company that operates 33 boutique hotels in California. In a recent TechCrunch article they outline how they have used social media very successfully to compete with larger hotels.

Every Tuesday, Joie De Vivre’s Twitter account will Tweet an exclusive deal to its nearly 10,000 followers. Followers have only hours to book the steeply discounted room rate. For example, this past Tuesday, it offered $79 rooms at the group’s Galleria Park Hotel in San Francisco in November and December. The company also operates similar deals for its 5,000-plus Facebook fans on Fridays. –Lena Rao

I am just back from holiday; I stayed at Shorebreak Hotel, a Joie De Vivre hotel in Huntington Beach, California. I checked their Facebook and Twitter accounts every day leading up to my trip. I found relevant information about what was happening in town and at Shorebreak Hotel and obsessively checked for the deals to post on Tuesday and Friday. My family had a fantastic stay and I let the hotel know via Facebook when I returned. The entire family loves Joie de Vivre, we will stay at one of their hotels in California next summer.

This is exactly why SpaBoom has created a powerful, integrated online marketing platform for spas that allows them to enter an event on their website and have it automatically post to their Facebook and Twitter accounts. It works, it encourages your clients to LIKE your spa via social media and take the step to get your posts regularly.

With SpaBoom's online marketing suite, a spa menu is updated, website content is added, special events are activated, email campaigns are created, Facebook and Twitter messages are generated all from a single login. It can handle a spas important online marketing functions simply, saving considerable time and effort for their business.

Just as clients leave your spa, after experiencing a fantastic set of treatments, let them know you offer deals every week on Facebook and Twitter. I guarantee it is the fastest and best way to build your community of avid followers. I am still dreaming of the sun, surf and fun I had at Shorebreak Hotel, I'll check out their weekly deals and consider a tempting opportunity for a quick dash to California and catch the wave.

Posted in Creating Customers, General, Social Media, Spa Business Management, Spa Marketing, Spa Technology, Spa Website Design • Comment »

Estrellas Moroccan Spa is a luxury day spa in the heart of historic downtown Santa Fe, New Mexico. The beautiful high desert landscape goes hand in hand with this elegant spa, a true oasis of luxury and harmony. The spa has mastered the art of detail; every element is considered, setting a high standard for each individual spa experience from start to finish. Estrellas Moroccan Spa’s fabulous atmosphere is exotic and peaceful, setting the tone for magical spa treatments.

Estrellas Moroccan Spa challenged SpaBoom with building a website that would help their business generate more traffic and deliver more sales. The spa’s old website was difficult to find online, a challenge to navigate and was not generating the traffic the spa intuitively knew they should be getting.

The new Estrellas Moroccan Spa website establishes a heightened presence and it’s online marketing capability will continue to generate more traffic and revenue over time. The spa’s new website includes easy management of their website content and graphics, online booking, email marketing, social media, SEO, online menus, branded Instant Gift Certificates, and special events, all within a single login.

SpaBoom’s events feature allows Estrellas to consistently add new, rich web content that can instantly post to Facebook and Twitter. Each new event the spa regularly adds to the homepage is relevant information for visitors, optimized for search to enhance their search rank and increases the spa’s visibility and sales online. SpaBoom’s booking with confirmations has increased the spa’s appointments and the increased traffic has substantially increased instant gift certificate sales since going live in March.

Because this website is now integrated, it has streamlined the spas entire marketing process, which means they can put even more energy and focus on creating a unique spa experience for their clients. Their passion for the healing work of massage and their tailored approach make them a special destination spa.

Posted in Creating Customers, General, Social Media, Spa Business Management, Spa Gift Certificates, Spa Marketing, Spa Search Engine Optimization (SEO), Spa Technology, Spa Website Design, SpaBoom Online Booking • Comment »

We enjoyed putting on this Webinar for a record-sized audience, and if you missed out on our great tips and action items for your website's competitive edge, you can still tap into our knowledge — download the presentation notes, or watch the webinar right here to get all of Janell's detailed explanations of each topic.

Download and follow along with our presentation [PDF]

Posted in Creating Customers, Spa Business Management, Spa Marketing, SpaBoom Webinars • 4 Comments »

Artesia Day Spa and Salon, a luxurious and relaxing retreat in the heart of San Diego’s historic Gas Lamp District, offers clients the perfect setting to unwind and relax in a beautiful spa environment. “The long-term connection we have with our clients and community are critical to Artesia's success. Our goal is to provide clients with the highest quality service and we accomplish that by having a staff that strives to be their best each day. We want clients to have a great spa experience and keep coming back,” says spa director Brittany Brown.

What is amazing about Artesia Day Spa and Salon is the deep loyalty clients feel for the salon, spa and the staff. Reviews consistently focus on their exceptional service, beautiful location, the quality of the cut and style, and the fact that their devoted clients look forward to their appointment as an opportunity to unwind and enjoy their salon and spa experiences.

Artesia Day Spa and Salon has launched their new website using SpaBooms integrated online marketing platform, it is packed with online marketing capability that generates revenue instantly. The salon and spa’s new website includes easy management of their website content and graphics, online booking, email marketing, social media, SEO, online menus, branded Instant Gift Certificates, and special events, all within a single login.

Because this website is now integrated, it has streamlined their entire marketing process, which means they can put more focus and attention on their clients and running the spa and salon. The new website also empowers online visitors with valuable, relevant information about the spa and previews the exceptional experience Artesia Day Spa and Salon offers to clients. Artesia Day Spa and Salon has an extensive menu of services including hair styling, color, airbrush tanning, massage therapies, facials, body treatments, pedicures and manicures.

Artesia supports many local community events and uses Spaboom’s automatic social media integration to encourage their clients to participate via Facebook and Twitter. “It is their consistent commitment to the local community that make these events a win-win for all, downtown San Diego and their growing set of loyal clients,” says Kelly Stone, Strategic Implementation Specialist at SpaBoom. The new website takes the Artesia Day Spa and Salon to a new level and extends their relationship with customers online.

Posted in Creating Customers, General, Social Media, Spa Business Management, Spa Gift Certificates, Spa Marketing, Spa Technology, Spa Website Design • Comment »

Today's economy is tough for local, independent spas and salons.

Join us for a webinar on July 28th as Janell demonstrates how to leverage your online presence to develop the edge necessary to enhance client loyalty, drive more revenue and continue to generate growth for your spa or salon.

Space is limited.
Reserve your Webinar Seat NOW!

This webinar is Free. Space is limited so reserve your seat today!

Title: How to compete with Massage Envy — Free Webinar
Date: Wednesday, July 28, 2010
Time: 1:00 pm — 2:00 pm EDT

Posted in Creating Customers, General, Spa Business Management, Spa Marketing, Spa Technology, SpaBoom Webinars • 7 Comments »

When Bob Maconi approached SpaBoom to build and launch a new website we were all a little excited. Bob is a creative force at HARMS Software and also happens to own the cutting edge and well established Elysium Salon and Spa in New Jersey. We respect Bob’s innate business sense and appreciate that he has always been a loyal champion of SpaBoom.

Elysium’s previous website was beautiful and Flash intensive which made it difficult to update and a challenge from an SEO (Search Engine Optimization) perspective. With Elysium’s salon and spa businesses growing they needed an online marketing suite that could handle their significant and real-time needs and live up to their sophisticated brand presence.

Elysium’s new, integrated website streamlines online traffic generation, shares their brand message locally, nationally and virally, sells instantly and online, builds repeat clientele, and captures more bookings via Harms Software integration.

SpaBoom built Elysium’s online marketing suite to include easy management of the salon and spa’s website content and graphics, email marketing, social media, SEO, online spa menus, branded Instant Gift Certificates, and special events, all within a single login.

With one entry Elysium’s spa menu is updated, website content is added, special events are activated, email campaigns are created, Facebook and Twitter messages are generated. It can handle all of Elysium’s important online marketing functions simply, saving considerable time and effort for their business.

Now Elysium Salon and Spa is using their new website’s integrated capability to leverage their traditional marketing efforts to drive revenue, connect with clients and facilitate Instant Gift Certificate sales 24/7.

Posted in Creating Customers, General, Social Media, Spa Business Management, Spa Gift Certificates, Spa Marketing, Spa Search Engine Optimization (SEO), Spa Technology • Comment »

Oceans Massage and Spa is a family owned business with two spa locations in Lubbock, Texas. They have launched their new website packed with SpaBoom’s fully integrated online marketing capability including easy management of their website content and graphics, email marketing, Social Media, SEO, online menus, Online Booking, branded Instant Gift Certificates, and special events, all within a single login.

Oceans Massage and Spa offers their clientele a tranquil atmosphere, exceptional service and the highest quality of spa amenities. “We believe massage therapy is an integral part of health care and wellness. Our goal is to provide clients the highest quality service, by offering them some of the best trained therapists with a variety of specializations.” says Oceans owner Bev Byers. Additionally, Oceans Massage and spa has an extensive menu of services including massage therapies, facials, body treatments, pedicures and manicures.

In addition to the Oceans Massage and Spa business the Byer’s family also run the highly regarded Oceans Massage Therapy School and Oceans Travel. “They really needed a series of websites (3) that could connect and grow together and we were happy to accommodate their request. They are a tremendous family with a passionate focus on massage therapy and spa.” says Kelly Stone, a SpaBoom Implementation Specialist. The family visits New Mexico often, so it was also a treat to occasionally have them in the SpaBoom office to discuss their online business plans.

The new website takes the Oceans Massage and Spa, Oceans Massage Therapy School and Oceans Travel website to a new level and extends their relationship with customers online. Clients can follow Oceans Massage on Facebook and Twitter where the staff will share valuable spa information, post upcoming events and limited-time promotions. Because these websites are now fully integrated, it has streamlined their entire marketing process, which means they can put even more focus and attention on their clients and running their businesses.

Posted in Creating Customers, General, Social Media, Spa Business Management, Spa Gift Certificates, Spa Marketing, Spa Search Engine Optimization (SEO), Spa Technology, Spa Website Design, SpaBoom Online Booking • 1 Comment »

We all think differently. One person can gain great insight through visual experiences while another thrives using a systematic process. With that in mind, I have included a video How to Create a Facebook Business Page from Hubspot. In 7 minutes Lily Zhu of Hubspot demonstrates the ends and outs of setting up your own business page.

I have created this written overview, 6 Steps to Set Up a Facebook Business Page. The process should not take too long but make sure you set aside a chunk of time so you don’t feel pressured to finish quickly.

Step 1: Make sure you have a personal profile in Facebook before you create a business page.

A personal Facebook account is called a “profile” and and business identity is called a “page.” Even if you don't plan on using your personal Facebook account now, in most cases you should set up a profile before you set up your business page.

Go to Facebook and fill out the form to set up your personal profile.

• The personal profile setup requires that you include your name, email address and date of birth.
• If you are worried about entering your personal email you can set up a separate Gmail account specifically for your social media.
• Facebook will require that you confirm your email. You will need to log into your email, retrieve the verification email from Facebook and click on the link in order to proceed and fill out the entire profile.

Now that you have a personal profile on Facebook you can proceed and set up a business page for your spa.

Step 2: Register your spa business page on Facebook.

• Choose your business category, local or brand (product).
• Most spas should choose local business. The difference between local and brand will be apparent later when you fill out the spa information in the page layout.
• The name of your business should be the exact name of your spa; the name people use to search for it online. Stay away from abbreviations and nicknames.
• Category and Name can’t be changed once they are completed. If you need to edit this information you must delete it and start over.

Step 3: Upload your logo and fill out the page tabs.

• Once you have registered your spa in Facebook you will be encouraged to upload your profile picture. This will most likely be your spa logo and it will appear in the upper left corner of your business page.

Step 4: Fill out the page tabs: Wall, Info, Photos, Discussion and Video.

• Click on the Info tab and fill out information about your spa. Don’t forget to hit save before you move on to the next tab.
• You can upload photos in the photo tab but keep it professional. Showing consumers professional pictures of your spa could give them the incentive to take action and book an appointment.
• The discussion tab allows you to have discussions and communicate with your fans.
• Add video if you have created a webinar or have spoken professionally on behalf of your spa.

Step 5: Publish your Page so others can see it!

Step 6: Next time you log into Facebook…

• Log into your personal account.
• In the search bar, upper right side of your personal page, type the name of your business and select your spa. It will take you directly to your business page.
• If you created your personal profile, become the first fan of your new business page!

Posted in Creating Customers, General, Social Media, Spa Business Management, Spa Marketing, Spa Technology • Comment »

Spas understand how important customer service is to their business, a priority for every employee. It can differentiate your spa from the competition and gives customers a reason to choose your spa over a large spa concept.

Leverage your social media, like Facebook and Twitter, and extend customer service by using it for customer inquiry and a means to respond to client service issues. It will give your spa that extra service edge that larger companies just can’t deliver.

Think about how clients and potential customers currently contact your spa, they use SpaBoom online booking, email or call to speak to someone in person. Facebook and Twitter are an additional contact source but it is also a place to build a dialog and develop a community of avid online spa clients.

Empower your employees to respond to inquiries via social media the same way they would using email. It simply requires that you set attainable expectations and that employees overseeing customer contact monitor social media activity throughout the day.

Great customer service starts with listening to and responding to the needs of your clients consistently. Every opportunity to engage with clients and solve their problems is an investment in your spa and its brand. Using social media to build relationships with your customers is a logical extension of quality service.

Posted in Creating Customers, General, Social Media, Spa Business Management, Spa Marketing • 2 Comments »

I must say upfront that I like Tony Hsieh of Zappos, his business philosophy and I regularly enjoy his Twitter posts. He is just the right amount of geek innovator who brings great ideas into the marketplace, disrupts, breaks through the pack and wins just when competitors start to notice.

I recently read his new book, Delivering Happiness, A Path to Profits, Passion and Purpose, mostly because they offered an advanced copy to bloggers and I thought it was an innovative way to get the word out and wanted to be part of it.

It is an inspiring read for business owners, students, mothers and anyone looking to do more, be more and put a positive and happy spin on their life’s purpose. Happiness requires that we find and pursue our passions; it is the cornerstone of a fulfilled life. This book is filled with insight and interesting Zappos history, told by Tony and his employees and is applicable to small businesses, like spas, because customer service is in prime focus throughout the book.

Zappos Top 10 Ways to Instill Customer Service into Your Company.

1. Make Customer Service a priority for the whole company, not just a department. A customer service attitude needs to come from the top.
2. Make WOW a verb that is part of your company’s everyday vocabulary.
3. Empower and trust your customer service reps. Trust that they want to provide great service… because they actually do. Escalations to a supervisor should be rare.
4. Realize that it’s okay to fire customers who are insatiable or abuse your employees.
5. Don’t measure call times, don’t force employees to upsell, and don’t use scripts.
6. Don’t hide your 1-800 number. It’s a message not just to your customers, but to your employees as well.
7. View each call as an investment in building a customer service brand, not as an expense you’re seeking to minimize.
8. Have the entire company celebrate great service. Tell stories of WOW experiences to everyone in the company.
9. Find and hire people who are already passionate about customer service.
10. Give great service to everyone: customers, employees, and vendors.

Posted in Creating Customers, General, Spa Business Management, Spa Marketing • 2 Comments »

The iPad 3G came out at the end of April, and it's a great way to manage your mobile spa or massage therapy practice from anywhere. SpaBoom works great in Safari on the iPad and iPhone, but you need to know a couple of tricks to take full advantage:

• Apple, in their infinite wisdom, has decided that scroll bars often shouldn't show, which is where the two-finger scroll comes in. Just about everything produces a list in SpaBoom, and it just goes off the right-hand edge on an iPad/iPhone, seemingly lost. Use two fingers, horizontally, to tap and drag within the list, and the rest of your data magically appears. You've just done a two-finger horizontal scroll!
• Opening in a new page: On your computer, you can right-click on a link and open it in a new tab or browser window. You can do it on an iPad/iPhone, too: tap and hold a link to open it in a new page.

Posted in Spa Business Management, Spa Technology • Comment »

Read Part 1 and Part 2.

Part 3: What to do about it!

If I was being held captive at Massage Envy and forced to undergo mundane massage over and over again, and my only chance of escape was to come up with the one thing that would define how best to compete with them, it would be:

Great Service!

If you're a value oriented massage therapy practice with mediocre service, then the Massage Envy down the street will win. But let's assume you have the right focus on service and the great client experience that entails, and talk about how to use that to compete with ME.

Everyone likes to divide the world into two groups, and I'm going to do it here: high-end, luxury spas and relaxation-oriented spas vs. value-oriented spas and massage therapy practices:

High-end, Luxury Spas and Relation-oriented Spas

For the luxury spa, high-end day spa or spa with significant revenue outside straightforward massage, Massage Envy has more pluses than minuses:

• Massage Envy creates more prospective clientele for your spa. They're introducing massage to more people, who are now better prospects to upgrade to the full experience.
• Over time, Massage Envy will become increasingly effective at competing with discount-oriented day spas and massage therapy practices. As long as you are not one of them, it will reduce the number of competing discount voices in the marketplace.

Many consumers that I've talked to visit both: Massage Envy for a regular massage, and their favorite day spa for a real treat. You may think ME is taking business away from you, but it's more likely they just would have went without. Going to ME is a quick in and out, last-minute appointment, while going to the spa is a planned event.

Strategies:

• Stay high-end: You don't really compete with ME, and in fact, they're generating more future clientele for you. I caution you to be very careful in changing your strategy and going down market to a more value-conscious consumer. There's been a lot of pressure to do so during the recession, but it's a big challenge to change your cost structure and the meaning of your brand to go down market.
• Don't rest on your laurels: Here's a comment from a spa goer that sums up a common theme:

  I have had it with the attitude at many of the high end spas. If I'm paying $500 for four hours at a spa, I want to be catered to. I don't want my therapist leaving the room while a mask sits on my face, I don't want people walking into the treatment room while I'm getting a massage b/c they confused rooms, and I certainly don't want some twit at the front counter ignoring me while I'm waiting to check in. Small things like the ones I mentioned are enough to taint a $500 experience. Which means that any time I go to any spa, high end or low, I know I'm taking a risk that the service won't be up to par. Like any risk adverse individual, I want to minimize that risk if I can by paying less.

  In other words, back to ensuring that you provide great service. Expectations are high, particularly in this economy.

• Promote mini-escapes: Create "power hour" services that emphasize the convenience of a quick escape. Combine services like a foot massage and a scalp massage to create a unique mini-escape.
• Reevaluate your menu: If your spa menu looks the same as when you opened 5 years ago, it's time for rejuvenation. People come to you for an experience, and it's time for an update. Don't let Massage Envy be the new thing.

Value-oriented Spas and Massage Therapy Practices

For a massage therapy practice or a day spa with a lot of 1 hour appointments, Massage Envy is potentially a more potent threat.

Strategies:

• Great service: I hate to be repetitive, but great service is key. We've worked with a number of SpaBoomers that have faced the prospect of a Massage Envy opening down the street, and it's usually turned out to be a positive. But that's only because they've got great service. Susan Kirk at Village Therapeutics:

I do have a Massage Envy right around the corner from my business. At first I really felt threatened, but the longer they have been here, the more people have been turned off by them. They are currently offering facials here too. Of course we can't match their prices, but our fair prices, great customer service, and skilled therapist and estheticians, have kept our business strong. One of the things that I now mention in my advertising is that there are no contracts and no monthly dues. It seems to be of interest to those who have tried Massage Envy and were turned off by the sales pitches and often inexperienced help.

• Find your niche: Specialization is a great strategy regardless of who the competition is. Be the best at pain relief, wellness, or special modalities. Look at the scheduling habits of your clients — they may already be telling you what your niche really is.
• Promote the specialties of your therapists: craniosacral, thai massage, shiatsu, Ashiatus, etc. all create closer client relationships.
• Focus on convenience: Attack ME's strength: add an additional therapist so that you can schedule last-minute appointments.
• Shoot the answering machine: Returning messages just doesn't compete with calling Massage Envy and scheduling on the spot. Offer online booking and find a way to always have someone answering the phone.

In either case, excellent strategies for any SpaBoomer:

• Gift certificates: I'm sure Massage Envy sells a number of GCs, but none of ME's customers that I've talked to would give a ME GC. For SpaBoomers, however, GCs are the perfect referral mechanism for your clients to bring in more clients. And those that have been to ME will now get the upgraded experience at your spa.
• Encourage repeat clientele: Don't let your clients wander away! Keep in regular touch with them, via the method they choose. Media has fragmented, and you have to be there: up-to-date website, email marketing, FaceBook and Twitter. Enter your marketing message once in SpaBoom, and it's automatically broadcast to all these channels.
• Convenience: It's not just Massage Envy: the ease with which you can book travel, make restaurant reservations and pay bills online has taught consumers to expect convenience. You have to be available when and where your clientele expects.
• Secret shopper: Give a gift certificate to your most honest friend in exchange for a detailed report on the experience from start to finish: front desk check-in, therapist, atmosphere, cleanliness, checkout, product suggestions — everything! You'll be amazed at what you learn. Tip: it really must be secret.

Just to keep with the theme: if you have great service, you have nothing to fear from Massage Envy.

Help your fellow SpaBoomers! Share your experiences and strategies for dealing with new competitive threats.

Posted in Spa Business Management, Spa Marketing • 2 Comments »

Part 2: Massage Envy's Weaknesses

In Part 1, we discussed the strength of Massage Envy: they've built a national brand that means cheap, convenient massage. Their core strength as a franchise, though, has some definite downsides:

• Inconsistent experience: Franchises are really about creating a consistent experience so that you always know what you're getting. It works pretty darn well for McDonald's, but doing the same thing for massage is a lot more challenging. You just can't script the same exact massage: it's a personal experience completely dependent on the therapist. ME can re-create the same sterile, business-like facilities over and over again, but they can't clone massage therapists.
• High turnover: Certainly varies by location (some MEs are run by massage therapists that really understand the business), but as a broad brush, MEs have a relatively high turnover in therapists. When a consumer finds a therapist they like, there's a good chance they'll be gone before long.
• Lack of individualization: A lot of fresh-out-school therapists combined with no prep time results in a common piece of feedback I've heard from consumers: the lack of response to individual needs.
• Atmosphere (or lack thereof): Often located next to a McDonald's, MEs feel like the fast food of massage. I could have listed this in their strengths, though, because this can be an advantage for attracting male clientele that are scared off by a "spa" experience.
• High pressure sales tactics: Massage Envy's low prices are supported by their membership program. It's not the most relaxing experience to be pressed to signup right after your massage.

In Part 3, we'll talk about how to turn this to your advantage.

Posted in Spa Business Management, Spa Marketing • 12 Comments »

Part 1: Massage Envy's Strengths

A Massage Envy has opened down the street from your spa or massage therapy practice. What do you do now?

It's an all-too-common occurrence for SpaBoomers: Massage Envy has 600 some locations including over 100 Massage Envy Spa locations, and another 200 in development. They say they've provided 20 million massages and have 680,000 members.

So, how does your local, independent business compete?

Let's start by looking at the advantages of a Massage Envy franchisee:

• Convenience: As an example, in Phoenix, it's hard to turn around and not trip over a Massage Envy, with 28 locations in the greater area. But it's not just having a Massage Envy close by, it's the ability to get in for a massage just about any time you want.
• Cost: Price is what most people focus on, and Massage Envy's low prices are definitely a draw, particularly when combined with the convenience. I've spoken with many consumers who feel that ME has hit the right price/service point for regular massage.
• National brand: Massage Envy advertises nationally and they're big enough now to enjoy the primary benefit of a franchise: people know who they are and what to expect (at least in theory). You go to Applebee's not because of the amazing culinary experience, but because you know what you're going to get.

In Part 2, we'll talk about Massage Envy's weaknesses, then we'll talk about different tactics to compete.

In the meantime, a little homework: read the comments to our first post in 2007, Massage Envy envy? Consumers, massage therapists, and franchisees have all had their say, and there is a lot to be learned from their perspectives. I recommend following the advice in that post, and going to your local Massage Envy to find out what it's like for yourself.

Posted in Spa Business Management, Spa Marketing • 6 Comments »

Unless you have a process for managing leads and aligning them with your advertising, relationship marketing and customer service efforts you are most certainly letting some get away. It has never been more important to address every lead available to increase your customer base and reach revenue goals.

Often, relationships with customers start online, long before they enter your spa. Giving online visitors control, speed and multiple routes of communication with your spa will result in more leads and opportunities to make them clients.

Create a structure, template, for handling leads with a goal to make them long-term clients. Capture as much SpaBoom Instant Gift Certificate and online booking statistics about your customers from the beginning. Your contact list is gold, critical to the success of your spa.

SpaBoom’s free online booking allows clients to book when it is convenient for them, 24/7. It records important client information and presents an opportunity for your spa to follow up with them regarding their appointment. Online booking can be an important lead generator for your spa but you must set up employee training and protocol to maximize results.

Instant Gift Certificates are an important solution for gift givers who may never enter your spa, ever. That said, they are extremely important and should be engaged and nurtured as valuable customers.

Make sure you are managing the gift-givers online experience with your spa. Consistently create holiday specials, like BOGO, and promotions that might lead to additional gift purchases. These customers will benefit from email communications, last minute gift ideas and will respond to package offers.

Customers are increasingly using social media, Facebook and Twitter, as vehicles for technical support, search and spa information. These customers use technology to make their lives easier and demand information the way they want it, online.

It is important to use social media to build and manage client interactions. SpaBoom has streamlined the process with automated event posting from your SpaBoom account to both Twitter and Facebook.

Customer interactions with your spa are critical and provide information that can customize their spa experiences, make your spa more responsive and improve your spa’s overall performance.

Posted in Creating Customers, General, Social Media, Spa Business Management, Spa Gift Certificates, SpaBoom Online Booking • 1 Comment »