Scarlett’s Health & Wellness Director, Juliet Wheater was delighted to contribute this month, to Spa Voice, newsletter of the UK Spa Association. Her article offering promotional advice is as follows:
A successful and effective PR and marketing strategy are built through a consistent on-brand message, so by making sure you’re on point throughout the year, the shoulder months of January & February should look after themselves. However, some PR hacks which could be implemented during these months include:
Bespoke spa packages and exclusive promotions, each encourage spa spend. Jump on the annual trend of the ‘new year, new you’ mentality, offering discounted gym memberships and midweek Twilight packages. Offer exciting and discounted retail items which will encourage the continued treatment journey and spa feeling, at home.
Raise awareness of your spa through local, regional & national newspapers as well as magazines. Secure yourself as the expert in your field, by answering the questions of magazine readers.
Common editorial subjects at this time of year, include detox body wrap treatments and dry brushing after the Christmas excesses, tanning and hydrating facials for parched winter skin etc. Concentrate your treatment offering accordingly. For bounce back opportunities, throw in a complimentary or discounted yoga class or test for food intolerances.
Ramp up your social media activities and post high quality, lifestyle images and engage with clients and would-be customers. Use your own hashtag or app. Offer client’s exclusive Facebook promotions, should they leave a favourable online review. Word of mouth is still one of the best ways to attract new clients and these glowing online reviews, will help reduce downtime come January. Boost such reviews with a well-timed and targeted Facebook ad.
Produce content through your social media presence by writing insightful and beneficial blog posts or showcase your spa facilities through creating a video to share. Use Twitter to highlight promotions and added value concepts, devise a ‘teaser’ campaign initially and then pin such a tweet to your profile header. Toy with the Twitter tool of excluding your followers from a particular announcement, and create an ad which allows you to speak to a brand new audience that has never interacted with your spa before. Generally it’s thought the optimum time to post is at 12 pm, 5 pm & 6 pm and use Twitter analytics to fine-tune your timing based on engagement. Once you know the best times, use a scheduler like Hootsuite to schedule your posts. Create a sense of ‘snap it up now’ urgency with treatment offers being showcased on Facebook and Instagram Live.
Plan in advance, so that any new year sales promotions are devised and advertised as the party season starts to fizzle out. Although planning is key, do refresh your offerings as bookings can and often are, made only hours in advance during January. Everyone expects a traditional January sale, so take advantage of the spa booking websites and online voucher sites to drive business your way and organise creative direct e-marketing campaigns.
Valentine’s Day is a traditional story for the press, show off your duo suite and work such a package into your hotel bedroom offering but why not also comment on the skincare prep of a winter bride. Finally, secure both a journalist and customer reviews, run competitions, hold fund-raising and other client appreciation events, likely to attract attention from the press. Above all, be creative and interactive, kick off the New Year as you mean to go on!
Should you be seeking social media support & PR for your spa, please contact for a clarity call: Juliet Wheater
Tel: 01372 200 111 / E: firstname.lastname@example.org