Brand Wins

Brand always wins. Of course you can get someone in the door for a one time or one off treatment and never see them again; if we're being honest we don't really want that business. I get it, money is money, but that constant hunt can get old....fast. How much better would you feel each month knowing that you have a full book of regular clients that know what they will get from you and you are the one they trust? That comes from more than a specific treatment, (though that might be it for some) or because of the essential oils you put into your diffuser in the lobby. You need to understand that our industry is a commodity. Almost every part about what we do can be duplicated by anyone. A specific treatment, a brand of skin care, a machine you use and on and on.

There are however, certain aspects that can be easily duplicated, yet rarely are. The highest possible level of service, specializing each visit to each customer, having every detail of the environment of your spa meticulously analyzed to insure the most comfortable and relaxing experience for your clients. These are typically the things that the best in the industry accomplish. (Obviously with many more to add to this list.)

How does this pertain to your content used in marketing? I have yet to see someone truly look at their spa as a media company first. What if you were to look at your spa and produce content that someone would want to binge watch on Netflix? For example, instead of just posting before and afters, or your specials and deals, how about adding a makeover show? What if you invited influencers into your spa and gave a free treatment, and let the cameras roll? Show the entire process. Think of creative ways to capture that moment. It's not all about trying to create the most amazing piece of content, but about giving prospective clients/viewers an "inside look" at how things are done and how amazing your services are.

I know, you're already asking the question..."How does this turn into money for me?" You don't have to use that exact example above (event though it's a good one) but what can you do to create a reality TV show of your spa. Case studies: Cake Boss, Fixer Upper and any other business that made a show then exploded. Did you know when Queen's Gambit came out on Netflix you could not buy a chess board anywhere, even Amazon. They were cleared out. A piece of media created HUGE revenues.

I would love to hear your ideas around how to do this. Don't over think it. Keep the concept of "document don't create" in mind when brainstorming.