Resource Partner Roundup
When asked about what PR activities they had done in 2019,
resource partner respondents indicated that the most popular
method for brand exposure was sending new product launch
items to members of the media—41 percent. 28 percent of
respondents paid to participate in a media event, and 24
percent partnered with a spa for a media-focused initiative.
Surprisingly, though, 39 percent of respondents did not undertake
any of the PR activities mentioned in the survey, including
mailing gifts to media contacts, purchasing a list of media
contacts or pitching stories to the media, among other activities.
Data Dive
THIS MONTH’S FEATURED STAT:
45 percent of day spa
respondents did
not send out a
single press
release in 2019.
Just 1 percent
of hotel/resort
spas indicated
the same.
SENT NEW
PRODUCTS TO
THE MEDIA
41% 28%
PAID TO
PARTICIPATE
IN MEDIA
EVENT
MEMBER TIP
Planning to partner with an outside PR firm to
boost your spa’s brand awareness? Communication
is key, according to this ISPA member:
PARTNERED
WITH A SPA
FOR MEDIA
INITIATIVE
24% 39%
DID NO
PR
ACTIVITY
IN SURVEY
“It is crucially important for any
company using a third-party PR firm
to keep in constant communication
with their contact person at the
firm. Failure to do so will lead to
great disappointment.”
Influencer Insights
INSTAGRAM IS THE SPA INDUSTRY’S TOP SOCIAL MEDIA PLATFORM, so it often makes sense
for spas to work with influencers to generate valuable digital exposure. It pays to be careful,
though: influencer marketing is still very much the “wild west” of the digital age.
l “Lesson learned: be sure to vet the influencers to [ensure] they represent your brand’s image
properly.”
l “We work with influencers for our pedicure and equestrian division. We find the influencers are
engaged and understand how to maximize reach.”
l “Micro influencers can be more effective than trying to go ‘big’.”
FEATURED IN PULSE
Want to see your spa featured in Member Perspectives or Sound Off? Answer the
Pulse add-on questions at the end of the monthly Snapshot Survey and a member of
the ISPA team may reach out to you about participating in an upcoming story.
JUNE 2020 ■ PULSE 59