REMEMBER: Visit the Snapshot Survey Portal at http://snapshot.experienceispa.com to access
results reports for the surveys you participated in or to purchase reports for the months you missed.
T
he June Snapshot Survey covered the topic of discounting and sales strategies with the results providing a wealth of insight into what ISPA members
think about the infamous “D” word. In addition to collecting data on the
audiences targeted through special promotions (as outlined in the chart on
the previous page) and the media used to reach these consumers, members shared
detailed examples of the discounts being used, or not used, and the strategies for their
actions through a series of open-ended response questions.
With deal sites popping up daily and consumers evolving into studious bargainshoppers, spas find themselves questioning whether to offer discounts, what type of
promos to offer, how to track results and most importantly what the long-term impacts
of these offerings are. Several ISPA consultant members shared their top piece of advice
on the subject of discounting. Some of their words of wisdom include:
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Add value, but don’t just lower the price. Make it a great deal, not a discount.
Be strategic and discount when you need to fill the slow periods.
Deploy targeted discounting rather than blanket discounts, and determine the size
of the discount using analytical processes rather than served marketing discounting
practices.
Discounting for a limited time can be an excellent tool to promote services to new
customer groups (i.e. teens, men) or to introduce a new service.
When it comes to promoting a discount or special offer in 2011, 68 percent of ISPA
spa members have used a social media site to spread their message. While there isn’t a
one-size-fits-all approach to successfully using these sites as each spa is uniquely different, the promotions shared by spa members proved to be profitable for their
company. Several spas focused on filling appointments mid-week during slow times,
with one even starting a “Last-minute Club” and others incentivized booking appointments or liking/following their spa brand with the use of complimentary upgrades or
discounts on treatments.
IF YOU NEED HELP developing or fine-tuning a social media strategy, take a few
minutes to listen to Kathleen Turpel’s “Word of Mouse” webinar available at no cost to
ISPA members. Visit the webinar library within the Education and Resources section at
experienceispa.com and access expert tips on using Facebook to generate revenue and
brand awareness.
August 2011
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