Pulse Legacy Archive January / February 2013

YEAR IN REVIEW 2012 Snapshot Survey Captures Key Data on Spa Industry By Christine Schilling H ow are spas using social media to reach out to spa-goers? What retail incentives have spas offered to consumers to help increase revenue? How are spas building partnerships with local communities? What types of group packages have they offered to help tap target audiences? These are just some of the key questions answered in the 2012 Snapshot Surveys. The monthly surveys, which are part of ISPA’s continued effort to provide members with the latest industry trends and data, touched on a range of topics, including wage increases, education, creating employee loyalty, to name a few. Here’s a year-in-review highlighting four hot topics with insights from spas on what they are currently doing to keep up with trends and consumer demands. services, events, promotions and media mentions. Red Door Spas has seen much success in boosting its “Likes” with the use of Facebook giveaways. “Our last Mother’s Day giveaway boosted our Facebook ‘Likes’ by more than 3,000, and our 2011 holiday giveaway increased our following by 6,500 Facebook users,” Jones says. Social Media Used for Business ALL SPAS Facebook 93% Google+ 30% 31% Linkedin Pinterest 10% Twitter 67% 30% YouTube Other Social Media In March 2012, ISPA surveyed its members on “Social Media.” The report indicates that 95 percent of spa respondents use some type of social media to engage their customer base by using contests, giveaways, sharing personal stories, etc. The data shows that spa professionals see social media platforms as a beneficial marketing tool for their spas. While there was a strong presence on Facebook (93 percent) and Twitter (67 percent), only 10 percent of survey respondents said they use Pinterest. Now the third largest social media network, Pinterest has become the new up-and-coming online tool that many spas are still trying to navigate and utilize. Elizabeth Arden Red Door Spas based in Stamford, Connecticut, is in the process of developing a presence on Pinterest. “Having a presence [on Pinterest] is an important part of our social media outreach initiative” says Shelby Jones, national spa sales manager of Red Door Spas. “We are planning to launch our Pinterest page in conjunction with our new Red Door Spa line. The launch will kick off with a contest that will include outreach to our Facebook fans.” Jones also notes that their main strategy is to keep followers engaged in the brand with updates on new products and 48 PULSE ■ January/February 2013 Do not use social media 14% 5% “While there was a strong presence on Facebook (93 percent) and Twitter (67 percent), only 10 percent of survey respondents said they use Pinterest.” Social Media Used for Business BY SPA TYPE 90% 96% Facebook 30% 27% Google+ Day Resort/Hotel 33% Linkedin 24% 11% 9% Pinterest 65% Twitter 70% 27% 29% YouTube Other 17% 12% Do not use social media 8% 2%

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