Direct Mail Marketing Is Magic For Spas:
Direct Response Advertising Definitely Works!
Today’s spas, days spas, resort spas, benefits of your spa and day spa business. Spa Marketing Calendars! Start to develop
wellness centers and medical spas need to Take the time to investigate the best options an Annual Spa Marketing Calendar that
strategically and pro actively create to make your complete advertising, promotes all of your various service categories.
marketing programs with a variety of direct marketing and public relations programs It is important to plan to promote all of your
response advertising and marketing work best for you. We all know that many varied spa and beautycare services
programs. The spa client does not magically professional beautycare is a very visual art throughout the year, while taking into account
walk in each day 7 days a week. We must and full color direct mail marketing offers us the many seasons and holidays. If you are
go after building a larger base of new clients the opportunity to visually share our creating and facilitating the direct mail
all of the time. Whether your spa is known professional massage therapies, body campaigns, postcards and newsletters
for therapeutic massage, skincare, treatments, facials, makeovers, haircare yourself, you may want to be prepared with
aromatherapy, hydrotherapy, facial and nailcare services. We know that direct bi-monthly or quarterly direct mail programs.
treatments, specialized therapies or day of mail marketing offers day spa owners one of Gift giving holidays should be pre-planned for
beauty packages, there will always be some the most unique opportunities with some of Mother’s Day, Father’s Day, Valentine’s Day,
new area and service that you should the most effective and measurable Graduations, Grandparent’s Day and the gift-
promote. Plus, if you offer the more advertising results. oriented year-end holidays.
traditional haircare, nailcare, hair removal
and beautycare services, it is even more Direct mail marketing offers spa owners the Strategically examine your seasonal sales
important to build a regular clientele. There unique opportunity for the most effective peaks and valleys within your day spa
really is not one single way to market your and trackable advertising results. It’s time to business. Develop an annual marketing
spas, yet the only wrong way is to do nothing promote your spa services with valuable calendar that promotes all of your spa, hair,
at all. There really is no magic, yet the magic and effective direct mail advertising skin, nail, makeup, hair removal and medical
can be the reward of a dynamic marketing investments. Direct mail will build sales with services throughout the year, while also
program that builds new clientele, while a positive quality image while also building promoting them at a time when your clients
keeping your regular clients. your name brand in the local community. will usually want to take advantage of them.
You can also take advantage of your strongest
There are also many special areas that are salon and spa service months, by capitalizing
“I’ve have seen considerable on them with additional direct mail advertising
important to promote seasonally like retail
positive results from Clipper strategies. You will often be able to turn
and gift certificate marketing. With so many
Magazine’s direct mail marketing traditional soft months like July, August,
beautycare options for consumers today,
program. It’s better than radio and October and January into stronger months, by
professional spas, day spas, full service
salons, medical spas and skincare clinics
the newspaper for us! ” planning in advance with extra direct mail
need to get their message into the targeted marketing and advertising support.
local community homes. Even though
newspaper, radio, TV, billboard, magazine Advertising Options: Newspaper and If you are using an external direct mail
and the Internet are viable marketing options radio are rarely the best advertising options magazine resource like Clipper Magazine,
today, direct mail marketing remains one of for spa services. TV works, yet is very Mint, or Savvy Shopper, ask for their in-home
the most successful options for spa owners expensive and not specifically targeted to mail dates as well as maps that target the
in our very competitive marketplace your neighborhood. People aren’t letting homes surrounding your spa. We suggest
their fingers do the walking these days, so that you sign up for annualized programs, so
Steve Zuckerman, president of Clipper Yellow Pages are not the best investment for you can bring in new clients every month.
Magazine suggests the following guidelines spas. Full color regional magazines and Review the advantages of their annual
and strategies to help your future direct mail direct mail are absolutely the best advertising agreements as well as the cost savings when
marketing campaigns to be more successful. and marketing options available to us today. you mail to multiple or larger targeted areas.
Clipper Magazine remains known as one of Most spa service clients will only drive 3 to 5 This will make your advertising campaigns
the best premier quality full color direct mail miles from their home. So, targeted more effective, while it may also reduce the
advertising magazine publications here in marketing to specific communities, costs of your overall advertising budget.
the USA. neighborhoods are ideal strategies. Direct
mail can be facilitated independently, with Use Colorful Photographs & Inspiring Spa
Direct Marketing 101: It is important to first direct mail houses and through local printers Illustrations! You will need to portray a clear
understand the basics. Advertising remains as well as through nationally recognized message, while sharing an inviting opportunity
a very large and important long term direct mail resources that are available in for clients to rejuvenate, refresh and revitalize
investment for marketing the complete most major communities across America. their lives at your spa. As most people read
advertisements, they search for exciting your direct mail spa and day spa coupons as offering specials just for new clients. You
colorful photographs, headlines, offers and valuable as possible, so you will get a terrific will need to offer special incentives for both
logos. Today’s prospective spa and day spa response. Make your advertising designs your regular clients and your new first time
clients are very visually oriented consumers. look upscale by using dollars off and not guests. Some special offers should be good
Seeing is believing and a picture is still usually percentages, while also designing your for everyone, while one extra mini gift
worth a 1000 words, in conveying your offers to look more like mini gift certificates, certificate or coupon should be dedicated to
marketing message. If you do not have your than coupons. attracting new first timers with an extra
own spa, skincare, nailcare and beautycare strong special introductory gift or discount
photographs, you can look to purchase stock •Swedish Massage Therapy One Hour -- offer. Don’t be afraid to mix it up.
photographs or you can often work with your $000
professional beautycare manufacturers to •G5 Cellulite Treatment series Of 6 Disclaimers! Avoid excessive disclaimers
see what they have to offer. Some Treatments -- $000 in your advertisements, coupons and gift
manufacturers offer cooperative advertising •Signature Facial Treatment -- $000 certificates. Try to keep your special offers
programs. Some also offer boilerplate •Aromatherapy Facial Treatment -- $000 simple with words like, a Double Discounts?
advertising layouts with photographs. These •Complete Day Of Beauty Only 0000 One Per Person and expires 00/00/07. Use
are often available for free and via the Includes, X, Y & Z. expiration dates of no more than 90 day to
Internet. keep your offers timely.
FREE is Fabulous! Offer a free gift with
Make sure that you always present an upscale service, a purchase or a purchase with Colorful Direct Mail Devices Are More
image with these spa photographs, to portray purchase promotional strategy. Free will Dramatic! Look for professional full color
a rejuvenating and relaxing spa experience. help persuade current clients to try new spa designs and printing capabilities from your
You may want to show a facial and a massage and beautycare services as well as to get local marketing and advertising resources.
treatment, so those are always terrific at new first-time clients to switch and to try you Just as full color advertisements in regional
attracting new first time spa clients. You may for the first time. magazines work better for most spas and
want to use a collage of two to three or more day spas than newspapers today, your direct
photographs, with one larger massage •Buy Any 6 Microdermabrasion Treatments Get 1 mail campaigns also need to be colorful.
photograph designed with a series of FREE! When possible, avoid black and white
additional smaller facial, skincare, nailcare, •Buy Any $100 Gift Card ~ Get A $20 Gift Card marketing options. You can affordably
makeup and body treatment photographs in FREE! market your services as well as your
the same direct mail device or •Complete Day Of Beauty Only 800 Includes a professional products in full color to ensure
advertisement. FREE $25 Value Retail Product Gift Certificate. the best possible redemption. Direct mail
•Holly Day Gift Of Beauty Only $500 Includes a research has repeatedly shown that full
Consistency Is Critical! An effective direct FREE Box of Chocolates color advertising options can actually
mail advertising and marketing campaign •Year Of Beauty Only $3000 Plus a Bonus FREE increase redemption rates by 30% to 60%.
needs to be ongoing throughout the year. $200 Value Spa Skincare regimen
Consistency is an important factor. Maintain •FREE Skincare Trio -- $00 Value With Any First- Direct The Best Upscale Options! No
a very consistent visual image for your spa Time Professional Laser Hair Removal Service matter what type of day spa, medical spa,
business throughout all of your integrated Package skincare clinic or beautycare business you
print, broadcast and direct mail advertising operate, you need to use marketing and
campaigns. After placing a strong photograph, Promote Gift Certificates! Gift certificate advertising that works to build your
headline and logo, be sure to consider a brief marketing is one of the best methods for professional image and reputation. Direct
bullet point listing of your specialized spa ad marketing spas and day spas. Be prepared mail is the perfect resource for any type of
beautycare services. This should include to aggressively promote gifts of beauty and upscale spa or day spa. The overall image,
extras like hydrotherapies, aromatherapy, gift certificates for days of beauty and series illustrations and offers that you present can
reflexology, specialized massage therapies, packages. Gift certificates can be your best make any spa or full service day spa salon
hair removal services, makeup and gift new client referral program. Some spas sell business look elegant, inviting and upscale.
certificates. hundreds of thousands of dollars of gift While it is very always important to educate
certificates per year, totaling up to one-third both current and potential new clients on the
Celebrate Creativity! It’s good to be very of their total sales. You can promote gift cards benefits of your day spa services and staff,
clever with your spa marketing advertisements and gift certificates throughout the entire try not to clutter your direct mail
through attractive headlines and photographs. year, especially with seasonal and holiday advertisements and marketing devices with
They will need to command instant attention. updates. As we all know, the three best gift too much extraneous copy or a cheap image.
Just be careful. Don’t get so cute and clever certificate seasons are the year-end holidays, Whether you use regional magazines, solo
that your prospective spa clients do not easily then Mother’s Day and then Valentine’s Day. direct mail postcards, cooperative direct
know what you offer in your spa. Father’s Day is also an important annual mail, direct mail coupon oriented magazines
event to build your men’s business, yet a or a combination of many media resources,
Promote Specials & Spa Offers! You need distant fourth priority. Whether you use you can make them all appear upscale. If
to consider promoting most of your spa personally signed direct mail postcards, you use the right resources, they really will
services at full price! There is nothing wrong direct mail magazine coupons, seasonal day not be perceived as junk mail. Today, full
with that in any advertising format. Whether spa newsletters or any direct mail device, gift color direct mail magazine advertising
you want to offer specials or to promote at full certificates should always be promoted! resources are considered to be valuable
price, just be sure to share specific services First-Time New Client Specials! Many spa money saving offers by most people.
and prices: If you want to offer special owners want to protect their –regulars? yet
features and seasonal promotions, make they are afraid to offend their regulars by Use Quality Direct Mail Resources! Work
with the best local and regional full color Some will even pay 100% of the cost of Clipper Magazine using direct mail for over 2
direct mail magazine resources available, to these advertisements, while sometimes years and we love it. This direct mail
you -- like Clipper Magazine, Mint and Savvy reimbursing you in credits towards future magazine peaks the interest of our
Shopper. Examine their local mailing area products or services. prospective clients. People call us about the
maps near your spa as well as the potential specials and for information about all of our
costs. Look to see samples of their direct Set Realistic Expectations! Direct mail services. Clipper is great! It always brings
mail products. Ask to see examples of what advertising really works, especially with very us lots of new spa clients”
other successful spas and day spas have strong offers and ongoing campaigns! Like
successfully used in other markets. For any advertising, promotion and marketing, it Find Full-Service Resources That Do It
example, Clipper Magazine offers their takes a long term investment to successfully All! With valuable local and national direct
standard magazine format, inserts and a market your day spa. Set realistic resources like Clipper Magazine, Mint and
variety of other solo direct mail options. Use expectations, so you are not disappointed. Savvy Shopper, they do it all for you! Clipper
reputable and nationally respected resources, Coupons and mini gift certificates are Magazine is proudly known as the premier
with a proven track record. Go for high quality, extremely trackable. Achieving good results quality cooperative direct mail resource in
upscale resources. Avoid lesser quality are not about getting hundreds of new first- America today. Clipper Magazine also offers
resources, even if they save you a few time clients from each direct mail a unique turnkey direct marketing program
pennies. Ask to see samples of mailing advertisement. Many people will be attracted for local, regional and national businesses.
devices with samples of similar businesses to your spa or professional beautycare Clipper’s special benefits include
like yours. With quality direct mail resources, business to come in without the coupon or complimentary marketing and advertising
you can specifically target neighborhood direct mail advertisement offers. Many consultation services with full color printing
homes surrounding your salon business. It is consumers are coupon shoppers as they on high quality glossy paper stocks,
best to target homes within three to five or like to ®save money? Other prospective professional photography, expertly designed
ten miles of your spa business, while targeting new first-time clients will not, yet that’s OK. layouts and a complete array of
at least 50,000 to 100,000 homes or more. Remember that one new spa client may comprehensive high quality resources at an
result in several thousands of service sales extremely affordable price. The well-trained
Direct Mail Solutions Are Affordable: At dollars per year. So, as few as 5 to 20 new marketing consultants from Clipper
approximately four cents per home with high clients from any one direct mail Magazine and many of these nationally
quality full color direct mail advertising advertisement, you need to consider it a represented, local direct mail companies
resources like Clipper Magazine, direct mail success have tremendous resources available, to
marketing is extremely affordable. This is share with you from other spa and beautycare
especially true when you partner with a Direct Mail Definitely Works! To determine resources all across the country.
national resource that has local programs the statistical effectiveness of your direct
targeting the homes in your community. Solo mail advertising campaigns, plan to ask No matter what form of radio, TV, newspaper,
direct postcards, brochures, mail letters, every new first-time client how they first magazine or direct mail marketing you plan
fliers and newsletters can also be very heard about you. Many clients will bring in to use, ask your advertising sales
effective, while the costs for independence their advertisements, mini gift certificates or representatives to share examples of what
may range from seventy-five cents to one coupons. Some of these responsive new has worked well for other similar business
dollar more than a resource like Clipper clients will come in based upon your direct owners. Take advantage of their special
Magazine per targeted home. This also mail advertising without bringing in the experience, expertise and library of
depends upon the direct mail device or advertisements or the coupons. Some knowledge.
strategy you use. With the costs of graphic clients will still ask their friends, family and
design, printing, address labels, postage and co-workers for a recommendation after Make Wishes Come True! Too often spa
handling, solo direct mail is certainly a more seeing your direct mail advertisement, so owners look down their noses at direct mail,
expensive, yet viable alternative. You may any successful combination will be great. coupon and magazine format advertising,
find that solo direct mail is the most Plan to measure your total sales volume while they sit there wishing, hoping, dreaming
advantageous to target your own clients. The each week or month, especially on the spa and questioning, how do I get more spa
key disadvantage is that you should also services and the professional products you clients? Many day spa owners wish that
want to attract as many new first-time clients promote with your direct mail efforts. some of their specialized spa, wellness and
as possible to your spa. A combination of beautycare services were not the best kept
both direct mail strategies will usually work Anthony Kilpatrick of the Focus Spa in secrets in town. Many clients wish for that
best. Westchester, NY promoted $120 1 Hour special massage or facial gift certificate.
Focus Facial with Reflexology for $120, a Direct mail will effectively match your spa
Cooperative Advertising Funds! If $160 One Hour Facial with a One Hour services with their wishes and needs. Direct
cooperative advertising funds are available Swedish Massage for $160 as well as two mail remains one of the best ways to build
from your professional beautycare product larger packages at $260 and $360, rather your reputation, get the message out and to
companies, plan to visit with your than to use discounted dollars off. Kilpatrick build an exciting new base of clients!
manufacturers sales consultants and use notes, “I’ve have seen considerable positive
them. Carefully use their company logo and results from Clipper Magazine’s direct mail
product photographs in pre-approved sizes marketing program. It’s better than radio and For a complimentary direct mail advertising
and formats. By following a few simple the newspaper for us! Rebecca Sprecher of consultation or more information about Clipper
cooperative program guidelines, many the Skin Spa in Encino, CA offered 5 different Magazine resources near you, call
skincare and beautycare suppliers will mini-gift certificates for free services with 866 -802-1429 email marketresearch@
provide up to 50% of the cost of your other services and service packages. clippermagazine.com or visit their web site
cooperative direct mail advertisements. Sprecher adds, they have advertised in at www.ClipperMagazine.com.