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Your Spa is Unique. So Why Isn’t Your Marketing?
By Prentice Howe, Senior VP, Executive Creative Director, Door Number 3
River rocks along the back, mud masks, cucumber slices, a freshly picked orchid resting atop a massage table - Spa marketing is overrun with tired, undifferentiated marketing clichés. If you have any doubt, just try the Logo Swap Test. Grab the nearest spa ad and replace the logo with a competitor’s logo. If the message is unique, tenable and true to the spirit of the spa, the ad should no longer make sense. Problem is, in most cases, the ad functions exactly the same with the competitor’s logo in place.
Is my rant hitting too close to home? Maybe just a little? It’s okay, your spa isn’t alone. Undifferentiated spa marketing is plaguing the nation. And it’s likely a result of one of two things. Either you haven’t uncovered your unique selling proposition (more on that later) or you don’t have the resources — time, money, a supportive, savvy marketing team — to invest in the right strategy and messaging. Thus, all outgoing marketing defaults to the “safe and non-compelling” variety.
Hotels and resorts are the guiltiest of all parties. To many, a spa is a redheaded stepchild, often cast aside while other amenities like golf take the lead. It shouldn’t be that way. Why? Because unlike golf, the spa is a year-round attraction. Even more important to note is that women make 80% of the household travel decisions. The spa can make or break a visitor’s decision more than almost anything else a resort offers. A unique spa experience will motivate a woman to bring her family to one resort over another, even if she never steps foot in the spa. The spa can set the tone for the entire resort. Female travelers know that if you care about your spa, you care about your hotel and all the other amenities within it.
Floating votive candles aren’t the only tools in the toolbox.
When I worked with Red Mountain Resort & Spa in St. George, Utah, our research revealed that a good deal of their customers come in pursuit of inner clarity during a critical time in their lives. With this in mind, we leveraged the magical red rock setting to support the spa’s visual storyline. The headline on one ad read: “Most come in search of lost treasures. Perspective being one of them.”
When my agency, Door Number 3, worked with the Hyatt Regency Hill Country Resort and Spa, we brought to life the serene, weathered barn, slow-paced vibe of the Texas Hill Country. To underscore the strategic positioning in one particular print ad, our writer placed a period after each word in the headline: “They. Say. Time. Has. A. Way. Of. Slowing. Down. Out. Here.” We figured if reading the ad actually made the reader slow down, they would get a pretty good sense of the Hill Country spa experience.
So what makes your spa stand apart?
Alright, maybe you don’t have the backdrop of the Rockies or ancient-old Japanese soaking tubs. Not every spa’s unique selling proposition hits you right between the eyes. But every spa is capable of creating a competitive advantage. Articulating why you’re different (and better) is the only way to convey a higher perceived value and build consumer confidence. It can be rooted in exclusivity, unique product offerings, above-and-beyond service, or special extra touches you just can’t experience anywhere else. The key is to identify one thing and stay focused on it, always resisting the temptation to be all things to all people. Here are some suggestions for creating a unique selling proposition and getting to that end goal of revenue growth.
Listen to your faithfuls.
This one seems obvious but it is all too often overlooked due to time constraints. Use simple surveys to ask customers what they love most about your spa and what keeps them coming back. Ask enough customers enough questions and a powerful theme will surface.
Put on your New Customer Glasses.
Imagine you’re a customer stepping into your spa for the very first time. Do a walk-through of the entire experience, from the hellos to the final swipe of the credit card. What stands out as memorable? What is your staff wearing? How do they address customers? What are the smells, textures and sounds? What style of glassware is your cucumber water served in? Do you even serve cucumber water? What you’re looking for are those unique stories that can set you apart – stories that will be morphed into your marketing messaging.
Create differentiators.
Some differentiators are obvious, others have to be extracted and molded a bit. In my 13 years of working with spa clients of all sizes, I’ve found that the smallest things resonate most with consumers. And this marketing truism isn’t unique to the spa industry. Doubletree Hotel gives out approximately 30,000 signature chocolate chip cookies each day at their worldwide locations. Dodge touts the HEMI (I still don’t know what that is but I feel like I need one). McDonald’s has built campaigns around their secret sauce.
And, no, you don’t have to have a Big Mac-sized marketing budget to create and tell stories.
Just look at one of my favorite homegrown Austin eateries, Torchy’s Tacos. On their menu you’ll find “The Republican” (heavy on the sausage), “The Democrat” (garnished with avocado), and the “Trailer Park” (fried chicken and queso). Last year, Torchy’s served a special menu item to raise money for the Gulf oil spill relief efforts and called it the “Damn BP.” At the end of the day, they’re serving tacos just like hundreds of taquerias in Austin. But their customers are faithful zealots because every Torchy’s touch-point evokes a unique feeling and brings a smile to the customer’s face. So what are your ownable offerings? You might be thinking, “But I already offer regionally-influenced treatments!” Okay, but can you take that a step further and give them over-the-top pampering names that customers can’t find anywhere else?
It’s not only what you say, but also how you say it.
Even the most unique differentiators still need to be delivered in a distinct voice. To underscore their commitment to green living, Ivy Spa and Fitness Club in Minneapolis launched a Facebook contest to determine the spa’s ultimate “Green All-Star.” To enter, participants had to “like” Ivy and then upload a photo of themselves engaging in an environmentally friendly activity, such as installing an energy efficient light bulb or planting tomatoes in the vegetable garden. The winner was awarded an Ivy Signature Experience Package ($400 value), which included their Signature Massage, a facial, a manicure, a pedicure, and a product gift basket. The lesson here? Don’t ever overlook the importance of engaging your customers and being likable.
Be consistent.
Once your message and tone is crystallized, it’s critical that you express it consistently across all mediums. Take Chick-fil-A for example. Even at 75-MPH, there’s no mistaking one of their outdoor boards. And ask a Chick-fil-A employee for an extra pack of Polynesian Sauce and it’s guaranteed they’ll respond by saying “My pleasure.” My point? The Chick-fil-A brand is always focused and on-point, from the inside out. They know who they are and how they want to express it. Adopt this disciplined approach for your spa marketing and there’s no way you won’t succeed.
I’m convinced you have a special story that deserves to be expressed. And if you don’t, then I know that, with some creativity and commitment, you can create that story.
So, tell me, what can your spa be famous for? And please don’t say river rocks along the back.
