If your clients want to play upon all the senses, orchestrate a zenned-out promotion using branded spa products.
The spa industry is an alluring one, growing an average of 20 percent annually, according to the International SPA Association. Last June, there were more than 18,000 spas in the United States, more than 32 million active spa-goers and more than 300,000 total employees. So what makes it a prime market for promotional products? Its sheer scope.
Anything from candles and towels to salt scrubs and relaxation CDs work in perfect harmony with day spas, fitness club spas, medical spas and hotel/resort spas. “I don’t think there are any industries that are out of reach of promotional products anymore, especially the spa category in this economy,” says Shawn Kanak, CAS, vice president of sales for Baltimore, Maryland-based supplier Towel Specialties (UPIC: TOWLSPEC). “People want to get away from stress and relax, and this is the perfect gift market to expose them to.”
This means forgoing the one-question-fits-all approach and uncovering the spa’s true goals that can include building its brand, attracting more customers, thanking top customers, initiating a referral program and so on.
There are products out there to fit any campaign, Siegel says. “Many spa products appeal to health, fitness and relaxation, which mean they have valuable day-to-day applications and are not cast aside,” he says.
“One of the biggest trends is piggybacking the health and fitness craze that is ever-growing,” says Kanak. “Corporate gifts now include spa treatments and getaways. Spa-type facilities are even being added to major corporation headquarters along with fitness centers as an employee benefit.”
Whether people are strolling to their neighborhood spas or jetting to far-flung destination spas on corporate incentive trips, one fact remains the same: Spa products work wonders to enhance the perceived value of the spa experience.
“If a spa customer had a positive experience, he or she will want a quality memento as a reminder. This can be received at the spa or a short time later in the mail,” Siegel says.
The key is using promotional products to make sure those happy and refreshed people return to your client’s spa—and not to one that’s closer to home, offers better specials or has cushier massage chairs. “There are a lot of spas out there competing for market share.
