Spa Business Articles

Questions to Ask When Interviewing a PR Firn

1. Ask for examples of successful campaign tactics 2. Request to see examples of print and media coverage for other beauty and medical clients 3. Assess their knowledge of the spa or medi-spa industry 4. Get a reasonable estimate of frequency of media coverage they've achieved for clients 5. Know the markets that will be pursued and make sure they are appropriate for your target audience 6. Ask for samples of press releases they have written for other clients 7...

10 Elements of a Press Release

1. Company Letterhead with Business Name, Address, Phone Number, Web Address 2. PRESS RELEASE (all caps) 3. Contact Person's Name and direct phone number 4. IMMEDIATE RELEASE (all caps) or date of release 5. HEADLINE or TITLE in BOLD/CAPS 6. Date/City/State (spell out state, don't abbreviate) 7. Relevant and timely story told in the body of the release 8. An educatonal component ("tell me someting I don't know") 9. Double Spaced with Page Numbers 10. Don't forget the ### at the end

The Latest in Skin Rejuvenation Techniques

Photomodulation Photomodulation is a non-invasive breakthrough technology procedure that works by activating skin cells with pulses of low-level, non-thermal light energy. This non-ablative technology converts light energy within the skin cells, similar to the way photosynthesis takes sunlight and turns it into food energy in plants. A specially-formulated topical skin care kit containing vitamins, nutrients and antioxidants designed to help the skin regenerate has been found to enhance the effects of photomodulation when used prior to treatment. As a result,...

10 Key Internet Terms

10 KEY INTERNET TERMS Bandwidth : The speed at which data is transferred (ex: 28.8 modem has small bandwidth, DSL and cable have large bandwidth) B2B : Business to business electronic commerce (eCommerce) B2C : Business to consumer eCommerce Cookies : Identifying files stored in a user's computer to make them "recognizable" Hosting : Renting space to "host" your web site ISP : Internet Service Provider. A service that provides connection to the Internet. Reciprocal Link : Two sites exchange...

10 Key Questions to Ask your Web Developer

May I take a look at your previous work? ( Ask for some web site URL's ) Do you do graphic design in-house or partner with a graphic designer? How much design is included in "layout"? Will you register my URL and web design in my name? Will you do site maintenance and host my site on your server? Do you perform traffic reports and usability testing? Do you offer search engine submission and online promotion services? If you perform...

Katherine Rothman's Why Spa PR?

Public relations means using the press and media in the form of editorial stories related to your spa, its treatments, operators, and aesthetic appeal. As opposed to advertising, public relations translates as unbiased because it give consumers information they need and want. The idea of public relations is to put a creative spin on a spa to differentiate it from the plethora of competition. Skilled PR professionals do this by linking spa treatments with something seasonal, controversial, related to a...

What to Look for in a Sunscreen

Trial and error and word of mouth are the best sources of information fro choosing a sunscreen. For true broad-spectrum (UVA and UVB) protection the active ingredient list should include Parsol 1789 (avobenzone), titanium dioxide, or zinc oxide. Without at least one of these you are sacrificing UVA protection. Studies have shown that sunscreens with substantial UVA protection can prevent sagging and wrinkling of the skin due to high intensity UVA rays. As far as the rest of the ingredients...

Average cost for a spa build out

The average cost for spa construction will run between $200 to $450 per square foot based on the following variables: What is the state of the overall economy and real estate market? Will it be free standing or an interior renovation? Will it be classified with a three, four, or five star rating? What amenities does the client want in the proposed spa? What type of clientele will the spa serve? What will be the facility's total square footage? What...

Steve Capellini's Seven Tips for Handling Spa Therapists

Massage therapists can sometimes be "prima donnas"--thinking of ourselves as artists rather than employees, which make us an unruly bunch to organize. In fact, last year at the ISPA conference I delivered a speech on this topic in which I compared massage therapists employed in spas to the "geeks" employed by computer companies. They're a vital part of what makes your business work, but sometimes they're difficult to work with. Following are the seven points I recommended in that talk...

Begin with a Market Analysis Before Selecting a Site

The first step in developing a business plan is to conduct a market analysis of the area in which you are considering opening a day spa. By researching the market and putting a numerical figure on the actual size of your potential market (through assuming a "capture rate"), you will be able to properly size your facility on paper and generate financial projections that will determine its financial viability. There are some surveys available that will detail the demographic and...

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