Marketing Maximization

Incorporate the following tips from Larry Oskin, president of Marketing Solutions (www.mktgsols.com), to make the most of your breast cancer awareness (BCA) efforts.

Why should my spa get involved, and what’s the best way to go about it?

It shows your local community how you’re helping those in need. Get involved with the local chapters of your breast cancer fund, foundation or research hospital so you can coordinate your event with their staff, volunteers and marketing departments. Place medical professionals on hand to provide free consultations, and offer brochures and information to help educate the public about the challenges of breast cancer. By working together before your planned programs, you’ll always have a more successful event.

Which types of BCA promotions do you suggest?

Consider Spa-A-Thons with charitable donations for designated services. For example, you can offer a mini massage, facial treatment, shampoo, haircut and style, spa manicure and a few other spa services—all for the same price. Much like a Cut-A-Thon, which salons usually do, this type of event will also help promote hair, skin, nail and spa services.

Any PR tips?

Most local media will be interested in hearing about your special fundraising event well before it happens, and they’ll want to know all of the W’s. Create a press release that announces what you’re offering, when it will happen, who will be involved, where and why.
      Send it a minimum of two weeks prior or earlier to local newspapers, radio and TV. Submit it at least 12 weeks before the event if you want regional magazines to promote the event, as they usually work three months in advance. If needed, hire a professional writer or publicist to create a one-page press release, and send it with a photo illustrating the services you plan to offer. Be sure to mention where all of the donations will go and what they’ll be used for.
      Many spa owners don’t send press releases, or they wait until after an event to brag about how much money they raised. You can certainly mail a post-event release that shows your check presentation to officials from the breast cancer foundation you worked along side. While this post-event PR plan is laudable, the media wants to know how to help its community, as well as how its readers and viewers can get involved with your events. This can be used to your advantage with a plan for pre- and post-event publicity.
      Once published, create PR reprints to frame and post in your spa reception area. This will help earn you community respect from current and new clients. To garner even bigger community support, do it every year as an annual event. Plan a complete marketing, advertising, merchandising, email blast and PR campaign. Tie in exciting extras, such as inviting local sports celebrities to sign autographs and pose for pictures, door prizes, entertainment and a few surprises.