It’s likely that your spa or wellness facility hosts consumer events, but do you hold events for press and media? If not, you are missing a great opportunity to earn coverage that could bring in new customers, build your business’ reputation and create positive buzz and word of mouth.
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It’s likely that your spa or wellness facility hosts consumer events, but do you hold events for press and media? If not, you are missing a great opportunity to earn coverage that could bring in new customers, build your business’ reputation and create positive buzz and word of mouth.
For more than two decades, I’ve led clients through the process of preparing for and hosting press via both small- and large-scale events. Here is the tried-and-true advice and strategy that I share with spas today.
Have a Hook
Don’t host a media event just for the sake of having an event. Your goal should be to put your best face forward to earn coverage and build relationships.
It’s important that your event includes touchpoints where media guests talk with experts, experience a treatment or product, tour the facility, take photos and videos, and perhaps receive an unexpected “surprise and delight.”
So, the main occasions to host a press event include:
- Grand opening or ribbon cutting,
- Anniversary celebration,
- Product or treatment launches,
- Renovated facility,
- Press conference or news announcement,
- Seasonal events.
Ensure Media Will Want to Attend
There’s nothing boring about spa, beauty and wellness, so let your creativity shine! Experiential events are especially impactful. Attendees don’t want to just see a new product line; they will want to try it out.
A fun and unique event will have RSVPs flooding in. So, think creatively about what might make it a must-attend occasion. For example, offer mini versions of treatments and a gift card for guests to enjoy a full treatment later.
Workshops are also fun. Host a make-your-own-scrub station, or a custom lotion-making class with essential oils. If you’re launching seasonal treatments featuring fun ingredients, take it one step further by hosting a mocktail-making class or cooking experience using those ingredients, like cranberry, cinnamon or coffee.
Speaking of food, be sure to offer healthy, light bites. Depending on the time of day and style of your event, such as a sit-down lunch, more food may be needed. Food and drinks should correlate with the event theme, so look for ways to include specific ingredients. Remember to consider food limitations or sensitivities, and be sure to offer water and mocktails in addition to any alcoholic beverages.
Compelling spokespeople can mean the difference between being in a story or not. Spokespeople—typically the owner(s), director or manager—should be available throughout the event and armed with newsworthy talking points.
For example: If your facility is launching a new line of products, perhaps the ingredients are trending or there is an interesting backstory about how the products are made. All team members should also be prepared with talking points and basic media training.
Go beyond a traditional step-and-repeat by creating unique, “Instagrammable” backgrounds and interactive areas for social media photos and videos. Finally, allow attendees to take the spa home. Small gifts such as candles, products or something the journalists make during the event will ensure they remember your brand.
Related: Tips and Tricks for Attending the Spa Industry’s Biggest Events
Think Through Timing
I’ve found that journalists prefer attending events in the late afternoon or early evening on a Tuesday, Wednesday or Thursday. I don’t encourage hosting events on a Friday, during a weekend or on a holiday. To be completely certain about the best day and time, conduct an informal survey with your closest media contacts.
If you prefer to control timing, consider presenting guests with timeslots in advance. This works nicely if you plan to offer spa services that require prep and work in between, such as filling up water bowls. Designate one person to manage the schedule and communication before and during the event (this is a great role for a PR pro).
For specific announcements or presentations, a good rule of thumb is to start 30 minutes after the event begins or when the space looks full. This is something a PR team can communicate to the media guests in advance and with you during the event.
In addition, most of the press events I lead have an open-house format where media come and go. This format lends itself to strong attendance. Regardless of how you structure the flow, you’ll want to set the date and timing at least three months in advance to give everyone plenty of time to plan.
Manage Your Invitation List
Events are a great time to introduce the media to your facility while welcoming back contacts who are already friendly with your brand. In addition to local print, web and TV media, include bloggers and influencers. I recommend hiring a professional photographer, and some media outlets also bring their own.
Who you don’t invite is just as important. You don’t want someone there who won’t be able to cover the event or your spa in some way—and that journalist won’t want to waste their time at an event they can’t write about, either!
Mailed invitations, while nice, aren’t typically expected. A nicely designed email invite with details about the schedule and news, plus a link to RSVP, is standard.
Prepare Your Facility
Ensure your facility is inviting and camera-ready. Consider adding fresh flowers and plants (don’t forget to dress up bathrooms, too). Light candles or use faux ones, and make sure the spa smells nice. If you’re located in a city where parking is limited or transportation is tricky, it’s a lovely gesture to offer ride-share vouchers or valet parking.
Play soothing music or consider hiring a local musician. If there will be presentation, test the sound equipment in advance and make sure you have enough seating. Remember to refresh soft goods such as pillows. Remove clutter, clean the windows and create an entrance that is inviting, well-lit and clean. Then, it’s go time!
Respected for her communication skills and media relationships, Debra Locker Griffin has worked in public relations and journalism for three decades. She is president of Debra Locker Group (www.debralockergroup.com), a boutique agency specializing in spa, wellness and beauty. Griffin was previously ISPA’s PR director and a TV journalist.
