To Enhance Your Spa's Visibility and Create New Business

By Erika Mangrum, President, Iatria Spa and Health Center

Besides providing your clients with a fun-filled day that combines education and relaxation in an educational forum that inspires people to take charge of their health, hosting workshop can enhance your spa's visibility and create new business. 

Iatria Spa and Health Center, a full-service medically oriented spa with four locations in the Raleigh/Durham area of North Carolina, has launched two community outreach programs that support our brand — the Professional Women's Series and Iatria Living Series. 

The Professional Women's Series
The Professional Women's Series uses both internal speakers and external consultants who partner with Iatria to deliver value-added courses that support the spa brand.  One example is: "The Art of Balance," which focuses on finding the right balance between work, family, and self — no small feat.  We charge for the programs and include a catered dinner and a glass of wine.  We also include spa coupons.  Clients come to the spa for the sessions, or if space does not allow, we use an off-site facility.

Iatria Living Series
Iatria Living is directed at both males and females.  To promote education and wellness, Iatria doctors, estheticians, massage therapists and other staff travel to a client's home for a home party or to a place of business.  At the gathering, the speaker discusses topics such as nutrition, healthy aging, technological advances in skin and body care, and anything else the clientele find valuable.  This community outreach program is beneficial for our spa employees who want to reach a wider audience. 

Finding Consultants to Hold Workshops
Since the workshop lecturers need to be paid, Iatria charges for the session and splits the net proceeds with the consultant.  Usually consultants are delighted with Iatria handling the marketing and promotion.  At times we use local authors who can gain from proceeds of their book sales. 

We carefully screen those who conduct our workshops, signing agreements only with consultants who share the Iatria philosophy, because these consultants must represent the Iatria brand.  There are far more consultants wanting to come on board than we can use.  Our brand is strong and they want to associate with our name.

How To Market
We market these outreach programs through e-mail blasts targeted to over 20,000 clients who have signed up to receive Iatria's monthly specials.  Corporations are targeted through a larger Corporate Alliance Program (C.A.P.) designed to partner with businesses and offer education and information for employee health and well-being. 

Holding a workshop provides a great service for your day spa members.  Iatria workshops are well-attended, profitable and provide our clients great value. The key is to sign up good presenters with rich and robust content. For ideas, think about what may help improve your clients' lives, looks, health, education and perspective.