A spa is a place that can be perceived as either therapeutic or relaxing. Either way it is a place that thrives on perceived value and how much people are willing to pay for the services a spa offers. People can relax at home, but to get them to want to relax in your spa you have to create the right advertising campaign and get out the right message.
Anything to do with the public's perception of your spa is important to its success. If you locate your spa in a strip mall or small plaza, that gives a different message than putting your spa in its own building surrounded by very few neighbors. Your location should give the perception of being relaxing, and this can help to set the proper atmosphere for customers when they walk through the door. Choose your location wisely, and make sure it is a place where people will want to go to relax.
When you advertise spa services, create the perception of value in order for customers to feel that they are getting their money's worth. If a normal full body massage is $100 in your spa, then you may feel the need to discount the price to create a special promotion. Rather than lowering the price, add an additional service such as aromatherapy at no cost. You can attach a value of $30 to the aromatherapy and then offer the package as a savings of $30 for the free aromatherapy. The key is to create in your customers' minds a perceived value of a spa service, and then use that value to generate more revenue for your business.
Market to the Right Audience
You will gain more revenue for your spa by having customers that have already developed an interest in your services. You develop this interest by networking with local health care providers and therapists to get referrals. You offer referrals to your clients who need a new doctor, and in return that doctor sends to you her patients who need help relaxing or who may need some therapeutic service that you offer such as massage therapy. Customers referred by their doctors or physical therapists already have a positive view of your spa because they trust their health care provider to give them good advice.