ascp now offers advanced modality insurance! ascpskincare.com/ami 63
Marketing Your
Spa to Men
Go Where the Guys Are
Off er express massages after a golf tournament
or a local marathon. Pass out fl yers and coupons
at auto shops, gyms, and nearby offi ce buildings.
Post ads near basketball courts and softball fi elds.
When a guy is tired and achy, or his hands and
skin are a mess, he'll quickly realize the benefi ts
of your spa treatments.
Host a Boys' Night Out
Put sports on the TV, play a little rock music, and
off er special services and discounts for male
clients who might be more inclined to show up if
they know they'll be surrounded by their peers.
Turn it into a social event where looking good and
feeling good are all part of the fun.
Market to the Women in Their Lives
A man who wouldn't buy a spa service on his own
might really appreciate it in the form of a present.
Father's Day, Valentine's Day, and birthdays are
perfect occasions for a gift massage or other
treatment, and that initial visit could lead to a
string of regular appointments.
FOCUS ON THE RESULTS,
NOT THE PROCEDURE
Men tend to be more interested in the results they'll
get than in the process itself. Instead of fl owery
descriptions of your treatments that drip with
buzzwords like calming, soothing, nourishing, or
decadent, get straight to the point with descriptions
like relieves sore muscles, erases wrinkles, or revitalizes
the skin. Consider renaming some of your procedures
when you create a list of men's services, using
more masculine, results-oriented language fi lled
with terms they already know and understand.
For instance, a mani/pedi can become a Hand and
Foot Tune-Up or Nail Maintenance, while a facial
can be a Face Rebuild or Image Renovation. And if
you just can't resist sprinkling fl owery adjectives
into your menu, aim for action-oriented ones like
energizing, invigorating, exhilarating, and stimulating.
Learning to attract and keep this new
demographic might seem daunting at fi rst, but
all it really takes is a few tweaks to your setting
and your off erings. Soon your male clients will
feel just as comfortable in your treatment chairs
as they do in their recliners when they watch the
big game, and your spa will enjoy the fi nancial
benefi ts that accompany a little male bonding.
Notes
1. Kelly Heitz, ExperienceISPA.com, "Improving Men's
Health Through the Spa," accessed March 2019,
www.experienceispa.com/pulse/current-issue?id=222.
2. Victoria Martinez, AmericanSpa.com, "Study Shows
Men are Outspending Women at Med Spas," accessed
March 2019, www.americanspa.com/medical-spa/
study-shows-men-are-outspending-women-med-spas.
3. Andria Cheng, Forbes.com, "The Surprising Trend in
Beauty? Skincare Sales Growing the Fastest Among
Men's Grooming Products," accessed March 2019,
www.forbes.com/sites/andriacheng/2018/06/15/
the-gift-your-dad-really-wants-this-fathers-
day-anti-aging-cream/#3810e9b833ba.
4. SuddenlySlimmer.com, "Take Your Dad to the
Spa this Father's Day," accessed March 2019,
www.suddenlyslimmer.com/blog/index.php/
take-your-dad-to-the-spa-this-fathers-day.
5. Nancy Berkley, NancyBerkley.com, "How Many
Women Golfers are There in the US? In the World?
How Often do They Play? How Well?" accessed March
2019, www.nancyberkley.com/771810.html.
BOYS'
Club
