BUSINESS SOLUTIONS | MARKETING
Multi-channel Marketing Increases
By Bob Fabbio, eRelevance Corp.
While e-mail remains a cost-effective marketing channel, it isn’t enough.
When choosing a skin care
provider or spa, clients rely on
an increasingly wide variety of
platforms to collect information,
including social, web, mobile and
e-mail. For your marketing to reach
your targets, you have to be where
they are. Today, that’s everywhere,
which makes a multi-channel
marketing approach the new
imperative for spa businesses that
want to increase revenue and grow.
Creating and executing effective,
engaging multi-channel marketing
doesn’t happen at the click of a
mouse. Technology and resource
constraints are at the heart of why
even spas that understand what
needs to be done to grow still aren’t
If you’re thinking about investing
in multi-channel marketing, here
are some important considerations:
Multiple Channels Offer
Clients want to make
appointments and get information
on their terms and schedules. They
aren’t always available during
your business hours. Provide ways
to make appointments or ask
questions online, and offer easy
links to do so from your email and
landing pages, as well as through
texting and mobile apps.
Remember, people have
communication preferences, so
you’ll reach the most targets—at the
most opportune times—when you’re
not dependent on a single channel.
For Danville, California-based
Blackhawk Plastic Surgery and
Medical Spa, a multi-channel
approach is fueling growth by
capturing the attention—and
wallets—of its contacts.
Since early 2016, the spa
has been executing integrated
campaigns through six digital
marketing channels: branded
e-mail, text messages, push
notifications, targeted Facebook ads,
web landing pages and automated
conversational content on a smart
“With multiple channels, we’re
reaching people we may have missed
with just e-mail,” said Megan Scott,
the spa’s director of marketing.
“What we’re doing has brought back
people who have not been here in
years, and that’s our goal.”
In less than six months,
multi-channel marketing generated
460 appointment requests.
Track and Measure Results
Before you begin a multi-channel
campaign, clearly identify the metrics
by which you judge success. If it’s
customer appointments you want,
ensure your marketing campaigns
provide a clear path to make an
appointment. You will also need an
easy way to monitor and track results,
and then tie them to specific efforts.
You want to know what works and
not waste money on what doesn’t.
When to Seek Help
The Bottom Line
Spa businesses investing in
multi-channel marketing are
reaping big rewards—stronger
client engagement, reduced
competition and ultimately revenue
growth. Overcoming the initial
technology and resource barriers
to multi-channel marketing may
not be instant, but is necessary for
growth in an increasingly online,
offline and mobile world.
Reproduction in English or any other language of all or part of this article is strictly prohibited. © 2016 Allured Business Media.
Bob Fabbio is CEO
and co-founder of
eRelevance Corp. For
more information, visit www.
erelevancecorp.com or e-mail bob@