Spa Feature: Relish Day Spa
Elizabeth, owner and operator of Relish Day Spa in Stratford ON., took a creative approach with a recent event to connect with her clients, despite the provincial restrictions in place leaving her unable to perform in-person services. Her virtual event performed better than some previous in-person events, driving sales and working to retain clients she hasn’t been able to service in-person for many months. We took the time to ask questions about her event and she was lovely enough to share her experience and provide tips for others to run successful events like hers.
Describe the event that you recently held with Kaileigh.
We had a Summer Skincare Webinar. For this event I spoke with each registrant about their current skin condition, and their skin goals. I then delivered them a customized facial kit including a cleanser, exfoliant, mask, serum, night cream and Prevention+ and facial headband. Kaileigh taught us about our skin and the benefits of common ingredients or attributes of products. Then, she walked us through each step of the facial while explaining how to use and the benefits of each product used.
How did you decide to host the event in this format?
With Covid-19 restrictions and the spa being closed we have been working hard to stay connected with our clients. We had hosted a couple webinars earlier in the year with another skincare line in the spa, and we decided this time we wanted to offer more education for our Image clientele.
What value/info did you deliver on the call? What value/info did Kaileigh deliver?
Kaileigh really did it all. I was so grateful to Kaileigh that all I needed to do was to introduce her to our clients, and she gave a fabulous educational presentation! I added a couple comments of how I like to use some products or if I thought something directly applied to some clients, but that was about it.
How did you entice people to sign up and join in?
We promoted the event on social media and through email. Clients loved the idea!
What promotions were you able to offer attendees? How successful were they?
We charged a $25 registration fee, then offered a promo code for $25 off their order in the facial kit. I was able to offer a small gift with purchase to everyone and a full size Image product (selected by me for their skin) with every order of $200+. Clients were thrilled with the extra goodies in their order. We also had a giveaway bundle. Anyone that took a photo of themself participating in our event and posted it to social media and tagged us was entered into the draw.
What were some of the struggles/issues you encountered with the event?
Some clients stated they were interested in the event, but not available at the event time. After talking with Kaileigh we decided to record the event and offer the recording to registrants that weren't able to make it. I was surprised by the number of people that took advantage of the recording option.
What tips would you offer to someone else wanting to run a similar event?
I would recommend offering the recording to any registrants not able to attend the live event. I also suggest having a theme or a focus that clients can easily relate to (maskne, dry skin, summer skincare, etc) and customize their kits. By customizing the kits everyone had products that would be beneficial for their skin. And have a webinar format that lets clients see each other to encourage engagement. (We had one webinar with only the presentation, and it had a different vibe.)