Know-How Exchange : Strategy

You can begin a teaser campaign before you actually open the doors, but it will be almost impossible to measure the effectiveness of the effort, and you'll still have to advertise once the spa is open for business.

One thing you can do in your pre-opening advertising is offer a bonus of some kind to people who bring in the ad (after the business is open). It can be an additional service, a gift or even a one-time introductory discount on services. Most people will ignore the offer but you may register your name and positioning benefit that way.

You can also distribute brochures at local businesses, if they'll take them. Hair salons, for example, might be a good way to reach your target audience.

For maximum effectiveness don't start too early. I'd suggest 2-4 weeks before opening day ... no more. People will forget and you'll have wasted the effort (and money). It will take several touches to get people to act, but if you start before the doors are open, many people will dismiss the message and/or forget it completely because they think it's "too far off in the future."

It will be interesting to see what others have to say on this. Thanks for posting the question.

No matter what you say prior to opening, the experience that people have at the spa is what will spread the word.

Therefore, have a special VIP opening to influence (female) leaders in your neighborhood (CEOs, Chamber members, Mothers Club Leaders, Women's Shelter Board, etc.). Go the extra mile just for them: special music, special food, special gifts.

If you can, video these people getting services and oohing-and-ahhing about your incredible spa.