Question

Topic: Taglines/Names

Service Name When Customer 'creates' The Service

Posted by Anonymous on 6/16/2010 at 1:20 PM ET 25 Points
Coming up with a name is difficult. I am a day spa, body treatments, massage, nagging aches, skin care, waxing, natural nails, etc. Our mission is service beyond expectation. We attract mid - high end consumers. We have 'packaged' service offers but we want to take a person's experience to a higher level - and let them design the ideal package, for them, today, one at a time. Our goal is to let a client purchase time, e.g. 2 hours, 3 hours, and let them tell us what services would make them feel fabulous and we deliver. This is a new concept; I need to pique curiousity in the service name about clients customizing their own - but nothing too sweet and syrupy. Ideas?
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RESPONSES

  • Posted on 6/16/2010 at 1:40 PM Accepted
    Do you have any reason to think this concept might be appealing to your target audience? It sounds like YOU thought this up and now want to name it, without any input from your primary target audience.

    First of all, they might not even like the idea. If that's the case, it doesn't matter what you call it. Second, if they DO like the idea, it would be really helpful if you could find out what words THEY use to describe the concept, what they think the benefits are, what problem this solves for them, etc. (i.e., WHY do they like it?).

    Naming starts with a deep understanding of the target audience and their needs, so we can understand how your solution fits into their world. Can you help us with this one? You must have good reason to think the concept will fly, and we need to understand that reason if we're really going to help you with a name.
  • Posted by Jay Hamilton-Roth on 6/16/2010 at 3:40 PM Accepted
    When you give people too many choices, they don't choose anything at all. It's easier to give them some prepacked options ("No more aches", "Look Fab Quick", "You mini-vacation", etc.).
  • Posted on 6/16/2010 at 5:21 PM Author
    Thank you. Spas sell time in return for service. 1st, tho the public is generally unaware, there is growing clinical efficacy (Mayo, NIH) of massage in increasing wellness, reducing lifestyle stress (lessen risks of CV disease, more energy (exercise), and treating LBP. 2nd, growing numbers are using spa's to feel better. Once at the spa, they find out there worthwhile ways to feel and look better. 3rd, Most spa's offer standard choices/packages; then consumers price shop. I prefer differentiation on quality+ client experience for retention. Person A wants neck + shoulder work, treatment for jet lagged legs, + a pick me up mini facial. Person B may need light extractions, back exfoliation, and express pedi. Such variety can be done in 1 1/2 hrs. I'd like to see if 'made to order' time blocks, increases retention, frequency of visits.
  • Posted on 6/16/2010 at 5:46 PM Author
    Thank you. In response to "too many choices" some clients sift through the prepackaged, and hem and haw because it doesn't have 'exactly' what they want, or were looking for a new treatment they'd heard about. If they add services, a la carte, the bill adds up because each is designed as a self standing treatment. To counter this, a provider then has an ever growing menu to catch all the wants, wishes, full session, mini session + the options (choices, confusion) grows. Just as people are all unique, their aches and pains are unique (from a car wreck, carpal tunnel, frozen shoulder, over doing gardening, lifting something too heavy); skin needs range from needing a little to a whole lot, a broken nail. Needs change often. Again we're focused on client loyalty, resulting from quality care. I've spoken to a just few clients. Newbies would love it to sample things they've not tried; afficionados would like less of some parts of a service to allow time for a little bit of another. With the growth of spa, I think the time may be near when spa consumers want to choose only what they want; I'd like to be ahead of any like this in my little spa, $500k. I'd like customers to have simple, easy to make choices that fit their needs. My thinking is that selling blocks of custom-time might accomplish this; of course you have to have stellar service providers to deliver - and we can do this with experienced staff.
  • Posted by obrewton on 6/17/2010 at 1:32 AM Accepted
    your way spa day
  • Posted on 6/18/2010 at 1:21 AM Accepted
    This is not an entirely new idea. I have seen this in some other businesses.

    Create Your Own Spa Service

    At Your Service Spa
  • Posted on 6/28/2010 at 10:11 AM Moderator
    Huh?

    You wrote: "Spas sell time in return for service." I don't understand this. Don't you take cash or credit cards?
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