Tag Archives: Marketing

Fake Reviews on Websites – Advice for Spas

Fake Reviews on Websites – Advice for Spas
Take Control of Your Spa’s ‘Online Reputation’ – It’s An Important Way to Drive New Business
By Susie Ellis, SpaFinder Insider

A cosmetic surgery company, Lifestyle Lift, that told its employees to post fake positive consumer reviews on the Web, has been fined $300,000 for fraud.

Wow…that’s attention getting.

This disturbing news item provides a great springboard to talk about the explosive new world of online consumer spa reviews – and assure that the spa and wellness industry doesn’t get mixed up with the kind of snake-oil tactics adopted by some in the cosmetic surgery industry, such as Lifestyle Lift’s duplicitous scheme. The company’s actions, of course, underscore just how critical establishing positive online reviews are for all industries today, and open up discussions about what should actually constitute a positive, productive consumer review strategy.

SpaFinder.com has been online for a decade, attracting on average 15,000 new consumers looking for spas every day. We encourage reviews and find that these opinions from spa-goers and the Spa Deals section are two of the most popular areas of our website.

While most of the reviews posted at Spafinder.com are legitimate and give helpful feedback, we have had our share of challenges: the occasional bogus review from a spa itself, a disgruntled employee ranting on, competitors trying to undermine each other, or a consumer trying to get compensation or a free service. We found that providing a platform for spas to respond to reviews worked to solve most of the problems. Once we added that functionality, the conversations were more open, and the reader benefited by understanding both sides of a complaint.

The spa industry needs to welcome consumer reviews – not only because they’re here to stay and your spa is going to be reviewed on the Web whether you like it or not – but because consumer reviews have such a powerful impact on consumer decisions today. More than three in four consumers researching online now turn to consumer reviews to find and choose services and products. In fact, the research firm Compete found that consumer-generated content directly influences $10 billion a year in online travel purchases.

People (like you and me) value this unvarnished information from real-world consumers, and it’s becoming an increasingly important factor in the arsenal of information we use when we select a spa. Sure, editorial reviews, recommendations from friends, awards won, are all key, but online reviews are exploding and becoming increasingly part of the decision-making mix.

Here are some tips to help not only turn the occasional ‘bad and the ugly’ around – but that can help your spa create a higher volume of positive reviews that will get your phone ringing.

1. Monitor/Be Aware: If you haven’t done this, you should: try a simple Google search of your spa and look at the places your business has been reviewed. You’ll see what powerful traction reviews have in search, placing high in the results at the Googles. Monitor the major sites where your spa may be reviewed: Spafinder.com, Yelp, Citysearch, Google Local, TripAdvisor, Yahoo!, Insider Pages, etc.

2. Respond to Negative Reviews Graciously and Honestly: Most sites allow businesses to respond to reviews directly. And, if not, simply post a response. It shows people you care about customer service. After all, we’re IN the service business, and we know how to be gentle with people, to apologize when we’re wrong, to correct a situation that needs correcting. Even with a maddeningly negative review, respond neutrally, fairly and honestly – be transparent. “Amping up” with a reviewer no matter how irritating they are is never a good idea. Whenever I read a “defensive” response to a review in the spa industry, I generally conclude that the reviewer was probably at least partially correct.

3. Interject a sense of humor: Sometimes it is better to say something funny than to stick with the seriousness of a situation.

4. Never Post a Fake Review: Never post a bad comment about a competitor or a fake glowing review. And don’t have your customers post reviews physically from your spa’s computers: if your reviews are generated from your own internal network/IP address, you could suffer serious blacklisting. You can even block the consumer review sites at your spa’s computers, if you feel you need to be double safe.

5. Review Readers Are Smart – Give Them Credit: Don’t worry that consumers will be bamboozled by one negative review – or even several. Nor are they going to be won over by some over-the-top post of adulation. If anything, a combination of good reviews and an occasional negative comment makes your overall online reputation more believable. That’s life – a balance of the positive and negatives.

6. Encourage Happy Customers to Review You: Getting a higher volume of your satisfied customers to post happy reviews at sites like Spafinder.com not only balances out any negative reviews, it’s the best kind of high-impact exposure for your spa. You can occasionally and tactfully explain to your best customers the importance of this new online world, and how helpful it would be if they shared their experiences. Present it lightly, stressing how much you value their honest assessments and opinion. Or you can leave cards in your reception area as take-aways: explaining that they can share their experiences at sites like SpaFinder, to help others benefit from their knowledge. Never pressure them, or offer review bribes, it doesn’t work.

7. Fix the problem: Not only do you want to respond to negative reviews online, you ultimately want to fix the problem cited. Report back about the actions you took to address their problem: customers are often able to edit their reviews, or, of course, post a new one. And if you’ve taken them seriously, and satisfied them, they’re likely to do so. Consider this free feedback and consulting advice, to improve your business overall.

8. Your Best Defense is a Great Offense: If you’re truly delivering superior service, terrific results and establishing trusted relationships with your clientele, you’re far less likely to be vulnerable to a few bad reviews.

Spas that get educated about the customer review realities, and implement a basic strategy, soon realize that this brave new world is less something to fear, but is actually an incredible marketing opportunity. There have never been so many places for your customers to virally promote your business. And a positive review presence is a surefire way to drive significant new business. You’re probably getting the calls already…but you’ll get more…with customers reporting they found you through an online review – or even asking for specific therapists by NAME!

**
Follow me on Twitter http://twitter.com/susieellis

**
If you wish to be put on a list that automatically sends my blog posts to your email, just let dulcy.gregory@spafinder.com know and she will add you to that list. Thanks so much!

Spas, Salons, Hot Pink Nails and a NASCAR Race

Spas, Salons, Hot Pink Nails, and a NASCAR Race

By Susie Ellis

SpaFinder Insider

nascarrace 707091 Spas, Salons, Hot Pink Nails and a NASCAR Race

Normally I would have no interest in NASCAR racing – however I couldn’t help but get involved this weekend. Peter decided to say “yes” to a crazy idea to become the primary sponsor for a car driven by NASCAR driver Danny O’Quinn, Jr. in the Talladega (Alabama) Race this weekend. He thought it might be fun to have a hot pink and purple NASCAR in the race with the words “Salon Wish” to promote our newest gift certificate division – Salon Wish – especially right before Mother’s Day.

When it comes to promotional ideas, I have learned to trust Peter. He has an amazing pulse on what will get people’s attention. (In case you aren’t familiar with his out-of-the-box thinking, you can have some fun listening to his famous bouncing ball commercials that helped him sell a lot of cars in the 1980′s when he was a car dealer. Or you can check out the first ever Super Bowl commercial by an Internet company – Autobytel – which Peter founded in the late 90′s. It created quite a stir! These live on thanks to YouTube and the Internet. What people may not know is that the buzzzzzz created by these somewhat wacky ideas was more valuable than the actual promotions. After all – they are still being talked about today – and the bouncing ball even made it into a movie!

The Salon Wish NASCAR may be what I call a Pete-RePeat. The link below shows it has already caused a flurry of interest (most clicks by far). We had so many media interview requests this weekend that we had to fly someone from our offices here in New York down to Talledega to handle all the interest. It sure got the spa/salon Mother’s Day message out! http://thehotlap.com/modules.php?name=BGNPhotos&op;=album&id;=236

In case you are interested in more info (including learning that NASCAR is the #1 spectator sport in the U.S. with more female fans than any other sport), here is the press release that accompanied the event. I have to also give credit to Betsy Isroelite who not only wrote this clever release but also – along with her husband – created the famous bouncing ball jingle more than 25 years ago and the Super Bowl commercial. She is quite a genius and the only person I know who really “gets” Peter’s promotional mind.

SalonWish.com to Sponsor NASCAR Driver Danny O’Quinn, Jr. in Aaron’s 312 Race at Talladega Super Speedway
Watch for a pink and purple Chevy Impala at Talladega on April 25, reminding everyone that NASCAR isn’t just for the boys

New York, NY – April 22, 2009 – People once thought NASCAR was only a male passion, but think again. That myth continued to be shattered when Salon Wish, the popular gift card from SpaFinder, announced today that it will be the primary sponsor of the ‘01’ car driven by NASCAR star Danny O’Quinn, Jr. in the upcoming Aaron’s 312 NASCAR Nationwide Series Race at Talladega Super Speedway on April 25th.

At 6’5”, O’Quinn is used to standing out in a crowd and he will stand out even more at the helm of the Chevy Impala trimmed in Salon Wish’s signature hot pink and purple colors and the ‘Salon Genie’. Named NASCAR Busch Series Rookie of the Year in 2006, this season O’Quinn is driving for JD Motorsports.

Many wouldn’t think the market for salons, hair and nails is one and the same as the NASCAR audience, but NASCAR data shows that more women attend races and watch on TV than any other sport. With 75 million fans, NASCAR is America’s #1 spectator sport, holding 17 of the top 20 most attended sports events in the U.S.

According to SpaFinder CEO Pete Ellis, “We jumped at the chance to sponsor O’Quinn and be part of NASCAR. Women are almost half of the NASCAR audience – why not have a car that appeals to female fans and reminds male viewers that Salon Wish gift cards are the perfect gift for Mother’s Day, birthdays, anniversaries and more.”

Salon Wish gift certificates and gift cards can be used at thousands of salons across North America for the salon service the recipient chooses. They can be purchased at SalonWish.com and at retailers including major drug and grocery chains.

Media Contact: Betsy Isroelit 213.300.0108 betsy@rbicom.com
* NASCAR Nationwide Series Race airs on ABC, Saturday, April 25 at 2:30 p.m. ET

**
If you wish to be put on a list that automatically sends my blog posts to your email, just let dulcy.gregory@spafinder.com know and she will add you to that list. Thanks so much!

** If you wish to follow me on Twitter: http://twitter.com/susieellis

Spa Trend Bingo

Spa Trend Bingo

Susie Ellis, SpaFinder Insider

Just received an email this morning announcing the brand new book by Mark Hyman, M.D. It is called The UltraMind Solution. You may know Dr. Hyman from his time at Canyon Ranch in Lenox or perhaps you know his other books, UltraPrevention and UltraLongevity.

It put a smile on my face. Why you ask? Well, because in our recently released top 10 spa trend predictions for 2009, brain health was one of them! (And no, I didn’t know he was writing this book!)

While it is an encouragement to know that we have a pretty good pulse on what is going on out there and I wanted to brag a little (ok, I know it isn’t flattering), I also wanted to encourage you to buy the book so you can really be ahead of the trend curve.

Dr. Hyman describes the UltraMind Solution as “The Simple Plan to Sharpen Your Mind; Boost Your Mood; Increase Your Memory; and Even Reverse Autism, ADD, Depression, Alzheimer’s and More…”

I think this is the beginning of a conversation which will be going on for quite some time in the spa industry. How exciting!

P.S. If you missed our top ten spa trends for 2009 that I posted in a previous blog, I’ve added a quick summary for you below and you can read the full report here.

SpaFinder’s Top 10 Spa Trends for 2009

Energy Medicine – People are more open to alternative medicine, and there is more scientific evidence lending credibiity to the field.
Casinos & Spas – The combination of gaming and relaxation is quite complementary, and casino hotels have the money and creativity to build unique and exciting spas.
The Medical and Spa Tourism Shuffle – Traveling for health is happening for many different reasons and in many different ways, all over the globe.
Eco-Embedded Spas: A Deeper Shade of Green – It’s the most relaxing way for spa-goers to enjoy and feel good about their spa experiences.
Trains, Boats & Planes: In-Transit Spa-Going – The presence of de-stressing outlets during travel helps to make trips much more enjoyable.
Brain Health and ‘Mind’ Gyms – As people age they recognize that their minds need to be healthy also. Exercise your body, exercise your mind.
Stress – the 2009 Buzzword – As the entire global population is seeing unprecedented stress levels, and the number-one reason people go to spas is to reduce stress.
Mindful Spending – Discounts, bargains, and added values are expected in almost every transaction, and spas will be no exception.
Move Over Baby Boomers: Gen X & Y Are Spa-ing Their Own Way – The younger generation has unique spa-going habits, such as starting at a younger age, spa-ing with friends, and using technology 24/7.
Brands, Brands, Brands – There are so many spas to chose from, and brands help consumers distinguish one from another.

If you wish to be put on a list that automatically sends my blogs to your mailbox, just send an email to dulcy.gregory@spafinder.com and let her know. Thanks much!

Hot Spas in LA: Century City Fitness Club & Spa, Obaji Skin Health Institute and Voda Spa – One is Extremely Hot!

Hot Spas in LA: Century City Fitness Club & Spa, Obagi Skin Health Institute and Voda Spa – One is Extremely Hot! By Susie Ellis

After the ALIS event (American Lodging and Investment Summit), I had just enough time to visit three spas in the LA area before my flight back to New York. The first was a quick peek at Century City Fitness Club & Spa by Equinox (formerly the Mystique Spa), then a visit to Obagi Skin Health Institute in Beverly Hills and finally a massage at the new Voda Spa – a new Russian Bathhouse.

Here are my quick impressions:

Century City Fitness Club & Spa: A lot of fitness, a little bit of spa. I understand they are announcing a new “flagship” club and spa soon which they will then roll out to several existing facilities as a model for future Equinox Clubs. It seems like a good strategy to combine fitness and spa …however, it may be a challenge to make it work well. If the Century City location is any indication, these are two different markets and putting them together isn’t all that easy. Think cruise ships adding discos…..that didn’t really work. In my opinion it will take an entirely new model. Looking forward to what Equinox unveils

Obagi Skin Health Institute: My friend Bob Henry built this and he kept telling me about the concept with videos playing in the windows at night, etc. I couldn’t picture it and finally got to see it myself. The fountain he created…basically the word Obagi in huge glass-like letters with a fountain underneath each and lit beautifully. Bingo. He created a tourist attraction on the corner of Canon Drive and Dayton Way in Beverly Hills. A great example of how to make your architecture a marketing piece that works for you on an ongoing basis.

VodaSpa: Perfect example of one of the trends we predicted this year called “The Urban Spa Explorer” – or ethnically rooted spa experiences. VodaSpa is a 15,000 square foot Russian-inspired oasis which very successfully blends the Old World tradition of the Russian banya (one is 220 degrees F – extremely hot!) with a sleek new contemporary décor. Already Jennifer Aniston, John Travolta and the like have been guests. Their photos are outstanding – worth a look.

***

if you wish to be put on a list that automatically sends my blog posts to your email, just let dulcy.gregory@spafinder.com know and she will add you to that list. Thanks so much!

More Los Angeles Spas

A Fall Destination Spa Getaway Begins With a Spa Treatment!

What a difference a year makes!
By Susie Ellis

Peter and I just arrived at the Lodge at Woodloch, a Destination Spa this afternoon. We drove up from Manhattan and arrived exactly five minutes before my Astara facial was to begin. What a delight to see how everything has come together.

Woodloch opened a year ago this summer and we were part of their first “shake down” weekend. At the time we were very impressed with the setting, the dining and cuisine, the exercise gym, and the whisper lounge. But as with many new properties, there were still some rough edges. The stand for the singing bowls at the entry hadn’t arrived, the garden furniture wasn’t set up yet, the collateral material wasn’t totally “together” and the staff was still practicing.

But Wow…everything seems to have been ironed out and it does make a difference when everything runs so smoothly: the friendly valet taking care of the car, and happily, the singing bowls were not only set up there was a sign inviting you to play with them! Heading to the spa I noticed that the staff was friendly and knowledgeable, and everything was sparkling clean even though there were quite a few guests trotting about. This time I had a chance to observe all of the really tasteful and expensive décor that was visible everywhere.

We have an entire weekend to look forward to and hopefully, if it stops raining, a walk through the trees whose leaves are now red, yellow and brown. As a transplanted West Coaster, I am still in love with fall, and in particular, that one weekend a year when the leaves are really at their peak.

Well, off to the gym. The class and activity schedules cover the entire day from 7:00 a.m. to 6:00 p.m. – another delightful surprise!

Susie's Spa Blog

Susie's Spa Industry Blog