Everyone likes being a member of a club or organization. Knowing you’re a part of something keeps you coming back and holds you accountable. Health clubs and gyms have succeeded from utilizing the membership model, and massage clinics have jumped on the bandwagon recently, too, in a big way.
You probably have thought about starting spa membership programs at your spa, but something has held you back. Does the idea sound daunting to you? Do you worry that not enough clients will sign up?
Implementing spa membership programs isn’t complicated, and it provides a number of benefits to both you and your clientele. So, it’s time to say goodbye to the negative thoughts and start saying hello to a membership plan for your spa!
Everyone Benefits with Spa Membership Programs
With a membership program, it’s a win-win situation for both you and your clients! They get to enjoy their regular treatments and services at a discounted rate, and their membership keeps them coming back regularly and knowing they are living a healthier lifestyle. You and your spa staff benefit from the steady stream of income generated. Membership programs help you destress a bit, knowing you don’t have to worry about when your clients will book their next appointment.
What’s the Difference Between a Membership Program and a Loyalty Program?
Before we get to the nitty gritty, let’s get something straight. How many times have you used the terms “membership program” and “loyalty program” interchangeably? Since it’s easy to mix up the two, let’s differentiate between them:
A membership program is where a client agrees to pay a specified fee on a regular basis (typically monthly) to receive services. The fee is usually charged automatically to the client. A loyalty program, on the other hand, does not require clients to pay any specified amount; they simply receive rewards for their continued business. Ideally, it’s a good idea to have both, since membership programs bring clients in, while loyalty programs keep them coming back.
As your membership program grows, offer rewards and incentives only available to members.
Setting Up Your Spa Membership Programs
So, what do you need to do to implement a membership program for your spa? Let’s break it down into a few easy steps.
1. Set Prices and Services
First focus on your agenda. You need to figure out what services your membership will include and how much you’ll charge. You may want to start off simple with one general membership package, but then make things interesting by offering clients several options based on their needs, interests, and budgets. Maybe offer clients separate memberships for specific treatments and services: one for massage or one geared towards wellness and eliminating stress.
2. Establish Terms and Plans for Payment
Have clients sign a membership contract. You might want to offer the option of a six-month or yearly membership. When the term ends, you may wish to automatically renew it for your clients, but make it clear to them that they have to notify you should they wish to cancel. Most memberships have clients pay monthly, so you can set this as a standard. Or you might set several options to appeal to more of your clients.
As for payment type, credit and debit cards are simple and easy to automatically charge regularly. Cash and checks are typically more suitable for individual sessions.
3. Market Your Spa Membership Programs
Once you have a plan in place, now’s the time to get the word out! Focus first on your email efforts, and notify existing clients of your new membership program. Definitely include information on the health and cost benefits a regular membership can provide, and include a link to your website with more information and where clients can sign up. Speaking of your website, make sure you update it with the new membership program info in a clearly visible spot that stands out! Spread the word on your Facebook and other social media pages, and provide a link to sign up.
Don’t forget about print: You should also focus on brochures, flyers, and other materials you can place at the front desk and other spots around your spa. Advertise in a local publication to target those new to the area, and/or write up a press release and distribute it to local news publications.
Now that you know the basics to get started, you have some planning to do. Discuss with your team, get organized, and distribute tasks. Soon you’ll have a solid spa membership programs in place!
Interested in learning even more tips and insights for growing your spa? Check out our free guide!
About the Author
Erica Brooke Fajge is a contributing author for Booker by MINDBODY. She has extensive experience in the tech and digital marketing industries, specifically in web content, online publishing, and startups. Erica also shares her expertise as an adjunct instructor at the Fox School of Business at Temple University in Philadelphia, where she teaches Business Communications in the Department of Marketing and Supply Chain Management.More Content by Erica Brooke Fajge