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Expert Panel: Q&A with Cheryl Sott

How can I develop an effective marketing and communication plan, taking advantage of social media networks (Facebook, Instagram, WhatsApp, etc.), to promote the spa and stay in contact with our frequent guests?


Maria Laura Olivera Kahn, Hamam & Spa Manager

Entre Cielos Luxury Wine Hotel & Spa, Argentina

Cheryl Sott Final2

Cheryl Sott
Spa Consultant, Trinity Spa Advisors www.trinityspaadvisors.com

Social media can be a critical part of any integrated marketing plan when used to achieve very specific goals. “If you can’t measure it, you can’t manage it”, right? It is particularly important to define your goals. As you create your social media plan, you must include exactly what you want to achieve, how you will execute, and the methodology to measure its impact and success.

A strategy and tactic brief might look like this: We will use Instagram, Facebook and Whatsapp to efficiently build brand awareness in order to increase sales by X% annually, measured monthly versus previous revenue goals. We will measure brand awareness by the number of new followers, likes and engagements on a monthly basis to determine potential correlation with sales. One hour daily, in 10-minute increments will be invested on the platforms throughout each weekday on a set schedule and will include content that reflects the voice and ethos of the spa brand. This will include lifestyle photos, videos, revenue management flash sales (shared via Whatsapp), product, treatment and wellness information plus engagement replies, each with specific calls to action. This coordinates with the spa’s existing annual marketing plan. We will cross market our social media platforms and traditional marketing channels (email), for greater impact.

From the brief you would drill down to specific procedures and guidelines that reflect your spa business along with a weekly calendar of actual posts and actions.

Author: Fabiola