| Spa & Resort Expo & Conference 2002 - Media Speak Out Panel: How to Get Your Spa Noticed by Allure, Glamour, Lucky, Marie Claire, Self, Spa, and Town & Country Magazines |
The final session I attended at the 2002 Spa & Resort Expo & Conference was a panel discussion with various magazine editors. The focus was on how to get your spa noticed by them.
The Moderator was Nancy Trent. The panel members were:
- Melissa Biggs-Bradley of Town & Country, Travel & Feature Editor who also covers Beauty- Liz Mazurski, Editor & Chief of Spa, covers everything about spa - lifestyle, wellness, modalities
- Kristin Perrotta of Allure, Beauty Director
- Felicia Milewiz of Glamour, Beauty Director, looking for interesting products
- Jean Godfrey-June of Lucky, monthly column on treatments, day & destination spas
- Stephanie Young Fitness Director of Self, annual spa issue in April
- DeeDee Flat of Marie Claire, covers spas as lifestyle option, trends, products
Questions were from the moderator and audience of exhibitors and attendees. I took the following notes:
Q:
What should be included in a press kit?
A from Liz: a spa menu
A from Jean: don't put too much information in it. Just what's most
important
A from Felicia: spa philosophy - what makes you different? ID day or
stay spa
A from Liz: what the spa looks like as well as its philosophy
A from Jean: what's your most popular treatment?
A from Stephanie: cover letter. assess how good your spa is. looking for
specific fit, targeted information
A from DeeDee: don't pitch a story. let the editor decide how to cover
it. include pictures of new treatments
A from Melissa: news angle
A from Jean: wants access to therapists
A from Melissa: we did Miraval because they came to the office with
their chef who was very interesting
Q:
Anyone write about food?
A from Stephanie: energy bars, emphasis on lifestyle, i.e. 6 things you
can carry in a pack on a hike
Q: How do you like to be contacted?
A from Felicia: phone calls, "old fashioned," email not
as effective
A from Stephanie: can have discussion, pitch one thing
A from Melissa: prefers press release with cover letter
A from Stephanie: prefers email
A from Felicia: prefers phone calls
A from Liz: likes the immediacy of phone calls but can't return all
calls - only those people she has already established a
relationship with. likes mail because she can take it with her.
A from DeeDee: likes email as a follow-up to a phone call to provide
more specific information
A from Jean: likes FEDEX - it has more immediacy, follow up with a phone
call. Other editors will pass information to the appropriate person
A from Felicia: likes to have someone from the Beauty Department try
treatments. Like to hear word of mouth
A from Melissa: reputation must equal the experience. there is one
chance to make a good impression. only send information if your spa is
wonderful.
A from Felicia: training is important
A from Melissa: every spa can't be all things to all people. don't raise
expectations of you can't deliver
Q:
Timing is everything. Is there any way for a spa to know the editorial
schedule?
A from DeeDee: call the department and ask how far in advance they need
information
A from Felicia: don't ask what we are writing about. we can't tell
you. we work 5-6 months in advance.
A from Jean: tell about what you have, not what you think editors want
to hear
Q:
Will you speak with a spa owner or just a publicist?
A: the most knowledgeable person
A from Kristin: if you are noticing a trend, let me know. changes can be
made at the last minute
Q:
Should spas include past press coverage in press kit?
A: No
A from Stephanie: if we are interested, we will spin it differently if
it's been covered by another magazine. be honest with other coverage
Q to
Felicia: "Massage horrible" What did you mean?
A from Felicia: The therapist did not know the body, her touch was
terrible, training was lacking
Q:
What is your philosophy about getting gifts?
A from Felicia: no
A from Jean: yes - we need to try products. that's our job
A from Melissa: if they make sense (no beach balls, flippers). should be
something that can be used at home
A: bribes don't work
A from DeeDee: needs vibrant color, newsworthy, packaging, stand-out
seller at spa
A from Liz: should be real products not special samples
A from Stephanie: make sure they are packaged well and won't break in
mail
A from Liz: if broken or overpacked, leaves a bad impression
A from Felicia: packaging must be photogenic and product must deliver
results
Q:
What process to you use?
A from Felicia: hard to answer. if product fits well with a story, will
research
Q:
At what point do you visit a spa
A from Melissa: depends. won't recommend a spa unless visited
Q:
How should we pitch a new spa opening?
A from Felicia: what makes it different?
A from Jean: if it's a soft launch, wait until it opens
A from Liz: you can announce in advance i.e. Coming Next Spring
A from Jean: then follow up when it actually opens
Q:
How do you prefer images?
A: prefer photos
A from Liz: no digital
A from Stephanie: no digital
A from Felicia: not all about newness, must be in tune spiritually,
re-launch, heritage, trust, feel good, special, see results
Q:
What is the most intriguing new trend?
A from Stephanie: haven't seen it yet. you must prove it and back it up
A from Felicia: must be in tune with business, listen to your clients,
you know best
A from Liz: spa is a trend, huge fluctuation of quality. prefer
simplicity. do something really well
Q:
Three tips
A from Kristin: do more to merge medical and beauty fields, create
massages and body treatments that deal with aging, 7-11 spas (convenient
hours of operation)
A from Jean: within hotels with restaurants, get a little extra such as
food or sample to make the client feel special, spa is a place to try
great products (not all just name brands), experience for sale (i.e.
four seasons sells their beds)
A from Melissa: spas are a part of people's lives, need a sense of individuality, high standards,
more interesting, sense of identity with room decor, sense of place and
personality
Q:
Do you see interest from couples?
A from Liz: yes. male spagoer is the fastest growing population of
spagoer. spas are appealing to men with men's massage and some
treatments tied to golf, workout spritzes
A from Liz: on medispa - fear that spa is about the outside. it should
be about the inner core. spas need to provide a way to get inner calm
and away from the endless treadmill of beauty components.
A from DeeDee: quality control issues especially with medical spas
A from Jean: spa daycare, if you can do it well, include a center for
kids. little boy, ear candles, massage, breath work (age 6-8)
Q:
Do any of you go to a spa regularly? If so, what makes it special?
A from Liz: sees a massage therapist and acupuncturist, foundation
elements
A from DeeDee: gets wonderful invitations but most don't offer
treatments during a convenient time. must be after 5 pm.
End
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In addition to the above editorial opportunities for your spa to appear in spas.about.com, you may also want to consider the following advertising opportunities: You can find out more about the site at http://spas.about.com/library/blpress.htm. Julie Register A Forbes Best of the Web Travel Site 2000, 2001, 2002 and Yahoo! Internet Life Best Spa Site 2002 What's New on the Spa Site http://spas.about.com/library/blanka06.htm |
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