UpClose & Personal - Nancy Griffin

The Internet has permeated every facet of our lives. A recent America Online study asked people what one medium they would want if stranded on a desert island: internet, telephone, or television: 67% said they would want Internet access, versus 23% who would want telephone, and 9% who would want television!

The Internet will have, and is already having, a profound impact on the spa industry. From booking appointments, to purchasing products, to educating the customer on the spa experience, spas will use the Internet to increase their reach, save money, and enhance client relations. But is your web site performing to your expectations? Unfortunately, the answer is often a resounding "No".

Web design is just the beginning of your investment in an Internet strategy. Similar to your print brochures that sitting in the storage closet, your web site can be posted yet completely lost in cyberspace. Marketing your web site is much more difficult than sticking a label on a brochure. Developing a comprehensive media plan to market your web site consists of traditional marketing methods (direct mail, tradeshows, etc) as well as online promotion consisting of search engine optimization, linking, partnerships, and direct email campaigns.

A recent study finds that 50% of resort spa-goers look to the Internet for spa information. Spas are not keeping pace with tech-savvy consumers. 37% of online beauty shoppers say that an important factor in the decision to buy online is that they can buy "hard-to-find" or "exclusive" brands. Yet few spas have developed web sites to offer their spa customers the opportunity to access products outside the walls of the spa.

Online promotion is usually handled by a team of internal and external players, including top management, graphic designer, web developer, hosting company, internet service provider, search engine optimization company, and public relations. Coordination and synergistic relationships between these players are crucial to the success of your online venture.

The most important thing about listing in the search engines is to place your web site in the most relevant category where you think people will look for your services and products. Yahoo, the undisputed "king of the search engines" is by far the most difficult to get listed on. $199, you will be considered for a position in the Yahoo search engine. All though the "fee-for-consideration payment plan appears unreasonable, it is well-worth it. Other significant engines include Alta Vista, Infoseek, Excite, Webcrawler, Hotbot, Lycos, and Northern Light.

If you have not registered in the search engines and your site is not linked from anywhere , there is no way it'll ever be found—it might as well be invisible. A great place to link for day spas and related-properties is the local Chamber of Commerce, whereas resort spas need to concentrate on travel-related links. All spas need to develop a web-based advertising schedule including links, buttons, banners, and sponsorships.