Build your Image and Sales
With a Well-designed Service Menu
By Kaffee Keldie
A popular saying is “if you build it, they will come.” For the spa industry’s purpose, that saying should be changed to: “If you build it, design an attractive, descriptive and compelling menu of services, they will come.” Of course, your efforts should not stop there. The menu must be distributed, and your spa advertised and promoted to attract clientele.
The key to success is to design a menu of treatments and services that projects who you are and what you do in a dynamic way, which entices and translates into sales for your facility. The menu is a multi-page brochure or booklet that includes your welcome, philosophy, service descriptions, policies, images of the facility, website address, physical address with directions, phone number, etc.
Do not confuse a menu with a simple price list. A price list is just that— it states the name of the treatment with the price next to it. Whether you are a long-established business or you are just starting off, the importance of your menu cannot be overstated. It is a key piece of your marketing strategy, and many times the first “touch point” that a potential guest has with your business. Your menu should be a comprehensive guide of who you are and what you sell. It should be prominent on your front desk, appear on your website and mobile phones, handed out at networking events, faxed, e-mailed and included with any gift cards that are purchased.
Whether you are a long established business or you are just starting off, the importance of your menu cannot be overstated. It is a key piece of your marketing strategy, and many times the first “touch point” a potential guest has with your business.
Redesigning your menu
If you already have a menu and are considering a redesign, you will be happy to know it has been proven that a well-designed, new menu can increase business by up to 10 percent. It is recommended that you redesign the menu about once a year. The good thing about redesigns is that you get to know your core customers, and you find out what services are most requested and which ones are not popular. Delete the less popular ones and offer something new and exciting. Remember that a menu is not only impressive to potential clientele—it also assists in attracting talented staff to your spa, as it builds your image and distinguishes you from your competition.
If you are a spa in development, the real nuts and bolts of the menu design will come after you have determined your location, and established your concept, target market, design and décor, mission statement and even your logo. All of these elements should be part of your menu. A well-coordinated effort that is reflective of the spirit and philosophy of your organization is vital to success. It is advisable to have an idea of the services you plan to offer in the early stages, not only for floor plans and equipment purchases, but because this will be helpful in the initial menu planning also.
Once you have established all the preliminary concept decisions, the menu design process can begin. It is always interesting to collect menus from your favorite spas to get examples of the different elements incorporated into a menu. The two basic elements are design (which includes layout, color scheme, graphics, typeface, paper choices and menu size) and copywriting (the descriptive wording and tone chosen for the introduction of who you are, your philosophy, range and descriptions of services and policies). How the menu is organized, the words you use to tell your story, the attractiveness and clarity of design, the pricing and types of services included all have a significant impact on its ability to promote your spa and the sale of services.
Getting started
To begin the design process, it is worthwhile to establish a relationship with a full service printing company in your area, as they can be a helpful resource. A design department with an experienced, trained graphic designer can guide you in making choices to achieve the look and feel of your menu. Together you can use color, font, layout format, graphic elements, paper quality and size to authentically convey your message. It is very important to consider the legibility of fonts to assure that your menu is easy to read. Cost is a big factor in many of the design choices. It may be important to your philosophy to use soy ink and recycled paper, but be aware that it costs more than standard ink and paper. Using full color can give your piece a luxury feel, but does it fit your budget or market position? You want the final product to be financially in line with your margins and not exceed your advertising budget.
Design Dos and Don’ts
1. Present a look of professionalism.
2. Use your menu to further establish your color theme and design story.
3. Arrange treatments in categories: body, face, nails, etc.
4. Include images of your facility featuring models enjoying the experience.
5. Do not overspend on production, and estimate quantities wisely.
Copywriting Dos and Don’ts
1. Tell your story. Set your menu and spa apart from your local competition. What makes you different?
2. Understand and speak to your existing and potential clientele in their language.
3. “Pampering” is out. The terms “wellness”, “balance” and “spa experience” describe what spa goers are seeking.
4. Clearly state the various upgrade and enhancement options within a treatment.
5. Spell check. Avoid grammatical errors.
Decisions, decisions
We like to consider all the senses when developing treatments—sight, smell, touch and sound, but nowadays people buy services that solve a problem, and deliver beneficial results. These are key factors to consider when designing your service offerings. It is also important to identify your signature services—those that you want to be known for and excel in. Offering shortened variations of treatments, known as express services or tidbits, are popular for clients that are pressed for time and/or money but still want to indulge in a spa experience. In the current economy, people are looking for value. There are several different ways to display service pricing. Some menus include it, while others have an insert that states the current pricing. If you anticipate a price change before a reprinting, the second option is best for you.
Copywriting
Once you have made the important and complex decisions about what services to offer, it is time to write copy that describes them. Your service descriptions must be enticing and stimulate the senses. Most importantly, they should be focused on the benefits and results that will be gained from the treatments. Be informative without being too technical, tantalizing yet not confusing and most importantly—legible and inviting enough to prompt a phone call. Convey who you are with words that are easy to understand.
Caveats and tips
Using foreign words that are hard to pronounce can be a deterrent for clients. For your local clients, think about offering services in series of three, six and/or nine. You gain committed clients by bundling services and offering discounts. Present series options right under the listing and description of the service. It is essential to design packages of multiple services with creative names, as these are an expected part of any spa menu. Packages often include lunch or snacks because of the longer duration. They can be designed for focus groups of teens, men, brides or girlfriends, to name a few. Encouraging group services is a good way to invite more business. Get creative, include package options in your menu, and design new ones around each holiday.
The more planning you do to create a menu that truly reflects your vision and purpose, stays current with the needs of your clientele, and clearly outlines what you offer and for how much, the more your business will thrive. Now enjoy the creative process of designing a brilliant menu!
