Kent Richards, corporate operations director of spa at Six Senses Hotels Resorts & Spas, is one of three South African speakers at the World Spa & Wellness Online Conference, which runs until Tuesday, 2 March.
Richards will chair a session focusing on how to drive engagement from online to onsite from the perspective of a resort spa. Delegates will learn how to curate efficient social media campaigns, engaging challenges and exciting promotions. The session takes place on Tuesday, 2 March at 10.30am South African time and is free to attend.
In response to a question about how one can be a good digital marketer in times of radical uncertainty, Richards responds: “This is a new digital world, so pick a couple of digital marketing experts to get daily email updates from. Be aware of the fact that things change constantly, so don’t be scared to test and try something new. Record your reason for trying it and record your outcome and what you learned. Statistics can mean many different things, depending on how they are looked at and what the intention behind them was.
“Be resilient, plan your content calendar for a year and polish it monthly; this gives you the chance to be both proactive and reactive to the strange times we are currently living in. Take inspiration from the right people and not just from the wellness industry.”
A panel at 6pm (South African time) also on Tuesday, 2 March, will focus on how to drive engagement from online to onsite from the perspective of a day spa and features another South African speaker, Rofhiwa Mulaudzi, director and owner of Bellissimo artistry.
Says Mulaudzi: “Digital marketing was the only way to promote myself and my brand to clients during lockdown, and even after the lockdown. I ran promotions such as, for example, if they bought a certain product, then they got a complimentary gift. They could buy gift cards if they wanted to spoil a loved one after lockdown. If they had a birthday or anniversary etc. during lockdown, they could gift their loved ones my gift card without leaving their home or running around to buy a gift. This strategy also worked after the lockdown.”
At 1pm (South African time) on Monday, 1 March, South African Madeleine Colling, owner of Canvas Aesthetics, will be part of the panel focusing on how day spas can get their clients back safely.
Responding to a question as to whether she has re-engineered or modified her treatment menu since March 2020, Colling says: “My business is an aesthetics business but I did make several modifications. On my menu, I included massages which, as an aesthetics centre, I didn’t offer earlier. I’m also a coach and started advertising my service under the same umbrella. In addition, I adapted my facial offerings and divided them into Silver, Gold, and Platinum packages. I introduced on-line assessments, created an on-line store, and expanded my product.”
The above three sessions form part of the World Spa & Wellness Mentorship and Online Conference. To see the programme and to register click here https://professionalbeauty.co.uk/site/wswmentorship
Running concurrently until 2 March is the World Spa & Wellness ‘Conversations on Wellness’ Online Conference. To see the full programme and to register click here