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2. Multiplexes - Advertisements to be shown between films. This will ensure targeting people who have the right kind of disposable income. This should contain the spa's website's name and 'sms' numbers from where consumers can find more information.

3. Print Media - Pamphlets are a strict no-no as the idea will make the spa look cheap. Therefore, newspapers are a good medium of advertisement. Especially, supplements like Delhi Times. An elegant and attractive ad in the paper would go a long way in creating awareness. The strategy here would be to create a buzz in a particular area in the newspaper before the launch, and eventually letting the public know that they have a new spa in the city after the launch.

4. Tie-up with Restaurants - 'Punjabi by Nature' is a restaurant situated at the heart of the IT belt in Gurgaon. The kind of crowd that comes here is upwardly mobile and possesses the required disposable income and has a different lifestyle. Running a promotional campaign here would be a very good proposition to target the right clientele. Another such restaurant could be Moet's, which is opposite Sahara Mall.

5. Presence on Internet - If somebody is typing the name of spa on Google, then he should be directed at the spa's website! The idea is that today's consumers are tech-savy and they would not simply visit the spa even if they get a free trial ticket. They'll check the Internet for more information. So it is important to have an attractive site with meaningful content. And most important, it should be able to add value to the consumers visiting it. For example, there could be a section of 'key take-aways' which would give insights to the consumers about their health or other beauty-related tips. Another possible add-on could be a referral program which earns the consumers points, if he is sending referrals through the website. The points earned can be availed at the spa and it will also help the spa create a database of potential customers.

6. Blogs & Forums - This medium has emerged as one of the most preferred medium for word-of-mouth publicity. This will involve either creating new forums or invading into those that already exist. This will help in creating buzz in the 'marketspace'.

7. Letters - Mails are passé. Letters are in. Societies usually have letter-boxes of all inmates at one place. One strategy that the entrants in niche and semi-niche areas follow is that they leave catalogues at these boxes which later will be picked by the owners. With two hundred personalized letters, a conversion of 5% to 10% can be expected.

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* Contributed by: -
Saikat Dey is currently pursuing MBA from ICFAI Business School, Gurgaon.