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Free Trials

Since the spa would not want anybody and everybody to avail a free trial of its services, it should limit the free trials in the following manner: -

1. Residential colonies like South City, Sushant Lok and DLF are inundated with people working in BPOs, IT firms and various other companies. Now the spa would like to target those people here who subscribe to various magazines like Outlook, Cosmopolitan and Femina. The reason behind this is that people who usually subscribe to these magazines are well-educated and it's highly likely that they'll have time to visit the spa. Also, it is expected that they'll have nuclear families as people staying with joint families hardly get any time to read magazines and, hence, do not subscribe to them. But they might read newspapers and that is the reason why the spa shouldn't be targeting those people who read Economic Times and Business Standard. Information can be gathered by contacting the newspaper vendor in these areas and including an envelope containing the free trial ticket. If these people can experience that 'wow' effect at the SPA then they'll be the one who will become the promotional tools. They will spread the word among their colleagues and friends and Viola! The spa more people wanting to come and experience.

2. Another strategy for free trials would be to hold some contests at malls like Metropolitan and Sahara, and giving the winner a ticket for free trial. Now this will generate some sense of achievement within the winner and they will surely visit the spa. Also, the contest would be designed in such a way that they attract the right kind of customers. An example would be a quiz revolving around skin care and health.

The above two methods of distributing free trials will ensure that people who visit the spa and get a good experience will return with a positive image and there is high chances that they'll come back as well as spread the word.

Finally, I would like to emphasize on the fact that the spa has to have some 'wow' effect. The consumer must experience the lift out of the usual worldly existence and, just for a little while, it should take him to a soothing and invigorating destination.

Concluded.

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