Med Spa Success Strategies: PR & Influencer Marketing for Med Spas - Interview with Reena Goodwin

Release Date: September 10, 2024
Host: Ricky Shockley
Guest: Reena Goodwin, Founder of Factor PR and Real Fluence

1. Introduction to the Episode and Guest

In this insightful episode of the Med Spa Success Strategies Podcast, host Ricky Shockley welcomes Reena Goodwin, a seasoned PR expert with over a decade of experience working with renowned brands such as Columbia Records, the Rock and Roll Hall of Fame, and the Cleveland Museum of Art. Reena founded Factor PR in 2016 to support change-makers in the beauty and wellness industries. She is also the founder of Real Fluence, an online partnership platform connecting beauty experts with brands. Reena’s expertise is further validated by recognitions from prestigious outlets like the New York Times and Architectural Digest.

2. Understanding PR and Media Relations for Med Spas

Ricky begins the conversation by probing into the broad concept of Public Relations (PR) and its relevance to med spas. Reena defines PR as the practice of communicating with an audience to influence their perception of a brand. She elaborates, “PR stands for public relations. So public relations is the practice of communicating with an audience for the benefit of influencing their public perception, specifically of your med spa brand” (01:29).

The focus is on outbound communication through media relations, influencer relations, and social media to enhance brand perception and credibility.

3. Importance of PR in Differentiating Your Med Spa

Reena emphasizes that media relations are often the missing piece in med spas' marketing strategies. She points out, “Public relations, particularly media relations, is what I see to be the number one thing missing from their overall outbound marketing and communication strategy” (02:34).

PR provides med spas with high-profile media placements that serve as differentiators, establishing a “know and trust” relationship with potential clients. These media accolades help bridge the gap between initial interest and actual patronage by building credibility.

Notable Quote:
“PR can be that point of differentiation that your competitors don't necessarily have.” – Reena Goodwin (05:12)

4. Getting Started with Media Relations: Steps and Tools

Reena outlines essential steps for med spas to embark on a PR initiative:

• Assess Readiness: Ensure your med spa is positioned correctly with the necessary credentials and unique perspectives.
• DIY vs. Partnership: Decide whether to manage PR in-house or collaborate with a specialized agency like Factor PR.
• Utilize Tools: Reena recommends tools like Muck Rack for identifying and connecting with relevant journalists. She states, “There's a website called Muck Rack. There's a free version, and then there's the paid version the paid version is what a lot of us professional PR people use” (06:36).

5. Initial Outreach and Building Relationships with Journalists

Effective media relations hinge on building genuine relationships with journalists. Reena advises:

• Research Journalists: “The first thing that I would do … is read their work” (12:16).
• Tailor Your Pitch: Ensure your pitch aligns with the journalist’s recent work and interests.
• Engage on Social Media: Follow and engage with journalists on platforms like Instagram to build familiarity before pitching via email.
• Offer Value First: “Offering something before asking for something” fosters trust and increases the likelihood of media coverage (16:18).

Notable Quote:
“Media relations is so vital because I think a lot of people just sort of like, cut to the chase … and it's kind of off-putting.” – Reena Goodwin (15:30)

6. Leveraging National Media for Local Impact

Reena explains how national media coverage can be leveraged to enhance local presence. High-profile media placements, such as features in national publications, serve as powerful endorsements that can be utilized in local marketing efforts. This strategy helps med spas stand out in their local markets by showcasing their credibility and expertise on a broader scale.

Notable Quote:
“Media relations, especially national media relations, is like part of your CV or almost like part of like a pedigree.” – Reena Goodwin (19:04)

7. Engaging with Hyperlocal Media

When it comes to hyperlocal publications, Reena advises med spas to consider their target audience carefully. For instance, print local papers may cater to an older demographic, which might not align with the typical med spa clientele. She suggests focusing on creating compelling, newsworthy stories rather than relying solely on advertisements, as many hyperlocal outlets prefer original content over paid placements.

Notable Quote:
“Sometimes they actually request that you write the story, interestingly enough, which is a blessing and a curse at the same time.” – Reena Goodwin (25:23)

8. Integrating PR with Local Engagements and Events

Reena highlights the synergy between PR and local community engagement. Hosting or sponsoring local events in collaboration with media can lead to increased editorial coverage. These events provide opportunities for face-to-face interactions, enhancing trust and brand recognition within the community.

Notable Quote:
“PR and local engagement… are like peanut butter and jelly. Like that is the winning combination.” – Reena Goodwin (28:06)

9. Influencer Marketing for Med Spas

Transitioning to influencer marketing, Reena outlines strategies tailored for med spas:

• Long-Term Relationships: Focus on ongoing collaborations rather than one-off engagements to build authenticity and trust.
• Vetting Influencers: Choose influencers who genuinely align with your brand values and can authentically represent your services.
• Content and Visibility: Leverage influencers to create content that can be shared across your own marketing channels for broader reach.

Reena emphasizes that influencers do not necessarily have to be traditional beauty or lifestyle figures; local personalities like athletes or journalists can also be effective partners.

Notable Quote:
“There are very few people pitching them. So it might be an angle there.” – Reena Goodwin (26:01)

10. Long-Term Influencer Relationships and Authenticity

Reena stresses the importance of fostering authentic, long-term relationships with influencers. Consistent partnerships ensure that influencer endorsements are perceived as genuine, enhancing their impact on potential clients. She advises med spas to offer value to influencers, such as complimentary services, to build mutually beneficial relationships without incurring high costs.

Notable Quote:
“Authenticity is key. The influencer wants to create content that reflects a genuine experience.” – Reena Goodwin (33:21)

11. Measuring ROI and Long-Term Benefits of PR and Influencer Marketing

While PR and influencer marketing yield substantial long-term benefits, Reena acknowledges the challenges in measuring direct ROI. She suggests implementing trackable call-to-actions, such as unique promo codes or specific phone numbers, to attribute new clients to specific campaigns. Additionally, the inherent trust and credibility built through PR efforts can lead to increased client loyalty and higher service rates.

Notable Quote:
“Public relations is not rocket science. It’s just kind of like psychology and human science.” – Reena Goodwin (29:59)

12. Final Insights and Key Takeaways

In wrapping up, Reena reiterates that PR and influencer marketing are indispensable components of a comprehensive marketing strategy for med spas. She encourages practice owners to:

• Be Patient: Recognize that the benefits of PR accrue over time through sustained efforts and relationship building.
• Stay Authentic: Ensure that all communications and partnerships reflect the genuine values and expertise of the med spa.
• Integrate Efforts: Combine PR initiatives with other marketing activities to create a cohesive and effective strategy.

Notable Quote:
“PR cannot replace marketing. It is an exceptional complement to it.” – Reena Goodwin (28:23)

Conclusion

This episode offers a wealth of actionable insights for med spa owners looking to enhance their marketing strategies through PR and influencer engagements. Reena Goodwin provides a comprehensive roadmap for leveraging media relations to build credibility, differentiate from competitors, and foster long-term client relationships. By integrating these strategies with existing marketing efforts, med spas can achieve substantial growth and financial freedom.

For more information about Reena Goodwin and Factor PR, listeners can follow them on Instagram @FactorPR and visit factorpr.com.

Note: Advertisements, introductions, and non-content sections were omitted to focus solely on the valuable discussions and insights shared during the episode.