When the largest women's clinic in South Georgia built a new facility in 2002, they added an upscale spa. The logic was to cross sell to the same group of affluent women who were the most desirable patient base.
......But these women were in the habit of traveling to nearby Atlanta for personal grooming services. How to appeal to them?
......Direct marketing materials, print and outdoor advertising positioned the spa as ultra-upscale-not as good as, but better than comparable Atlanta services.
......First month traffic in 2002 was 25% ahead of projections and they've never looked back.