Marketing 101: From Clicks to Bricks

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Marketing 101 From Clicks to Bricks

• Speaker Nancy Griffin
• CEO
• SpaTrade
• 23 Park Avenue
• Petaluma, CA 94952
• 707.773.0382
• nancy_at_spatrade.com
• www.spatrade.com

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Marketing 101 From Clicks to Bricks

• Getting Started-Creating a Marketing Strategy
• Bricks-Traditional Marketing and Special Events
• Clicks-Your Website and Online Marketing

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Definition of Marketing

• All the activities that create value for your
  stakeholders
• Investors Owners
• Clients
• Employees

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Ask yourself the Question
"How are your marketing dollars helping you
to achieve your business goals?"
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Branding

• Branding is your personality
• Menu
• Collateral materials
• Décor
• Service

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Creating a Marketing Strategy

• Positioning
• Branding
• Messaging

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Positioning

• Who do you serve?
• View things from the customers perspectivethey
  want to know WIFM--Whats In it For Me?
• How are you different from the competition?
• You must be able to view your property with fresh
  eyesdont be afraid to ask for help!

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Messaging

• Marketing Communications
• Front Desk
• Spa Therapists
• Website
• All these parts must form a consistent whole!

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Traditional Marketing

• Advertising
• Collateral material
• Menu Development
• Direct Mail
• Special events and partnerships
• Public Relations

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Collateral Material

• General Market Brochure letterhead, envelopes,
  business cards, reservation
• Press Kit Marketing Materials
• Spa Menu
• Images are Crucialand dont use stock images

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• Marketing Communications

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Public Relations

• Hiring a firm versus doing it yourself
• Consider a regional effort
• Dont forget Special Events

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Promotions Special Events

• Custom Programs
• New mothers
• weight loss
• Stress management
• Frequent Guest/Customer Loyalty Programs
• Womens Groups, wedding parties

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Online Marketing Clicks

• Website
• Online Scheduling
• eCommerce
• Email marketing
• Search engine optimization
• Online advertising

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• Creating a Website

• Get Prepared
• Make your website a priority
• Define your goals
• Conduct a competitive analysis
• Prepare a budget
• Consider eCommerce and online scheduling

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• 6 Website Copy Tips

• Heading and above the fold copy is the most
  important
• Keep text short and scannable
• Make it personal
• Get to the Point--every thing that doesnt add
  takes away.
• Use correct spelling and grammar
• Include important keyword phrases throughout the
  site.

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Online Advertising

• Pay-per-click advertising
• Bid on specialized and regional keywords
• Consider hooking up with spa travel aggregators
• www.SpaFinder.com
• www SpaWish.com
• www.SpaAddicts.com

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Email marketing

• Better bang for your buck than some traditional
  methods (advertising, direct mail)
• Newsletter templates www.constantcontact.com
• Yield management
• Must be permission-basedNever send an email to
  someone who hasnt asked to receive it!

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eCommerce

• Things to Consider
• Simple shopping cart or catalog management tools
  (consider the number of SKUs
• Sales Tax
• Credit card processing (more and more fraud on
  the internet)
• Shippingwhat carriers? Real time shipping
  calculation.
• How will you handle international orders?
• Will you be using multiple pricing levels for
  different customers? (wholesale and retail?)

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Online Scheduling

• Satisfies Consumer Demand
• Frees up front desk and reservations
• Saves
• AppointmentQuest www.appointmentquest.com
• Book4time www.book4time.com
• Harms Software www.harmssoftware.com
• International Expert Systems www.iesco.com
• Nirvana Technology www.findingnirvana.com
• ProSolutions Software www.prosultionssoftware.com
• Salon Master www.salonmaster.com
• Software Creations www.softwarecreations.com

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Marketing 101 From Clicks to Bricks

• Thanks! Nancy Griffin
• CEO
• SpaTrade
• 23 Park Avenue
• Petaluma, CA 94952
• 707.773.0382
• nancy_at_spatrade.com
• www.spatrade.com