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Digital marketing for the spa, health, & wellness industry


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Mark McKenney, marketing specialist for the spa, health and wellness industry, presents: "New Age Marketing & Media." Mindful communication: maximum benefit for visibility in person, print and …

Mark McKenney, marketing specialist for the spa, health and wellness industry, presents: "New Age Marketing & Media." Mindful communication: maximum benefit for visibility in person, print and seamlessly to digital Media.

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  • 1. New Age Marketing & Media Mindful communication: maximum benefit for visibility in person, print and seamlessly to digital Media.
  • 2. Mark A. McKenney is a spa, salon, skincare and wellness enthusiast that lives in Dallas, Texas and works on freelance projects as a Consultant in print seamlessly in to digital Media.
  • 3. Why “New Age” when everything old is new again: • A hand shake and in person contact will never be out of style: “touch” “listen” “consult” • Old Fashioned is „new‟ again • Radical change is that – radical: try to find the calm within the chaos and not letting yourself get caught up in everyday stress. • Find a pattern of success within this chaos • „Prison of belief‟ – believing you can be successful
  • 4. YOU + BRAND Information • Support lines • Events/ shows • Data • Sales Know your Influencer • Consumer • Dermatologists • Trade People • Esthetics Intelligence Pool DIRECT TO AUDIENCE SYSTEM Benefits Pamphlets – print + e Ads print and e Press Release p + e In person Guaranteed Media Sales Force Consumer choice Company Direct to Audience (via Christine Pemberton at and Key Messaging
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  • 7. Boomers • In the book “No B.S. Guide to Marketing to Leading Edge Boomers and Seniors” Dan S. Kennedy & Chip Kessler suggest keeping the focus on offline marketing. Clients were interviewing to determine how they were sourced and how the firm garnered their attention. • 34%: word of mouth: conversations with family, friends or peers. • 33%: media advertising and direct mail, educational seminars and workshops prompting attendance
  • 8. Boomers • Newspaper, magazine journal ads for a highly targeted audience. Perhaps use this to seamlessly bring people to your website via “tie in” promo to invite or participate and vote, go to website or to receive an exclusive benefit: • “Vote for best spa, esthetician best product”. • 2 for 1 Gift Cards • From print to Facebook to Twitter • In person, “tupperware” parties, MLM‟s
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  • 10. Generation X 1961- 1981 • Generation X represents a more heterogeneous generation, exhibiting great variety of diversity in such aspects as race, class, religion, ethnicity, and sexual orientation. Change is more the rule for the people of Generation X than the exception. • Generation X Goes Global: Mapping a Youth Culture in Motion, a collection of global essays, Professor Christine Henseler summarizes it as "a generation whose worldview is based on change, on the need to combat corruption, dictatorships, abuse, AIDS, a generation in search of human dignity and individual freedom, the need for stability, love, tolerance, and human rights for all. [via Wikipedia]
  • 11. Millennials-Gen Y 1980‟s to 2000‟s “they used technology at higher rates than people from other generations. In their survey, they found that 97% of these students owned a computer, 94% owned a cell phone, and 56% owned an MP3 Player. They also found that students spoke with their parents an average of 1.5 times a day about a wide range of topics. Other findings in the Junco and Mastrodicasa survey revealed 76% of students used instant messaging, 92% of those reported multitasking while instant messaging, 40% of them used television to get most of their news, and 34% of students surveyed used the Internet as their primary news source.” [via Wikipedia]
  • 12. Seasonal Marketing Plan • Create or curate content: • Use a quarterly/weekly/daily Calendar and add in National Holidays, Seasonal Changes, ISPA Trends. • Variable scheduling discounts: • Beginning/end of the week specials • Friends/Family • Your own club/premier customer special • @SpaWeek (x2 year) @SpaFinder Wellness Week • Any local promotions that you could co-market with? • Trade Shows: #ICES #IECSC and #PremiereShowsOrlando • Gift with purchase to get them to come back. Written “Rx” reminder. • E-mail reminders, social media or even with a post card (depending on who you are targeting). • Big Data: Facebook ads for special occasions. Target 'Personas' the user behind the search.
  • 13. Content: ISPA Trends for 2014 Top 10 Spa and Wellness Trends • Healthy Hotels 2.0 • Wired wellness • Hot Springs Heat Up • Suspending Gravity • Ferocious Fitness • “Natural” Beauty meets Social Media • Aromatherapy: Scent with Intent • Wellness Retreats Rise and Urbanize • Death and Spas: Thriving during life's transitions • Top 10 Surprising Spa & Wellness Destinations
  • 14. Creating CONTENT:!chocolate-day
  • 15. Twitter Start by seamlessly using the same Brand name in all forms of Media both online and off line. Include your twitter name in all letterhead and on almost everywhere visible online. Tips: • Plan the whole week out using a daily/weekly theme from your preplanned calendar from your Seasonal Marketing Plan. Create or search for content that would go according to your daily/weekly theme. It‟s best to always host at your website or if not quote from reputable educational and nonpartisan sources. • Do not start with @twittername sign; it only goes to that person and whomever is follow that twitter name. • Write a bold and compelling title so that people will want to open it. (more than 50% of tweets are not opened). • Set up tweets before hand and/or tweet at least 10-15 times a day.
  • 16. Twitter cont‟d: • Mind your manners: No caps, not too many hashtags (an event, benefit or action to follow). Always say something positive, rarely critical, do not always sound like an ad about yourself. Inform, perhaps use this as a Customer Service line. • Monitor your key words with/out #. What are your customers using? What days/times are your customers on? Who is being retweeted? “RT‟s” #esty #esthys #skincare spa #spa
  • 17. Schedule Tweets with Twuffer:
  • 18. Facebook USE of you Fan Page: • Upload pages from a URL picking the photo that you want. Add interesting headline. • Upload a pdf photo/menu article to share • Include hashtags or hyperlink and mind the characters (120) and the FB shortener. • Familiarize yourself with FB advertising and sponsored postings: zip code Note: In the next 2 months FB will change its lay out: bold and emphasis on ads on the right side. Hashtags rumored to be added value to FB. • Add applications such as Twitter to „forward‟ your postings. Mind the #‟s and FB shortner: 120 characters. • Add URL‟s with articles and pictures of interest.
  • 19. Facebook
  • 20. Listing your company/self as a brand/product “Brand Yourself” • Google + and Places • Yahoo Local • City Search • Insider Pages • Yellow Pages • Yelp (coming soon for Spa/Salons!) • Bing
  • 21. Google + • Use for maximum visual to post photos to attract attention. • Every time you do a search on Google you are „voting‟ for it by „sharing‟ and/or using Google + • valuable-than-facebook/ Separate Topics: LinkedIn FourSquare • Take advantage of this as a location for creating a Social Gathering/Event to ask your clients to check into. • Add this feature so when an article talks about you it locates your business.
  • 22. e-Mail Marketing: • Hosted at your website • Links back to your website • Good Attention/Subject lines • Send short videos Pinterest: • Post photos on your website for more back links.  Post your menu, please! • Use for visual to „advertise‟ your products. • Use Alt tags (name them with key words to bring traffic back to your website) In the next two months Pinterest will also change. No more hashtags. • Post photos from your website. • Invite others to “community boards” for more traffic. • Can post to Twitter (less than 120 characters) • Add location/directory/maps optimization
  • 23. via HubSpot • According to 3M Corporation, 90% of information transmitted to the brain is visual. And on Facebook alone, our own research shows that photos generate 53% more likes than the average post.
  • 24. Thank You For Attending! For more great Spa Marketing Tips and Tricks, follow @MarkTheSpaman and @DigitalSherpas.