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.
New Age Marketing & Media
Mindful communication: maximum benefit for visibility in
person, print and seamlessly to digital Media.
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.
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
• Support lines
• Events/ shows
Know your Influencer
• Trade People
DIRECT TO AUDIENCE SYSTEM
Pamphlets – print + e
Ads print and e
Press Release p + e
Direct to Audience
(via Christine Pemberton at maiaglobal.com and etienneraff.com)
• 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
• 34%: word of mouth: conversations with family,
friends or peers.
• 33%: media advertising and direct mail,
educational seminars and workshops prompting
• 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
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]
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]
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
• 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.
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
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.
• 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.
• 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
• 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
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.
Listing your company/self as a brand/product
• Google + and Places
• Yahoo Local
• City Search
• Insider Pages
• Yellow Pages
• Yelp (coming soon for Spa/Salons!)
• 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 +
• 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.
• Hosted at your website
• Links back to your website
• Good Attention/Subject lines
• Send short videos
• Post photos on your website for more back links. Post your menu,
• 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
• 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
http://bit.ly/YElu2f 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.
Thank You For Attending!
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