ESPA Online Marketing

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  • 1. 17th European Spas Congress Online Marketing João Pinto Barbosa Jurmala (LV), 16.05.2012
  • 2. Online MarketingThe new consumerOnline MarketingESPA Online Marketing strategyNext steps
  • 3. The new consumer“For the first time consumer is boss, which is fascinatinglyfrightening, scary and terryfying because everything we usedto do, everything we used to know, will no longer work” Saatchi& Saatchi
  • 4. The new consumerSource: Marketo 2012
  • 5. The new consumer - degree of trust Source: Nielsen Global Consumer Survey 2009
  • 6. Tell me something and I will forget
  • 7. The new consumerIn today’s information age of Marketing and Web 2.0, acompany’s or brand website is the key to their entirebusiness
  • 8. Online marketingThe Internet has turned what used to be acontrolled, one way message into a real-time dialoguewith millions Danielle Saks Fast Company
  • 9. Online marketingInstead of one-way interruption, Online Marketing isabout delivering useful content at just the precisemoment that a consumer needs it.
  • 10. Consumer valueWhen consumers perceive consumer value to be high, they willspread the reputation of the firm through word of mouth,which can lead to more brand awareness and future sales.
  • 11. ESPA Online Marketing Mix
  • 12. Primary reasons for usage Spa Websites Finding deals 62% Viewing spa menus 57% Reading feedback 48% Learning more about spa… 46% Finding new spas to visit 41% Booking appointments 27% Finding out about Spa events 22% Finding out about new… 20% Posting feedback 13% Arranging spa visits with friends 13% None 13%Recommending spas to my friends 10% Other 3% 0% 10% 20% 30% 40% 50% 60% 70%Source: Stephanie Perrone Goldstein (Coyle Hospitality Group) - New priorities of today’s Spa Consumers
  • 13. www.europeanspas.eu www.espa-ehv.eu
  • 14. www.europeanspas.eu www.espa-ehv.eu
  • 15. www.europeanspas.eu www.espa-ehv.eu
  • 16. www.europeanspas.eu www.espa-ehv.eu
  • 17. www.europeanspas.eu www.espa-ehv.eu
  • 18. www.europeanspas.eu www.espa-ehv.eu
  • 19. www.europeanspas.eu/newsletter
  • 20. www.europeanspas.eu www.espa-ehv.eu Source: Google Analytics
  • 21. www.facebook.com/europeanspas
  • 22. www.facebook.com/europeanspasPeople share, read and generally engage more with anytype of content when it’s surfaced through friends &people they know and trustn
  • 23. www.facebook.com/europeanspasFacebook growing in every age/gender demographic.Fastest growing segment:Women over 55y.o., up 175.3% in the last 120days. Source: insidefacebook.com
  • 24. Facebook in LatviaThe total number of FBusers in Latviais reaching 343.980Source: Socialbakers (13.05.2012)
  • 25. www.facebook.com/europeanspas49% of 25-34 years old say Social Mediainfluence their choice of SpaOver 75% of consumers use social mediain some format to learn about products andservicesSocial Media = WOM = Referals = Purchase power Source: www.ad-ology.com
  • 26. www.facebook.com/europeanspas Source: Exact Target
  • 27. www.facebook.com/europeanspas
  • 28. http://twitter.com/europeanspas
  • 29. www.flickr.com/europeanspas
  • 30. Involve me and I will understand Photo: byroningraham.com
  • 31. Integration with every marketing tools and platforms ismandatory to amplify the Conversation:Website, Trade Fairs, Events, Press-Releases, Documents,Printed Materials, Email messages, Business cards…
  • 32. Next steps !
  • 33. Step 1 – Fulfill the gapsConversion of the existing ESPA online tools to a salespromotion platform for the members.
  • 34. Step 1 - Fulfill the gaps Finding deals 62% Viewing spa menus 57% Reading feedback 48% Learning more about spa… 46% Finding new spas to visit 41% Booking appointments 27% Finding out about Spa events 22% Finding out about new… 20% Posting feedback 13% Arranging spa visits with friends 13% None 13%Recommending spas to my friends 10% Other 3% 0% 10% 20% 30% 40% 50% 60% 70%
  • 35. Step 1 – Fulfill the gaps Reward the Fans and followers with: Discounts Special Offers Promotions Coupons etc…
  • 36. Step 2 – Mobile MarketingTo offer a mobile optimised experience
  • 37. Step 2 – Mobile Marketing77% of the planet ownsa mobile device (UN Telecommunications Agency)1.3 billion use the“mobile internet” (UN Telecommunications Agency)EVERYTIME, EVERYWHERE Photo: guardian.co.uk
  • 38. Step 2 – Mobile MarketingMobile now accounts for 17,4%of access to all travel sites47% expect to use their mobile devicefor their travel needs at their destination(Technology Solutions for Tourism, Edinburgh)26% will use a mobile device forattractions and accomodations research37% will use a mobile devicefor restaurants research Photo: Bad Woerishofen
  • 39. Step 2 – Mobile Marketing (Benchmark)
  • 40. Thank youmarketing@espa-ehv.eu