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European Spas Marketing Report 2011

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Lecture presented on the 16th European Spas Association Congress in Belek (Turkey), the 26th May 2011. …

Lecture presented on the 16th European Spas Association Congress in Belek (Turkey), the 26th May 2011.

Subject: European Spas Marketing Report 2011 and Social Media Marketing Strategy.
Author: Joao Pinto Barbosa (P), CMO of the European Spas Association

Published in Business
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  • 1. 16th European Spas CongressHow can ESPA contribute João Pinto Barbosa Marketing Manager Belek (TR), 26.05.2011
  • 2. How can ESPA contribute1. Printed Materials2. PR Activities3. Internal Marketing4. Internet5. Social Media Marketing
  • 3. 1. Printed Materials
  • 4. 2. PR & Events Meetings of ESPA with leading tour operators, specialized in SPA and Medical SPA tourism, such as with FIT Reisen; Presence in the relevant Trade Fairs or the Spa Business around Europe Termatalia (E), Anfas Hetex (TR), Forum for Balneary Tourism (R), with whom ESPA has agreements; Contacts with the Press, especially during ITB (Health and Wellness Media Days) Reports with news about the SPA destinations in country members, new developments, new services, improved quality, new EUROPESPA certifications, etc…distributed to the members and stakeholders;
  • 5. 2. PR & Events Presentation and promotion of the Europea SPA concept, the European Spa Destinations and the ESPA Projects like the ESPA Academy, Europespa etc… E-Newsletter (every two months) distributed via email, website and social media ESPA Report distributed by hand, email, website Press Releases | Journalists Network Closer cooperation leading specialized Tour Operators, Health Insurance Companies, ISMH, EU leading representatives, WHO, WTO, TO’s from different countries, European Travel Commission, EKTA (European Association of Tour Operators) TED Conferences ? Etc .
  • 6. 3. Internal Marketing Reports on the ESPA activities; Actions related to expert support for the EU member countries; News and publications about the market and about opportunities for the Spa industry; Informations and documents related to EU Programmes and policies;
  • 7. 4. Internet • New domain and website address – www.europeanspas.eu
  • 8. 4. Internet Destinations Area and a Indications Area with the list of spa destinations and a list of the main spa indications, by country, with the name, direct website link and a search query destinations and a search query for indications. Members Area, an intranet assessed by password. A Special Offers area with paid content for those spas interested to advertise promotions or last minute offers. A Sponsors Area. E-Newsletter area (4 or 6 issues per year) distributed only to those who provide their name and email address. This E-Newsletter, distributed by email to the ESPA Members, to the subscribers, and to the Facebook fans, will have the following content: 4/5 main news and/or special offers attractive to the public. Full integration with the Facebook and Twitter pages. Languages: All the content provided in English and German languages
  • 9. ONLINE IN JULY 2011 4. Internet
  • 10. 5. Social Media
  • 11. 5. Social Media LIST OF COUNTRIES ON FACEBOOK by SocialMouths (May 2011)
  • 12. 5. Social MediaWorldwide Facebook Users 685.427.540 (Updated on 25:05:2011 at 15h19)
  • 13. 5. Social Media
  • 14. 5. Social Media 58% OF CONSUMERS BEGIN THE DAY WITH EMAIL, 11% WITH FACEBOOK Source: Exact Target
  • 15. 5. Social Media SMARTPHONES e SOCIAL MEDIA “The most-used app across nearly all smartphone operating systems also falls into the social networking category. The top social Website, Facebook, is entrenched as the most widely used app by owners of BlackBerrys, iPhones and other smartphones like Windows Mobile. Only users of Google’s Android operating system are more likely to use Google Maps than Facebook”.
  • 16. 5. Social Media http://www.youtube.com/watch?v=omSKo1OW6CU
  • 17. 5. Social Media “With Social Media, consumer is boss, which is fascinatingly frightening, scary and terryfying because everything we used to do, everything we used to know, will no longer work” Saatchi& Saatchi The 2010 Outlook, stressed that Facebook, with its now 600 million users, has become “the premier destination for marketers in the US and many worldwide markets”. E-Marketer 2010
  • 18. 5. Social Media
  • 19. 5. Social Media “While consumers avoid TV ads, don’t click on display ads, avoid banners and close pop-up ads, they follow personal recommendations from family, friends and peers”. E-Marketer 2010 PERMISSION IS THE KEY TO OPEN THE MIND OF THE CONSUMER !
  • 20. 5. Social Media THERE’S NOTHING NEW ABOUT THE POWER OF INSPIRATION EXCEPT THE CHANNEL Inspiring your customers to share their stories is nothing new or unique to social media. In fact, this idea has always been a key component of word-of- mouth marketing. Social media just allows those stories to spread faster and further than ever before.
  • 21. 5. Social Media Word-of-Mouth Word-of-Mouse
  • 22. 5. Social Media
  • 23. 5. Social Media
  • 24. 5. Social Media
  • 25. 5. Social Media While businesses now have access to these rich channels, the true promise of social media lies in the direct connections between people who represent companies, brands, associations or causes and the people who define markets of interest. It’s a simple investment in either visibility or presence. In social media, just like in the real world, presence is felt.
  • 26. 5. Social Media
  • 27. 5. Social Media
  • 28. 5. Social Media
  • 29. 5. Social Media
  • 30. 5. Social Media
  • 31. 5. Social Media
  • 32. 5. Social Media
  • 33. 5. Social Media
  • 34. 5. Social Media
  • 35. 5. Social Media
  • 36. 5. Social Media
  • 37. 5. Social Media
  • 38. 5. Social Media
  • 39. 5. Social Media
  • 40. 5. Social Media
  • 41. 5. Social Media to Listen ! to Learn ! to Share ! to join the Conversation ! To ENGAGE !
  • 42. 5. Social Mediawww.facebook.com/europeanspas
  • 43. 5. Social Media http://twitter.com/europeanspas
  • 44. 5. Social Media ESPA SOCIAL MEDIA MARKETING OBJECTIVES: Connect and engage with current and potential customers Brand Awareness Create a community around the European Spa Business Promote the European Spa philosophy, to Educate and Entertain Provide relevant content to the community (like Events, ESPA Academy, Project Obesity in Children and other projects, News, Lectures, Newsletter and so on) Market research (Learning Customer Preferences) Generating traffic to the new www.europeanspas.eu website Improving the ESPA’s Public Relations strategy towards the stakeholders
  • 45. 5. Social Media THE TOOLS:
  • 46. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:#1 | Entertain our followers / fans
  • 47. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  • 48. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  • 49. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  • 50. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:#2 | Inform people
  • 51. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  • 52. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  • 53. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  • 54. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  • 55. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:#3 | Educate the consumer with relevant content
  • 56. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  • 57. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  • 58. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  • 59. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  • 60. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:#4 | Engage with stakeholders
  • 61. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  • 62. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  • 63. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  • 64. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:
  • 65. RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE: #5 | And avoid the urge to oversell (people won’t engage with our page unless they really like the product and we’re providing the user with some value – entertainment, utility, or personal identification with our brand / concept / association...
  • 66. 5. Social Media
  • 67. 5. Social Media
  • 68. 5. Social Media
  • 69. 5. Social Media Return on INVESTMENT OR Return on AWARENESS ?
  • 70. 5. Social Media “Among Facebook fans, the top reasons were being a customer (49%) and to show support (42%), with discounts and promotions coming in third (40%) (…) “Another 34% simply said it was fun and entertaining to become a fan” (…) On Twitter, being a customer won out (51%), with discounts (44%) and fun (42%) rounding out the top three”. Source: eMarketer
  • 71. 5. Social Media Drive Sales through Facebook promotions Sweepstakes: In-page registration for a sweepstakes makes it easier for users to participate and recommend entry to their Facebook friends Couponing: Rewards users for taking actions like answering a survey, uploading media or sending a gift Mailing List: Enables users to opt-in to receive your marketing offers directly from your Facebook Page Custom Gifting: Lets users send branded, virtual gifts directly from their Facebook Pages Etc…
  • 72. 5. Social Media
  • 73. 5. Social Media EXEMPLE OF SPAS ADVERTISING CAMPAIGN ON FACEBOOK This ad targets 2,063,120 users: who live in one of the countries: Sweden, Denmark, Finland, Norway between the ages of 20 and 60 inclusive who speak English (UK) or English (US) Period: 18.05.2011 – 25.05.2011
  • 74. 5. Social Media RESULTS / METRICS Reach: The number of individual people who saw this Sponsored Story or ad during the dates selected. This is different than impressions, which includes people seeing them multiple times. Frequency: The average number of times each person saw your Sponsored Story or ad. Social Reach: People who saw your Sponsored Story or ad with the names of their friends who liked your Page, RSVP to your event, or used your app. If you’re not using Sponsored Stories or advertising a Page, event, or app, you won’t have social reach. Connections: The number of people who liked your Facebook Page, RSVPed to your event, or installed your app within 24 hours of seeing this Sponsored Story or ad. If you’re not promoting a Page, event, or app, you won’t see Connections data. Clicks: The number of clicks your Sponsored Story or ad have received. If you’re promoting a Page, Event, or app, Clicks also include Page likes, event RSVPs, or app installs directly from the Sponsored Story or ad. CPM: The average cost for 1.000 impressions Impressions: Raw number of times a story has been seen on the wall or ni the news feed of our fans
  • 75. 5. Social Media Return on INVESTMENT OR Return on AWARENESS ?
  • 76. 5. Social Media • What are you waiting for ?
  • 77. www.facebook.com/europeanspas THANK YOU ! TESEKKÜR EDERIM ! JOÃO PINTO BARBOSA marketing@espa-ehv.eu