Word of Mouth Marketing for Thairapy Salon/Spa Samir Sheth, Giulia Merola, Audrey Irawan & April Djakoniya

WOM Campaign for Thairapy Background Objective The Plan Talkers Topics Tools Taking Part Tracking Long-Term Recommendations

Background

Objective

The Plan

Talkers

Topics

Tools

Taking Part

Tracking

Long-Term Recommendations

Thairapy Background Opened in 2004 in NorthCenter/Lincoln Square Hair, nails, facial, massage services 3,888 existing clients with room to grow Currently 4% referral rate Averages 100 new clients a month Annual charity benefit held in October

Opened in 2004 in NorthCenter/Lincoln Square

Hair, nails, facial, massage services

3,888 existing clients with room to grow

Currently 4% referral rate

Averages 100 new clients a month

Annual charity benefit held in October

Objectives Reinforcing brand associations: Thairapy for the body and mind Increase salon referrals: The World Needs Thairapy Generate awareness for charity event: Thairapy and Locks of Love

Reinforcing brand associations:

Thairapy for the body and mind

Increase salon referrals:

The World Needs Thairapy

Generate awareness for charity event:

Thairapy and Locks of Love

The Thairapy Experience

The Thairapy Experience “ Look good, feel good, do good”

The World Needs Thairapy

Everyone Needs Thairapy

Thairapy and Locks of Love Each year since opening, Thairapy has celebrated its success by partnering with Locks of Love, an organization that provides hairpieces to children with medical hair loss. and

Talkers and Topics Everyone needs Thairapy, he/she just needs a little reminder… Talkers Satisfied new clients Loyal current clients Topics The Thairapy Experience “ Don’t just look good, but feel good” Great service Laid back atmosphere Locks of Love

Everyone needs Thairapy, he/she just needs a little reminder…

Talkers

Satisfied new clients

Loyal current clients

Topics

The Thairapy Experience

“ Don’t just look good, but feel good”

Great service

Laid back atmosphere

Locks of Love

Tools: Offline “ The World Needs Thairapy Kit” Thank you note Product samples Information card on LOL event Thairapy Prescription Cards – 10% off for new clients

“ The World Needs Thairapy Kit”

Thank you note

Product samples

Information card on LOL event

Thairapy Prescription Cards – 10% off for new clients

Tools: Offline “ The World Needs Thairapy Kit”

Tools: Online E-mail invitation to LOL event Sent to over 1,000 customers

E-mail invitation to LOL event

Sent to over 1,000 customers

Tools: Online Promote benefit to Facebook and MySpace users Create groups and invite networks Encourage users to participate in conversation through wall posts, IM, organic WOM Create flyers on Facebook Promote benefit on Facebook’s Marketplace

Promote benefit to Facebook and MySpace users

Create groups and invite networks

Encourage users to participate in conversation through wall posts, IM, organic WOM

Create flyers on Facebook

Promote benefit on Facebook’s Marketplace

Tools: Online 36 members joined in 1 week! Facebook LOL Benefit Group

Tools: Online Facebook Marketplace Posting

Tools: Online MySpace LOL Benefit Group

Taking Part Overall “Thank You” strategy Thank you note included in TWNT Kit Thank you e-mail sent to new clients after 1 st visit Thank you e-mail to the referrer Personal thank you to referrer at next visit

Overall “Thank You” strategy

Thank you note included in TWNT Kit

Thank you e-mail sent to new clients after 1 st visit

Thank you e-mail to the referrer

Personal thank you to referrer at next visit

Taking Part Participate in online conversations On Facebook and MySpace On review sites such as Yelp.com Yelp.com review Existing MySpace LOL group

Participate in online conversations

On Facebook and MySpace

On review sites such as Yelp.com

Thairapy WOM Flowchart Client receives TWNT Kit Client prescribes Thairapy Salon visit (NEW CLIENT) Thairapy thanks new clients Thairapy thanks referrer Salon visit (existing client) Client feedback Thairapy actively responds Happy Clients More referrers More LOL ticket sales (process loop)

Tracking Salon database tracking the referral source —”client type” and “referrer” categorization Constant Contact software tracks email analytics LOL Benefit coupon redeemed and tickets sold Tracking Yelp.com reviews Facebook and MySpace activities Google alerts received

Salon database tracking the referral source —”client type” and “referrer” categorization

Constant Contact software tracks email analytics

LOL Benefit coupon redeemed and tickets sold

Tracking Yelp.com reviews

Facebook and MySpace activities

Google alerts received

Tracking After one week of launching campaign… LOL e-mail invitation: 30% open rate Facebook and MySpace groups: 38 members Facebook Marketplace: 20 views TWNT Kit: 250 distributed

After one week of launching campaign…

LOL e-mail invitation: 30% open rate

Facebook and MySpace groups: 38 members

Facebook Marketplace: 20 views

TWNT Kit: 250 distributed

Long-Term Recommendations Offline Follow up with non-returning clients Distribute TWNT Kits during off season periods (w/o benefit card) Partners with Swedish Covenant Hospital, local schools and churches Offer Thairapy warranty cards Coach employees to be talkers

Offline

Follow up with non-returning clients

Distribute TWNT Kits during off season periods (w/o benefit card)

Partners with Swedish Covenant Hospital, local schools and churches

Offer Thairapy warranty cards

Coach employees to be talkers

Long-Term Recommendations Online Enhance website Develop concept of “Thairapy for the body and the mind” Add ‘forward to friend’ option on each page Add online forum Create Thairapy blog moderated by employees

Online

Enhance website

Develop concept of “Thairapy for the body and the mind”

Add ‘forward to friend’ option on each page

Add online forum

Create Thairapy blog moderated by employees

Long-Term Recommendations Online Create Thairapy monthly newsletter Set up for Google alerts for ‘Thairapy’ or "salon Lincoln Square" Engage hair donors to spread the word Follow up with Facebook and MySpace group members

Online

Create Thairapy monthly newsletter

Set up for Google alerts for ‘Thairapy’ or "salon Lincoln Square"

Engage hair donors to spread the word

Follow up with Facebook and MySpace group members

Q & A THANK YOU!

Q & A

THANK YOU!