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Marketing & Social Media
- What is the best type of marketing strategy for a new full-service day spa?
Rob CampbellAdvertising and PR | Marketing & Social Media
A full service day spa - that sounds heavenly! Since so many people are running ragged, the best way to appeal to them is to focus on the benefits of going to the spa - services that can relieve their stress, recharge and feel energized so they can be more focused and productive. The most cost-effective marketing mix would include direct mail. Send out a professional looking and well written piece to target high income families within a 10 mile radius of your zip code. Secondly, network: Give out grand opening discount coupons to various business groups of the area in person. Then put print advertising in your local daily and/or weekly papers. Assess which ones are well-read by people falling into an upscale demographic, as they will be your prime prospects. Talk to several publications, as they should be able to share information about their reader's demographics with you.
Consider sponsoring events, or hosting a contest offering services as prizes. This helps spotlight your business and stimulate trial usage. It can also double as giving back to the community when you support fundraising events and the like.Depending on where your spa is located, you could also purchase transit station platform advertising. Choose stations that have a decent ridership of people that have at least an average yearly income of $80,000 (the people who sell this kind of ad space can provide you with those stats). Last but not least - invest in some good PR as editorial coverage is worth gold!
About Rob Campbell
Rob Campbell is VP of Tribal Marketing, an Aboriginal-owned, integrated large capacity marketing and communications firm focused on national and international clients, and owned by Tribal Councils Investment Group.