ESPA Online Marketing

17th European Spas Congress

Online Marketing

João Pinto Barbosa

Jurmala (LV), 16.05.2012

Online Marketing

The new consumer

Online Marketing

ESPA Online Marketing strategy

Next steps

The new consumer

“For the first time 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

Source: Marketo 2012

The new consumer

The new consumer - degree of trust

Source: Nielsen Global Consumer Survey 2009

Tell me something and I will forget

The new consumer

In today’s information age of Marketing and Web 2.0, a company’s or brand website is the key to their entire business

Online marketing

The Internet has turned what used to be a controlled, one way message into a real-time dialogue with millions

Danielle Saks Fast Company

Instead of one-way interruption, Online Marketing is about delivering useful content at just the precise moment that a consumer needs it.

Online marketing

Consumer value

When consumers perceive consumer value to be high, they will spread the reputation of the firm through word of mouth, which can lead to more brand awareness and future sales.

ESPA Online Marketing Mix

Primary reasons for usage Spa Websites

0% 10% 20% 30% 40% 50% 60% 70%

Other

Recommending spas to my friends

None

Arranging spa visits with friends

Posting feedback

Finding out about new …

Finding out about Spa events

Booking appointments

Finding new spas to visit

Learning more about spa …

Reading feedback

Viewing spa menus

Finding deals

3%

10%

13%

13%

13%

20%

22%

27%

41%

46%

48%

57%

62%

Source: Stephanie Perrone Goldstein (Coyle Hospitality Group) - New priorities of today’s Spa Consumers

www.europeanspas.eu www.espa-ehv.eu

www.europeanspas.eu www.espa-ehv.eu

www.europeanspas.eu www.espa-ehv.eu

www.europeanspas.eu www.espa-ehv.eu

www.europeanspas.eu www.espa-ehv.eu

www.europeanspas.eu www.espa-ehv.eu

www.europeanspas.eu/newsletter

www.europeanspas.eu www.espa-ehv.eu

Source: Google Analytics

www.facebook.com/europeanspas

www.facebook.com/europeanspas

People share, read and generally engage more with any type of content when it’s surfaced through friends & people they know and trustn

www.facebook.com/europeanspas

Facebook growing in every age/gender demographic. Fastest growing segment:

Women over 55y.o., up 175.3% in the last 120

days. Source: insidefacebook.com

Facebook in Latvia

The total number of FB users in Latvia is reaching 343.980 Source: Socialbakers (13.05.2012)

49% of 25-34 years old say Social Media influence their choice of Spa Over 75% of consumers use social media in some format to learn about products and services Social Media = WOM = Referals = Purchase power

Source: www.ad-ology.com

www.facebook.com/europeanspas

Source: Exact Target

www.facebook.com/europeanspas

www.facebook.com/europeanspas

http://twitter.com/europeanspas

www.flickr.com/europeanspas

Involve me and I will understand

Photo: byroningraham.com

Integration with every marketing tools and platforms is mandatory to amplify the Conversation: Website, Trade Fairs, Events, Press-Releases, Documents, Printed Materials, Email messages, Business cards…

Next steps !

Step 1 – Fulfill the gaps

Conversion of the existing ESPA online tools to a sales

promotion platform for the members.

Step 1 - Fulfill the gaps

0% 10% 20% 30% 40% 50% 60% 70%

Other

Recommending spas to my friends

None

Arranging spa visits with friends

Posting feedback

Finding out about new …

Finding out about Spa events

Booking appointments

Finding new spas to visit

Learning more about spa …

Reading feedback

Viewing spa menus

Finding deals

3%

10%

13%

13%

13%

20%

22%

27%

41%

46%

48%

57%

62%

Step 1 – Fulfill the gaps

Reward the Fans and followers with: Discounts Special Offers Promotions Coupons etc…

Step 2 – Mobile Marketing

To offer a mobile optimised experience

Photo: guardian.co.uk

Step 2 – Mobile Marketing

77% of the planet owns a mobile device (UN Telecommunications Agency)

1.3 billion use the “mobile internet” (UN Telecommunications Agency)

EVERYTIME, EVERYWHERE

Step 2 – Mobile Marketing

26% will use a mobile device for attractions and accomodations research

37% will use a mobile device for restaurants research

47% expect to use their mobile device for their travel needs at their destination (Technology Solutions for Tourism, Edinburgh)

Mobile now accounts for 17,4% of access to all travel sites

Photo: Bad Woerishofen

Step 2 – Mobile Marketing (Benchmark)

Thank you

marketing@espa-ehv.eu