Attracting and Retaining Spa Clients with New Media
By Melinda Minton Executive Director, SPAA | July 15, 2012
Social media has changed by leaps and bounds just in the last 6 months. In the next year it will change the way you view marketing at your properties and spas. Please READ THIS because social media is not going away, fading away and you may have already been beaten by your competition in a fashion that will take a lot of effort to dig out of. There are several major mind shifts that can make you a successful social media marketer.
Traditional marketing methods and their various methods have been dwindling over the years and consumers like never before are simply ignoring print and media ads. Meanwhile, I would guarantee that a lot of your marketing and publicity strategy hasn't changed a bit. The saturation point was long ago met when it came to grabbing notice by travelers, spa goers and club members.
This is how the typical marketing account of your dollars spent was once laid out:
- 50 million viewers
- Readership of 10,000
- 8, 30 minute spots per prime time
- 4 page, 4 color glossy spread to an A list travel magazine
Like addicts we are still drawn to what once worked, what sort of worked and what feels safe. Think about the vast difference of matching consumer preferences by a simple method like Facebook advertising vs. the age old mantra of, "We are beamed into 120 million homes weekly." Beamed to exactly who? Not to mention that with new viewer choices of live TV and cable: cutting the viewership of commercials down to a 10th or less of previous viewer-ships. Still the budget for social media is an afterthought gaining only a portion your marketing expenditures primarily because that is what you are familiar with.
Compare the real costs of social media vs. traditional media. Real estate giant Century 21 took a big step in 2009 when it dropped its traditional marketing methods like TV advertising and print and set up a presence in social media. With 94% of homebuyers start their search online it no longer made sense to advertise locally or in print to get the attention of homebuyers. Hoteliers are no different with searches for hotels, vacations and travel brands now being started online when researching for a travel package, corporate travel plan or family getaway. Not only is travel shopping an online prospect now but so is brand building.
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