Big advertisers move $1B online
June 23rd, 2008 • Posted by Bill Bice • Permalink
According to Advertising Age (via TechCrunch), the top 100 advertisers in the U.S. made a big shift from old media to online in 2007:
Put another way, these top-tier marketers increased measured internet spending by $1 billion; slashed newspaper spending by $674 million; and cut TV budgets by $406 million.
What does this mean for you? The smart money is increasingly moving online and you need to think long and hard about whether enough of your marketing budget is following their lead.
The first places to spend money online for your spa:
- Your website: A great website — one that is both beautiful and effective — is the basis for all of your online marketing. If your website hasn't been updated since Al Gore invented the Internet, then get a new one! This doesn't have to mean a lot of money, witness SpaBoom Dynamic Websites.
- SEO: If you don't have a SpaBoom Dynamic Website, then second thing you should spend a little money and time on is search engine optimization (SEO) of your website. The Online Spa Marketing Guide has a great SEO overview.
- Integrate with offline advertising: Now that you've got a great website, ironically one of the best things you can do for your online presence is simply to make sure it is an integral part of all your offline marketing. Highlight your website, and make sure to tell people that you offer Instant Gift Certificates!
- Spa Emergency: 85% of SpaBoomers participate in Spa Emergency, the national directory of instant spa gift certificates. The free listing is great for SEO, and the pay-for-performance model is the perfect example of measurable online advertising — you only pay when you've actually sold something!
Once you have the bases covered, it's time to step up your online marketing:
- SpaBooker brings new business by enabling clients to book appointments directly from your website and from SpaFinder.com.
- Pay-per-click advertising with AdWords drives targeted visitors to your website.
- Local directories: Advertise on directories like CitySearch and Yelp! which have a strong presence in your area.
Posted in Spa Marketing, Spa Business Management • Share • Trackback
June 24th, 2008 at 3:37 pm
I think these are all great ideas; and I love the way SpaBoom really tries to help their spas be great marketeers. Can I just add; I also love "Constant Contact," an easy to use email service provider that has great templates, lots of helpful hints, etc. They are a bargain at $35 per month (first 1500 emails). We rarely get bounces or spam reports using them (and if we do, we see it on a handy report in our client file). I love this service because it helps with the marketing idea that strong relationships are built with effective and frequent communication… we stay in "constant contact" with our clients, and they in return contact us, and love us. We consider our clients friends, and think about it… you are better/closer friends (usually) with people who stay in touch. A good rule of thumb is to create your email campaigns with a perceived benefit — our monthly newsletter always has a $10-$15 gift certificate (coupon) attached, and some news. Just some hints I thought I'd share with the other SpaBoomers!
June 28th, 2008 at 9:59 am
Sandra — I really appreciate you mentioning Constant Contact. I have talked with them at spa shows but never really knew if it was working for us — especially with SpaBoom sending emails as well. You reminded me to look them up again and give it a try! Thanks — Janet
July 3rd, 2008 at 1:43 pm
Janet — happy to help! As a spa owner who just three years had a "dream" of opening a great spa; to having a the dream business come true with great success, I like to share as many tips as I can. I have tried to make myself an expert in online communications and branding (my education is in this field anyway) and it has really worked for us. I am happy to share any information that can help other SpaBoomers. Our Instant Gift Certificate program really got us through that first hard year. Now all is BOOMING!