Greening your marketing message
August 14th, 2008 • Posted by Stephany Toman • Permalink
My job at SpaBoom involves spending a great deal of time honing our message to garner attention. I really believe that what we offer makes a huge difference for businesses, so putting passion behind the messaging is easy. Attracting the attention of prospects, then converting them to SpaBoomers is what I do, and the endeavor is intensely rewarding. It's really a pretty selfish process for me. Knowing that a spa, salon or massage therapist has entrusted us to help them increase revenues in a cost-effective way makes me happy.
What you do is similar, but different.
You're looking for ways to bring new clients into your spas. You're looking for ways to increase the frequency of visits and the incremental value of the visits of your existing clientele. You're courting future clients and nurturing existing relationships — each requires tailoring your message, but, ideally, at times the same message can be used to do both.
No Gas is Greener message.
You offer Instant Gift Certificates on your website, which means you've embraced technology and have recognized that more of your prospects and clients are using the Web as a way to find you, and to do more business with you once they've found you.
Tell them what that means to them in terms they'll appreciate. Everyone is struggling with the reality of higher gas prices, so your offering them a wonderful gift solution in terms of Instant Gift Certificates means they can fulfill gift purchasing online. You're saving them gas money — a direct cost benefit (and great way to promote your Instant Gift Certificates!)
And, no gas means a greener approach. If they're not starting up their Suburban, trekking across the metropolis, possibly during peak traffic times (which means stop and start driving-the worst for fuel efficiency AND emissions), seeking a gift the old-fashioned way, they're helping the environment.
Oh, and Instant Gift Certificates can be emailed, which means no dinosaurs gave their lives to help support either the purchase or the actual gift.
Your 'green' message can appear wherever you're promoting your spa. It'll fit well in an email newsletter (which, of course you're doing since it's free in SpaBoom, right?), or incorporated into display advertising as a catchy tagline, included in your voicemail messages and printed on flyers for inclusion in your product bags.
It's simple and bears repeating. And it works for both your existing clients as well as your prospects.
Posted in Creating Customers, Spa Marketing, General • Share • Trackback
August 14th, 2008 at 12:48 pm
Can I see some samples of the "green message?"
August 22nd, 2008 at 8:51 am
John,
Sure! If you put together an email newsletter, for example, the subject line could be "Relax While You Buy Kanani Pearl Gifts of Relaxation", with some content that includes something along the lines of "Going green can be as easy as surfin' the 'net! Never leave the comfort of your living room while you purchase beautiful Instant Gift Certificates for our services and then either print them out or email them right when you buy! There's no commute across town to pick up the gifts, which saves gas and time AND the gift certificates print out on regular paper (recycled works fine!) instead of being printed on plastic cards. Save a dinosaur, buy an Instant Gift Certificate from Kanani Pearl!"
Does this help?