European Spas Marketing Report 2011

transcript

16th European Spas Congress

How can ESPA contribute

João Pinto Barbosa

Marketing Manager

Belek (TR), 26.05.2011

How can ESPA contribute

1. Printed Materials

2. PR Activities

3. Internal Marketing

4. Internet

5. Social Media Marketing

1. Printed Materials

Meetings of ESPA with leading tour operators, specialized in SPA and Medical SPA tourism, such as with FIT Reisen;

Presence in the relevant Trade Fairs or the Spa Business around Europe Termatalia(E), Anfas Hetex (TR), Forum for Balneary Tourism (R), with whom ESPA has agreements;

Contacts with the Press, especially during ITB (Health and Wellness Media Days)

Reports with news about the SPA destinations in country members, new developments, new services, improved quality, new EUROPESPA certifications, etc…distributed to the members and stakeholders;

2. PR & Events

Presentation and promotion of the Europea SPA concept, the European Spa Destinations and the ESPA Projects like the ESPA Academy, Europespa etc…

E-Newsletter (every two months) distributed via email, website and social media

ESPA Report distributed by hand, email, website

Press Releases | Journalists Network

Closer cooperation leading specialized Tour Operators, Health Insurance Companies, ISMH, EU leading representatives, WHO, WTO, TO’s from different countries, European Travel Commission, EKTA (European Association of Tour Operators)

TED Conferences ?

2. PR & Events

Reports on the ESPA activities;

Actions related to expert support for the EU member countries;

News and publications about the market and about opportunities for the Spa industry;

Informations and documents related to EU Programmes and policies;

3. Internal Marketing

4. Internet

• New domain and website address – www.europeanspas.eu

Destinations Area and a Indications Area with the list of spa destinations and a list of the main spa indications, by country, with the name, direct website link and a search query destinations and a search query for indications.

Members Area, an intranet assessed by password.

A Special Offers area with paid content for those spas interested to advertise promotions or last minute offers.

A Sponsors Area.

E-Newsletter area (4 or 6 issues per year) distributed only to those who provide their name and email address. This E-Newsletter, distributed by email to the ESPA Members, to the subscribers, and to the Facebook fans, will have the following content: 4/5 main news and/or special offers attractive to the public.

Full integration with the Facebook and Twitter pages.

Languages: All the content provided in English and German languages

4. Internet

4. InternetO

5. Social Media

LIST OF COUNTRIES ON FACEBOOK by SocialMouths (May 2011)

5. Social Media

Worldwide Facebook Users685.427.540 (Updated on 25:05:2011 at 15h19)

5. Social Media

Source: Exact Target

58% OF CONSUMERS BEGIN THE DAY WITH EMAIL,

11% WITH FACEBOOK

5. Social Media

SMARTPHONES e SOCIAL MEDIA

“The most-used app across nearly all smartphone operating systems also falls into the social networking category. The top social Website, Facebook, is entrenched as the most widely used app by owners of BlackBerrys, iPhones and other smartphones like Windows Mobile. Only users of Google’s Android operating system are more likely to use Google Maps than Facebook”.

5. Social Media

http://www.youtube.com/watch?v=omSKo1OW6CU

5. Social Media

“With Social Media, 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

The 2010 Outlook, stressed that Facebook, with its now 600 million users, has become “the premier destination for marketers in the US and many worldwide markets”.

E-Marketer 2010

5. Social Media

PERMISSION IS THE KEY TO OPEN THE MIND OF THE CONSUMER !

“While consumers avoid TV ads, don’t click on display ads, avoid banners and close pop-up ads, they follow personal recommendations from family, friends and peers”.

E-Marketer 2010

5. Social Media

THERE’S NOTHING NEW ABOUT THE POWER OF INSPIRATION EXCEPT THE CHANNEL

Inspiring your customers to share their stories is nothing new or unique to social media.

In fact, this idea has always been a key component of word-of-mouth marketing. Social media just allows those stories to spread faster and further than ever before.

5. Social Media

Word-of-Mouth Word-of-Mouse

5. Social Media

While businesses now have access to these rich channels, the true

promise of social media lies in the direct connections between people who represent companies, brands, associations or causes and the people who define markets of interest.

It’s a simple investment in either visibility or presence.

In social media, just like in the real world, presence is felt.

5. Social Media

to Listen !

to Learn !

to Share !

to join the Conversation !

To ENGAGE !

5. Social Media

www.facebook.com/europeanspas

http://twitter.com/europeanspas

5. Social Media

ESPA SOCIAL MEDIA MARKETING OBJECTIVES:

Connect and engage with current and potential customers

Brand Awareness

Create a community around the European Spa Business

Promote the European Spa philosophy, to Educate and Entertain

Provide relevant content to the community (like Events, ESPA Academy, Project Obesity in Children and other projects, News, Lectures, Newsletter and so on)

Market research (Learning Customer Preferences)

Generating traffic to the new www.europeanspas.eu website

Improving the ESPA’s Public Relations strategy towards the stakeholders

5. Social Media

THE TOOLS:

5. Social Media

RULES THAT WE HAVE IN MIND AS WE BUILD OUR SOCIAL MEDIA PRESENCE:

#1 | Entertain our followers / fans

#2 | Inform people

#3 | Educate the consumer with relevant content

#4 | Engage with stakeholders

#5 | And avoid the urge to oversell (people won’t engage with our page

unless they really like the product and we’re providing the user with some value – entertainment, utility, or personal identification with our brand / concept / association...

5. Social Media

Return on INVESTMENT OR

Return on AWARENESS ?

“Among Facebook fans, the top reasons were being a customer (49%) and to show support (42%), with discounts and promotions coming in third (40%)

“Another 34% simply said it was fun and entertaining to become a fan”

On Twitter, being a customer won out (51%), with discounts (44%) and fun (42%) rounding out the top three”.

Source: eMarketer

5. Social Media

Drive Sales through Facebook promotions

Sweepstakes: In-page registration for a sweepstakes makes it easier for users to participate and recommend entry to their Facebook friends

Couponing: Rewards users for taking actions like answering a survey, uploading media or sending a gift

Mailing List: Enables users to opt-in to receive your marketing offers directly from your Facebook Page

Custom Gifting: Lets users send branded, virtual gifts directly from their Facebook Pages

Etc…

5. Social Media

EXEMPLE OF SPAS ADVERTISING CAMPAIGN ON FACEBOOK

This ad targets 2,063,120 users: who live in one of the countries: Sweden, Denmark, Finland, Norway between the ages of 20 and 60 inclusive who speak English (UK) or English (US)

Period: 18.05.2011 – 25.05.2011

5. Social Media

RESULTS / METRICS

Reach: The number of individual people who saw this Sponsored Story or ad during the dates selected. This is different than impressions, which includes people seeing them multiple times.

Frequency: The average number of times each person saw your Sponsored Story or ad.

Social Reach: People who saw your Sponsored Story or ad with the names of their friends who liked your Page, RSVP to your event, or used your app. If you’re not using Sponsored Stories or advertising a Page, event, or app, you won’t have social reach.

Connections: The number of people who liked your Facebook Page, RSVPed to your event, or installed your app within 24 hours of seeing this Sponsored Story or ad. If you’re not promoting a Page, event, or app, you won’t see Connections data.

Clicks: The number of clicks your Sponsored Story or ad have received. If you’re promoting a Page, Event, or app, Clicks also include Page likes, event RSVPs, or app installs directly from the Sponsored Story or ad.

CPM: The average cost for 1.000 impressions

Impressions: Raw number of times a story has been seen on the wall or ni the news feed of our fans

5. Social Media

Return on INVESTMENT OR

Return on AWARENESS ?

• What are you waiting for ?

5. Social Media

THANK YOU !TESEKKÜR EDERIM !

JOÃO PINTO BARBOSAmarketing@espa-ehv.eu

www.facebook.com/europeanspas