Pulse Legacy Archive August 2011 | Page 26

 conversations P: How do you put together a “winning” marketing Right now, the prevailing trend is “icon topping” wherein the pillars of society are questioned, examined, found unworthy of our trust, and ultimately rejected—think financial institutions, personal advisors, big governments and businesses, the media, the church, even Tiger Woods. The counter trend of import at the moment is “S.O.S. (Save our Society).” It’s our re-discovery of ethics, passion and compassion. We’re convinced this is the route back towards “brand trust” across the customer base. It’s a need so profound, we’ve created a new system called “The Ark” (and we’re working on a new book to codify the system). The Ark is predicated on 10 tenets that guide brands to establish a more authentic intent; enable brands to incorporate “human technologies” of wisdom, intuition, compassion and empathy. Ultimately, “The Ark tenets” lead people to a healthy and balanced rewarding future. specific tactics can marketers do to market on a budget? P: We have a model we call “InCulture.” It’s about weaving the DNA of the Brand into the DNA of the Culture. Understand your precise target (increasingly, there is no mass market); then ally with their heroes, go to the places they go to, speak to them in a language [they understand] and through press that makes sense to them, and create a range of products and services that speaks to their real needs. It’s cheaper. It’s welcomed, rather than an intrusion like much of conventional marketing communications—and it works! P: One of your predictions is the “En-Gen (End of P: How do you build a compelling marketing strategy? Gender) Revolution,” does this mean we’ll be seeing more men in the spa soon? P: We’re already seeing a blurring of “traditional gender domains”: Men as primary childcare givers, more time in the kitchen; while in turn women are more than doubling professional and managerial jobs, contributing 42 percent (compared to just four percent in 1970). Forty percent of professional sports fans are women. The essential point here is not societal androgyny; rather, it’s the emerging dominance of feminine energy as a cultural driver. So, certainly, the spa should benefit from this infusion. P: Start by listening, learning and responding to real wants and needs. Find a single-minded, compelling point of difference. Allow your customers into the process, and give them the tools to evangelize for you—surely word-of-mouth is the single most compelling message in the spa world. team? P: It’s simple—listen, learn and respond; rather than dictating. P: Given the need to market in today’s economy, what (CONTINUED ON PAGE 26) CATCH POPCORN peek into her “crystal ball of trends” on Nov. 8 from 10-11:30 a.m. at the 2011 ISPA Conference & Expo's Tuesday General Session. What are some of the common mistakes marketers should avoid when selling an idea, service or product to consumers? M aking the assumption that you know exactly what they need; and that everyone needs the same thing. Think about our trend of EGOnomics—in an increasingly de-personalized society, consumers crave recognition of their individuality. In spas, you have the unique opportunity for extensive one-on-one interaction, in a uniquely pleasurable and positive setting. Capitalize on that rare engagement, whether in fact or perception that your entire focus is on that one individual. 24 PULSE ■ August 2011