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
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August 2011