The Message
Influential media campaigns are not built solely on the number
of media used; however, the quality of the message is just as
important. “The mindset should be on both the medium and
the message,” says Rogers, adding that the most effective
message is one that is customized to your clients. “Decide who
your target audience is, where they spend time, what publications they enjoy and what media outlets may influence their
buying decisions,” advises Lundberg. “Keep in mind, your
message will reach [not only consumers], but also suppliers,
vendors, clients and employees.”
Once you have a solid understanding of whom you want
your message to go to, Johnson recommends making a list of
your company’s top five marketing priorities. “If you can’t fulfill
them, outsourcing something you have neither the time nor
expertise in can be a big relief and can br ing great results,” she
says.
In any good relationship, communication is key—the more
you communicate your vision to your PR team, the better they
can communicate your messge to consumers. “It is important
that the spa ensures that we understand everything that is going
on, from negative feedback from clients to positive [feedback] to
awards to product insight,” says Rogers. “We need to know the
ins and outs of your spa to identify the stories that we want to
tell, as some likely won’t seem that obvious to you.”
These stories must be shared with your spa’s staff as well.
Since your staff is the primary deliverer of that experience, it
cannot be left out of the communication channel. Everyone
should be part of the PR process, whether they are directly
involved or not, to make public relations for your spa or business work.
The Before and After
Your spa’s scope of marketing priorities will determine the time
and cost involved in the creation of a media campaign. But as
PR experts warn, it’s often a more timely process than many
owners expect. PR is a strategic process and, unlike perhaps an
ad placement which generates immediate metric for success
whether in the form of sales or new clients, it takes a while to
(CONTINUED ON PAGE 48)
CASE STUDY:
TARGET AUDIENCE: Resort and destination spa operators and
Aromatherapy
Associates
directors as well as consumers.
PROMOTION PLAN: Press release to media in July for coverage in
October/November magazines and late summer/fall for online and
Campaign: Holiday
Collection 2011
blogs. Follow-up press release with product sampling to press
PR: Flourish Marketing
series of incentives online (email and Facebook/Twitter) was launched,
showcasing the product and unique packaging. For consumers, a
with product giveaways and reminders about free ship-
Goal: To
increase
press
coverage
in print
and online
for the
holiday retail
collection
ping on Black Friday, etc.
SUCCESS RATE: Media placements in consumer media and spa-industry publications
including Organic Spa Magazine, Pulse,
American Spa, SpaFinder/New Beauty, Wynn
Magazine, Boston Common, Spirituality & Health,
About.com and others. Increased Facebook
fans via contents and targeted
advertising. Increase in audience of more
than 150 percent since October 2011.
December online sales were 87
percent above average. December
order volume was 92 percent above
average.
46 PULSE
■
March/April 2012