150% Increase in Website Visits, 2000% Increase in Social Following, Top Ranking in Local Google Search, Year-Over-Year Total Sales Growth and New Memberships
Opportunity: Despite the high visibility of this established brand, sales were flat. And they needed help to devise a way to grow and retain quality massage therapists. Destination Marketing’s massage marketing strategy was there to help.
Solution: The regional group partnered with Destination Marketing to develop and implement an effective and efficient massage marketing program focused on attracting new prospects to an existing category leader.
What we provided: We developed and implemented a fresh, localized marketing strategy, primarily via highly targetable online channels, to maximize the effectiveness of their ad spend.
- Increased Online Visibility and Interaction and Reached New Prospects:
Optimized microsites, social media, review and directory sites (Yelp, Google, etc.) for local SEO. Created and optimized paid search campaigns to drive online traffic.
- Maximized Loyalty with Current Members:
Developed an enhanced Email Marketing program through the current management system. Implemented a frequent schedule of content refreshes on microsites, social media sites, and blogs to keep prospects and members informed and active in the Massage Envy community.
- Reached New Prospects and Built Preference:
Increased the efficiency of the media spend using highly targetable online and broadcast media channels to increase awareness and drive traffic to the clinics, consistently increasing prospects and gift card sales.
- Increased Number of Licensed Massage Therapists to Keep up With Growing Consumer Demand:
Developed an active online community just for massage therapists, a network of continuing education providers to connect with therapists, an enhanced school recruitment program including ongoing email communication with students, special events for massage therapists, and a targeted online advertising program. The result was dramatically increased engagement with the therapist community and a wave of new hires.
Performance Measured, Proven, and Optimized Massage Marketing
Every aspect of our advertising for Massage Envy was carefully tracked and monitored. The data gathered was used to refine and inform the marketing strategy as we sought to constantly improve and optimize the systems that drove leads and ultimately sales.