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.
Massage Marketing 2.0: Media Recommendations Customized Per Market
A careful evaluation of the market and the target consumer provided the information needed to focus the budget and provide better ROI.
Managing a Content Calendar Enabled us to Stay Ahead of the Message
Developed a content calendar to mix promotional opportunities and special events with messaging that was relevant to the time of year and relevant to the core audience.
Display Ads to Drive Sales
We designed a comprehensive set of ads to support the many campaigns throughout the year.
Emails to Deliver Promotions
We provided creative to drive awareness and conversions during specific promotional periods. These included custom emails to connect with past and present customers.
Social Media Massage Marketing: Facebook, Getting to Know You
We initiated conversations and fostered engagement within key social channels. Facebook offered us efficient ways to connect with highly targeted audiences, and to provide prospects with meaningful offers that resonated with their specific interests and needs.
Hey, Not so Fast
Our multi-tiered digital plan included shoppers who were simply shopping the category. Clear messages and compelling offers efficiently brought those shoppers back and converted them into new customers.
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.
