How 'social-savvy' spa's can double their profits

www.enjoymarketing.co.uk

Adrian Marks

Spa Life 2015

Effectively, acquiring New Business

In The Social-Digital Age

TRADITIONAL ADVERTISING AS YOU KNOW IT IS DEAD…

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IT HAS NEVER BEEN EASIER TO BUILD A SUCCESSFUL

BUSINESS…

www.enjoymarketing.co.uk

To survive and thrive in this new social-digital economy you have to

master 3 key strategies…

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There is now a new world order, where the customer is in control

CONVERSION MARKETING

1. ORGANIC

SELLING

2. PUSH MARKETING

3. TRIGGER PROMOTIONS

Over 125,000 leads so far for my Clients in 2015

www.enjoymarketing.co.uk

THIS 3 STEP PROCESS HAS GENERATED…

Over £90,000,000 for my Clients in the last 12 months

Increased new Client online enquiries by an average of 400%

1. First things first…

UNDERSTANDING WHY PEOPLE

BUY ANYTHING AT ALL IN THIS

MODEN SOCIAL-DIGITAL WORLD

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www.enjoymarketing.co.uk

PEOPLE NO LONGER HAVE ANY

REAL INTEREST IN YOUR ACTUAL

PRODUCT OR SERVICE

YOUR CLIENTS AND CUSTOMERS ARE

ONLY INTERESTED IN HOW THEY WILL

MAKE THEM FEEL

ALL THAT PEOPLE LOOK AT IS

AFFORDABILITY

& VALUE

PEOPLE NO LONGER BUY ON PRICE

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85% of the BUYING decision is emotional

ONLY 15% is LOGIC!

PEOPLE NO LONGER BUY ON PRICE

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www.enjoymarketing.co.uk

ONLY 4% OF MEN BUY A WATCH TO

TELL THE TIME

THE MOST EXPENSIVE DRESS

YOU’LL EVER BUY IS THE ONLY ONE

YOU’LL WEAR ONCE

THE AVERAGE FEMALE

HAS 32 PAIRS OF SHOES

BUT ONLY ONE PAIR OF FEET

YOU MUST ALIGN

YOUR MARKETING

WITH HOW PEOPLE

NOW BUY

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2. Before you do anything…

People are now looking for

products and services

sooner and in completely

different ways……

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Smart Phones & Tablets – Google

Facebook – 4G & Broadband

HOW PEOPLE NOW BUY…

Indifference Awareness Preference Intention Purchase

The 5 stages of the buying cycle

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Traditional marketing focuses on driving

contact only when the customer reaches

the purchase point…

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Ultimately traditional marketing is simply

preaching to the converted

Indifference Awareness Preference Intention PurchaseTraditionalMarketing

BUT people are now looking for the

solutions you offer long before you go

searching for them

www.enjoymarketing.co.uk

Indifference Awareness Preference Intention PurchaseTraditionalMarketing

Modern consumer search & purchase patterns – ‘The Underwear Conundrum’

Ultimately preaching to and converting

themselves!

To thrive in this modern digital age you MUST

align your sales and marketing funnels with this

new consumer ‘buying’ funnel.

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Indifference Awareness Preference Intention PurchaseCONVERSION MARKETINGATTRACT GENERATE NURTURE CONVERT

CREATING CONVERSION

MARKETING STRATEGIES THAT

ALIGN WITH

YOUR POTENTIAL CUSTOMERS

BUYING HABITS?…

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1. ATTRACT

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THE BIGGEST MISTAKE YOU CAN MAKE

WITH YOUR MARKETING IS TO JUST TRY

AND SELL YOUR PRODUCTS OR SERVICES

SELL THE RESULT AND EASE OF ENTRY

NEVER TRUST A WEB

DESIGNER TO BUILD YOUR

WEBSITE

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Old fashioned marketing strategies will only convert about 2% of all your

website traffic

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Basically you are losing the other 98% into the deep depths of the world wide

web…

FOREVER

2. GENERATE - Leads not sales!

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FREEMIUM

ULTIMATELY TO SURVIVE IN THIS

SOCIAL-DIGITAL AGE YOU MUST

GIVE AWAY YOUR PRODUCTS AND

SERVICES FOR FREE

BECAUSE…

WHO EVER GOT MARRIED ON A

FIRST DATE?

NEVER JUST TRY TO SELL

STRAIGHT AWAY

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3. NURTURING – Breeding growth

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NURTURING IS ABOUT BUILDING

TRUST, EXPERTISE, AUTHORITY,

CONSITANCY, CONFIDENCE &

DESIRE

4. CONVERT with the right offers at the right time

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• Create the right incentive

• Deliver with risk reversal

• Create an imperative

• Deliver scarcity

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Analyse the effectiveness of your

CONVERSION MARKETING MODEL

ATTRACT, GENERATE, NURTURE, CONVERT

& then repair the blockages and holes in your funnel

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ITS ALL ABOUT

DELIVERING

SEQUENCES THAT

DRIVE CHANGE

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STANDARD SALES MODEL

LEAD GENERATION

LIQUIDATION OFFER

LIST NURTURING

CLOSED SELLINGASCENSION SELLING

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1.ORGANIC SELLING

2.PUSH MARKETING

3.TRIGGER CAMPAIGNS

1. ORGANIC SELLING

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ORGANIC SELLING

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• SEARCH

• SEO

• SOCIAL MEDIA

• BLOGS

• TRADITIONAL ADS

• WORD OF MOUTH

20%

80%

2. PUSH MARKETING

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PUSH MARKETING

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• FACEBOOK MARKETING

• LINKEDIN / TWITTER MARKETING

• INSTAGRAM / YOUTUBE ADVERTISING

• EMAIL MARKETING

• DISPLAY ADVERTISING

• REMARKETING

• REFERRAL MARKETING

20%

ORGANIC SELLING &

PUSH MARKETING STRATEGY

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1. FREEMIUM

2. LEAD GENERATION

3. LIQUIDATION

4. ASCENSION

5. NURTURE

6. CONVERT

IT’S ALL ABOUT…

LEAD GENERATION

FOR ‘THE LIST’

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THE REAL POWER OF

CONVERSION MARKETING

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“LET’S WRITE MY MUM AND

DAD A SWIMMING POOL”JOHN LENNON

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ALL THE PROFIT

IS IN THE BACKEND

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ALL THE PROFIT

IS IN THE LIST

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TRIGGER PROMOTIONS

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Turning on the tap!

60%

TRIGGER PROMOTIONS

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THE STRATEGY

1. Cue the promotion

2. Anticipation, authority

and expectation

3. Short, sharp closure

1376 membership sales

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In 48 hours

2,113 spa treatment bookings

£37,000 in Spa vouchers sales

In 3 days

1 day

• RECIPROCATION

• SCARCITY

• AUTHORITY

• CONSISTENCY

• LIKING

• SOCIAL PROOFING

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Humans are programmed to be

Influenced by Triggers:

Conversion marketing gives your business the

‘power of Leverage’

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YOU LITERALLY CREATE YOUR OWN MONEY PRINTING MACHINE

Today’s biggest lesson…

We signed up an independent Spa onto our Digital Sales Growth programme on the 23rd of last month…

We sent them their first direct marketing piece on February 3rd…

2005!

944 emails ago…

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AND ONE FINAL THING…

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EMAIL: a.marks@enjoymarketing.co.uk

Send your name, email address and

web address now

TEXT: ~07525 153 888

GET A FREE AUDIT OF YOUR CURRENT WEBSITE

AND SOCIAL_DIGITAL MARKETING FOR FREE

PLUS I”LL SEND YOU A CRIB SHEET OF ALL THE

TECHNOLOGY WE USE TO DELIVER OUR CLIENT

MARKETING STRATEGIES

www.enjoymarketing.co.uk