The document summarizes an online marketing presentation given at the 17th European Spas Congress. It discusses how the internet has changed marketing into a real-time dialogue and how consumers now expect useful content whenever they need it. It outlines ESPA's current online marketing strategy, including their website, Facebook, Twitter, and Flickr pages. It proposes next steps of fulfilling gaps in services consumers expect from spa websites, like booking and reviews, and offering rewards for social media followers. It also proposes optimizing their marketing for mobile use, as mobile internet and device usage is growing rapidly.

1. 17th European Spas Congress
Online Marketing
João Pinto Barbosa
Jurmala (LV), 16.05.2012

2. Online Marketing
The new consumer
Online Marketing
ESPA Online Marketing strategy
Next steps

3. The new consumer
“For the first time consumer is boss, which is fascinatingly
frightening, scary and terryfying because everything we used
to do, everything we used to know, will no longer work”
Saatchi& Saatchi

4. The new consumer
Source: Marketo 2012

5. The new consumer - degree of trust
Source: Nielsen Global Consumer Survey 2009

6. Tell me something and I will forget

7. The new consumer
In today’s information age of Marketing and Web 2.0, a
company’s or brand website is the key to their entire
business

8. Online marketing
The Internet has turned what used to be a
controlled, one way message into a real-time dialogue
with millions
Danielle Saks
Fast Company

9. Online marketing
Instead of one-way interruption, Online Marketing is
about delivering useful content at just the precise
moment that a consumer needs it.

10. Consumer value
When consumers perceive consumer value to be high, they will
spread the reputation of the firm through word of mouth,
which can lead to more brand awareness and future sales.

11. ESPA Online Marketing Mix

12. Primary reasons for usage Spa Websites
Finding deals 62%
Viewing spa menus 57%
Reading feedback 48%
Learning more about spa… 46%
Finding new spas to visit 41%
Booking appointments 27%
Finding out about Spa events 22%
Finding out about new… 20%
Posting feedback 13%
Arranging spa visits with friends 13%
None 13%
Recommending spas to my friends 10%
Other 3%
0% 10% 20% 30% 40% 50% 60% 70%
Source: Stephanie Perrone Goldstein (Coyle Hospitality Group) - New priorities of today’s Spa Consumers

13. www.europeanspas.eu www.espa-ehv.eu

14. www.europeanspas.eu www.espa-ehv.eu

15. www.europeanspas.eu www.espa-ehv.eu

16. www.europeanspas.eu www.espa-ehv.eu

17. www.europeanspas.eu www.espa-ehv.eu

18. www.europeanspas.eu www.espa-ehv.eu

19. www.europeanspas.eu/newsletter

20. www.europeanspas.eu www.espa-ehv.eu
Source: Google Analytics

21. www.facebook.com/europeanspas

22. www.facebook.com/europeanspas
People share, read and generally engage more with any
type of content when it’s surfaced through friends &
people they know and trustn

23. www.facebook.com/europeanspas
Facebook growing in every age/gender demographic.
Fastest growing segment:
Women over 55y.o., up 175.3% in the last 120
days. Source: insidefacebook.com

24. Facebook in Latvia
The total number of FB
users in Latvia
is reaching 343.980
Source: Socialbakers (13.05.2012)

25. www.facebook.com/europeanspas
49% of 25-34 years old say Social Media
influence their choice of Spa
Over 75% of consumers use social media
in some format to learn about products and
services
Social Media = WOM = Referals = Purchase power
Source: www.ad-ology.com

26. www.facebook.com/europeanspas
Source: Exact Target

27. www.facebook.com/europeanspas

28. http://twitter.com/europeanspas

29. www.flickr.com/europeanspas

30. Involve me and I will understand
Photo: byroningraham.com

31. Integration with every marketing tools and platforms is
mandatory to amplify the Conversation:
Website, Trade Fairs, Events, Press-Releases, Documents,
Printed Materials, Email messages, Business cards…

32. Next steps !

33. Step 1 – Fulfill the gaps
Conversion of the existing ESPA online tools to a sales
promotion platform for the members.

34. Step 1 - Fulfill the gaps
Finding deals 62%
Viewing spa menus 57%
Reading feedback 48%
Learning more about spa… 46%
Finding new spas to visit 41%
Booking appointments 27%
Finding out about Spa events 22%
Finding out about new… 20%
Posting feedback 13%
Arranging spa visits with friends 13%
None 13%
Recommending spas to my friends 10%
Other 3%
0% 10% 20% 30% 40% 50% 60% 70%

35. Step 1 – Fulfill the gaps
Reward the Fans and
followers with:
Discounts
Special Offers
Promotions
Coupons
etc…

36. Step 2 – Mobile Marketing
To offer a mobile optimised experience

37. Step 2 – Mobile Marketing
77% of the planet owns
a mobile device (UN Telecommunications Agency)
1.3 billion use the
“mobile internet” (UN Telecommunications Agency)
EVERYTIME, EVERYWHERE
Photo: guardian.co.uk

38. Step 2 – Mobile Marketing
Mobile now accounts for 17,4%
of access to all travel sites
47% expect to use their mobile device
for their travel needs at their destination
(Technology Solutions for Tourism, Edinburgh)
26% will use a mobile device for
attractions and accomodations research
37% will use a mobile device
for restaurants research
Photo: Bad Woerishofen

39. Step 2 – Mobile Marketing (Benchmark)

40. Thank you
marketing@espa-ehv.eu