How do your marketing plans for 2013 stack up against what other spas are planning? According to SpaFinder® Wellness Research’s The State of Spa Marketing survey, budgets for traditional marketing will continue to decline, and more money will be allocated to Internet marketing, social media, and events. Over 42 percent of respondents plan to spend less on traditional advertising (newspaper, radio, TV), and 35 percent will budget less for direct mail. On the flip side, 66.4 percent plan to spend more on Internet marketing channels, such as email campaigns, partner marketing and gift certificate relationships, online booking solutions, etc.; 62.5 percent are budgeting more money for public relations; and 58.3 plan to spend more on events.
The study also asked respondents if deal sites are a good deal for spas and wellness businesses. Survey takers were conflicted about the ROI from “daily deal” sites such as Groupon and Living Social. Forty percent have now worked with an online “daily deal” site, and another four percent plan to (leaving the majority on the fence). Forty-one percent report they experienced “a significant improvement in customers and sales,” and over 36 percent reported customers spent more money than the value of the deal.
What does all this mean for you? Your peers are getting results from marketing that is personalized and spending more money on Internet channels, all types of social media, public relations, and events. It might be time for you to take a close look at where you are spending your marketing dollars. And if you’re looking to try “deals” marketing, take a look at the new yield management offerings that target unused inventory and help you offer deals only on what might not have been sold.