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Spa finder presentation_2013
- 1. Presentation Version 1.0 | February 2013 | James Moffat
- 3. Integrated marketing and communications agency with digital at the core
- 5. "In the world of communications, there are agencies which get it and others that don't. Organic is clearly an agency that gets digital, and knows how to get things delivered." Yann Gourvennec, Global VP Internet and Digital Media, Orange
- 6. Good digital marketing is a combination of... • Effective website • Great onsite content • Great social distribution (social media) • Online PR • Targeting
- 7. Our services • Web development • Mobile • Usability & conversion rate optimization • Search & Social • Content marketing • Online PR • Digital Advertising management
- 9. Traffic Sales Meaningful objectives Data capture Greater reach
- 10. What did we find? A mature web presence... ....for an immature UK market
- 11. What did we find? The UK consumer needs educating about the product, how it works and what you offer...
- 12. The plan... •Conversion rates •Social engagement •Content strategy •Technical issues •Proposition •Mobile
- 13. Stage 1 Establish KPIs and Measurement Month 1
- 14. •Cost per acquisition of new customers •Lifetime value of the customer •Conversion rate of purchases •Visits to spa listings
- 15. Stage 2 Quick Wins / Bigger Picture Month 1 onwards
- 16. •Things that need fixing •Understand the consumer journey •Establish key messaging •Plan for mobile •Integration with other channels
- 17. Stage 3 Conversion rate optimization (UX and UI) Month 1 to 3 March to June
- 18. •Currently 0.23% •A three month program •Landing pages •Voucher page •Home page •Listing pages •Checkout funnel
- 19. 6 part optimization plan: • Planning and analysis • Wire-framing • Offsite testing • Graphic design • More offsite testing • Implement and test onsite
- 20. Stage 4 Paid search optimization Month 3 onwards
- 21. •Break out the UK campaign •Localize the content •Improve conversion •Integrate with analytics •Tie to new landing pages
- 22. Stage 5 Integrated digital communications plan Month 3 onwards
- 24. Deliver meaningful results that last
- 26. Content Marketing •Creating great, UK specific multi-media content •Improve the UK Blog •Create funnels to drive better engagement
- 27. Digital Distribution •Develop a comms strategy and campaigns •Social community engagement and distribution •E-Mail •Influencer outreach and engagement •Online PR
- 29. Search Marketing •Onsite technical overview •Content optimization •Competitor review •Indexing •Linking Strategy
- 30. How would we run it? •Monthly meeting •Integrated campaign schedule •Train up your team (help with recruitment) •Help you build a network of social influencers •Campaign ideas •Help create the content and distribute it •Measure and report
- 31. Summary: 12 month plan •Conversion rate optimization •Consultancy and advice •An integrated digital comms strategy •Delivering results that matter •Reach, traffic, sales, data capture
- 32. SpaFinder brand overview and site offerings
- 33. Brand DNA •Gain an understanding of the SpaFinder brand and it’s business objectives •Brand purpose - your position in the marketplace •Identity the reasons to believe in the current brand •Define what the customer expectations are with the current product/service •Determine what distinguishes your brand from the competitors
- 34. Brand building •Brand planning and workshops •Expand the SpaFinder story •Define the brand values/promise •Build the brand personality - the emotional connection with your consumers •Create a marketing strategy •Create compelling communication •Produce the collateral required
- 35. Brand overview of current product/service •Strong brand presence in the US-Spa specifically •Expansion into other multi-channel areas •Consider legacy customers who have invested into the current SpaFinder brand (Spas and gifting) •New customers to arrive through non-spa services and products relating to wellness •Issue with current brand - needs to showcase the wellness side of the business products and services •Expand on the current SpaFinder story •Top line revenue comes from third-party gift cards - sales on site needs addressing
- 36. SpaFinder site offerings Content Listings Gift Cards Last minute deals
- 37. Visitors to the site Content Listings Listings Last minute Last minute Gift Cards offers offers
- 38. Current site offering - Products & services Spas Yoga •Day Spas (listings) •Yoga studios (content & •Medical Spas (listings) listings) •Salons (listings) •Yoga deals •Spa services (Massage, facial etc) •Spa deals
- 39. Current site offering - Products & services Pilates Fitness •Pilates studios (listings) •Gym and health clubs •Pilates deals (listings) (listings) •Personal training (listings) •Barre classes •Bootcamp (listings) •Fitness deals (listings)
- 40. Current site offering - Products & services Travel Deals •Hotel and resort spas (listings) •Spa breaks and gift vouchers •Destinations spas (listings) (listings) •Family spas (listings) •Ski spas (listings) •Weight loss (listings) •Yoga travel (listings) •Travel deals (listings)
- 41. Current site offering - Products & services More Gift vouchers •Acupuncture (listings) •Spa gift vouchers (e- •Alternative medicine (listings) commerce/content) •Reflexology (listings) •Use spa vouchers/cards (listings) •Weight loss (listings) •Mother’s Day (e- •Melanoma Initiative (content) commerce/content) •Readers choice awards •Gifts for her (e-commerce/content) (content) •Gifts for him (e- •Wellness week (content) commerce/content) •The well blog (content) •Corporate sales (e- •Susie’s Spa blog (content) commerce/content) •Corporate wellness (content)
- 42. Site overview... Predominantly listings ....very little content
- 44. SpaFinder brand... Evolution... ....not revolution
- 57. Thank you 07989 333 304 james@organic-development.com organic-development.com Exeter, Devon, UNITED KINGDOM EX4 3AY