Question

Topic: Strategy

How Can I Best Get Immediate Results Without Stripping Myself Of Brand And Image?

Posted by Anonymous on 6/17/2004 at 7:20 PM ET 250 Points
My new resort/spa is trying to get more "new" guests and professional groups in through the property doors. It's high-end resort/spa, and is competitively priced for the area.

Due to time of year it is imperative that we take advantage of the Summer/Fall months. We have received good press (through diligent p.r.), however we need to execute some outreach in order to increase the traffic in order to meet quotas, etc. The dilemma is that I have no budget to advertise, and need to do it in creative ways that will spread the word, but also not cheapen who we are with discounts, freebies and other specials that will make it hard to get people back at regular rates. Is there an immediate way leverage our current stock of collateral (database of old and new names, info kits, postcards, etc) to work for us on both group meeting business and individual travellers? I am looking for some more creative ideas to help stimulate business without having to go back to our database of old guests.
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RESPONSES

  • Posted by SRyan ;] on 6/18/2004 at 1:19 AM Accepted
    What if you identify the Top Ten upper crust wedding planners in your area and invite them for a complimentary half-day of your finest treatments? Better still, let them come several times. That would increase the odds that they would influence their bridal customers to start visiting you in the weeks prior to their Big Day so they'll look their best, and they can also suggest your spa for wedding party pampering. Your primary cost for this campaign would be the free services. If your clientele tend to make repeat visits, then the special event customers might become profitable regulars.

    So... I would target "influencers" such as wedding planners or super hairstylists, make them look and feel their best, and make it easy for them to tell others where that glow came from (no cheesy coupons, though). Call them personally, don't rely on postcards or letters. Tell each one that you've heard she's the best in the business and you want her to experience your spa magic firsthand.

    - Shelley
  • Posted on 6/18/2004 at 6:34 AM Accepted
    I'm with Shelley. Go with the Influencers.

    Why don't you do a little co-marketing with a gym in your area? You could use up the flyers you have by placing them at the reception, and the personal trainers can talk up your spa. If you don't want to cheapen your services with a discount, here are some ideas to incentivize new customers that come from the gym (exclusive offer for gym members only):

    --complimentary slippers to take home after massage
    --discount on spa yearly membership
    --free seminar on how to get toned legs for bikini season
    --"meet the nutritionist" day
    --group discount on a "day of pampering" with your friends.

    Etc!

    Similarly, your spa guests can have a discount on a Yoga/Pilates class at the gym, or a discount on a yearly membership.

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