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Winning Strategies for Gift Certificates!
presents
by: Seth Gardenswartz800-940-0458, [email protected]
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Why sell GC’s online?This is a low cost way to grow sales
Online sales solve the gift giver’s basic problems• What to buy• Personalized (custom message and graphic)• Last minute
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Why Sell Spa Gifts Online?
On Average:
–Gift certificates are 30% of sales.–SpaBoom spas sell 15% to 30% more GC’s–We have spas that average $10,000 a month!–25% of buyers are > 100 miles from the spa.–50% of GC sales are in the 48 hours before gift event.–Time savings –Mother’s day 1.6M--$460K on Saturday and Sunday!
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How can you profit from selling Instant on-line gifts?
1. Enable—Need to have the functionality
1. Attract—Traffic to your website
1. Convert—turn that traffic into a purchase (or a real visit)
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Enable1. To sell Gifts on line you have to have a
website
2. You must have gift certificate functionality• Ideally instant
• 50% of sales in the last 48 hrs
• You can custom program or use one of the vendors who market GC programs
3. A directory is good and recommended but not enough• Will not create any loyalty to your spa or help
develop your relationship with your customers
• Who holds the money?
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Attract
To sell online you have to get folks to your website
Two categories:
1. New customers• SEO-An entire presentation-we will do it 5 minutes
2. Existing customers• Low hanging fruit-these are folks who would love give gift certificates
from your spa but don’t or can’t because its not convenient.
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Increasing Web Traffic:
Search Engine Optimization (SEO)
What is the Concept of SEO?
• “Search Engine Optimization”• How find-able are you? (on Google or AOL, MSN ect…) • This is a competitive field• Think about how your potential customers might “look” for your
services (or your website).
Bottom Line:• When someone searches for spa treatments in your area (or your
name), you want to show up in the 10 ten “organic results.”
Better SEO in 3 easy Steps:
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Increasing Web Traffic:Search Engine Optimization (SEO)
Step #1: Evaluate your website “location”
• Do your web pages have title containing your name, location and purpose?
• Do you have a non-Flash website? Don’t overdo or over spend here!
• Does your website have simple URL’s?
If not, you’re not SEO …
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Increasing Web Traffic:Search Engine Optimization (SEO)
Step #2: Evaluate your SEO Effectiveness
• Get on Google and search … Can you find your spa?
Keyword Visitors GC’s Sold
mark pardo2203 37
Mark pardo salon 752 15
Mark pardo albuquerque 411 9
Marc pardo110 7
Aveda salon albuquerque 81 6
Aveda albuquerque 151 4
Mark pardo salon albuquerque 131 3
Mark pardo salon in albuquerque 18 2
Mark pardo salon, albuquerque 10 2
Albuquerque aveda salons 5 2
albuquerque day spas 11 1
pardo salon 84 1
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Increasing Web Traffic:Search Engine Optimization (SEO)
Step #3: Improving your SEO
• Dump your expensive flash-based website• Fix your webpage titles.• Fix your URL’s, if possible.• Make sure your website is full of good key words or phrases people
are looking for.• Content, content, content. It’s about the content!
– The more content the better,
– The more relevant content, the better
– The more relevant, current, and-up-to-date content, the better
• SEO is not a destination-it’s a process, like customer service.
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Increasing Web Traffic:Existing Customers
Put your web address and key features on:
• Store receipts and bags.• Bookmarks inserted into every bag that leaves your spa.• Your door(s) and signage.• Posters strategically placed throughout your spa • Every piece of advertising, sales collateral, business
cards and other sales and marketing material• Outside sign(s)
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Existing Customers
Also, consider:• Mention your website to your customers• Reference your website on the phone/voicemail• Use in-store signage. Rule of thumb-at least seven spots inside and one
outside!Get Linked from Others!• You want relevant links• Anyone doing business with you? Ask for a link!• Chamber of Commerce• Related businesses (i.e. in a shopping area or related services?)• Every online mention—Reviews, free directories, mention the
website in PR and press.
SEM (Google AdWords ect…)• AdWords.google.com
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Increasing Web Traffic:Other Ideas & what the winners are doing
Consistency – www.yourspa.com goes on EVERYTHING!
In-store signage
Flyers-old fashioned but very effective
Web specials
•tied to “Events”
•use “POP”
•At least 30 days out
Email news letters
Email marketing•Easier than you think!
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Convert
Bringing the traffic to your site is not enough.
Simple changes to your site can have dramatic impact• Make it easy for people to find the information they need• Minimize clicks to buy• Avoid “click to enter” links• Keep it simple: Only consider content for buying, booking a
treatment and finding your spa• Does your site reinforce your spa’s image/brand?
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A Top Performer!
Small spa selling like the big boys!
Easy to find and buy Instant Gift Certificates
Could even be better …
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The new Cooper Spa homepage
More effective selling (almost 3-fold increase!)
Better: Place the link near the top!
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Easy to find information
Represents the Spa well
Good content, but not overdone
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Bottom of The Lamar Website:
Map & Directions
Phone Number on Every Page!
Hours of Operations!