“How has your model efficiently engaged social media influencers?”
Vice President of Advertising and marketing
Therapeutic massage Heights
It is no secret that social media is a distinguished useful resource in at present’s age, and influencers on these platforms have change into an integral part in modern-day digital advertising methods. Used strategically, a well-thought-out marketing campaign utilizing social media influencers can have a significant constructive impression in your model’s visibility, whereas additionally serving to to distinguish your organization from others.
Deciding on the best method is vital to having a profitable social media influencer marketing campaign. One of many largest differentiators in a profitable digital advertising marketing campaign versus an ineffective one is trying on the impression the influencer makes–authentically. Do their followers take part and interact in what the influencer is posting? Are they posting content material that aligns together with your model? Is it one thing their followers will care about? Is what you offered genuine to the influencer’s platform? Campaigns that use technique round answering a majority of these questions are normally those that end in essentially the most success.
In anticipation for “Everybody Deserves a Therapeutic massage Week” (July 14-20), Therapeutic massage Heights wished to convey visibility to the model and our providers by executing one thing that may resonate with our target market. The group recognized three influencers who would align with the model and the aim of the marketing campaign, all of whom match into the wellness and way of life area of interest. Utilizing “Everybody Deserves a Therapeutic massage Week” as a well timed tie-in, we despatched the three influencers DIY spa kits unique to the model, together with recommendations on how anybody can recreate their very own spa oasis at house.
Though the considered making your personal spa oasis at house does not straight convey instantaneous gratification to the corporate’s gross sales, it did do one thing that made it a particularly profitable marketing campaign. Why? As a result of it drove buzz and established Therapeutic massage Heights as an trade skilled within the eyes of our goal demographic, which had an viewers attain of greater than 800,000 on a wide range of totally different social platforms, together with Instagram, Pinterest, Twitter, Fb, and a weblog.
To go full circle, as a result of this marketing campaign was capable of authentically showcase our model and tremendously enhance the attention and visibility of Therapeutic massage Heights to virtually 1 million focused viewers, it essentially helped the model step ahead as an trade trailblazer and be prime of thoughts to shoppers who comply with these go-to influencers.
Vice President of Advertising and marketing
Prose was based on the noble objective that everybody ought to be capable of have wholesome and exquisite arms and toes. We all know that making a deep reference to our buyer begins with understanding their wants and educating them about how the Prose expertise is totally different from what you will discover in different nail salons. Pushed by subtle advertising ways to draw first-time visitors, we depend on private touchpoints all through the in-boutique journey to have interaction and educate visitors on the wholesome advantages we now have to supply, together with our membership mannequin.
With greater than 70 % of shoppers consulting social media earlier than making shopping for choices, having a powerful model presence on these channels is extra essential than ever. Significantly with a brand new model like ours, we consider and have invested in the concept influencers are an essential piece of the puzzle to drive consciousness, set up model credibility, educate shoppers, construct emotion across the buyer expertise, and create a “stickiness” to the model with repeat visits and purchases offered to shoppers.
Because the model continues to develop and open new boutiques throughout the nation, tapping into native influencers has confirmed an efficient advertising tactic, significantly for grand opening occasions. By way of market-specific influencer analysis, we have been capable of have interaction with a wide range of influencers with an array of pursuits. As a result of our model focuses equally on well being and sweetness, its broad attraction permits us to draw not solely magnificence bloggers. We have additionally had success in well being and health, mommy bloggers, foodies, and lots of different fashionable classes. Who does not need a fantastic pedicure in a clear, modern boutique design with greater than 200 wholesome and exquisite polish colours in a relaxing, aesthetically pleasing setting?
Because the gross sales cycles transfer previous the grand openings, we frequently see the boutiques proceed to develop their relationships with essentially the most partaking influencers. Our objective shifting ahead is to place the influencer extra as a driver of the shopper expertise and gross sales conversion, versus simply constructing model consciousness. Now we have discovered that that is the place the influencers begin really connecting with our potential prospects in telling the complete Prose story of well being, magnificence, and membership. Up to now, we now have constructed and maintained relationships with greater than 50 influencers nationwide who proceed to drive engagement on-line and drive visitors to our boutiques.