Holiday Online Marketing Campaign for Oasis Spa - Facebook Style
Today Anduro Marketing launched a campaign for Oasis Wellness Centre & Spa for their holiday gift specials.
Randy invited me to write a post as a guest on his blog. Thanks Randy for the invitation. To give you a bit of background, my name is Jeff Nelson and I am one of the owners of Anduro Marketing, a company based in Calgary, Alberta. We have been doing online marketing since 2001.
In past years the owner, Peter Smed, has focus on generating traffic to his website from radio ads and email blasts. This year he has the same objective (sell lots of gift certificates) but he wanted to do something different. He approached our company with the idea of adding an online component to augment the radio ads. We thought the idea was brilliant.
To develop the strategy we borrowed two frameworks that I had learned from Doug Lacombe,communicatto.com, while we were offering social media training through Quickinars. The first framework called P.O.S.T. was developed by Forrester Research.
First we identified the People:
- Women (25 - 60) who want to be pampered
- Men (any age) who want to pamper their partners
Next we looked at Objectives:
- Over 1,000 Likes on Facebook
- Over 500 units sold via the website or in-store
For the Strategy we wanted to drive anyone who was interested to a Facebook page and link that page on an online ordering page on the spa's website.
The second framework builds out the Technology of the P.O.S.T. model with a Hub & Spoke model. Jeremiah Owyang (who used to work for Forrester) has ellaborated on this model. See his article, 'Most Companies Organize in “Hub and Spoke” Formation for Social Business'. This model fits into Forrester's P.O.S.T. model but creating a skeleton for the technology component.
As you can see in the diagram below the centre of the hub is a Facebook company page. For the "spokes" we added the Technology of ads on Google, Facebook, LinkedIn, and radio. For the email component, Peter will be sending an email to all of the spa customers. In addition, Peter and I are contacting friends to see if they will help to promote the specials to their email contacts. I also have a few contacts on Twitter that I contacted to help with the promote. So far, 10 people have signed up to help out.
Thank you Jeff. Your online marketing case study is a great addition to our online marketing blog. We take pride in building solid relationships with our peers and respected colleagues. Readers are encouraged to contact Anduro Marketing or Kayak Creative to discuss their online marketing needs.
Don't forget to follow Mark (@MarkAtKayak) and Randy (@Kayak360) on Twitter and connect with Randy in Google+.
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