June 2011
2 posts
Your Spa is Unique. So Why Isn’t Your Marketing?
By Prentice Howe, Senior VP, Executive Creative Director, Door Number 3
River rocks along the back, mud masks, cucumber slices, a freshly picked orchid resting atop a massage table - Spa marketing is overrun with tired, undifferentiated marketing clichés. If you have any doubt, just try the Logo Swap Test. Grab the nearest spa ad and replace the logo with a competitor’s logo. If the message...
Finding the Nerve to Take an Advertising Risk
One of the hardest things to do in business is to take a risk with your advertising. I’ve made ad campaign presentations to fiercely competitive, Type A owners and here’s what happens:
A proposed campaign is presented that meets the creative brief, nails the marketing objectives and is not similar to anything that has been done in the company’s industry. Minute one, the chief executive’s...