Door Number 3

Your Spa is Unique. So Why Isn’t Your Marketing?

Thu, 02 Jun 2011 10:13:00 -0500

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 is unique, tenable and true to the spirit of the spa, the ad should no longer make sense. Problem is, in most cases, the ad functions exactly the same with the competitor’s logo in place.

Is my rant hitting too close to home? Maybe just a little? It’s okay, your spa isn’t alone. Undifferentiated spa marketing is plaguing the nation. And it’s likely a result of one of two things. Either you haven’t uncovered your unique selling proposition (more on that later) or you don’t have the resources — time, money, a supportive, savvy marketing team — to invest in the right strategy and messaging. Thus, all outgoing marketing defaults to the “safe and non-compelling” variety.

Hotels and resorts are the guiltiest of all parties. To many, a spa is a redheaded stepchild, often cast aside while other amenities like golf take the lead. It shouldn’t be that way. Why? Because unlike golf, the spa is a year-round attraction. Even more important to note is that women make 80% of the household travel decisions. The spa can make or break a visitor’s decision more than almost anything else a resort offers. A unique spa experience will motivate a woman to bring her family to one resort over another, even if she never steps foot in the spa. The spa can set the tone for the entire resort. Female travelers know that if you care about your spa, you care about your hotel and all the other amenities within it.

Floating votive candles aren’t the only tools in the toolbox.

When I worked with Red Mountain Resort & Spa in St. George, Utah, our research revealed that a good deal of their customers come in pursuit of inner clarity during a critical time in their lives. With this in mind, we leveraged the magical red rock setting to support the spa’s visual storyline. The headline on one ad read: “Most come in search of lost treasures. Perspective being one of them.”

When my agency, Door Number 3, worked with the Hyatt Regency Hill Country Resort and Spa, we brought to life the serene, weathered barn, slow-paced vibe of the Texas Hill Country. To underscore the strategic positioning in one particular print ad, our writer placed a period after each word in the headline: “They. Say. Time. Has. A. Way. Of. Slowing. Down. Out. Here.” We figured if reading the ad actually made the reader slow down, they would get a pretty good sense of the Hill Country spa experience.

So what makes your spa stand apart?

Alright, maybe you don’t have the backdrop of the Rockies or ancient-old Japanese soaking tubs. Not every spa’s unique selling proposition hits you right between the eyes. But every spa is capable of creating a competitive advantage. Articulating why you’re different (and better) is the only way to convey a higher perceived value and build consumer confidence. It can be rooted in exclusivity, unique product offerings, above-and-beyond service, or special extra touches you just can’t experience anywhere else. The key is to identify one thing and stay focused on it, always resisting the temptation to be all things to all people. Here are some suggestions for creating a unique selling proposition and getting to that end goal of revenue growth.

Listen to your faithfuls.

This one seems obvious but it is all too often overlooked due to time constraints. Use simple surveys to ask customers what they love most about your spa and what keeps them coming back. Ask enough customers enough questions and a powerful theme will surface.

Put on your New Customer Glasses.

Imagine you’re a customer stepping into your spa for the very first time. Do a walk-through of the entire experience, from the hellos to the final swipe of the credit card. What stands out as memorable? What is your staff wearing? How do they address customers? What are the smells, textures and sounds? What style of glassware is your cucumber water served in? Do you even serve cucumber water? What you’re looking for are those unique stories that can set you apart – stories that will be morphed into your marketing messaging.

Create differentiators.

Some differentiators are obvious, others have to be extracted and molded a bit. In my 13 years of working with spa clients of all sizes, I’ve found that the smallest things resonate most with consumers. And this marketing truism isn’t unique to the spa industry. Doubletree Hotel gives out approximately 30,000 signature chocolate chip cookies each day at their worldwide locations. Dodge touts the HEMI (I still don’t know what that is but I feel like I need one). McDonald’s has built campaigns around their secret sauce.

And, no, you don’t have to have a Big Mac-sized marketing budget to create and tell stories.

Just look at one of my favorite homegrown Austin eateries, Torchy’s Tacos. On their menu you’ll find “The Republican” (heavy on the sausage), “The Democrat” (garnished with avocado), and the “Trailer Park” (fried chicken and queso). Last year, Torchy’s served a special menu item to raise money for the Gulf oil spill relief efforts and called it the “Damn BP.” At the end of the day, they’re serving tacos just like hundreds of taquerias in Austin. But their customers are faithful zealots because every Torchy’s touch-point evokes a unique feeling and brings a smile to the customer’s face. So what are your ownable offerings? You might be thinking, “But I already offer regionally-influenced treatments!” Okay, but can you take that a step further and give them over-the-top pampering names that customers can’t find anywhere else?

It’s not only what you say, but also how you say it.

Even the most unique differentiators still need to be delivered in a distinct voice. To underscore their commitment to green living, Ivy Spa and Fitness Club in Minneapolis launched a Facebook contest to determine the spa’s ultimate “Green All-Star.” To enter, participants had to “like” Ivy and then upload a photo of themselves engaging in an environmentally friendly activity, such as installing an energy efficient light bulb or planting tomatoes in the vegetable garden. The winner was awarded an Ivy Signature Experience Package ($400 value), which included their Signature Massage, a facial, a manicure, a pedicure, and a product gift basket. The lesson here? Don’t ever overlook the importance of engaging your customers and being likable.

Be consistent.

Once your message and tone is crystallized, it’s critical that you express it consistently across all mediums. Take Chick-fil-A for example. Even at 75-MPH, there’s no mistaking one of their outdoor boards. And ask a Chick-fil-A employee for an extra pack of Polynesian Sauce and it’s guaranteed they’ll respond by saying “My pleasure.” My point? The Chick-fil-A brand is always focused and on-point, from the inside out. They know who they are and how they want to express it. Adopt this disciplined approach for your spa marketing and there’s no way you won’t succeed.

I’m convinced you have a special story that deserves to be expressed. And if you don’t, then I know that, with some creativity and commitment, you can create that story.

So, tell me, what can your spa be famous for? And please don’t say river rocks along the back.

Finding the Nerve to Take an Advertising Risk

Wed, 01 Jun 2011 11:58:29 -0500

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 face is euphoric, almost giddy. Minute two, more of the same as the C.E.O. imagines how far a truly new campaign might take the company. And then we get into the third minute and the rush of possibility recedes, deflated by the annoying arrival of self-doubt. Continue reading at the New York Times>

Why Is So Much Marketing the Same?

Wed, 20 Apr 2011 16:53:00 -0500

MP Mueller’s latest column for Branded, from The New York Times.

Last week, we presented a positioning deck to a new client, a semiconductor manufacturer. To arrive at a unique positioning statement that differentiates our clients, we generally conduct research and look at many factors, including what the competition is doing and saying in the marketplace. Continue reading on NYTimes.com>

Are Your Messages Being Heard?

Fri, 21 Jan 2011 17:08:00 -0600

by M.P. Mueller, for The New York Times

We are at the beginning of another year — that time when we turn a critical eye to what worked and what didn’t last year. So let’s give some attention to the foundation of all good marketing efforts: interpersonal communication. Think of traditional marketing as air cover but personal communications as the sales maker that wins customers and keeps clients happy and loyal.

I recently visited with Kevin Leahy, founder of Knowledge Advocate. He teaches businesses how to break through communication roadblocks and hurdles to get to what he calls, “the good stuff.” His clients include Whole Foods and Goodwill. A conversation with him is like drinking one glass of wine — you find yourself buzzing (with possibilities) and wanting more. Here are some of his suggestions for improving front-line communications and building rapport and trust. More»

Finding Meaning in the Marketing of the New Windows Phone

Fri, 21 Jan 2011 17:07:00 -0600

by M.P. Mueller, for The New York Times

I got all twitchy (it’s a good thing) when I saw the new “Really?” ad campaign for Windows Phone 7. It features people carrying on life’s routines — walking, running, playing with children, preparing for bed — absorbed in their smartphones and missing life as it is happening around them. “It’s time for our phone,” a narrator intones, “to save us from our phones.” The new Windows Phone 7, we are told, is “designed to get you in and out and back to life” — something many small-business owners long for. More»

Geting People to Care About Your Business

Fri, 21 Jan 2011 17:04:00 -0600

by M.P. Mueller, for The New York Times

The enduring brands we welcome into our lives deliver two things: solutions and good feelings. In fact, we will pay more for products and services that have the ability to make us feel good about engaging with them. More»

Whose Logo Is It Anyway?

Mon, 17 Jan 2011 16:58:49 -0600

Timely New York Times post from Door Number 3 President, MP Mueller, on the role of consumer feedback.

What Do Your Holiday Gifts Say About You?

Fri, 29 Oct 2010 09:21:36 -0500

Haven’t done your holiday shopping yet? Check out this recent blog post our own MP Mueller wrote for The New York Times.

Push Yourself

Tue, 19 Oct 2010 12:16:06 -0500

We can all agree that video games have forever changed the culture of our world. From Mario to Megaman, Tony Hawk to Shaun White, the way we game has evolved in ways we never even dreamed of. In fact, in these rough economic times the video game industry seems to be the only one exploding in growth.

And it’s about to get bigger.

Companies all over the world have been competing to develop the newest way to game. These days, gamers have become used to incredible graphics and now improved motion-detection technology that allows us to feel like we are part of our games.

But why be merely a part of the game? Why not be IN the game?

Nokia, by using their “Push” technology, has developed real life gaming. With this technology, computer chips and sensors are able to track the movement of skateboarders or snowboarders in order to detect tricks and stunts.

What does this mean? Well, first of all, get off the couch. Secondly, instead of pressing A-X-R1-B and moving the joystick left to pull off a 360-tail grab, you should learn how to actually do it. Once you get it down, you can even post your tricks to Facebook and Twitter.

It’s about time that credit for “incredible gravity-defying tricks” is given to those who have mastered the movement of their body, not of their fingers.

My Cup Holder Runneth Over

Tue, 19 Oct 2010 12:08:58 -0500

M.P.’s latest New York Times blog is online!

Nice hit in Event Marketer for our “Heads of State” campaign on behalf of Cow Wow Liquid...

Fri, 15 Oct 2010 17:02:10 -0500

Nice hit in Event Marketer for our “Heads of State” campaign on behalf of Cow Wow Liquid Compost. In case you recently missed Rick and Bill at Austin City Limits Music Festival, you can check out the footage here.

Austin's New Brand of Eateries

Fri, 15 Oct 2010 16:52:00 -0500

If you’ve lived in Austin for a while, then you know that it has some of the most eclectic dining spots in the country. Most notably, it is one of the leading cities for those intimidatingly-small-but-surprisingly-delicious trailer-style restaurants. Seen them around the city, but have yet to pull over? You’re missing out.

Located right in the heart of South Congress sits “The Mighty Cone,” a trailer that offers unique cone-style festival food with especially bold flavors. Originally appearing as a vendor at the Austin City Limits Music Festival eight years ago, the Mighty Cone opened up their (tiny) doors to the public for year-round delicacies just last year.

The restaurant features “hot and crunchy” cones filled with chicken, shrimp, avocado, or some sensational combination with mango-jalapeño slaw. The cones are almost like the American version of Japanese hand rolls but instead of rice, you’ve got the slaw, and instead of raw fish and veggies, you’ve got your seasame-almond-arbol chili fried meat and avocado.

The Mighty Cone and its trailer park counterparts are like modern day replacements for Sbarro and the mall food court. The difference? Open air dining, way better food and no bass from Wet Seal thumping in the background.

Getting People to Care About Your Business

Tue, 12 Oct 2010 12:01:17 -0500

Check out the latest New York Times blog entry by our president, MP Mueller.

This Is Just Uncanny

Wed, 28 Jul 2010 18:03:11 -0500

Advertising is truly an art and science rolled into one. It takes real genius to inject life and personality into a once inanimate brand, thus creating need and desire. That, paired with an inspiring product is the recipe for greatness.

With this in mind, we present a gift from the gods of advertising: The Candwich.

This “new and innovative product for grab-and-go convenience” practically markets itself. It is easy to pack on the go, can be sold in a vending machine and is good for up to a year without refrigeration.

Mark Kirkland has dedicated a decade of his life to the cause. “So think about it,” Kirkland explained. “You’re a mom running your kids between school, piano lessons, soccer. Stopping at a fast-food restaurant takes time. This is something that literally could roll around the car for a few months. … “

Here’s to those products that not only give us faith in advertising, but in mankind.

BIC’s Cheap Pens Make for a Cheap Laugh

Thu, 10 Jun 2010 12:42:00 -0500

It seems there’s something in the water in Germany. Actor Christoph Waltz proclaimed he was going to give back his Academy award and dedicate his life to Austrian folklore. Actress Helen Mirren declared herself Queen of England. Tom Cruise ordered a high chair just like Suri’s so that he can see over the table.

Okay, what’s going on here, Germany?

The explanation begins with BIC being the number-one selling pen everywhere in the world – except Germany. So BIC’s Berlin agency, Jung von Matt/Spree, declared “with a BIC, you sign everything.”

And so it began. With a camera crew in tow, BIC sent undercover actors armed with BIC pens to get autographs from celebrities. Knowing stars will thoughtlessly scribble their John Hancock on just about anything an adoring fan hands them, BIC fooled unsuspecting celebrities into signing ridiculous documents. Then, they posted short videos of the scams on YouTube starting with a man who tricked the beautiful actress, Eva Habermann, into signing a marriage certificate.

BIC is getting free publicity at the expense of the rich and famous. Is this the new face of celebrity endorsements? Instead of negotiating an enormous sum of money to have a star flaunt their flawless appearance (oh, and give your product the nod of approval), BIC puts their $0.21 pen into action. Besides, there is nothing the public loves more than to watch untouchable celebrities become victims of their own stardom.

So maybe it’s not the water after all; it’s just a cheap pen and an even cheaper celebrity endorsement.

More Money Means More Beer

Thu, 03 Jun 2010 11:54:00 -0500

James Ready beer isn’t curing any diseases, providing medical supplies for third-world countries, or doing anything particularly “green” to establish goodwill among consumers. Their contribution to society is simply making beer more affordable.

Bless you, James Ready. Bless you.

Leo Burnett Toronto, James Ready’s ad agency, created coupons on billboards for local businesses: dry cleaners, drugs stores, salons, gardening centers. The idea is that if consumers can save a little money on basic necessities, they’ll have more money for more beer. Specifically, James Ready beer. And considering that industry sales are down 4%, there’s never been a better time for a stunt like this.

Are the giant coupons hard to clip? Yes. Impossible, in fact. Luckily, consumers can redeem the coupons by taking a picture on their camera phone and bringing it into the corresponding business. What’s more, the beer company is helping promote local businesses during a recession. Nicely played, James Ready.

The billboards aren’t exactly saving the world, but they are creating goodwill by speaking to a very basic desire; they are enabling you, a possible victim of this economic downturn, to afford more beer and enjoy a better quality of life – and in some cases, a less hairy back.

D'oh!

Fri, 28 May 2010 15:13:24 -0500

Branded

Tue, 04 May 2010 14:20:49 -0500

Door Number 3 president, M.P. Mueller, is now a resident blogger for The New York Times. Her blog, Branded is part of their “You’re the Boss: The Art of Running a Small Business” series. To read her latest posts, visit: http://boss.blogs.nytimes.com/author/mp-mueller/

AHS animals won’t get fooled again.

Tue, 27 Apr 2010 15:32:00 -0500

Google has had its share of mischievous pranks and hoaxes (see: ~~Topeka~~) So when the Google Translate for Animals app was unveiled at the start of the month, many people naturally assumed it was an April Fools’ Day joke.

And they naturally assumed wrong.

Why do we say this? Well, after taking the app for a test run at the Austin Humane Society, the results we found were undeniable. We didn’t just discover cats and dogs talking; we found them quipping, philandering and, yes, even gangsta rapping.

Needless to say, we caught all of this on tape. The following videos, which are already going viral, are proof that there’s nothing foolish about listening to an animal.

Selling ads: brick by brick

Mon, 26 Apr 2010 10:31:46 -0500

Advertising giant OgilvyOne recently kicked off its contest to find the “World’s Greatest Salesman.” The New York agency is challenging people to sell a brick—a plain red brick—in one to two minutes, and then upload their pitch on OgilvyOne’s YouTube channel. The winner gets a three-month fellowship at the agency, and most likely, a whole bunch of hits on his/her video.

OgilvyOne has no shortage of job applicants; the contest is simply an attempt to “reinvigorate the noble art of salesmanship,” according to the call for entry site. The art mentioned is the craft and method of the agency’s founder, David Ogilvy. He built his legacy with the skills he acquired selling stoves door-to-door. In today’s agency though, creatives don’t go door-to-door. Instead, they face consumers with the copy and visuals of their ads.

So what does selling a brick have to do with creating ads?

Well, the brick, in this case, represents the “idea.” It’s essential for creatives to first create the idea of course, but then to sell the idea – all the way up the chain: writers and art directors have to sell each other on the idea first. Then, they sell their creative director on the idea. The creative director sells it to the account team, who sells it to the client (hopefully), who in turn, sells it to the consumer in the form of a finished ad.

So perhaps OgilvyOne should also keep an eye out for folks who can not only sell “bricks,” but also ones who can create them; and then hope those bricks are made of gold.