Copyright © 2007 SpaBoom. All Rights Reserved. spaboom.com Winning Strategies for Gift Certificates! presents by:Seth Gardenswartz , x805

Copyright © 2007 SpaBoom. All Rights Reserved. spaboom.com 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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Copyright © 2007 SpaBoom. All Rights Reserved. spaboom.com Sample GC Design (one of ~50)

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Copyright © 2007 SpaBoom. All Rights Reserved. spaboom.com 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!

Copyright © 2007 SpaBoom. All Rights Reserved. spaboom.com 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)

Copyright © 2007 SpaBoom. All Rights Reserved. spaboom.com Enable 1.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?

Copyright © 2007 SpaBoom. All Rights Reserved. spaboom.com Selling Gift Certificates (It’s Easy!)

Copyright © 2007 SpaBoom. All Rights Reserved. spaboom.com 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.

Copyright © 2007 SpaBoom. All Rights Reserved. spaboom.com 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:

Copyright © 2007 SpaBoom. All Rights Reserved. spaboom.com 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 …

Copyright © 2007 SpaBoom. All Rights Reserved. spaboom.com Increasing Web Traffic: Search Engine Optimization (SEO) Step #2: Evaluate your SEO Effectiveness Get on Google and search … Can you find your spa? KeywordVisitorsGC’s Sold mark pardo Mark pardo salon75215 Mark pardo albuquerque4119 Marc pardo1107 Aveda salon albuquerque816 Aveda albuquerque1514 Mark pardo salon albuquerque1313 Mark pardo salon in albuquerque182 Mark pardo salon, albuquerque102 Albuquerque aveda salons52 albuquerque day spas111 pardo salon841

Copyright © 2007 SpaBoom. All Rights Reserved. spaboom.com 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.

Copyright © 2007 SpaBoom. All Rights Reserved. spaboom.com 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)

Copyright © 2007 SpaBoom. All Rights Reserved. spaboom.com Existing Customers Also, consider: Mention your website to your customers Reference your website on the phone/voic 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

Copyright © 2007 SpaBoom. All Rights Reserved. spaboom.com Increasing Web Traffic: Other Ideas & what the winners are doing Consistency – goes on EVERYTHING! In-store signage Flyers-old fashioned but very effective Web specials tied to “Events” use “POP” At least 30 days out news letters marketing Easier than you think!

Copyright © 2007 SpaBoom. All Rights Reserved. spaboom.com 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?

Copyright © 2007 SpaBoom. All Rights Reserved. spaboom.com A Top Performer!  Small spa selling like the big boys!  Easy to find and buy Instant Gift Certificates  Could even be better …

Copyright © 2007 SpaBoom. All Rights Reserved. spaboom.com The new Cooper Spa homepage More effective selling (almost 3-fold increase!) Better: Place the link near the top!

Copyright © 2007 SpaBoom. All Rights Reserved. spaboom.com  Easy to find information  Represents the Spa well  Good content, but not overdone

Copyright © 2007 SpaBoom. All Rights Reserved. spaboom.com Bottom of The Lamar Website:  Map & Directions  Phone Number on Every Page!  Hours of Operations!

Copyright © 2007 SpaBoom. All Rights Reserved. spaboom.com Questions?