Pulse December 2017 - Page 70

S N A P S H O T S U RV E Y The August Snapshot Survey covered marketing efforts ISPA members use to get the word out about their businesses and products. Not surprisingly, social media was the most popular (and effective) marketing method, Facebook and Instagram being the most used platforms. To track the success of marketing initiatives, the majority of spa respondents ask customers how they heard about the spa (64 percent) or conduct customer surveys (59 percent). Here is an overview of all advertising methods used by respondents: T WHICH OF THE FOLLOWING ADVERTISING METHODS DOES YOUR COMPANY USE? (Respondents were asked to select all that apply.) 25% 13% BILLBOARD ADVERTISEMENT ALL SPAS 31% DAY SPAS 43% RESORT/HOTEL SPAS 36% COMPANY NEWSLETTER 45% 48% 67% CUSTOMER LOYALTY PROGRAM 40% 35% 29% DIRECT MAIL 36% 89% 91% EMAIL 88% 43% EXTERNAL WEBSITE ADVERTISEMENT 27% GOOGLE ADWORDS 27% 24% 28% 53% 48% 29% MAGAZINE 57% 30% 20% NEWSPAPER 36% SOCIAL MEDIA 96% 98% 94% (I.E. FACEBOOK, TWITTER, ETC.) 26% 18% RADIO 32% 16% TARGETED IP ADDRESS ADVERTISING TELEVISION 68 PULSE ■ December 2017 9% 18% 14% 11% 16%