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Seth Godin leads ISPA masterclass on how spas can optimise their marketing strategy
By Megan Whitby 10 May 2021
Seth Godin is an internationally recognised speaker and blogger who has written extensively on marketing, business leadership and maintaining drive in the face of adversity
Marketing guru and New York Times best-selling author Seth Godin kicked off ISPA’s Stronger Together Summit today (10 May) with an insightful keynote Power Session about the benefits of using creative, remarkable thinking to transform spa businesses' ideas and practices.

Branding clarity
Godin began by emphasising that spa businesses need to strengthen their commitment to understanding the importance of their brand and clarity of messaging.

He was keen to highlight the difference between a logo and brand, so used the following example: "If Hyatt launched a line of sneakers, people would be unsure what these may look like. But if Nike announced it was going to launch a hotel group, people would have a strong sense of what this would be like.

“The difference is, Hyatt has a logo and Nike has a brand,” he explained, “a brand is a promise about what to expect from you. As we come out of this crazy time, this is the moment for you and your spa team to decide what is your brand.

“Make your positions really clear - there are so many different directions you can go in to differentiate yourself and this represents an opportunity.”

Godin believes authenticity and establishing your story are both crucial parts of branding as they help businesses stand out and resonate with consumers.

“Our goal is not to be generic. Don’t be replaceable. Be remarkable with a story that resonates, something that’s unique enough that makes it hard to replace.”

Knowing your audience
Godin advised spa businesses to use their story to establish themselves and pinpoint their customer base.

He recommended using long-term thinking to target a small viable audience who will commit to business in the long term.

“We’re not making average stuff for average people, we’re doing work that matters for people who care.”

Commitment like this is worthwhile because these people are more likely to continue investing and supporting your business because they believe in you, your story and your concept.

“Modern marketing is what we call it when you show up in the world to help somebody else in the world to get where they’re going – you’re not hustling, promoting yourself, hyping or figuring how to fill your chairs or rooms,” he said.

“Marketing is the work of practical empathy, don’t make consumers come to you, you go to them.”

By knowing your audience and what they want, you’re setting the stage for a fruitful relationship with great potential for new similar-minded customers to be gained via word of mouth.

He said that part of this means being selective and measured with social media strategy.

“You don’t need to put on a show if you’ve earned the permission to talk to the people who you want to talk to.”

Allocation of services in demand
ISPA chair Patrick Huey closed the Power Session with a Q&A section.

Huey asked Godin what advice he had for the industry during a time where it’s experiencing high demand for services and limited supply, due to new COVID safety restrictions.

Godin said the first pitfall to avoid would be trying to please everyone, otherwise, spas risk compromising on the quality and commitment they have to each customer.

“You’re being overwhelmed by people that need your services. No one needs your services, people want them,” he said.

Godin suggested that spas should recognise they have limited supply and then make an intelligent decision on how to allocate it.

He suggested that spas could perhaps double prices so people would view their services as a luxury product, meaning they would have to honour that promise by delivering luxury service.

Or, spas could use preferential treatment which would appeal to people from a status perspective.

Godin’s final advice to spas was to make sure they are “specific, consistent, empathic, tell their true story to people who want to hear it and ultimately help these people get to where they want to go.”

Today's Power Session was the first of three to be hosted during this week’s conference, and was sponsored by Eminence Organic Skin Care.

The remaining sessions will be led by workforce expert Seth Mattison (Wednesday 12 May, 1-2pm EDT) and service excellence guru Dr Bryan K. Williams on Friday 14 May, 1-2:15PM GMT +1).

About Seth Godin
By focusing on everything from effective marketing and leadership, to the spread of ideas and changing everything, Godin has been able to motivate and inspire countless people around the world.

Named one of Time Magazine's Top 25 Best Blogs, Godin has over one million subscribers and has published over 7,000 blog posts since its launch over a decade ago.

Godin is an internationally recognised speaker and popular blogger who has written countless posts about marketing, innovative ideas, business leadership and maintaining drive in the face of adversity.

He has also published 18 best-selling books and his most recent book, This is Marketing, was an instant New York Times and Wall Street Journal bestseller.

As an entrepreneur, Godin has founded dozens of companies including altMBA, Squidoo, Yoyodyne and is the former VP of direct marketing at Yahoo. In 2013, Godin was one of just three professionals inducted into the Direct Marketing Hall of Fame.


News
1 to 12 of 7993 news stories
02 Dec 2021
Raffles Hotels and Resorts has opened a new resort in Dubai with a comprehensive 23-treatment-room spa to reflect the city’s lavish character. Offering panoramic sea views and vistas of Dubai’s iconic skyline, the 389-room resort ... More
01 Dec 2021
The Global Wellness Institute (GWI) and BBC Storyworks have struck up a partnership to create a digital film series exploring the true meaning of wellness. BBC Storyworks is the commercial creative arm of BBC Global ... More
01 Dec 2021
The global wellness economy will grow by 9.9 per cent annually and reach US$7trn by 2025, according to new research by the Global Wellness Institute (GWI). Named The Global Wellness Economy: Looking Beyond Covid, the ... More
30 Nov 2021
The recently-transformed Bamford Wellness Spa in Gloucestershire has been recognised as the UK’s Best New Spa at the sixth annual Good Spa Guide Awards ceremony. Decided by internal judging by The Good Spa Guide’s Spa ... More
29 Nov 2021
Georgia-based wellness community Serenbe is set to gain a brand new wellness community dedicated to play, said co-founder Steve Nygren, speaking to Spa Business. Named Spela – which means play in Swedish, the new community ... More
26 Nov 2021
Exercise has been found to increase levels of endocannabinoids – cannabis-like substances produced by the human body – which in turn helps reduce inflammation and could potentially treat conditions such as arthritis, cancer and heart ... More
26 Nov 2021
People suffering from mild depression should be offered exercise, mindfulness, therapy or meditation before medication, such as antidepressants. New draft guidance, published by the National Institute for Health and Care Excellence (NICE) recommends that a ... More
25 Nov 2021
The City of Madrid could become one of the healthiest in the world if plans by the council come to fruition. The local government has revealed plans to develop wellbeing infrastructure for the next generation, ... More
24 Nov 2021
A new trans-awareness course, certified by Habia, has been launched for the spa sector to help teach spa staff how to accommodate, attract and support transgender clients. Named Trans Awareness for Spas, the programme includes ... More
23 Nov 2021
A sustainable hot springs retreat is set to open in Fingal on Australia’s Mornington Peninsula, Victoria, drawing on the healing benefits of water, immersion in nature and sleek minimalist design. Set within 15 hectares of ... More
23 Nov 2021
Nuffield Health has reopened the historic Barbican health club in London, as part of ambitious plans to establish its first wellness "health campus" in the UK. Nuffield Health Barbican – the 114th health club in ... More
22 Nov 2021
Marriott’s luxury city hotel brand Westin Hotels & Resorts has opened a new location and branded Heavenly Spa by Westin urban wellness retreat in London, UK. The new spa at Westin London City marks Heavenly ... More
     
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Oakworks Inc
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Oakworks Inc
Jobs    News   Products   Magazine
NEWS
Seth Godin leads ISPA masterclass on how spas can optimise their marketing strategy
POSTED 10 May 2021 . BY Megan Whitby
Seth Godin is an internationally recognised speaker and blogger who has written extensively on marketing, business leadership and maintaining drive in the face of adversity
Marketing guru and New York Times best-selling author Seth Godin kicked off ISPA’s Stronger Together Summit today (10 May) with an insightful keynote Power Session about the benefits of using creative, remarkable thinking to transform spa businesses' ideas and practices.

Branding clarity
Godin began by emphasising that spa businesses need to strengthen their commitment to understanding the importance of their brand and clarity of messaging.

He was keen to highlight the difference between a logo and brand, so used the following example: "If Hyatt launched a line of sneakers, people would be unsure what these may look like. But if Nike announced it was going to launch a hotel group, people would have a strong sense of what this would be like.

“The difference is, Hyatt has a logo and Nike has a brand,” he explained, “a brand is a promise about what to expect from you. As we come out of this crazy time, this is the moment for you and your spa team to decide what is your brand.

“Make your positions really clear - there are so many different directions you can go in to differentiate yourself and this represents an opportunity.”

Godin believes authenticity and establishing your story are both crucial parts of branding as they help businesses stand out and resonate with consumers.

“Our goal is not to be generic. Don’t be replaceable. Be remarkable with a story that resonates, something that’s unique enough that makes it hard to replace.”

Knowing your audience
Godin advised spa businesses to use their story to establish themselves and pinpoint their customer base.

He recommended using long-term thinking to target a small viable audience who will commit to business in the long term.

“We’re not making average stuff for average people, we’re doing work that matters for people who care.”

Commitment like this is worthwhile because these people are more likely to continue investing and supporting your business because they believe in you, your story and your concept.

“Modern marketing is what we call it when you show up in the world to help somebody else in the world to get where they’re going – you’re not hustling, promoting yourself, hyping or figuring how to fill your chairs or rooms,” he said.

“Marketing is the work of practical empathy, don’t make consumers come to you, you go to them.”

By knowing your audience and what they want, you’re setting the stage for a fruitful relationship with great potential for new similar-minded customers to be gained via word of mouth.

He said that part of this means being selective and measured with social media strategy.

“You don’t need to put on a show if you’ve earned the permission to talk to the people who you want to talk to.”

Allocation of services in demand
ISPA chair Patrick Huey closed the Power Session with a Q&A section.

Huey asked Godin what advice he had for the industry during a time where it’s experiencing high demand for services and limited supply, due to new COVID safety restrictions.

Godin said the first pitfall to avoid would be trying to please everyone, otherwise, spas risk compromising on the quality and commitment they have to each customer.

“You’re being overwhelmed by people that need your services. No one needs your services, people want them,” he said.

Godin suggested that spas should recognise they have limited supply and then make an intelligent decision on how to allocate it.

He suggested that spas could perhaps double prices so people would view their services as a luxury product, meaning they would have to honour that promise by delivering luxury service.

Or, spas could use preferential treatment which would appeal to people from a status perspective.

Godin’s final advice to spas was to make sure they are “specific, consistent, empathic, tell their true story to people who want to hear it and ultimately help these people get to where they want to go.”

Today's Power Session was the first of three to be hosted during this week’s conference, and was sponsored by Eminence Organic Skin Care.

The remaining sessions will be led by workforce expert Seth Mattison (Wednesday 12 May, 1-2pm EDT) and service excellence guru Dr Bryan K. Williams on Friday 14 May, 1-2:15PM GMT +1).

About Seth Godin
By focusing on everything from effective marketing and leadership, to the spread of ideas and changing everything, Godin has been able to motivate and inspire countless people around the world.

Named one of Time Magazine's Top 25 Best Blogs, Godin has over one million subscribers and has published over 7,000 blog posts since its launch over a decade ago.

Godin is an internationally recognised speaker and popular blogger who has written countless posts about marketing, innovative ideas, business leadership and maintaining drive in the face of adversity.

He has also published 18 best-selling books and his most recent book, This is Marketing, was an instant New York Times and Wall Street Journal bestseller.

As an entrepreneur, Godin has founded dozens of companies including altMBA, Squidoo, Yoyodyne and is the former VP of direct marketing at Yahoo. In 2013, Godin was one of just three professionals inducted into the Direct Marketing Hall of Fame.
RELATED STORIES
Study: ISPA’s latest research shows signs of hope for US spa industry's recovery


The International Spa Association (ISPA) has revealed its annual five key spa industry financial indicators from its 2021 US Spa Industry Study – known as the Big Five – during its Stronger Together Summit.
Pandemic’s impact on US spa industry highlighted in ISPA’s 2021 Industry Study


The International Spa Association (ISPA) has released the full findings of the 2021 ISPA US Spa Industry Study, marking the 22nd anniversary of this annual research initiative.
Patrick Huey and Lynne McNees share top highlights from ISPA summit


Throughout the pandemic, the International Spa Association (ISPA) has championed the strength of the spa community and strived to support, inform and inspire the industry as it grapples with the new challenges of operating in a COVID-19 landscape.
ISPA shares more plans for virtual summit and calls on industry to contribute to annual survey


The International Spa Association (ISPA) has released more details about its upcoming virtual Stronger Together Summit on 10-14 May 2021.
MORE NEWS
Raffles launches opulent five-star resort and Cinq Mondes spa on Dubai coastline
Raffles Hotels and Resorts has opened a new resort in Dubai with a comprehensive 23- treatment-room spa to reflect the city’s lavish character.
GWI and BBC to co-produce film series demystifying wellness
The Global Wellness Institute (GWI) and BBC Storyworks have struck up a partnership to create a digital film series exploring the true meaning of wellness.
Global wellness economy will be worth US$7trn by 2025
The global wellness economy will grow by 9.9 per cent annually and reach nearly US$7trn by 2025, according to new research by the Global Wellness Institute (GWI).
Bamford Wellness Spa scoops Good Spa Guide’s Best New UK Spa award
The recently-transformed Bamford Wellness Spa in Gloucestershire has been recognised as the UK’s Best New Spa at the sixth annual Good Spa Guide Awards ceremony.
Playfulness to inspire Serenbe’s new wellness community launching in 2023
Georgia-based wellness community Serenbe is set to gain a brand new wellness community dedicated to play, said co-founder Steve Nygren, speaking to Spa Business.
Naural ‘cannabis’ levels boosted by exercise
Exercise has been found to increase levels of endocannabinoids – cannabis-like substances produced by the human body – which in turn helps reduce inflammation and could potentially treat conditions such as arthritis, cancer and heart disease.
+ More news   
 
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