URB’N NATURE
URB’N NATURE
URB’N NATURE
 
EMPLOYERS: POST A JOB
Free ezines & magazines
News Video Training Products Magazines Spa Business spa-kit Handbook What's on Advertise Subscribe
Catalogue gallery
More catalogues
Diary dates
Powered by leisurediary.com
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
10-14 Mar 2022
Fair District, Bologna, Italy
03-04 Apr 2022
ExCel, London, United Kingdom
02-04 May 2022
Las Vegas, United States
02 Jun 2022
Four Seasons Hotel George V, Paris, France
27-28 Jun 2022
St. Martins Spa & Lodge, Frauenkirchen, Austria
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 8034 news stories
24 Jan 2022
Hotel operator Scandic Hotels has announced plans to create a climate-neutral hotel in the northern Swedish city of Sundsvall in 2024. The new 210-room location – called Scandic Sundsvall Central – is the product of ... More
21 Jan 2022
The Wellness Tourism Association (WTA), is celebrating its fourth anniversary by striking up a partnership with World Wellness Weekend (WWW) – a global wellness event created to help people adopt healthier lifestyles. The new partnership ... More
21 Jan 2022
People with early-stage Parkinson’s should do regular exercise to slow down the progression of the disease. The finding comes from a six-year study that followed 237 people who were developing Parkinson’s. The participants in the ... More
20 Jan 2022
The World Food Travel Association (WFTA) has named Preidlhof’s spa director and transformational wellness coach Patrizia Bortolin its global co-ambassador for wellness tourism. Launched in 2001, the WFTA is a non-profit organisation with a mission ... More
20 Jan 2022
Membership-based massage franchise The Massage Company (TMC) has launched a training academy to set up its own fully-certified, internationally-recognised training scheme. TMC explained that the move was motivated by a shortage of UK therapist talent ... More
19 Jan 2022
Rosewood Hotels & Resorts has launched a global sleep retreat collection designed to promote rest through sleep-inducing treatments, movement-driven activities and special amenities. Taking a holistic approach to sleep, the Alchemy of Sleep retreats address ... More
18 Jan 2022
IHG Hotels & Resorts is set to launch the first resort from its recently acquired luxury brand, Regent Hotels & Resorts, in South East Asia in Q1 2022. Situated on a tropical island off Vietnam’s ... More
18 Jan 2022
Annual industry event The Healing Summit has been rescheduled from May to new dates on 3-4 September 2022. As in previous years, the conference will be held at Pine Cliffs Resort in Albufeira, Portugal, but ... More
18 Jan 2022
Wellness operator and fit tech company, LIT Method, (low-intensity training) is ramping up expansion after launching into the franchising market. The company's hybrid business model now combines studios with an at-home, digital fitness offering based ... More
17 Jan 2022
Sensei, the wellness brand owned by tech billionaire Larry Ellison, has appointed Annika Jackson as general manager and Michael Conte as retreat director of the brand’s upcoming second outpost Sensei Porcupine Creek. Sensei has also ... More
14 Jan 2022
The Como Group has announced plans to open its first luxury boutique hotel in France in the world-famous wine region of Burgundy. Como Le Montrachet will open in phases, with stage one scheduled for completion ... More
13 Jan 2022
The new spa at the recently-opened Four Seasons Napa Valley in Calistoga, California, has been inspired by the resort’s onsite vineyard and local Native American healing wisdom. The 13,050sq ft Spa Talisa is inspired by ... More
     
International SPA Association - iSPA
Kemitron GmbH
Company Profile
Impact Business Health and Wellbeing
Impact Business Health and Wellbeing was founded with the vision to provide creative and practical [more]
 
MORE PROFILES
Featured Supplier
Art of Cryo offers personalised whole-body cryotherapy solutions
Art of Cryo, a division of L&R Kältetechnik with 30 years’ experience with -110 °C electrical solutions, offers the most advanced high-performance cryo-chambers ... more
Starpool SRL
Product news
Voya creates exclusive seaweed spa rituals for Anantara Maia Seychelles Villas
Voya creates exclusive seaweed spa rituals for Anantara Maia Seychelles Villas
Sothys launches Nutritive range to soothe and nourish dry skin
Sothys launches Nutritive range to soothe and nourish dry skin
Kemitron reveals refreshed fragrance dosing system for spas
Kemitron reveals refreshed fragrance dosing system for spas
Evolution-U launches psychology-based spa business training to optimise profitability
Evolution-U launches psychology-based spa business training to optimise profitability
To inspire and inform: ISPA gears up for 2022 conference in Las Vegas
To inspire and inform: ISPA gears up for 2022 conference in Las Vegas
Zero Waste by Urb’n Nature unveils compostable amenity sachets
Zero Waste by Urb’n Nature unveils compostable amenity sachets
Directory

 
JOBS
NEWS
VIDEO
TRAINING
PRODUCTS
MAGAZINE
 
SPA BUSINESS
SPA-KIT.NET
SPA BUSINESS HANDBOOK
SUBSCRIBE
ADVERTISE
FREE DIGITAL SUBSCRIPTIONS
CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2022



URB’N NATURE
URB’N NATURE
URB’N NATURE
URB’N NATURE
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
Climate-neutral hotel with sea view spa to open in Sweden
Hotel operator Scandic Hotels has announced plans to create a climate-neutral hotel in the northern Swedish city of Sundsvall in 2024.
Wellness Tourism Association aligns with World Wellness Weekend to appoint new ambassadors
The Wellness Tourism Association (WTA), is celebrating its fourth anniversary by striking up a partnership with World Wellness Weekend (WWW) – a global wellness event created to help people adopt healthier lifestyles.
Four hours exercise a week can slow down development of Parkinson's
People with early-stage Parkinson’s can should use regular exercise in order to slow down the progression of the disease.
Patrizia Bortolin joins WFTA to champion wellness food tourism
The World Food Travel Association (WFTA) has named Preidlhof’s spa director and transformational wellness coach Patrizia Bortolin its global co-ambassador for wellness tourism.
The Massage Company's new training academy guarantees its graduates a job
Membership-based massage franchise The Massage Company (TMC) has launched a training academy to set up its own fully-certified, internationally-recognised training scheme.
Sweet dreams: Rosewood rolls out Alchemy of Sleep retreats
Rosewood Hotels & Resorts has launched a global sleep retreat collection designed to promote rest through sleep-inducing treatments, movement-driven activities and special amenities.
+ More news   
 
COMPANY PROFILES
Concept Spa & Golf

Concept has developed a comprehensive reservation management product that includes solutions to mana [more...]
+ More profiles  
VIDEO GALLERY

Art of Cryo cryo chamber manufacturer | test and research center in Cologne
Here you see a tour of the Art of Cryo test and research center in Cologne. Find out more...
+ More videos  

DIRECTORY
+ More directory  
DIARY

 

01-03 Feb 2022

Spatex 2022

Coventry Building Society Arena, Coventry, United Kingdom
10-14 Mar 2022

Cosmoprof Worldwide Bologna

Fair District, Bologna, Italy
+ More diary  
 


CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2022

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS