Michael Tompkins Shares Miraval’s Marketing Insights at ESI Vancouver
Michael Tompkins classroom was standing-room-only Sunday and Monday at ESI Vancouver. Michael’s seminar Using Electronic Media and Local Community to Boom Your Brand, drew from his experience as President and General Manager of Miraval Resorts. Down to earth and charming, Michael captivated the audience with invaluable marketing insights useful to both resort spas and day spas.
Michael began by sharing how Miraval survived the 2008 economic crisis by fundamentally shifting the way they communicated. Through creative marketing efforts targeted towards the local market and online, Miraval Arizona has not only survived the downturn but emerged as the top-of-mind destination spa in the world.
One of Michael’s initiatives to address the downturn was to lower costs and increase efficiency by reallocating marketing dollars from print ads to Pay per Click and social media marketing. By assigning a designated social media employee and designing creative social media sweepstakes promotions (see photo) , Miraval AZ expanded the number of Facebook likes almost 20-fold in the past year. Even more impressive are the hundreds of thousands of booking revenues generated from promotions on Facebook and Twitter.
Attendees from the day spa industry were quickly scribbling notes when Michael shared his low cost techniques for targeting the local market. His #1 tip: Friend your local anchorwomen on Facebook and invite them to your spa. The free press generated from a mention is priceless. (Or better yet, get Oprah to your spa like Michael!)