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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!)
Don’t miss Michael’s presentation at ESI Las Vegas April 15-16. You can’t afford to miss what he has to say!
Esthetique Spa International (ESI) is the leading North American trade show experience specifically designed for day spa owners, managers and lead estheticians and massage therapists. This show provides an unparalleled opportunity to network with hundreds of spa industry professionals, discover the latest trends and technical advances, and experience first-hand the latest spa treatments, products and equipment.
For more than 20 years, ESI has been organized by trade show veterans Bernard Renaud and Robert Lamarche. ESI attracts qualified visitors from North America and abroad. Personal attention, quality education and a carefully-chosen show floor of quality exhibitors are the hallmarks of their shows.
The comprehensive educational program featuring renowned industry-leaders and curated show floor attract spa owners, managers, estheticians, spa professionals looking to maximize their knowledge, connections and expertise.
