Winning Strategies for Gift Certificates!

1. presents by: Seth Gardenswartz800-940-0458, x805Seth.Gardenswartz@SpaBoom.com Winning Strategies for Gift Certificates!

2. Why sell GC’s online?This is a low cost way to grow sales Online sales solve the gift giver’s basic problems • What to buy • Personalized (custom message and graphic) • Last minute

4. Sample GC Design (one of ~50)

6. On Average: Gift certificates are 30% of sales. SpaBoom spas sell 15% to 30% more GC’s We have spas that average $10,000 a month! 25% of buyers are > 100 miles from the spa. 50% of GC sales are in the 48 hours before gift event. Time savings Mother’s day 1.6M--$460K on Saturday and Sunday! Why Sell Spa Gifts Online?

7. How can you profit from selling Instant on-line gifts? • Enable—Need to have the functionality • Attract—Traffic to your website • Convert—turn that traffic into a purchase (or a real visit)

8. Enable • To sell Gifts on line you have to have a website • You must have gift certificate functionality • Ideally instant • 50% of sales in the last 48 hrs • You can custom program or use one of the vendors who market GC programs • A directory is good and recommended but not enough • Will not create any loyalty to your spa or help develop your relationship with your customers • Who holds the money?

9. Selling Gift Certificates (It’s Easy!)

10. Attract To sell online you have to get folks to your website Two categories: • New customers • SEO-An entire presentation-we will do it 5 minutes • Existing customers • Low hanging fruit-these are folks who would love give gift certificates from your spa but don’t or can’t because its not convenient.

11. Increasing Web Traffic:Search Engine Optimization (SEO) What is the Concept of SEO? • “Search Engine Optimization” • How find-able are you? (on Google or AOL, MSN ect…) • This is a competitive field • Think about how your potential customers might “look” for your services (or your website). Bottom Line: • When someone searches for spa treatments in your area (or your name), you want to show up in the 10 ten “organic results.” Better SEO in 3 easy Steps:

12. If not, you’re not SEO … Increasing Web Traffic:Search Engine Optimization (SEO) Step #1: Evaluate your website “location” • Do your web pages have title containing your name, location and purpose? • Do you have a non-Flash website? Don’t overdo or over spend here! • Does your website have simple URL’s?

13. Increasing Web Traffic:Search Engine Optimization (SEO) Step #2: Evaluate your SEO Effectiveness • Get on Google and search … Can you find your spa? Keyword Visitors GC’s Sold mark pardo 2203 37 Mark pardo salon 752 15 Mark pardo albuquerque 411 9 Marc pardo 110 7 Aveda salon albuquerque 81 6 Aveda albuquerque 151 4 Mark pardo salon albuquerque 131 3 Mark pardo salon in albuquerque 18 2 Mark pardo salon, albuquerque 10 2 Albuquerque aveda salons 5 2 albuquerque day spas 11 1 pardo salon 84 1

14. Increasing Web Traffic:Search Engine Optimization (SEO) Step #3: Improving your SEO • Dump your expensive flash-based website • Fix your webpage titles. • Fix your URL’s, if possible. • Make sure your website is full of good key words or phrases people are looking for. • Content, content, content. It’s about the content! • The more content the better, • The more relevant content, the better • The more relevant, current, and-up-to-date content, the better • SEO is not a destination-it’s a process, like customer service.

15. Increasing Web Traffic:Existing Customers Put your web address and key features on: • Store receipts and bags. • Bookmarks inserted into every bag that leaves your spa. • Your door(s) and signage. • Posters strategically placed throughout your spa • Every piece of advertising, sales collateral, business cards and other sales and marketing material • Outside sign(s)

16. Existing Customers Also, consider: • Mention your website to your customers • Reference your website on the phone/voicemail • Use in-store signage. Rule of thumb-at least seven spots inside and one outside! Get Linked from Others! • You want relevant links • Anyone doing business with you? Ask for a link! • Chamber of Commerce • Related businesses (i.e. in a shopping area or related services?) • Every online mention—Reviews, free directories, mention the website in PR and press. SEM (Google AdWords ect…) • AdWords.google.com

17. Increasing Web Traffic:Other Ideas & what the winners are doing Consistency – www.yourspa.com goes on EVERYTHING! In-store signage Flyers-old fashioned but very effective Web specials • tied to “Events” • use “POP” • At least 30 days out Email news letters Email marketing • Easier than you think!

18. Convert Bringing the traffic to your site is not enough. Simple changes to your site can have dramatic impact • Make it easy for people to find the information they need • Minimize clicks to buy • Avoid “click to enter” links • Keep it simple: Only consider content for buying, booking a treatment and finding your spa • Does your site reinforce your spa’s image/brand?

19. A Top Performer! • Small spa selling like the big boys! • Easy to find and buy Instant Gift Certificates • Could even be better …

20. The newCooper Spa homepage More effective selling (almost 3-fold increase!) Better: Place the link near the top!

21. Easy to find information • Represents the Spa well • Good content, but not overdone

22. Bottom of The Lamar Website: • Map & Directions • Phone Number on Every Page! • Hours of Operations!

23. Questions?