Launch Marketing
Thai Massage can be a powerful treatment with health & wellbeing benefits. When a new Thai Massage spa was opening and needed marketing to help with their launch, they came to us.
Content Creation
Other than a logo, Jade Buddha Spa didn’t have any photography, copy or other assets to work with, because they hadn’t opened yet. We were going to have to exploit multiple channels which meant viewers would their content on different platforms, so we created a range of content in a coherent style that reinforced their brand recognition.
Fortunately, we love Thai massage and one of the team trained (briefly) so there was already some in-house knowledge to begin the process of copywriting.
But most social media is visual, so we needed images. That’s where AI generated imagery came in.
We came-up with some rough sketches that reflected their brand colours and the feel of the spa, and then used generative AI to expand on them, creating a range of illustrative imagery. Those stills were then used to generate videos to use on Instagram & Facebook.
SEO (on site)
SEO isn’t just a matter of sticking keywords on a website. This was a brand new website, on a brand new domain. They were starting from scratch with a site that was completely unknown to Google & Bing.
The first step was some preparation – getting Google Search Console & Bing Webmaster Tools set-up. Square has many good things, BUT SEO isn’t one of them. We could still make a lot of improvements by ensuring there was relevant content that described their services, internal linking was on the site, correct use of headings (within the limits of Square), and other standard best practice.
As a local service, Google Business Profile was also going to be very relevant for lead generation, so we set that up with standard optimisation.
SEO (off site)
A new site on a new domain has no reputation and will struggle to compete against established competitors. Backlinks are one of the techniques that can help get a new domain noticed and assist in building a reputation.
For businesses that operate in a local area, backlinks from (trusted) local websites can be particularly beneficial, so we began with some PR & getting a story about the new Thai Massage business opening; we got a story into the local news website that attracts over a million page views every month. We also went through the more reputable lcoal sites, like the local Business Improvement District promoted, and the expected location websites and ensured they appeared on Apple Maps, Etc. – all basic stuff but necessary & effective.
Digital Advertising
When you’re a local business, there’s a limited audience for your services. That means the chances that you will happen to show an advert at the exact moment a person wants a massage is unlikely, so you need to take a mixed approach.
Brand awareness type adverts bring people’s attention to your service without a call to action, so they will consider your brand when the time comes that they want a massage, but that tends to take a long time.
For quicker lead generation, you can run adverts with offers, or seasonal suggestions like gift vouchers for Father’s Day, Mother’s Day, Christmas etc.
We decided to use a mixture. We identified specific local websites, & ran a number of different video ads; some offering gift vouchers, and other for brand awareness.
By the time the spa opened its doors, they had an impressive number of bookings, and were being talked about.
Jade Buddha Spa