BACKGROUND
Discount and value adding offers have always been a popular and effective way day spas promote their business.
For the last few years endota spa has run a range of value adding promotions in the form of a printed calendar with monthly coupons and vouchers as the number of australian facebook users has been growing by the day, DE suggested to Endota Spa that they explore the possibilities of capturing and engaging with the spa’s potential and existing clients through this newly set platform. The idea was to migrate all of the existing ‘calendota’ promotions onto a digital platform via facebook, and expand on its potential by promoting it through a ‘word of mouth’ strategy through facebook’s social networks.

OBJECTIVE
The main objectives of the coupon system were to successfully translate the traditional method of printed discount cards onto a digital platform and to further promote the spa through the participant’s own social networks and thus create an ever-expanding and developing fan base.

STRATEGY
The first point of call was to create a system that works in conjunction with endota’s existing facebook page which will become the centre point of the spa’s new digital strategy. DE built the first of the ‘calendota’ promos to suit the digital platform and run within the facebook environment. Current email and facebook account lists were then used to inform the existing fan base of the coupon system.

EXECUTION
After the initial set up of the main system and coupon system, the campaign spread virally through facebook by itself. The more users downloaded the coupon, the more newsfeeds appeared about the promotion, which in turn attracted more fans to endota’s page. The entire campaign was set up without the support of any paid advertising within or outside of facebook.

HOW IT WORKS
User has to ‘like’ the fan page in order to get access to the coupon

Once user becomes a fan, ‘download coupon now’ function becomes available.

Coupon gets automatically generated with customer’s details and expiry date

A wall post is published on customer’s own wall stating they have just received a discount, linking back to the spa’s fan page.
The viral ability of the system allows all of the customer’s friends to see and follow a link to the coupon offer itself.

BACK END
DE has developed a back end system for the promotion where endota can monitor the coupon activity in real time. The system is password protected, easy to use and can be accessed remotely from anywhere through an internet connection.

RESULTS
The promotional message spread very quickly through facebook’s social media platform and is continuously running with new coupons being downloaded every day. The graphs below shows the increase of fans before and during the promotional period.

endota spa managed to get the following results over two different promotions ran a few weeks apart:

Coupon #1 (ran for two weeks)
Total coupons downloaded: 1554
Number of new fans: 2011

Coupon #2 (ran for only one week)
Total coupons downloaded: 2565
Number of new fans: 3384

For further information and a free consultation on social media promotions contact us via info@de.net.au