Massage Envy
Situation
Massage Envy, a nationwide chain of massage clinics, wanted to expand its customer base and at the same time boost fundraising for the Susan G. Komen for the Cure charity.
Approach
Massage Envy worked with its interactive agency, Mighty Interactive, to create an e-mail marketing campaign to promote a one-day special event called “Massage for the Cure.”
The event called consumers to go into a Massage Envy shop to get a massage. For every massage that the salon did that day, it donated $10 to the Susan G. Komen for the Cure charity.
“We wanted to raise money for the cause and to use this as a tool to drive new prospects into our clinics. We wanted to drive business,” said Dallas Bennewitz, CMO, Massage Envy.
Mighty Interactive worked with e-mail provider ExactTarget on A/B tests for the creative in the e-mail. In addition, customers getting massages were asked to opt in to the e-mail list on a pre-massage questionnaire.
Results
Massage Envy performed 46,000 massages at the event. Seventy percent of the people that came in were not members. Nearly 10,000 customers joined the company’s e-mail list. The one-day event raised almost $550,000 for breast cancer research.
-Dianna Dilworth
Sub-Zero and Wolf
Approach
Luxury kitchen appliance company Sub-Zero Inc. wanted to establish its Sub-Zero and Wolf Appliance brands as leaders in the social media space among kitchen appliance manufacturers. In September 2009 the company created a Facebook fan page that allows users to send in photos of their own kitchen and appliances and discuss how they use their Sub-Zero appliances.
Results
The Facebook page boasts more than 90,000 fans and has referred 39,000 users to the company’s main site, 78% of whom have been first-time visitors. Twelve thousand of those have signed up to receive a brochure or created an account.
-Kevin McKeefery
Hoveround
Approach
Power wheelchair manufacturer Hoveround’s target market is traditionally not Internet-savvy, but the company’s traditional marketing efforts were reaching a threshold and increases in communications efforts were not yielding a commensurate amount of leads. The company wanted to use the web as a low-cost lead-generation channel.
Results
Beginning in October 2009, search, online ads and e-mails with clear calls to action directed users to Hoveround’s landing page. After five months, overall leads increase 58% and cost per quality lead decreased 5%. Year-over-year, search-generated leads increased 16% and cost decreased 10%.
-Kevin McKeefery
PRIVATE VIEW
Todd Lancaster
Creative director, Purple@Epsilon
Doing anything to help find a cancer cure is a good idea — and cause marketing is hot — so Massage Envy teaming up with Komen is a no-brainer. Nice bold design and imagery that apparently netted a 65% open rate. With a little “massaging” that number could have possibly been even higher. Having the benefit statement and call to action so far below the fold, coupled with such a large graphic, is risking nothing showing up in the preview pane if the target’s e-mail program is defaulted not to display pictures.
Hey, you’ve gotta take your product where the people are, and they’re on Facebook. When more people are abandoning e-mail and using social media as their primary communication vehicle, what better way to share product news and updates than Facebook. No more Sub-Zero e- newsletters. Plus, it looks like people will jump at a chance to upload photos, even of their fridge. Who knew?
Wow, you can actually do an infomercial in e-mail. Yes, it looks like we’re back at the turn of the century, but you’ve got to know your target and Hoveround does. Just because e-mail design has come a long way in the last decade, it doesn’t mean you have to use it if it doesn’t resonate with your target. By hitting the independence message hard, with a large, well-placed call to action, Hoveround found its audience. I’m just happy to see that it didn’t show Bernice and Joy teetering on the edge of the Grand Canyon. Don’t hit reverse!
