Case Studies
T……. Massage started practice in 2004. Over the years, they have expanded into corporate, residential, and special occasion massage services, eventually acquiring several partner therapists with more diverse skill sets. Today they feature many modalities, and they serve areas throughout Southern California. Over the years, the company has used many forms of marketing according to Ray, their Director of Operations. The forms have included SEO, Google Adwords™, local publications, flyers, mailings, targeted media distributions, and vehicle advertising.
Which worked best? Ray says it depends on several factors,. "When running a sufficient campaign size, some local publications have occasionally eclipsed results we experienced from the Web. However, Web advertising is much more consistent. Local publications tend to attract more people that are interested but not looking for us whereas Web advertising tends to attract more people that are looking for our services.
" T....... Massage almost gave up on the Internet. "We previously discontinued our AdWords campaign, due to dismal results," said Ray. "But the Internet marketing consultant assured me that if our campaign was closely managed and targeted, it would work for us. I was still extremely reluctant to try it, but he pointed out that a simple starter campaign would demonstrate his point. I decided it was worth the try, so he set up a campaign and let it season for a month. We started receiving a steady stream of calls shortly afterward."
After just a few months, the campaign generated 159,985 impressions and 1,446 Landing Page visits. With a connection rate (measuring calls, e-mails, clicks to links for more information, map/page prints, etc.) of greater than 23 percent, the campaign is producing measurable results and bringing in new clients which can be worth anywhere from $59 to over $50,000 of annual business. "The bottom line is it is increasing our sales volume and it's currently the most reliable way I can think of to attract clients that are actually looking for you," said Ray.