The Marketing Boutique

8 ideas to make your virtual event stand out

If the value and ROI of going to a face-to-face trade show were equivalent to a virtual event more companies would have done it a long time ago. But, we both know we love face-to-face interaction with others.

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You are probably thinking that hosting a corporate event in today’s economy is a dumb idea. After all, you’ve sent your ‘Happy Holiday’ card and even took your top clients out to lunch, so what’s the big deal about a corporate function, anyway? Read More

In today’s post, we’re offering you six promotions for health and wellness companies. The health and wellness industry is big. It encompasses everything from day spas and gyms to wellness tourism, feminine hygiene, home fitness, and nutrition.

Because consumers are always on the lookout for the “next great thing” to help improve their health and lifestyles, you need to be promoting your brand.

Promoting Your Health and Wellness Company

The promotions are applicable for brick and mortar shops as well as for online shops.  Even though recent trends have shown that online shopping is becoming more popular than traditional shopping, many small shops continue to thrive in today’s competitive economy.

But today’s retailer needs to do more complex promotions, one that ties social media, brick and mortar shop, with their online shopper and the wider community. Many health and wellness companies today need to expand their marketing muscle. Because very few can survive today with a small advert in their local newspaper. 

Here are six promotions for health and wellness companies, boutiques, gyms and spas.
  1. Engage Brand Ambassadors or Micro-Influencers: Many bloggers have a large following, but you need to make sure their followers are truly engaged. Some don’t provide measurement for most of their promotional activities or even provide a report on how many clicks you’ll receive from an earlier blog post. You will both need to work with your influencer, your expectations and your working agreement. In other words, you may just have to reduce your expectations and work slowly with a brand ambassador until you can actually see the results you expect from using a brand ambassador. Micro-influencers in the health and wellness space has more credibility, as they are seen as experts and trusted sources of information. These influencers can generate substantial engagement and can yield a highly measurable ROI. They’re likely to get up to 9.7% engagement, while celebrities may clock in at around 1.6%.
  2. Branded Annual Event: The larger our online community grows, the more we love to connect on a more personal level. An annual event is exciting, especially when it’s exclusive. Create a theme around your annual event, something none of your competitors can copy. If you don’t have the time or money, you don’t have to create huge events to get your buyers’ attention. You can consider having pop-up shops, offering free samples, and getting a photo with their favourite influencer – all to get your consumer to talk about your product, share your content, and buy your product.
  3. Leverage Local Event or Charity: Take your time and pick the right charity you want to support. Sometimes it is better to support a young charity and get in early enough to help a charity grow; this way, most of the press will be directed at you, and that’s the point. No press, not worth it.
  4. Referral / Loyalty Program: While this tactic seems overdone and almost every store offers a loyalty program, these still work, especially to your loyal customers. They want to love you and an annual 10% discount on their birthday goes a long way.
  5. Media Relations: Many businesses have created success by being written up in beauty and wellness magazines. These are popular magazines read by a wide audience, and one positive write-up can new leads for years to come.
  6. Email marketing: Not sure where to start with your email marketing program? Subscribe to your competitors and a few other brands to see what they’re doing in their newsletter, and this will also fuel your creativity at the same time. But, take note, email marketing is not easy. Sometimes, I love a brand, but their email marketing is uninspiring. I end up deleting them. While others, I truly enjoy. Take note of the styles you like and why.

Five networking tips to help build your brand

networking-tips-the-marketing-boutiqueAs much as social media helps to expand our network, participating in traditional networking events is still a solid tactic to add to your brand building tactics.  Networking also helps you build your community and especially if you are a subject-matter expert, networking can lead to consulting gigs and workshop opportunities. If you are only an online business, networking will help to create a foundation as some people

Certainly this style of event is, at times, intimidating.  I started to actively attend networking events just this past year and I’m still learning the tricks of the trade.  Here are 4 easy tips that has helped me build a better network and enjoy networking events. Read More

Improve your company’s brand online visibility – Get found in the sea of digital communications

Content marketing, according to PR Newswire is a multi-million dollar industry, making it harder for you to stand out from the competition. Content marketing is one of the easiest marketing tactics to get discovered by prospective clients and stay relevant. Yes, we humans have a short attention span. Let’s add the expanded news channels that drone on and on. From traditional television, 24-hour news channels, newspapers to bloggers, opinion makers, and social media platforms – it’s difficult for us to keep up with what is really important.

More importantly, it’s become harder to trust anyone single news source. Today’s news even includes fashion bloggers, personalities like the Kardashian’s and the weather channel.

As a company, how can we break through the online clutter? The following marketing tactics will help us better manage our online brand image.  The following will also help to effectively create a buzz so that the right audiences hear us.

Public Relations

Consider the strength of the press release and investing in public relations. Still today, the press release has a strong influence on all audiences. It not only helps your brand name to be found online, but it can also influence third parties to write about your news, establishing authenticity created by a trusted third-party that reaches your consumers directly.

Content Marketing

Content Creation: If you can post relevant, engaging and original content for your website and at least 16 posts per month and guest post on a popular blog, you are golden. I know it is hard to make content creation a priority, especially for a traditional B2B company or even as a jewelry designer. Your focus and expertise are in developing product electrical components and beautiful gold jewelry. However, if you found that your best leads come from your website, you should start to consider adding content creation to your marketing activities.

Event Marketing: Have you noticed, the greater the community, the more likely there will be an event to bring these like-minded people together? Event marketing also includes online contests, Twitter chats and collaboration with other bloggers on a variety of projects including conferences, book launches and casual meet-ups.

Search Engine Optimization (SEO): This single investment – to make your website be seen on page one in Google – can mean the difference between profitable sales to closing your company. Do your homework before plunging in as SEO is a costly investment.

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