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No matter how good a particular promotion may be, in this world of materialistic opportunity overload, the advertising industry is always looking for a new vehicle to give their particular promotion that exciting edge.

When the Royal Yacht Hotel required a format to make a voucher available to the public, The Idea Works decided to utilise one of the newest forms of communication available.  Although emails have been around since the early 1970’s, viral marketing is still a relatively recent option for small to medium business to consider as part of their campaigns.

Viral marketing was chosen for this communication, as it was needed to promote a personal experience within the ‘Spa Sirene’.  Services such as these, usually do well in small communities by word-of-mouth.  Viral marketing is free, word-of-mouth advertising in an electronic format.  Instead of friends, family and colleagues just telling each other about the offer face to face, they could also tell everyone they know but don’t see on a regular basis by sending them an email including the promotional voucher on it. 

Three hundred and thirty seven people registered with the spa website once they received the viral email and one hundred and twenty eight people took up the promotion within the time restrictions imposed.

Aims
To market the Spa Sirene promotion
To achieve results within a limited budget and timescale

Solution
Alternative vehicle for the message

Results
Short term gains – immediate visitors to the spa
Long term gains – build up the Spa's membership
Inexpensive set-up
Easily combined with other marketing methods

Comment

We hear a lot these day's about marketing in a recession and this type of initiative is a great way of demonstrating how creative thinking alone can deliver results on a leaner budget. These tough times may take us all out of our comfort zone, but the rewards are in the results and of course, the odd trip to the Spa Sirene.