Today we will talk about how we work with a seemingly unusual business for Dubai, although there are a lot of them on every corner
We will talk about a massage salon for men with an extra service
We will also reveal interesting observations on the target audience and tell you who actually goes to the SPA and by what criteria makes a choice. You will definitely not find this on the Internet, our pure practical experience
The head of the SPA messaged us with the goal of promoting on Instagram. Previously, they had already replaced several specialists, referring to the fact that they did not attract the target audience. They got messages only from Pakistanis, Indians, Egyptians. This is the audience that has no money: most often these guys work at a construction site for $200-500
Our task was to attract people who are willing to buy an hour massage with an average check from 450AED
We have been working in the UAE market for several years, and during this time we have had more than 30 different projects, each of which faces one problem - not high-quality traffic, which we have learned to exclude and get good paying people
How it all started:
We conducted a TA analysis - and it's not just all men. We have clearly delineated them.
There are two main categories of clients: the first is those who go to the SPA for the first time, and the second is those who constantly go to a new place in search of the best. And also the third category is those who already go to one SPA and are not going to change anything, but they can be lured away, we need to show them our uniqueness, advantages, therapists, etc.
After all, when you know exactly your target audience, where they spend more time, what they like to do etc., it becomes much easier to move forward. We will write below some interests that will help you when creating advertising campaigns
We have revealed that men who go to the SPA are solvent men, entrepreneurs, civil servants, family people who are fond of sports and an active lifestyle.
You can also conduct a survey of your clients and find out exactly what they want, what they pay attention to when choosing a SPA, why they came to you, and make changes to your business based on their answers.
In the project, we only dealt with advertising on Instagram and Google Ads
We have prepared a detailed specification for the design of an Instagram account, for shooting a video for advertising. Videos show the best result in advertising.
Below you can see the example of a specification for shooting the video
Specification: shoot high-quality video up to 25 seconds
Requirements: wordless
Plot: a beautiful well-groomed therapist girl is preparing for a massage. Muted tones, relaxing music. You show interior elements, candles, towels, etc. The most important thing is to show the maximum closeness of the therapist to the man. The man is very relaxed, you can see how good and pleasant it is for him, he enjoys the process. Slow, light, erotic movements of the therapist with her hands on the man's body. The periodic languid, alluring, tempting look of the therapist into the camera. The video should have an intimate relaxing atmosphere.
Important: everything should be beautiful, not vurgally. We make photos of girls as natural as possible, we do not abuse the facet. After all, we do not work with primates, but with normal people with a decent income! No need to hire a girl weighing 100 kg and photoshop her up to 50 kg.
We collected all the necessary content, came up with interesting offers, not just discounts. Video creatives and banners were created using the provided content.
Offer different combos consisting of different services.
In SPAs, probably 90% of success is influenced by the number of therapists and their appearance. They should be girls of different nationalities and types, so to speak, for every taste. At the same time, this is one of the key difficulties of doing business.
We have prepared a website for receiving traffic. We checked that the site was equally beautiful on the computer and phone: all the buttons work correctly, analytics is configured correctly, all the girls on the site are relevant and working at the moment.
What is the budget and what results do we get
For one traffic source, for example, Instagram, we recommend a daily budget of at least 300-400 AED: with such budget, you can get 8-12 bookings per day
Google Ads requires a budget of 400-500 AED per day, as advertising is more expensive than on Instagram due to a warmer audience. According to feedback from our customers, a client from Google is more expensive than from Instagram, but the LTV of the client is much higher
People come to Google with a direct request already, while people come to Instagram just to have fun and scroll through the feed.
On average, we manage to keep the price of the reached client 50-100 AED, depending on the day of the week. On weekends we get the most customers at the lowest price
Our recommendations for achieving maximum results:
- You need to be able to sell and find a common language with a potential client, and not just send a price list and location
- More live content, shoot more videos. A person should soak up the atmosphere and want to come to you
- Regular testing of various hypotheses in advertising is the only way to achieve some results. In this area, you will not be able to anyhow turn on advertising and wait for the result
- The number of applications in the advertising cabinet means almost nothing, there can be hundreds of them a day, and all from Pakistanis and Hindus
- Be unique, come up with your own tricks, make up new types of massage, sauna, etc
- If you used to work in a SPA and wanted to open your own, know that you will not have the same result as at your previous job. Now is not the time when it was possible to open a business, and customers will come to you just because you are there. The competition is growing every day and you need to stand out from the rest, and not be another SPA with an extra service
- It is important to understand in numbers how much we invest and how much we receive, the cost of the clients who have reached, because often we can allocate more budget if everything is calculated correctly. Everything will pay off, and thus we will be able to quickly assemble a new customer base
If your project needs a steady flow of high-quality traffic and increased sales, we, the DGTeam, know how to help you.