Launched in 2015, on Seymour Street in the middle of Yaletown residential, ST Medi Spa offers a wide range of medical aesthetic services with an affordable price point while utilizing modern medical grade equipment and tools. With 2 professional staffs, 3 treatment rooms, owner Michelle St. Dennis oversees the day-to-day operations.
Although situated in a prestigious neighbourhood, the location on a residential street did not afford the spa valuable foot traffic. With minimal street awareness by the community combined with low-performing newspaper advertising and discount Group-on strategies, the owner knew that a whole new marketing strategy was needed quickly to save her company.
Creation of Marketing Materials
Chobee redesigned printed marketing materials to create a more cohesive overview and pleasing representation of the services provided along with elevating the company identity. By engaging the services of a current Chinese community ‘It Girl’ to be the face of the company in the marketing materials, the spa was linked to the image of being youthful, popular, and relevant.
To gain respect from the Chinese community and to create value for the service, Chobee worked with ST Media Spa to reshape the entire pricing strategy. Pricing was corrected upward from low to mid-high and reposition its services from that of a ‘bargain spa’ to a business with value and esteem.
By registering two WeChat accounts for spa – a customer service centre and the other a subscription platform – combined with WeChat KOL Marketing, Chobee pushed ST Medi Spa to the top of their game. Chobee recruited 10 Chinese university students to act as ‘Club Executives’ to share published articles on the spa which generated inquiries to the customer service centre and resulted in bookings.
For an ideal example of how successful the Chobee process is, look no further than the marketing of Bellafil. The Chinese community was not familiar with this semi-permanent cosmetic filler and with a price increase to $2,000 and WeChat campaigns, 300 treatments were sold in a short 3 month period, quickly generating $600,000 in revenue to the spa. In the first year of using Chobee’s services, ST Medi Spa has generated over $1 million dollars of business.
How Chobee Did It
Identity Overhaul: The spa was without a distinctive identity, so Chobee immediately implemented a name change to one more commanding of respect in the Chinese market: ‘ST Medi Spa – Medical Aesthetic Authority.’
Business Development: Cosmetic Clinic Consulting, Chinese Staff Recruitment, Startup Business Planning
WeChat Marketing: WeChat Pay, WeChat Social Post, WeChat KOL, WeChat Account Daily Management
Experiential Marketing: Art Pro Photography