Hand & Stone Massage & Facial Spa

Hand & Stone Massage & Facial Spa wanted to generate more leads at a lower cost for newly opening franchise locations.

Challenge

Supply more leads for newly opening spas.

Solution

Hand & Stone faced a challenge. Generate leads that resulted in revenue for new spas that had no customers. Not only did they need to reach new prospects and educate them about their services, but they also needed to make sure the locations had customers on opening day. 

The strategy consisted of Facebook lead generation ads coupled with an email marketing campaign. The team implemented automation so that the Facebook leads would automatically trigger a three-part email follow up campaign.

(Lead ads work by automatically filling contact information in a form based on the information they have provided in their Facebook accounts. This saves customers on their phones the time and trouble of using a mobile keyboard to send information to an advertiser.)

To send the ads out to potential new customers who may not be familiar with the brand, the team chose to show the ads to the following audiences:

• people with an interest in massage and facials
• lookalike audience based on people who had visited the national Hand & Stone website
• lookalike audiences based on the leads generated by the campaign

Results

Hand & Stone's lead-generation campaign, which ran from November 1, 2018–December 15, 2018, brought new customers and sales resulting in. 

• 1,500 leads generated
• $36,000 in sales in the first week
• $0.12 cost per lead