Mangomint
Marketing agency build-out to help launch a next-gen salon and spa booking platform.
• Go-To-Market Strategy
• Design
• Creative Direction
• Leadership
Background
After extensive market research, the team identified a major pain point – no competitors provided their salon and spa customers marketing services and a modern booking system all under one roof. By offering packages like website development, managed email marketing, and paid search advertising, Mangomint identified a go-to-market strategy that gave us time to build a superior salons and spas booking system.
Challenge
Once we identified this unique value proposition, we needed to figure out how to build an internal marketing agency. We had to determine which marketing services were attractive to our prospects and what the internal and client-side process would look like. Then, we needed a roadmap for how to make these services scalable, profitable, and eventually integrated with the booking system as it became the primary aspect of Mangomint’s platform.
Process
Working in conjunction with outbound sales, we live-tested our offerings and identified six initial full-service marketing packages that appealed to our target audience. As we gained experience, efficiencies, and more customers; we began to fine-tune our service offerings and our model, moving from customized packages to standardized monthly subscriptions. Eventually, we brought on a customer success manager, optimized our process, and built a stable of Mangomint approved contractors. Once the booking system accounted for the majority of customers we modified our messaging, continued to streamline the services, and further integrated newly coined ‘service add-ons’ into the overarching platform.
It was critical to optimize the site for conversions without compromising our visual aesthetic.
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Learnings
We always knew the marketing service model would need to evolve as the business grew – we just didn’t know exactly how. The road to scalability was difficult because marketing is ultimately a nice-to-have. The salon and spa industry is mostly comprised of small and mid-sized businesses. Marketing is critical to their success but their budgets are small and fluctuate seasonally. With limited resources, businesses are typically very conservative about where they spend their marketing dollars.
By integrating only the most value-add marketing services as add-ons to the booking system, a must-have, we could provide customers with tremendous value and efficiencies – ultimately strengthening the brand connection and creating an avenue for product expansion. In the end, Mangomint’s marketing packages provided a path to build a thriving product business, while offering invaluable insight into our customer’s pain points and identifying a true product-market fit.
Role
As the lead on this effort, my role changed as needed – I served as creative director, account director, production manager, designer, and CMS engineer. I also hired and managed all freelance resources.
Full Project Duties >
- Competitor audits
- Go-to-market strategy
- Program and process creation
- Value proposition messaging
- New business outreach lead
- Customer management
- Service offering development
- Design contributor
- Marketing tooling selection
- Creative direction
- Project management
- Freelance resource management
- Internal team management
Team
Product manager, customer success manager, designers, engineers, specialize marketers
Tools
Adobe Creative Suite
Wix, SquareSpace, WordPress
Preview, Later, Facebook Manager, Instagram
MailChimp, Google Ads, Shopify, Simple Texting
Quip, Google Drive Suite, Keynote