Spa & Resort Peurunka
A strategic foundation, deep specialist know-how and AI efficiency together create a multichannel marketing machine that repeatedly exceeds monthly sales targets.
Marketing results are built on deep channel expertise
Peurunka’s marketing relies on multichannel approach, with its actively updated website as a key cornerstone and sales channel. Visitors are driven to the site from Google, YouTube, Meta, TikTok and LinkedIn. Programmatic buying and content marketing are also part of Peurunka’s diverse toolkit.
Thanks to SDM’s MVG-MRACE® model, every stage of marketing proceeds coherently despite the many channels. First, reach is sought from different target groups; next, their interests are identified with Act-stage metrics. Sales are closed in the Convert stage, and customers are retained in the Engage stage.
Peurunka as a company
Located in Laukaa, Peurunka is Finland’s most active spa, offering a wide range of services and activities. The resort also stands out with its live-music offerings, from karaoke nights to large concerts – ideal for visitors who want more than a traditional spa holiday.
No single channel dominates anymore. To reach each audience we must mix image, video and text. We believe in multichannel reach backed by strong content.
Tanja Kaliste
Marketing Manager, Peurunka
Strategy brings stability to campaign-driven marketing
The MVG-MRACE® model, together with buyer-persona and value-proposition work, has clarified Peurunka’s target-group thinking and key messages. It has also unified the language Peurunka and SDM use with each other.
Without a shared model we’d drift into isolated campaigns, sudden moves and chasing quick euros, losing long-term focus. Working with SDM, our grasp of digital marketing is so deep that we trust our choices, and the sales results speak for themselves.
— Tiina Mäntyharju, Sales & Marketing Director, Peurunka
A Growth Strategist steers the whole with the client
To ensure long-term focus, SDM’s growth strategist keeps watch from a strategic viewpoint. According to Tiina Mäntyharju, the growth strategist constantly brings fresh ideas and makes sure the right tasks happen at the right time.
“Everyone’s workload is huge, so it helps when someone says, ‘Let’s pause and dive into this.’ Then we find the needed time. It’s clearly more than theory, both the growth strategist’s skill and personality are a real asset,” Mäntyharju explains.
Results
Monthly sales targets have been exceeded repeatedly.
Buyer-persona work clarified channel choices and unified the definition of target customers.
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AI automates routine work and frees experts’ time
AI is woven through Peurunka’s marketing. Channel-native AI features – bid strategies, automations, targeting – are everyday tools. ChatGPT helps write ads and spark targeting ideas, and SDM’s own content-production GPT supports planning.
“Our marketing delivers because experts squeeze maximum value from every platform, and our collaboration and communication with SDM work,” says Tiina Mäntyharju.
In 2023 the website saw 353 % more visitors and 386 % more sessions than in 2022. It generated 318,000 micro-conversions and 14,200 purchases totaling 2.2 million €. The conversion rate was 2.3 % and ROAS an impressive 1,400 %. Returning visitors numbered 29,000, proof that the audience and offering match.
Brand awareness has risen steadily. New products, such as a party package, are now actively searched on Google. Multiple events have sold out, and monthly sales goals have often been surpassed.
Summary
The partnership between Peurunka and SDM shows how putting strategy into practice and developing data-driven, multichannel marketing together fuels sustained sales growth.
Our cooperation hinges on high-quality communication and executing strategy through the MRACE® model. Peurunka is an ideal client: we bravely test new channels, set clear marketing and sales goals, and refine efforts based on data. Both teams share the aim of elevating Peurunka’s digital sales and online service to the highest level.
Lauri Hirsilä
Account Manager, SDM