Massage & Bodywork

March | April 2014

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HAVE RECEIVED MASSAGE Massage & Bodywork Digital EXTRA m a r c h / a p r i l 2 0 1 4 During ABMP's 2013 National Consumer Survey, conducted by Harstad Research, we asked both massage consumers and those who've never had a massage this question. Consider how you might adjust your marketing language for each audience based on these results. What words come to mind upon hearing HAVE NOT RECEIVED MASSAGE "relax," "relaxing," "relaxation" Tip: Existing clients will tap into their memory of a relaxation session. Effects like "relief," "stress relief," and "treatment" Tip: Focusing on what clients get out of the session can work for both audiences, but makes the most sense for those who have already had a massage. A speciļ¬c body part like "back," "muscles," or "body" Tip: Potential clients who've never had a massage may identify more with talk of sore muscles. Any negative judgment Tip: Clearly a massage session puts people at ease. How might you put someone at ease who is on the fence about getting a massage? "massage"? 63% 37% 11% 0% 30% 18% 14% 11% Send potential clients this "What to Expect from a Massage Session" video at http://abmp.us/YourMassage ABMP TV

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