Massage & Bodywork

March | April 2014

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"A World Without Bodywork" www.abmp.com/massagezombies WHAT'S YOUR EDGE? Share the value of your work with clients Body Sense magazine www.abmp.com/bodysense "I Helped Somebody" www.abmp.com/abmptv/video/ i-helped-somebody There is a lot of referral potential from other small businesses, such as health-care providers, dentists, yoga studios, natural health stores, and fitness centers. "Generally, people who are spending their discretionary income on Pilates or yoga can afford a massage a month or at least every other month," Biro says. Seek out businesses that are looking for the same target market but are not competitors. For example, if you specialize in prenatal massage, stop by the local birthing center and visit the OB/GYN providers in the area to introduce yourself. "The three most important words in marketing are know, like, and trust," Biro says. "If they know your face, and they know who you are and what you do, they're much more likely to send someone to you or come in themselves." When Daly opened her business, she made a commitment to educate the public on the importance of massage. "I knew if we could educate and show value, people would trust us and they would understand what we do," she says. Waterfalls Day Spa now holds a free evening class approximately once every other month on a variety of topics ranging from mineral makeup to skin care. "The goal is to get people who have never been to the spa to come to the classes," she says. "We slyly do some marketing during the educational section of the evening." Products are also discounted during the event, which helps drives sales and introduces potential clients to the business. Additionally, massage therapists need to remember those community groups and networks with which they are already aligned. If your kids the board of directors, volunteering, and attending or supporting fundraising and/or educational events. In choosing a nonprofit with which to partner, think about which have board members and volunteers who may become clients, as well as those that offer activities and events in which you can actively participate. Offering to donate services, such as 10-minute chair massages, at community events and health fairs is a great way to introduce massage to people who have never received a treatment. Some people may simply seek out the free service, but others may become lifetime clients. Even one of those conversions is worth a couple hours of unpaid time. For those who can muster up the courage for public speaking, offer to give presentations at corporate retreats or for local health and wellness centers. Any handouts should include business branding and all contact information. Most nonprofit organizations hold fundraisers, and massage therapists are frequently asked to donate complimentary massages. "Though this isn't a bad way to get your name out there, where [business owners] miss the mark is taking the opportunity to be involved in that fundraiser, to see if there is a way to get a discounted ticket so they can actually meet some people," Biro says. Additionally, in the case of silent auctions, therapists should find out in advance if they can get a list of the people who bid on their donation so they can follow up with these promising prospects. Beyond nonprofit organizations, massage therapists should get to know their neighborhoods. 62 m a s s a g e & b o d y w o r k m a r c h / a p r i l 2 0 1 4

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