Issue link: https://www.massageandbodyworkdigital.com/i/465652
F r e e m u s i c d o w n l o a d s f o r C e r t i f i e d m e m b e r s : w w w. a b m p . c o m / g o / c e r t i f i e d c e n t r a l 23 visit abmp.com DRIP MARKETING KRISTIN: Sprinkle a little farming theory into the marketing mix and you get drip marketing. Named after drip irrigation systems that deliver water slowly but consistently so soil is never dry or oversaturated, drip marketing involves sending a steady stream of marketing messages to current and potential clients. The success of this marketing strategy relies on finding the sweet spot of sending messages often enough to keep you in readers' minds and inspire action, but not so often that readers click "unsubscribe." Create two drip-marketing plans: one for current clients and one for prospective clients. This is your opportunity to put structure behind all of those great ideas you have, like "I should send clients a newsletter," or "I should let people know I practice Thai massage." Yes, you should! The key is to create a plan for content and for sending, and by that I mean putting dates on the calendar. For example, "March 11, send client newsletter," "April 8, send Thai massage introduction and promotion," etc. You know the leads from the 5k race who signed up to receive information about your practice? Plan the series of messages you send after they give you their contact information and agree to receive emails from you. What messages does this group need, in what order, and how often? Working with an email marketing system really helps to manage contact information, design attractive messages, and follow unsubscribe laws. FREE SAMPLE MARKETING LS: I thought of writing about this idea by repeating the word "Costco" 150 times. Enjoying the free samples at Costco has become a bit of a national pastime. Even former NFL football players do the same (even with a typo): Why does Costco give away their inventory? Well, they let you try it, in hopes that you like it, and will then buy it. And guess what? It works—ridiculously well. Two recent articles about sampling ("Give It Away Now: Why Free Product Samples Always Pay Off" at www.inc.com, and "The Psychology Behind Costco's Free Samples" at www.theatlantic.com) illustrate the effect. The benefits are financial—increases in sales of over 2,000 percent—and behavioral—people buying things they normally would not. Now, it's probably not a great idea for you to set up a display of mini-pizza bagels next to your massage table, but sampling with bodywork can provide a similar benefit. Most people who do not get regular massage aren't aware of the benefits. How can you educate them and convert them into a client? A fancy brochure? Maybe. How about experiencing it? Now we're talking. That's why chair massage is so popular—a natural entry point and something you can provide in sample size to your potential clients. C'mon, people—I shouldn't have to explain this. Let's move on. Costco, Costco, Costco, Costco, Costco. ABMP members, your free client newsletter is just a few clicks away! Visit the "Marketing Center" at www.abmp.com today to choose your articles and generate your finished design. And, in the "Discounts for Members" section of www.abmp.com, learn about special rates with email marketing service Constant Contact.