Massage & Bodywork

JANUARY | FEBRUARY 2018

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Millennials are the most powerful generation on the planet today, a legion of health-conscious philosophers on an endless quest to achieve a daily wellness high. The massage experience can provide the perfect holistic stress antidote for these digital Zen masters, and those who reach a welcoming hand across generational lines can reap the rewards of that effort for decades to come. The millennial generation, comprised of adults 18–38 years old, both fascinates and confounds those who aren't a part of it. Every generation has its quirks and special qualities, but millennials are a breed unlike any we've seen before. They're tech-savvy dreamers who are surprisingly practical, with their heads in the Cloud but their feet planted firmly on the ground. They also have smaller salaries but bigger hearts than their predecessors, with a whopping 84 percent donating money, time, or items to charity, according to the 2015 Millennial Impact Report. 1 They mostly shy away from big brands (unless an item is emblazoned with an apple, of course) and are more likely to lend their purchasing power and their enthusiastic support to businesses that are as hip, modern, and civic-minded as they are. The Brookings Institute projects that by 2020, one in three adults will be millennials 2 ; that means attracting and keeping millennial customers is not optional—it's a must. This new crop of patrons will help nullify the effects of natural attrition as other customers relocate, alter their health routines, or make other changes that can leave unwanted blank space in your appointment book. Establishing and maintaining this client base might seem daunting at first, but just like those real-time video chats with your kids and grandkids, once you learn the new system and get accustomed to a fresh way of communicating, the benefits can be rewarding and long lasting. 1 PLUG INTO THEIR LIFESTYLE What They Want Millennials are the first generation to grow up in a digital environment. That means they don't just appreciate using technology to plan and facilitate their activities, they expect it to be a large part of the process. How to Give it to Them Your massage business should have a state- of-the-art website that's both attractive and easy to navigate, with services and prices clearly visible. It should also include both photos and short video clips of the treatments offered—a must for millennial customers, who not only love multimedia but also expect to see exactly what goods and services they're buying in advance. Make it easy for clients to request more information and schedule appointments online as well, and consider installing a public charging station in your waiting room for phones and tablets. A high- definition TV showing videos of various massage treatments works great in that area as well. Also consider replacing any outdated paper-based cash registers with modern point-of-purchase devices that allow customers to sign a screen with a stylus or even their finger. By speaking to millennials in their electronic language, you'll prove that you're enthusiastic about keeping the conversation alive. 56 m a s s a g e & b o d y w o r k j a n u a r y / f e b r u a r y 2 0 1 8

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