Issue link: https://www.massageandbodyworkdigital.com/i/72312
BUSINESS SIDE (LECS). Not familiar with LECs? Don't worry, most people aren't and that is exactly why they can be so advantageous to your practice. A Loyalty Exchange Club builds on the 80/20 rule that states that 80 percent of your business will come from roughly 20 percent of your clients. Those same people who are your very best clients are likely to be great clients to other small business owners and vice versa. For example, perhaps you have a client like Ted. He comes in for a massage every two weeks like clockwork. The beauty salon around the corner has a similar client by the name of Diane who comes in weekly for her hair, nails, or a facial. This is a great way for you to meet Diane and introduce Ted to the salon. And your clients will thank you for the benefit. The key to making an LEC work is to 2. recognize and reward your loyal clients with a free membership in the LEC, allowing them discounts for trying out other services. To do this, you only need to coordinate with other local business providers who all agree to recognize and reward their best clients—usually the top 20 percent—with LEC cards. Each LEC card list looks like a standard business card from the originating company on the front, but on the back lists other participating businesses for your client to receive a discount. Total cost: shared cost of printing a batch of two-sided business cards, usually less than $100. LOYALTY EXCHANGE CLUBS a good party? Who doesn't love a good massage? Combine the two and you have a double reason for celebration. Some small epicurean delights, great music, and a relaxing atmosphere combined with good company and massage or facials make for an engaging pre-wedding celebration or fun and relaxing girls' night out. Offer an assortment of healthy vitalizing energy drinks, jazzy music, and invigorating sports massage for a pre- or post-sporting event celebration. Private massage parties are all the rage in many metropolitan areas and represent premium revenue opportunities. Team up with event planners, bridal consultants, photographers, travel agents, and others to let them know of your services. Total cost: free. 3. CELEBRATE. Who doesn't love a small business owner, you are your business and should be proud of that fact. Unfortunately, many massage therapists miss the opportunity to engage hundreds of potential clients each and every day. Remember, people need to see your name at least three times before remembering it and approximately nine times before becoming a client. You can be seen for very little money. Have a custom T-shirt with your business name, logo, and phone number printed on it and wear it in public while you do your routine errands and shopping. Ditto for magnetic car signs. Want an even bigger response? Include an introductory offer for anyone who sees your T-shirt and stops you to request a business card. Likewise, offer a discount massage for those who see your car and call in to schedule an appointment. It's a great way to be seen and an even better way to let people meet you in person. Total cost: less than $100. 4. 5. CREATIVE CHARITY CAMPAIGNS. Support that special cause while growing your business. Team up with the Lions Club to collect used eyeglasses for the visually impaired while offering a discount day for those who donate or collect three canned goods to feed the needy during the holidays. The list is endless and can reflect those causes most near and dear to your heart. As an added benefit, many charitable campaigns are eligible for free press coverage in local news or community event calendars. Total cost: free. BE YOUR OWN BILLBOARD. As A successful campaign can generate hundreds if not thousands of dollars in new revenue each year. 138 massage & bodywork january/february 2008