• Add a special Valentine’s package to your menu: anything involving chocolate and roses (rose essential oil) can make a unique massage or spa treatment for this time of year.
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• Remind your customers (and their husbands or wives) that you offer gift certificates. Massage gift certificates are popular Valentine’s gifts. They are quick, easy, and convenient, especially for last-minute shoppers.
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• Market your gift certificates for men, women, and couples. Men may appreciate a gift certificate specifically designated for sports massage or deep tissue. They may also want to surprise their loved one with a gift certificate for couples massage, where both partners can enjoy the experience together. Women enjoy special touches like free chocolates included with the massage or a foot massage add-on.
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• Promote your Valentine’s specials and gift certificates in your e-mail newsletter, on your massage website, in your office (reception desk, massage rooms, restrooms, etc.), and on your voicemail recordings.
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• Partner with other local service providers (nail salons, hair salons, yoga instructors, house cleaning services, etc.) in your area to offer a special package deal that combines both of your services, for example a massage and manicure. You can even partner with a local restaurant for a couples massage and romantic dinner. Give the package a creative, Valentines-related name to catch the attention of your customers. This is a great way to find new customers by partnering with other businesses.
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• This is the best time of year to promote couples massage. Make it a central focus in your e-mail newsletter and in your promotional materials.

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• Massage Gift Certificate Marketing

No matter which career path you choose, you will most likely want to build up your own private client base. Most therapists work during the day (whether at a spa or a job that doesn’t involve massage) and build their private practices in the evenings and on weekends. This allows them to pay the bills until their massage practice generates more income.

Be Patient But Persistent.

Starting out in any business often requires long work weeks and inconvenient hours. After your practice becomes more established, however, you will be able to switch to full-time massage work (rather than working two jobs) and choose appointment hours that are more convenient for you. Be patient but persistent. Building your practice takes time, but it’s worth the effort as you begin to see your client base grow.

Build a Network.

With permission from your employer, hand out business cards at your workplace and around town. Let customers and individuals you come in contact with know that you are a massage therapist and are available for evening or weekend appointments. Even better if your job is in an area that caters to health-conscious customers, such as a clerk at a health foods store or a yoga teacher at the local gym. Don’t be afraid to reach out to your network or expand your network to find new clients who will benefit from your services.

Connect with Like-Minded Businesses.

Partner with other health-related businesses. They can send you referral clients, and you can refer clients to them in return. Ask if you can post a professional flier or brochure on the bulletin board at the local health foods store or fitness center. Partner with chiropractors, physical therapists, hair salons, bridal boutiques, and other service professionals to become a part of the community and open up new opportunities to find potential clients.

1. Get the clients you want.

You’ll connect better with your clients if you are genuinely interested in helping the clients you target. If you’re treating the clients you want to treat, you’ll be more motivated to establish lasting relationships with them.

2. Build the practice you’ve always wanted.

With niche marketing, you can deliberately shape your practice to reflect your dreams and goals. The result is focused, responsive service and care that satisfies both you and your clients.

3. Encourage referrals.

Athletes will refer other athletes. Pregnant women will refer other moms-to-be. People tend to associate with others who are in the same stage of life and enjoy the same activities. They’ll have plenty of friends and acquaintances to send your way.

4. Set yourself apart from the competition by offering specialized treatment.

The more cancer patients you treat, the more knowledge and skill you will gain in easing their pain and complementing their medical treatments. Soon you’ll be known in the community as the go-to therapist for cancer patients and other clients with illness and pain. Once you’re established in a certain niche, it’s easier to build and maintain your client base.

Use spa or massage graphics to enhance your gift certificates.

If you’re comfortable doing it, ask the client if he or she would like to purchase a gift certificate for friend or family just before they’re ready to pay the bill. If clients are already planning to buy a gift certificate, it’s a good reminder, and if the thought hadn’t crossed their mind, they may appreciate the quick and easy gift idea.

A more passive way of marketing your gift certificates is to display them at the counter. Then post a framed gift certificate on the door (inside and out), letting clients know that you offer gift certificates. Post more framed gift certificates in the restrooms, treatment rooms, and waiting rooms.

Give different options for gift certificates, including package deals, different session lengths, different treatments, and different prices to fit any budget. Some customers may only want to spend forty dollars, while others may be willing to spend hundreds.

Promote gift certificates in an e-mail blast or newsletter with a link to your website to purchase the certificates.

If you have the funds to send out direct mail, this is a great opportunity to alert spouses and family members of existing clients to the idea of a massage gift certificate as the perfect holiday gift.

Promote gift certificates heavily on your massage website. If you can sell them directly on your website, even better! Most therapists offer a one or several delivery options, including mailing, printable gift certificates, and in-office pickup.

Add a gift certificate promotion to your voicemail message and on-hold recordings. Use these simple phone opportunities for holiday marketing!

Some massage therapists and spa owners find that a large percentage of gift certificates are sold to spouses and family members of existing clients as gifts for these clients. While at first glance it might seem that the gift certificate session would take the place of a regular session, most clients add the gift certificate session on to the regular number of massage or spa treatments they get during the year. So even gift certificates used by existing clients can add to the number of massages you give each year.

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• Holiday Marketing for Massage and Spa Owners – Take advantage of the holiday season to boost business.
• Add a Holiday Touch to Your Massage Business – Increase client satisfaction with these holiday touches.

Below are a few ideas to get you thinking about simple ways to add holiday pizzazz to your business:

• Use holiday-scented massage oils and lotions or add essential oils that are reminiscent of the holidays. (Remember that some clients may be sensitive to fragrance or certain ingredients.)
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• Play soft, instrumental Christmas music during the massage session.
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• Light a holiday-scented candle in the massage room.
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• Put up Christmas lights in the massage room and entry area. Use these soft lights for lighting during the massage session.
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• Use red, green, or plaid flannel massage table sheets.
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• Set out Christmas goodies and hot drinks for an after-massage treat.
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• If you sell in-store products, use holiday gift bags or offer free wrapping for customers who buy gifts for family and friends.
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• Print out holiday massage gift certificates for seasonal use. If you don’t use them all, you can always use them next season.
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• Send out Christmas cards to your clients. It’s a special touch, as well as a perfect excuse to remind them of your services during the busy holiday season.

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• Massage Gift Certificate Marketing – Promote gift certificate sales during the holiday season

Try a few of these promotional ideas to boost business around the holiday season and into the New Year.

• Offer stress-buster specials.

  The holidays are a stressful time of year. Let your clients and potential customers know that massage and spa treatments are a great way to beat holiday stress. Offer incentives with package discounts or discounted add-on treatments.

• Promote gift certificates big-time!

  Remind your customers that the gift of massage and relaxation is a great way to show friends and family how much you care.

• Add holiday spa treatments to your menu.

  Use peppermint sugar scrubs, essential oils with a touch of pomegranate or holiday spices, pumpkin facials, and other holiday-themed treatments. Just replace your usual scented products with holiday scents.

• Promote massage and gift products in your office or on your website.

  If you sell products to your customers, try adding a few holiday-focused products, such as pumpkin lotions or cranberry body scrubs.

• Add a festive touch to each massage session by using holiday-scented massage oils or lotions.

  You can sell the same products you use for your clients in your store for customers to use at home or give as holiday gifts to their friends and family.

• Offer chair massage in the mall.

  Post a big sign with the name and phone number of your business so that people who walk by will see your name even if they don’t stop for a massage. Promote your gift certificates on the sign as well. It’s an easy gift solution for weary mall shoppers. You might be surprised how many gift certificates you can sell!

• Advertise for event massage.

  Let local businesses know that your event massage services are available for corporate Christmas parties, private Christmas parties, holiday open houses for businesses in your area, and other holiday events.

Put just a few of these massage marketing ideas to work this season, and you may be surprised at the boost in business over the holidays!

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• Massage Gift Certificate Marketing – Promote gift certificate sales during the holiday season

1. Include contact information on every page.

   Make it easy for your clients to contact you. Include your phone number, business address, and email address on every page of your website. This tip is also good for higher rankings in local searches on Google, Yahoo, and other search engines. When people search for a massage therapist in your city, your website will be more likely to pop up in the first few results.

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2. Write a personal profile of yourself and any other therapists who work at your business.

   Share your qualifications, training, and personal interests (whether they’re related to massage or not). Let your potential clients get to know you as a person, and they will feel more comfortable calling for an appointment.

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   You can boost your search engine rankings by including keywords related to massage in each therapist profile. For example, include keywords such as any modalities that you specialize in (Reiki, pregnancy massage, Shiatsu, etc.), any unique services you offer (spa treatments, hot stones, etc.) and off-site services such as home massage or corporate massage. People searching for a massage therapist who specializes in pregnancy massage, for example, will be more likely to find your website.

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3. Update your website regularly.

   Fresh content, whether through a blog or a news page, is important on two different levels. One, it helps your clients stay informed about new services, special offers, and events. And two, it boosts your rankings in the search engines by feeding them fresh content (which they love).

Related Content

• Want more tips on how to improve your massage website? Check out the Massage Your Website article in the Nov/Dec 2009 issue of Massage & Bodywork!

Massage Your Website article featured in Massage & Bodywork | Page 22

You can read the full article, “What’s On the Web: Massage Your Website,” on page 22 of the print version or digital edition of the November/December 2009 issue of Massage & Bodywork magazine.

Does your appearance and massage equipment say "professional"?

Some therapists choose to use an intake form for every customer, even for quick sessions. Even if you choose not to use intake forms, post a sign-up sheet for customers to write down their name and address, phone number, and email. Besides giving you a way to follow up with your customers, a signup sheet will also help you keep track of who’s next in line.

After the chair massage event, send a follow-up postcard with a promotional coupon to encourage your event massage customers to discover the deeper benefits of a full table massage session.

Bring your appointment schedule along to book office appointments on the spot. Then you don’t have to worry about customers forgetting to call in to schedule an appointment. Booking on the spot means you don’t have to rely on the good intentions of potential clients. You can also bring along several gift certificates for individuals who may be interested in purchasing a massage session as a gift for a friend or relative.

As you promote your services at an event, remember that your professional appearance is representative of your massage therapy business. Set yourself apart with a sharp, clean, and professional look, both with your personal appearance and the appearance of your booth, massage chair and equipment, and promotional materials. Your look will be interpreted as a reflection on the quality and integrity of your business.

Lastly, realize that many of your event clients may never use your services again. Don’t let this discourage you. Your goal is to connect with those few individuals who will turn into regular clients. This is what will make your massage event marketing a success.

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• Why Should I Market My Massage Business at Events?
• Event Massage Marketing: It’s All in the Details
• How to Attract Customers to Your Massage Event Booth

Focus on attracting your ideal
massage therapy client.

A dollar per minute is the standard fee for chair massage. Charging a reasonable fee makes your services accessible to individuals of almost any income, while at the same time discouraging those who are just out looking for freebies. Attract customers with a potential for commitment, not those who are out to take advantage of your services.

If you hit a lull during the day, don’t just sit around waiting for your next customer. If you make yourself approachable, others will be more likely to ask questions and consider your services. Stay alert and standing, ready for your next massage. Make eye contact and smile at people passing by your booth. Hand out brochures, business cards, or promotional items to people who look curious or interested in your services.

One way to attract customers to your booth is to hand out bottled water with personalized labels. Give them to your customers after the massage to encourage them to stay hydrated and to flush out the toxins released by the massage. The bottles will serve double duty by promoting your booth for you as your customers carry them around throughout the day.

Another promotional idea is to offer a drawing for a free massage session at your office. Not only does it draw people to your booth, but it helps you gather the names and contact information of potential clients. Follow up after the event with a promotional coupon or mailing that encourages them to consider using your services as a regular part of their self-care.

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• Why Should I Market My Massage Business at Events?
• Event Massage Marketing: It’s All in the Details
• How to Convert Chair Massage Customers into Regular Massage Clients