Marketing Your Massage Practice: Offer Value, Not Discounts
When you are considering ways to encourage clients to schedule, the first
thing you may think of is giving a discount. Read more about promotional strategies
using discounts in these two articles:
This month we’re going to skip the discounts, and talk about promoting your services by adding value to a session rather than subtracting from your fee. For one thing, you’ve set your fee for a reason. And we know your services are worth that fee. What’s more, when you add to your service, it gives you a chance to offer something tangible, something the client can feel. They can feel that 15 minutes of hot stone massage or the warm herbal foot bath they are going to get when they come in. And this can make them feel valued, as in, “Wow, I get my massage plus she’s letting me soak in the hot tub beforehand.”
Value-Added Specials
If you want to try it, first brainstorm some add-ons that would work for you. Here’s some ideas to get you started.
People always love extra time. Let them choose the problem area they would like you to focus on during those bonus minutes.
Create a beautiful offer that includes your main service and highlights your add-on. Introduce people to modalities that haven’t caught on and give your clients what they are used to at the same time.
Here’s an example.
You
could call it a “Spicy Special.” They get their massage. You place warmed blankets on their legs or booties on their feet and spritz ginger essential oil in the air. Afterward, there is mulled cider and molasses cookies. Read more about creating a seasonal special.
You could target people who arrive at their appointments breathless, barely on time.
Make it sound like a perk, and not something that’s available all the time. Have hot water, tea and perhaps a bowl of fresh fruit available. Run an essential oil diffuser with your favorite essential oils.
A Massage Marketing Strategy to Build On
In addition to promoting a special to all your clients, here are some other ways to reward or entice your clients with your add-ons.
- reward a client who has referred a certain number of new clients to you.
- entice clients to schedule in response to your email message announcing last-minute
openings.
- encourage clients to fill under-utilized hours, say from 1 to 4 PM.
- reward people who buy more than 3 gift certificates at a time.
Think about what unique treats you have to offer your clients. You may be surprised how effectively including these small pleasures can bring your clients back in. |
