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"The journey of a thousand leagues begins with a single step." —Lao-Tzu
In reading articles in magazines and on the web, you may have questions
about the marketing terms you come across. These standard phrases refer
to concepts that are important and can make a difference to you. To
begin with, we looked at the term “targeted
marketing” last
month. Though targeted marketing is a buzz phrase, the nice thing about
it is that the phrase describes its actual function — a method
of reaching the people you most want to serve in a way that fits who
you are.
This month we will look at four key marketing concepts and what they
mean. Keep in mind that the point is to make each idea work for you.
You’re offering something special, something much different than
Starbucks or the Gap. So with each concept, ask yourself, “How
can I use this idea to reflect that special something that makes my
practice what it is?”
Advertising.
This is when you pay someone else to reach people. Much
of what we call blanket marketing is advertising, including Valpak® coupons,
yellow pages, newspaper and radio ads. If you want to target your advertising
dollars, on the other hand, you can run an ad in small publications
such as newsletters directed at seniors, athletes, young parents or
even your chiropractor’s patients to reach out directly to the
kinds of people you most want to serve.
Public
relations.
Classic public relations involves getting stories
about yourself in the newspaper, radio and television by pursuing
connections with reporters. First, you do things that are newsworthy — something
new, novel or of service. You then use a specific tool, the press
release, to communicate that to the media, and give them a way of
contacting you to find out more. So when you participate in fundraisers,
make a free public presentation or give
away your services to a particular group, let the media know! Public
relations is often considered more credible than advertising because
people know you pay for advertising, but not for public relations.
Brand
recognition.
Once you get the word out about your practice, you
may begin to hear people say, “Oh, you’re the one who gives
a great massage/helped get rid of my sister’s backache/teaches
classes on infant massage.” Corporations refer to this as “brand
recognition.” We’re not comparing what you do to Pepsi,
but you do want people in your community to associate your name with
what makes your practice unique, right? Brand recognition involves
communicating the very essence of what makes your practice unique.
For example, say you want to focus on stress relief. Every piece of
paper you put out should have your name, contact information and a
phrase that indicates you are an expert in stress relief. Every public
relations effort should involve talking about how folks can relieve
their stress. You get the picture. When people come to see you as
a source for coping with stress, they will think of you regularly
and will be sure to pass your name on to others.
Word
of mouth.
This is a kind of free — and very effective — advertising.
For some practitioners, it makes up most or all of their marketing
efforts. Word of mouth means that people hear about you from those
they love and trust. This builds your credibility in the most powerful
way. You can nurture word of mouth recommendations by nurturing your
relationships with your clients and your community. For example,
people respond to being asked for help, so ask your best clients
to pass your business
card on. When they purchase massage
gift certificates, treat their
friends or loved ones extremely well when they come in to redeem
the certificates. Here’s a chance to let your skills shine with
a person who could become a client for years to come. Many practitioners
give rewards for referrals—a free 1/2 hour when a client refers
three times, or $10 off the next session when a client’s friend
schedules. Your
clients will respond to your generosity and continue to recommend
you to their friends and family.
If you want to read more on your own, the massage magazines have been
featuring many good marketing articles. You can also try searching the
words "marketing newsletter" on the internet. Many free general
marketing newsletters will come up. One website, www.marketingforsuccess.com is a favorite. Of course they all want you to buy something, but you
don't have to. Not all articles are going to be relevant to a massage
and bodywork business. But if you open your mind and apply their ideas
to your business and your personality, a rich world will open up and
you'll fly down the road to increasing success.
P.S. If one of these concepts sparks your creativity, be sure to fold
your new idea into your massage
marketing plan. Of course, to make this happen
means you need to do more than just writing your ideas down. You actually
have to include them in your daily schedule, and organize your time
around getting them done. For example, set aside one-half hour twice
a week to make five phone calls to connect with reporters, the Chamber
of Commerce, health clubs or whoever you have designated as a good
contact in your marketing plan.
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