An Interview with Sherri Bloxam, massage therapist and owner of Malama Massage

Marketing is about building relationships, so I go out of my office to meet people. I participated in a grand opening with the other businesses in my new location, and met a lot of people. I also gave massage to all the baristas at the espresso stand in my building who now hand out my business cards.

Malama Massage,
Northport, WA

When I first started practicing in Hawaii, I didn’t get much work until another massage therapist needed someone to cover part of her schedule. I sat in her empty office on Kauai answering the phone, waiting for the occasional person who would try a session with me. But I didn’t have a community in Hawaii, so I wasn’t in touch with people who needed massage.

In the early days, I didn’t know anything about marketing. I didn’t learn much in massage school about marketing, or even about business. Giving away free massage didn’t work — none of those people came back!

I tried some different things along the way. I marketed through a hair salon, and I worked under another umbrella, Radiance Herbs and Massage in Olympia, Washington. I gave a massage class, and some of those people began coming to see me.

When I moved Northport, I volunteered in the public school, so people could get to know me, and I met teachers and parents. At every opportunity, I told people that I was a massage therapist. I went to the local coffee shop and met people there.

In our small town, we try to support each other. People are developing a “buy local” mentality. People support me; I support the local grocery. I had an ad in a area activities newsletter, but it didn’t bring me any clients, so I stopped it. The ad may not have worked because there are a lot of therapists just 38 miles away in Kettle Falls or Colville, and everyone in the larger area reads that one. Now I’m planning to advertise in our local weekly paper with the other businesses in my building.

Marketing is about building relationships, so I go out of my office to meet people. I participated in a grand opening with the other businesses in my new location, and met a lot of people. I also gave massage to all the baristas at the espresso stand in my building who now hand out my business cards.

When you are in a small town, people want to see what kind of person you are before they let you in. You can’t sit at home and expect it all to come to you. I’ve had booths at local fairs where I gave chair massage and handed out brochures. Even though this didn’t directly bring in new clients, it turned out to be very good for exposure.

At my information table, people take my personalized brochures on massage for conditions such as fibromyalgia and repetitive strain injuries. Having a brochure does two things. One, it lets people know that I’m aware that massage can help these conditions. And the Natural Touch Marketing brochures are written in away that non-massage therapists can understand. Two, I get my brochures personalized with my business information. Wherever a brochure goes, I am associated with helping that condition and people also have my phone number.

I had always enjoyed massage as a way to connect with people. Then in my 40’s, I got a repetitive strain injury in my arms, and a massage therapist helped me heal. When I took my Lomilomi training in Hawaii, I saw the emotional and spiritual side of massage, and I was hooked. Now I practice in a conservative area, so I don’t emphasize the emotional or spiritual side. I think instead about who I am working with and try to give people what they want and need, which is usually the physical benefits.