january 2014 marketing and planning
DESCRIPTION
Massage Therapy Marketing for 2014TRANSCRIPT
Marketing and Planning for the Future
Christine Baker Marriage & Michelle Ames
Make 2014 the BEST YEAR yet!
How?1. Strategy2. Time Management3. Marketing4. Education & Self-
Care
Cre
ate
a
Str
ate
gy
Create a Strategy
1. What are your broad aspirations? (Feel Good)2. What are your solid goals? (Measureable)
* Daily? Weekly? Monthly? Yearly? 2 years? 5 years?
3. Where will you carry out these plans? 4. How will you surpass the competition? 5. What will you need to surpass the
competition?
Tim
e
Manag
em
ent
Time Management
~ 8760 hours per year•2920 Sleeping•2920 Personal/Family•2920 Job
8 hours a day per category.
Time Management
Balancing:• Family• Work• Me
Time Management
Time Management
Your time is VALUABLE!
Time Management
Full Time/Part Time?• Based on goals
Time Management
No clients?• Still go to work!
Time Management
No Shows? • Policy in place• Charge on Saturdays only?• Early Capture of CC • Prepaid program?
Time Management
Back to Back APPTs•Manage Time•Manage Paperwork•Manage Yourself•Newsblast and FBK
Con
tin
uin
g
Ed
uca
tion
• 36 hours every registration period• Not required in first three years after licensure• Up to 12 hours self-study• 0-36 hours through online CE (Must be approved NYS CE provider)• 0-36 hours through classroom CE (Must be approved NYS CE provider)
Continuing Education
• 1/12 CPR for Heath Care Professionals
• 1/26 Refresh Your Knowledge Series: Back
• 2/3 Basic Trigger Point Massage
• 2/3 Intro to CranioSacral*
• 3/9 Refresh Your Knowledge Series: Shoulder, Arms and Hands
• 3/23 & 24 Reflexology
• 3/30 Massage for the Post Treatment Cancer Patient
• 4/4 & 4/5 Intro to Cranio Sacral
• 4/13 Hot Stone 2
• 4/27 Refresh Your Knowledge Series: Head, Face and Neck
• 5/5 Sports Refresher*
• More in the works!
Continuing Education @ RMA
• 7/13 Refresh Your Knowledge Series: Pelvic and Abdominal • 8/4 Shiatsu Refresher* • 9/8 Law Refresher* • 10/6 Postural Analysis*• 10/17-10/19 Massage for People Living with
Cancer • 11/3 Intro to Infant Massage* • 12/7 Refresh Your Knowledge Series: Legs and
Feet • More in the works!
Continuing Education @ RMA
Mark
eti
ng
Marketing
• Small businesses are built on personal relationships.• All traffic is not profitable traffic.
Marketing
• Surpass your Competition• Your Brand• Your Strategy
Marketing
Surpass your Competition• CEUs• Conferences•Networking• Stay current
Marketing
You are your brand
Marketing
Q: Do I need a brand if I work for a spa/salon?
A: YES!
Marketing
Become an expert in something – set yourself apart from the rest!
Marketing
Do my logo, collaterals, business cards, web site, etc. need refreshing?
Marketing
Engage in social media
…but do not let it take over my life!
• You need to have a Facebook page or a Web page or both• You need to post to your Facebook page at least 5 times a week (steal our content…that’s why its there)
• https://www.facebook.com/MassageMarketingRMA
Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
•NYS Trained, Licensed and Certified! … a PROFESSIONAL
•Do not cheapen your craft – add value to it!
Your time is VALUABLE!
Marketing
To Groupon or not to Groupon?
Orig-inal Price
Sold Price
Their Cut
Fees Your Cut
$0
$10
$20
$30
$40
$50
$60
$70$70.00
$35.00
$17.50
$7.50 $10.00
Financially detrimentalExample: $70 massage
Groupon will sell for $35Groupon will keep $17.50
You will “make” $10 (minus overhead, taxes)
Bottom line: You will net about $10 of an $70 massage, and you will have to honor ALL of the deals you sell
Marketing
Daily Deals: Groupon, Living Social, Amazon, Etc.
• Are these the clients you want to attract to your business?
• Will your regular clients be able to get in?
• Will you get a negative business reputation if new clients can’t get in when they think they should be able to?
• Many massage therapists feel that it cheapens the profession…and how will that help YOU in the field?
Marketing
Marketing
Help
Your
Yelp
(a
nd o
ther
onlin
e r
ati
ngs)
Your reputation is online, even if your business isn't. Take control of how the web world sees your business, and protect your bottom line. Check Yelp, Google, Angie’s List and more to see what is being said about you.
Marketing
How will I market
myself this year?
•Get a dollar store calendar and color!
• Craigslist – not a very good idea
• Be careful of fee-splitting (rewarding someone for sending you clients)
Marketing Ideas
• Postcards – send a January postcard inviting your clients to a healthy, happy and relaxed 2014 by scheduling regular massage• Introduction letters – send letters to local
doctors, chiropractors, acupuncturists, salons, etc. welcoming their client referrals• Read our monthly marketing ideas on our
website (members only)
Marketing Ideas
Marketing
Update my LinkedIn profile
Marketing
Take CE classes AND tell the world!!
Marketing
ALWAYS ALWAYS ALWAYS carry: 1. Business Cards – drive to your
site2. Gift Certificates
Gift Certificate Law• Gift certificates must be good for a minimum of 5
years from the date of issue.
• Upon expiration, gift certificate money collected and not redeemed must be surrendered to New York State.
NYS: http://www.osc.state.ny.us/ouf/giftcards.htm
Marketing
Gift Certificates – Our Recommendations/Ideas• Add the term “non-transferrable without prior
permission” to your gift certificates
• Number your gift certificates and keep good records of who purchased them, by whom they will be used, and how much they were sold for
• Some people put GC money into a separate account, and don’t add the money to their working account until the GC is redeemed
Marketing
January Ideas• New Year• Martin Luther King Day (1/20)• Chinese New Year (1/31)• Renew your health• Skiing• Shoveling
Marketing
February Ideas• Groundhog Day (2/2)• National Wear Red Day (2/7)• Valentine’s Day (2/14)• President’s Birthday (2/17)• Winter Break• Couples’ Massage• Hot Stone
Marketing
March Ideas• Read Across America Day (3/3)• Fat Tuesday (3/4)• Daylight Savings Time (3/9)• St. Patrick’s Day (3/17)• Newly Engaged
Marketing
April Ideas• Tax Day (4/15)• Passover (4/15)• Easter (4/20)• Admin Prof Day (4/23)• Showers for Wedding and Baby
Marketing
May Ideas• Cinco de Mayo (5/5)• National Nurses Day (5/6)• Mother’s Day (5/11)• Armed Forces Day (5/17)• Memorial Day (5/26)
Marketing
June Ideas• Flag Day (6/14)• Father’s Day (6/15)• End of the school year• Teacher Appreciation• Weddings• Births
Marketing
July Ideas• Independence Day (7/4)• Parents Day (7/27)
Marketing
August Ideas• Senior Citizens day (8/21)• Back to school• College Bound Students
Marketing
September Ideas• Labor Day (9/1)• Grandparents Day (9/7)• National POW/MIA
Recognition Day (9/19)• Rosh Hashana (9/25)
Marketing
October Ideas• Yom Kippur (10/4)• Child Health Day (10/6)• Columbus Day (10/13)• Boss’ Day (10/16)• Halloween (10/31)
Marketing
November Ideas• Daylight Saving Time
ends (11/2)• Veterans Day (11/11)• Thanksgiving (11/27)• Black Friday (11/28)• Small Business
Saturday (11/29)
Marketing
December Ideas• Cyber Monday (12/1)• St. Nicholas’ Day (12/6)• Hanukkah (first day is 12/17)• Christmas (12/25)• Kwanzaa (12/26)• NYE (12/31)• Gift Certificates
Marketing
Health and Wellness Observances
• Too many to list here! • See handout from NationalWellness.org• Annual Massage Therapy Awareness Weeks
Marketing
A Few More Things…• Update your website and social media sites – and keep
them updated and relevant.
• Have a Facebook business page? Does it link to your website? Does your website link to Facebook? They should!
• Are you using both sides of your business cards for marketing? If not...you're wasting seven square inches of prime marketing real estate! And while we’re at it, never be without business cards. You never know when you'll need them! (Are your business cards designed well? Do they have the right information? Are they easy to read? A second set of eyes is always a great idea before your reorder!)
Marketing
A Few More Things…• Do you tweet? Twitter limits you to 140 characters - which
can feel very stifling...but think about this...if you can't get your marketing point across in 140 characters, then maybe what you're trying to say IS too long. Today's attention spans are very short. Brevity is your friend. So tweet well...and tweet brief...and get your point across quickly.
• Why wait for clients to call you? Why not call them? Has it been awhile? Call to see how they are and suggest a next appointment!
• Did you know...photos and graphics make a bigger splash on Facebook than text and links? Consider saying it graphically…and make that graphic a 404x404 pixel square. It shows up better online.
Marketing
Don’t forget to take care of YOU!E
du
cati
on
& S
elf-
Care
Education & Self-Care
• Practice what you preach – get regular massage.
• Guard your schedule – make sure you are honoring your own boundaries.
• Eat well. • Learn.• Exercise. • Meditate. • Have fun.
Research
• Stay Relevant• Know the Field• Determine Further Areas of Study• Be Better Able to Answer Questions• Contribute to the Conversation
• 2/3 Intro to CranioSacral*
• 3/3 Profitable Spa Party
• 4/7 Birthday Party and Exchange
• 5/5 Sports Refresher*
• 6/2 Client Stretching
• 7/7 Yoga for LMTs
• 8/4 Shiatsu Refresher*
• 9/8 Law Refresher*
• 10/6 Postural Analysis*
• 11/3 Intro to Infant Massage*
• 12/1 Tax Prep for LMTs
Learning, Growing, Networking
