A couple of weeks ago, I posted The Best Thing I Ever Did For My Massage Business, so I thought it only made sense that I cover the other end of that spectrum.
I know this marketing technique has worked for some therapists... but for me, the worst thing I ever did was to run an ad in the local free paper. (The paper was free, not the ad). At the time, I was just starting out and working at a small salon. On the urging of the stylists there, I ran the ad. For the hairstylists, this had been their most successful form of advertising for their business. (But I soon came to realize that their only marketing "plan" consisted of an ad in the paper and the luck to be available when there was a walk-in for a haircut.)
I won't go in to all the details of the results of the ad, but let's just say... it did include receiving a 4 page "fan letter" from an incarcerated individual. (No, there was nothing suggestive in my ad, and no, there is not a prison nearby. This just goes to show you the local paper was not targeting potential massage clients.)
I'm literally shaking my head as I write this... but, I didn't know any better at the time. And what is that saying? When you know better, you do better. I learned a lot in the beginning. (I'm not saying that an ad is a bad idea for every therapist. Just that for the demographics of my area, it was not the answer I was looking for.)
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After I realized that my massage business was nothing like a hairstylist's business, I set out to try every marketing idea I came across. I had long left that salon before finding my most successful marketing strategy through trial and error. I focused my efforts on a large corporation in my town that I knew employed the kind of clientele I was trying to build, and I never ran another ad again.
Have you had luck with print ads? If you've had a positive experience with it, I'd love to hear about it in the comments below.
What has been the worst thing you ever did for your massage business?
She continues to operate her own private massage practice of 13 years. www.BodyworkBuddy.com
can you elaborate on how you aproached the company, or the ties you had to yet your "in" with them?
ReplyDeleteI have two clients working for two major companies here in the local area that I would LOVe to get more clientel from.
Sure Justine - I will have a blog post on that topic later this week!
DeleteHere's the follow-up post on this topic
Deletehttp://blog.bodyworkbuddy.com/2012/07/tips-to-focus-your-marketing.html
I too ran an ad in a local free paper! My ad stated something to the effect of "Pay for a one hour massage, receive a half hour free!"
ReplyDeleteI actually had a man bring his wife in and tell me that she wanted her free half hour now and that she'd return for her hour!! SMH!
I no longer run ads in that paper....
WOW, Karen! I can't imagine... is that something like "I'll pay you on Tues for a hamburger today"?
DeleteThanks for sharing your experience!
I'd have to agree that print ads were always definitely a waste of money for me!
ReplyDeleteGlad to hear I'm not the only one - although sorry to hear it as well! Ah, experience... the greatest teacher of all...
DeleteI found this really helpful. I've just gone from mobile to a clinic room and am trying to get word out. I did look at the local paper, but it was too expensive and I decided against it. I'm very glad now that I did. Thanks for sharing!
ReplyDeleteGlad you found it helpful, Alicia. Check out some of our other posts for some creative, low cost ideas to market yourself - and good luck with your massage business!
DeleteThank you for sharing! I have also considered running ads in the local newspaper, Groupon, and ValPak, yet the prices are too expensive for the minute exposure. I am not interested in the clients that are looking only for a deal and would take advantage of Groupon for the price, because I am interested in building client relationships that are beneficial to us both.
ReplyDeleteThanks, Julie! I think you're right to focus on building those client relationships rather than catering to those clients looking for the next "deal". It sometimes takes some time to build those relationships, but in the long run - will be so much more worth it!
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