Question

Topic: Strategy

New Massage Therapy Business

Posted by Anonymous on 7/24/2009 at 8:46 PM ET 125 Points
Hi All,

I'm in the early stages for launching a sports massage therapy clinic. The clinic is going to be in a city of 700,000, and reside in a wealthy area of town.

I believe my background as a reconizable professional athlete in the city will lend to the clinics marketing ability.

The clinic will offer initial assessments and consultation to new clients 15min in advance of there appointment. As well following all appointments there will be an opportunity for therapist to provide clients with stretches or exercises in the gym area. These are some of the personalized touches that will be provided to set our business apart from other companies in this industry.

The Questions: I'm struggling not so much with a price point (though suggestions are welcome!). But as to how much sales promotions initially should be done? By reaching out to local sports teams, freebies, etc. I'm not sure how I will predict projected sales. The majority of the clinics in the city charge $60 per hour massage. I believe with the extra ammenities that $75 is a good value. The plan is to offer a premium membership to clients that sign a 12 month membership that entitles them to a rate of $60 per session for the month, and additional massages for the month at a cost of $50.

Thanks,
Mike








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RESPONSES

  • Posted by michael on 7/24/2009 at 11:21 PM Member
    Mike
    Reminds ME of when John Elway was giving autographed football if you bought a car from one of his dealerships.

    Very successful promotion as you can imagine.

    Michael
  • Posted by Jay Hamilton-Roth on 7/25/2009 at 9:13 AM Member
    You always want to be marketing your business, not just in the beginning. While people may initially come in the door to meet you, people will return (and refer others to visit) based on the how well you solve their problems. That's what you need to focus on - how much better your clinic is that the competition. Since it's a sports massage, focus on amateur athletes: people running marathons, triathlons, walking distances for charity, member of gym, members of sports teams, etc.
  • Posted by telemoxie on 7/26/2009 at 1:42 PM Member
    in addition to reaching out to local sports teams, have you considered reaching out to local golf courses and tennis clubs?

    I would also consider contacting some large local corporations, and promoting massage therapy as a way to reduce stress (possibly through an employee wellness program or an employee recreation club).
  • Posted on 7/27/2009 at 9:41 AM Member
    If your goal is to get people to sign up for a premium 12 month membership, discounted rates are always good, but try making it feel more exclusive. You want your premium members to feel that they are special. Give them access to features that you only receive through membership. This can include things like special one-on-one training classes, an invitation to an exclusive lunch-in with a popular guest speaker, access to a special locker room, etc.

    To market your new facility, I agree that inviting your ideal clients in for a free test of your services is a great way to get started. Do some research to find out who the key social influencers are and invite them to try you out as well. Consider people like coaches, members of the media, doctors, etc. Even if they don't sign up, they are the ones who are likely to make recommendations, and viral marketing is priceless.
  • Posted on 7/28/2009 at 11:10 AM Author
    Thank you! Many excellent suggestions.

    mike
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