Adding a new technique to your menu can be exciting, profitable, and build up your business portfolio. Marketing a new massage technique can help you retain existing customers, attract new ones, and keep staff motivated.
Before starting your new technique, make an action plan that includes a schedule of key actions to take and who is responsible for each task. Think of it as a campaign with multiple activities and audiences to generate dates. Using the following tips will provide you with marketing ideas that will allow for a smooth, transparent and stress-free launch.
1. Create anticipation.
You can create a social media buzz and generate excitement for your new technique by using posts and short videos to let people know that something new and exciting is about to be revealed. You can give advice, ask questions, create a contest, or even a giveaway to encourage engagement on social media. If you publish a newsletter, announce that a new technique is coming. You might want to do a soft launch before you definitely add it to your menu. This will ensure that the new technique can be performed perfectly. Create anticipation with a shelf presenter – a sign that describes the technique – in your workspace.
2. Invite your VIP clients and influencers to take a look.
We all love to be in something new. Providing an example of treatment to your best clients will allow you and your staff to practice and master the technique, and it will also inspire your best clients to spread the word about it. Rewarding your top spenders (not just the ones you love a lot) is also an effective retention strategy. Your VIP clients all have social networks, friends, and family they communicate with, and recommending your new technique is important for building interest quickly and effectively.
3. Create a special event to kick off the new technique.
Nothing signals new, exciting and different like a special event. It can be as simple as a demo, an afternoon of mini-sessions, or a larger event. Not only will you drive traffic to your business, but you’ll also be able to promote the new technique through gift cards, service bookings, and social media shares. Depending on the size and location of the event, this may be an opportunity to partner with other local businesses. You can partner with a local florist, cupcake baker, or other service or product provider to make the event even more special.
4. Go live on social media.
Using a short Instagram video, a live Facebook session, or a YouTube demo does two important things: It educates your customers about the benefits of the new technique and arouses curiosity. Part of the role of social media is to educate while attracting your customer. The video will generate more likes, shares and engagement than just posting a photo.
5. Encourage customers to bounce back.
When a customer tries the new technique for the first time, offer them an incentive to try it again. Rewarding the customer for experiencing your new service a second time helps build loyal fans. It could be a discount, free top-up, or extended service at their next appointment.
6. Link the technique to a retail offer.
Retail items not only extend the benefits of your new technique, but help retain your customer. Select an item that complements the new technique. For example, if you introduce lomi lomi massage, you can promote a retail item that evokes the Hawaiian experience. This makes the new technique not only a great experience, but a memorable one. Memorable events encourage participants to share their experiences at the assessment sites.
7. Increase your rates.
Adding a new technique to your repertoire has costs beyond the cost of supplies and labor. You might have had training fees, new purchases, and travel costs to bring this to your customers. When you introduce a new technique, it’s a great time to review all of your current prices and adjust accordingly. Capitalize on the enthusiasm and interest of a new technique to adjust your prices at all levels.
About the Author:
Patti Biro is the owner of Patti Biro and Associates, a consulting firm specializing in education, special events and retail consulting. Biro is a national certification body for approved continuing education providers in therapeutic massage and bodywork.