Marketing in a Small Town

[Huey]

I just starting working in a salon in a small town.  The owner is wonderful and allows me all the freedom a MT could ever want.  She is building me a massage room, so in the meantime I'm doing chair massage in the main room.  What I would like to know if how to decide what your target clients would be in a small town.  I have flyers everywhere and have only been there a few days.  I would love to hear some success stories from those MTs out there that has had success doing massage in a small town.  I'm not looking to get rich from massage, just to clear about $350 a week (and yes I know it will take me a couple of years to get to that point, I'm not unrealistic.  I would just like to be able to work less than 45 minutes away from home.)

 

[Dan M]

I am just starting in a small town too and also in a salon. The stylists are wonderful and are telling all of their clients about me. I have had three referrals from the owner. I would love to swap ideas and share what I find works. I just got involved with NatureSynergy and will begin doing facial massage and retailing some product. I am really hopeful this aspect of my business will take off. I am also planning on having Super Spa Saturdays  after the New Year and am putting together a spa menu.

 

[Jacquelyn F]

Marketing in a Small Town

I'm in a small town, not even on most maps. I rent space from a chiro that does no advertisement, and we don't have the name of our business above the door, rather on the windows the chiro had someone come out andput up sticker-signs. I started in late June. All advertisement that I get is solely on me, as the chiro does not refer people to me either (it sounded so promising when I was first looking for space...). To decide on a target client base, you have to first decide who you really want to work with. Do you want to do more of a therapeutic type massage? Do you want to stick to spa services? I believe in another post you said you were working at the Y. Do you want to target people who work out or runners? How about rich old ladies that do nothing but get their hair permed, nails done, and massaged every week? What about stay-at-home moms that are going nuts trying to get those crazy kids to stay in line and need an hour break before cooking supper for said kids? This is something that YOU have to ultimately decide. It's good to stick with what you know. I personally have Tourrette's Syndrome. I like to work with others that have this disorder and show them the benefit that massage can give them. Anyone can be a target audience, even in a small town.Personally, I wouldn't be able to drive 45 minutes to and from work just starting out. If I were going to do a 1-hour massage, the drive there and back would cost too much in gasoline, you'd be working for solely gas money!

 

[smartgirl06010]

I do also work at a YMCA which is 45mins away from my residence.  I had one massage this week...drove 45mins for a 1 hour massage.  After the Y's cut and Uncle Sam's cut...I will bring home $13.50 minus $5-$6 for gas.  $7.50.  When think about it...that's about $7.50 for 3 hours of my time...lol...McDonald part timers did better than me this week.  But I did get a $10 tip.  I want to work more towards the medical aspect of massage, but also on clients who like to be pampered and mom's that are stressed, and some people with sports injuries....ex.  tennis elbow, golf elbow.  

 

[Posleen Killer]

Last August I opend a new practice in a small town I grew up in.  It seemed a little risky, because for a town of only 6000, there are at least seven other major businesses offering massage therapy and countless MT's practicing out of their own homes or offering in home massages...  On top of that, the going rate around here is $50/hr all the way down to $40/hr...  One woman even offers $30/hr if you reschedule every three weeks!  It seemed very competitive at first glance, however, after doing research and receiving massage from a number of places around town, it became very obvious what each of them was missing.  Whether it was atmosphere, attention to detail in the service, or just plain BAD massages, I paid attention to every detail, and then carved My Own Niche to fill the gaping voids left by all the other MT's/Spa's/Chiro's/Salon's...In doing this, I have been successful at getting and keeping clients at $60/hr - no problem.  I do specialize in deep tissue massage, however, I believe my success in a small town has come from my ability to provide a massage experience that no one else had been willing/able to provide until now...  (although a few ARE trying to duplicate it all of the sudden!)  This includes standard 70 minute massages, hot stones and towels integrated in EVERY massage, aromatherapy AND a take home gift,  all this offered in a private, professional and comfortable setting!  It's the ULTIMATE experience as a standard of practice. In my opinion the key to success in a small town is to think outside the box and be willing to offer what no one else will.  That's what gets people talking and word of mouth is PRICELESS!Good Luck!!!

 

[Renee P]

Marketing in a Small Town

Thanks Artofmassage. That was great info, some of those things you mentioned are things I was thinking of incorporating into my routine too. I have been to two of the 4 other therapists in town and one has a really crappy place and the other is mediocre at best with her skills. So being in a town of 11,000 with four other MT's I think I am gonna do well. I am finding my niche and things will build from there. Word of mouth in a small town is a very good thing.

 

[Brickfists (Again)]

Marketing in a Small Town

Since you're just starting out and you are located in a small town, I'm not sure target marketing is what you want to do. You have a limited market to begin with and because you are just starting out, you don't know what will work and what won't. Personally I agree with Artofmassage: quality shows, and there are people are willing to pay for it. For the time being, I wouldn't limit yourself by taking a target marketing approach. Introduce yourself to anyone and everyone and see what kind of people are attracted to what you personally offer. Once you've determined a market that you enjoy and that enjoys the work you do, then you can work to build up that type of clientele. Be prepared to have some ideas that work better for you than others. In other words, don't be discouraged by efforts that don't seem to produce any results. You never know what could happen three years down the line as a result of what you choose to do today. All efforts count!Best wishes to all!

 

[Gareth Moore]

I have a comment about the Y situation.  Why do you only go there if there is an appointment?  You may find it very important to just hang out there for a while.  I worked at a gym and my hours were strictly during the day.  It started of very slow and it was a little tough to deal with....a lot of standing around etc.  But pretty soon I began to notice that the more I was around, the more people were willing to get a massage.   It's pretty important that the potential clients see you...whether they are conscious of it or not.  They'll ask others "who is that" or they might even have questions for you about massage.  I believe that SOOOOOO many therapists make the mistake of not being around.  Ok sure, you're not going to get paid for it but you'll make out in the long run.  Where I had been working at, they were usually pretty busy during the 3-9 shift.  Well, these hours didn't work for me so I had to just make the 9-3 shift busy.  After about a year I was so busy that people were constantly telling me they keep trying to get in but "You've always so busy" were the comments I was hearing.   It was awesome.  I truly believe it was because I was willing to put in the time, standing around...answering questions....getting my hands and everyone I could.

 

[AK Pride]

 I live in a small town as well, or actually it's a big town but I wouldn't really call it a city.  Anyway, what has been said on previous posts is so true --- I am very professional in my appearance, office is always clean, and I do other things that most therapists here don't even do, like confirming calls, giving water, being consistent with service.  These are the things that will help make or break you besides giving a great massage!

 

[casi]

Marketing in a Small Town

You'd also be amazed at (as the lady above me mentioned) what giving a sealed container of water to the client after their massage will do for making people happy.It is a small and inexpensive gesture.  You can get a case of 16 or 24... something like that... at Sam's for about $4.25.

 

[carmenH2-ali]

I live in a small city, less than 10,000 people. And really all of the previous posts have some good points.I worked in a salon as well. I didn't really target a specific clientele, other than those already coming to the salon. I personally have to go with terab on being there as much as possible. In MT School we called that "Working The Room"... (networking)  "See and be seen" - get to know the regulars.  Be friendly and personally whenever possible I stick my hand out to shake hands with someone as I introduce myself. Or when I am introduced.  I feel that it's warm, friendly and makes a personal "connection" with the potential client. If like Seforum.xxxgnant (Jeff) says you feel a certain "connection" to a certain group then by all means market to them.Ask for referrals and make them all aware that massage is a great gift for the ones they care about.And of course once they have actually made an appointment make it the best massage they have ever had in their life (or if it is their first... make yours the standard they will measure everyone else by). And you know, as artofmassage has said, those little touches can add up to a lot in your clients eyes... from table warmers, soft linens, aromatherapy to water and thank you cards... it can all make a great impression on your clients. And hopefully if they are impressed enough they tell all their friends and the word spreads.Since the town is 45 minutes away, I doubt you would feel comfortable making presentations to groups and becoming a big part of that community (unless you had plans to move there).But your sincere interest in their health and wellbeing will undoubtedly come shining through.  

 

[malteser94]

Marketing in a Small Town

I also work in a small town in nsw Australia (12000) and have started my remedial massage business 10 months a go and have found it tough going at times. I don't target any group of people, I feel you need to flexable when drawing from a small pool of peope. As for marketing I think you need to have 5 different ideas working for you at one time, what I have tried is news paper adds, flyers, 5 min chair massage at local events for free, yellow pages, word of mouth, business cards which I write there next appointment time on, and don't forget to re book. good luck

 

[Mejoliza]

I've done the biz cards, flyers, raffles, and this town is so small (2000 people) there isnt alot of local events.  I didnt participate at one this summer.  I thinking about sending the chiropractors in the area a gift certificate for a non-transferable FREE 1 hour massage, once the salon owner gets my room build (I'm only doing chiar massages in the main room right now.)  Any ideas as to who else I should sent freebies to?

 

[[email protected]]

Thanks pete.  Anyway to extend the gift cert to the chiropractic staff without them fighting over it?

 

[whatever200312]

Marketing in a Small Town

Vchild,You know... tax season is approaching and there will be some tired CPAs and their assistants getting some pretty bad headaches - not to mention carpal tunnel syndrome.And have you considered marketing to your dentist? They spend all day with bad body mechanics... and they may deal with people who are stressed and have TMJ.Anyway, just a thought. Keep us posted!