Need marketing ideas for new (2nd) location

[Lilah]

I AM SO EXCITED!!! I have just secured space with a personal trainer/nutritionist/postural alignment specialist in a gorgeous lakeside touristy area of an adjoining state. The building is a small, quaint, cabin-like building located less than a half mile approaching the downtown area.

Since the busy time is fast approaching, I want to make a quick mark with my new business and want suggestions as to how to go about it, what markets to target and how.

What do you think would be the best approach to reaching large numbers fast?

My ideas so far ...

Putting an ad in locate newspapers which are delivered free to locals;

Putting an ad on the local area community website;

Joining the local Chamber of Commerce.

I am also having trouble wording what I might say to introduce myself to the area, for printed material.

Quick ... no time to waste!

 

[Steve E]

Just a few questions off the top of my head that came up while reading your post:

What will you be offering in the new space? (massage, NMT, reiki, etc, etc)

How far is this from your first location?

Are you looking to build a clientele of consistent regulars (locals) or do you want to attract the tourists?

What type of marketing materials do you already have from your first location? Can you use any of those for the new location?


I think the ideas you listed are good. But I feel they are geared more toward becoming known with the locals. Which is great for getting regular clients, but isn't in line with "reaching large numbers fast". The type of marketing you suggested is more long term, especially joining the Chamber of Commerce which is more about building networking relationships.


Just my thoughts to help clarify and get the ball rolling.

Brian

PS Don't forget to review Creative (low cost) marketing ideas: http://www.massageplanet.com/forum/viewtopic.php?t=7119

 

[::.RandomQuestions.::]

What will you be offering in the new space? (massage, NMT, reiki, etc, etc) massage - sports, deep tissue, rpregnancy massage, aromatherapy, reiki

How far is this from your first location? 100 miles, and it is my hope to build this second business and move there in 2 years. I have a home there as well. Initially I will split my time between both locations.

Are you looking to build a clientele of consistent regulars (locals) or do you want to attract the tourists? I want to target both, knowing that the winter months will drop off anyway, but my main concern is building a permanent business.

What type of marketing materials do you already have from your first location? Can you use any of those for the new location? I mail brochures to prospective clients, follow up with new clients and offer incentives for referring, I am currently a chamber member in my first location so I take advaneforum.xxxe of marketing opportunities with them.

This second location is very different from my current one. The second one is more laid back, vacation-type residents/visitors. Although it has a winter market, it is less than the summer one.

I think the ideas you listed are good. But I feel they are geared more toward becoming known with the locals. Which is great for getting regular clients, but isn't in line with "reaching large numbers fast". What would you suggest here? The type of marketing you suggested is more long term, especially joining the Chamber of Commerce which is more about building networking relationships.

 

[Leuco]

Brian had great questions.

Does your area have a Tourism Department? They will frequently list businesses on the website, and some don't charge. If I were vacationing there, that would be the website I'd check out.

Otherwise, putting your brochures in shops, restaurants and hotels would reach the tourists where they are.

I recently traveled, and what I actually read was what I found in the hotel rooms and lobbies. I didn't really go shopping, though, as I was visiting rather than being a tourist. Though I did get to see some great attractions, I wasn't hanging out at them or looking for more to do. If you want busy-season crowds, you want the places they will actually sit down or where they are waiting in line.

 

[Newell]

More questions.

I'm not trying to be annoying with all the questions, but I am hoping to clarify for us to help answer and maybe stir some ideas in your mind as well. So, I hope you don't mind.

What type of tourist destination is this? Why do people vacation there? What types of activities do people do when they are there? What is the secondary 'winter market' you mentioned? What are those activities?

Are there a lot of other MTs in the area? Is it a big spa/resort area? What is your competition like?

How many hotels are in the area?

What has worked for your office mate? How long has he/she been in practice and what type of marketing does he/she do right now?

Do you have a website? Will you have at least a page or two about your new location? If so, what are some of the top websites for the area? Is there a way to get a reciprocal link with any of them?


Again, I hope you don't mind all the questions. I'm trying to formulate what I would do in this situation. But to do so, I need more info.

Brian

 

[??G?AC3??]

I'm not trying to be annoying with all the questions, but I am hoping to clarify for us to help answer and maybe stir some ideas in your mind as well. So, I hope you don't mind. Not at all - I appreciate the direction!

What type of tourist destination is this? Why do people vacation there? What types of activities do people do when they are there? What is the secondary 'winter market' you mentioned? What are those activities?
Lakes Region - mountains, lake, sailing, water sports, lake tours, hiking, craft fairs, lots of outdoor activities. They vacation there because is beautiful! The winter holds winter sports - skiing, ice fishing, ATVers, but because of the beauty of the area, people are outdoors a lot in winter, too.

Are there a lot of other MTs in the area? Is it a big spa/resort area? What is your competition like? There are a few big spas in the area, and definitely it is a resort area. My competition is spa and chiro practitioners, along with sole practitioners doing their specialities. I understand that there is a winter market for massage, and personal training, which the person I'll be renting from told me.

How many hotels are in the area? Lots of B & B's, motels, resort hotels, etc. These are to accommodate the seasonal tourists.

What has worked for your office mate? How long has he/she been in practice and what type of marketing does he/she do right now? I haven't discussed in detail what works for her, and she has only been in business since January, but says her business is steady. She intends to refer to me since her clients are already asking about massage!

Do you have a website? Will you have at least a page or two about your new location? If so, what are some of the top websites for the area? Is there a way to get a reciprocal link with any of them? Yes, I have a website and was wondering how to integrate both locations under one. I'm not a techy at all and would appreciate help in that regard, too! Also, I use the old fashion "appointment book" - so I am wondering if I should get a separate one for the second business, or just use one (I think that is the better way to go since I would have to be cross referencing all the time. I will keep the second location clients' contact info in a separate address book, however.

Great questions, Brian, and I don't mind at all. I am off for a full day now but will check back later tonight. Thanks a bunch to all!

Again, I hope you don't mind all the questions. I'm trying to formulate what I would do in this situation. But to do so, I need more info.

Brian

 

[Mrs. Fitz]

I use the old fashion "appointment book" - so I am wondering if I should get a separate one for the second business, or just use one

FInd a pen or pencil that has two colors, and designate one color for each location!

 

[ape]

Ella -

I DID think of that! It just has to be an ERASABLE colored pencil ... now where to find that one.

 

[Navy ACC]

Don't try to reach "everyone" - you'll waste a LOT of money that way. Instead, focus on a smaller target market every 1-2 months. Put 80% of your effort into reaching a smaller group, and you'll have greater success than if you diffuse your efforts over a larger number of people.

Make connections in the new area and start networking. Start with businesses near your new location, and expand your web from there. Focus most of your marketing in a 3-5 mile radius from the new location, and you'll do better than covering the entire city/county.

Good luck!

 

[Deegu]

So, based on my many questions and your responses here are a few of my thoughts.

**Call the local B&Bs, hotels, motels, resorts, etc. Find out if they have a massage therapist that they refer to or that works for them. If so, find out if they are happy with this person. If not, start a list of places you need to go to and introduce yourself. Do you have a massage chair? you could go to these places and give some free samples and leave your marketing materials. That way the people at the hotel/motel/resort will have actually met you and experienced your work.

**If there are some bigger 'outdoor adventure' services in the area you could do the same thing for them. Visit the center, bring your chair, give some samples and talk specifically about how massage can help hikers, climbers, swimmers, etc.

(I know this may seem like giving a lot of time for free work. But if you think about giving up only 3 or 4 days to go around the area and making these connections and building these relationships, I think your long term pay off will be huge.)

**Send a thank you card with your picture and contact info inside to everyone you meet and talk to about your work. It will make a huge impact on them remembering you.

**Don't think about the winter season just yet. You have some time to get known before then.

**You mentioned that you have a home there as well. Then you should have an idea of the how to target the locals. They will become your regulars. Where do they hang out? What restaurants do they eat at? What stores do they shop in? Make connections with these places. Joining the Chamber will be good for these types of relationships. (Don't forget to send these people cards as well. It will build a solid relationship.)

**Your website should absolutely include your new location IF you want to market your two locations the exact same way. You or your webmaster should be able to add a new page about your new location and have it keyword/content specific for your new location. If built well, the search engines will find it!
If you want your second location to have a different feel or target you may want to think about building a separate site. Since you hope to move there in a couple of years, your first site will be going away eventually anyway.
Or, if you are happy with your work load at your current location have most of your site changed over to the new location with just a page or two about your current business. Then when you move, just take off the pages from the 'old' location.


Just some thoughts off the top of my head. I may have more as I re-read your info ...


Brian

 

[martinduxbury]

Actually, I'd start thinking a bit about winter season NOW. Structure your short-term plans to build up towards a crescendo of business by the time it gets cold. You can plant seeds now that will bear fruit in 6-8 months.

 

[SUE]

Sharon, Jason and Brian -

Thanks for great advice. I sincerely appreciate your perspectives.

I seem to be overwhelmed right now with all the potential. I want to be prepared with the printed material, which I am working on now, so that I will have it with me each time I go out to someone, and to place at the new location. That is my primary focus right now.

I do have a massage chair will be doing chair massage on July 4th weekend at a local ski resort that hosts an annual craft fair. I know that in the beginning of starting a new business, I need to investment time and "freebies" as an introduction. I have no problem with that. I just want to make sure it will pay off (and I'm going in the right direction.)

I made a great connection with one of my clients at location #1 who has an aunt in a gated community very close to where I'll be at location #2.

With all of that on my mind, I had a great week at location #1 with the local paper publishing an article on me and my business. I also acquired an at-home, weekly client, which I don't typically do, but the income potential is great (which helps a lot). She is a lovely older woman with a number of issues, which, of course, I'm wanting to help her with.

So at times my head feels like it's going to explode! But I'm enjoying all of it.

Ahhhh ... a day off today - to catch up!

 

[Jac]

Actually, I'd start thinking a bit about winter season NOW. Structure your short-term plans to build up towards a crescendo of business by the time it gets cold. You can plant seeds now that will bear fruit in 6-8 months.

Jason,

You are right. I should have been more specific in my statement. I feel she shouldn't think about winter season yet because the marketing activities that I discussed should actually set her up for constant referrals through the winter season. Once she makes all all these connections, she will simply need to maintain the relationships throughout the year.

In the fall she can re-assess where the referrals are coming from and get back out to re-establish fallen connections, or make some new ones based on the knowledge she will have gained from working in the city for a few months.

I do have a massage chair will be doing chair massage on July 4th weekend at a local ski resort that hosts an annual craft fair. I know that in the beginning of starting a new business, I need to investment time and "freebies" as an introduction. I have no problem with that. I just want to make sure it will pay off (and I'm going in the right direction.)

Excellent! I feel that if you really want to see a pay off, you need to try to meet/network with/work on the locals that will be there. Sure, the tourists may bring the money in for you at this event; but getting the locals in your chair will be a better long term pay off. Maybe offer a local discount? Maybe try to get the ski resort owner/manager(s)/supervisor(s)/employees (whoever is there from the resort) in your chair so they know who you are and what you do.

I made a great connection with one of my clients at location #1 who has an aunt in a gated community very close to where I'll be at location #2.

That's great! Once you establish a good connection with the aunt, you can find out if they have a common community space and maybe go do an afternoon of chair massage with them. Just a thought.

Sounds like some great work so far! Keep it up!


Brian