very targeted marketing

[Clinton]

I have access to a list of city workers, county workers, and teachers. The list is how much their salary is. This is a list available to the public. It only lists their salary. Most of these people earn in excess of $75,000 and are in the income level that I get a lot of clients from.

If I looked them up in the phone book and sent them information about my practice, what type of results do you think I would get? I know there are some who won't be listed, and I wouldn't tell them how I came across their address, but I am getting it from public sources.

Do you think it would work? Anyone else do something like this?

 

[Chicoaa20]

You could try sending a postcard or something....I did targeting marketing for teachers in January that resulted in 7 new clients and a spa party. I also did a targeted special for police officers that resulted in zilch. *laughing*

Sometimes it's just a matter of trying something and seeing what works for you and your area!

Angela

 

[Master Chief]

I also did a targeted special for police officers that resulted in zilch.

I have to tell you, I too have yet to get good responses from police and firefighters.

I would love to help these two groups, and even offering free work, partial pay and full price, I can't get these people to come in. One or two and that's it. It really is too bad.

I'd say it can't hurt to try if you've got specific access, time and stamps.

 

[deciduous_me]

I also did a targeted special for police officers that resulted in zilch.

I have to tell you, I too have yet to get good responses from police and firefighters.

I would love to help these two groups, and even offering free work, partial pay and full price, I can't get these people to come in. One or two and that's it. It really is too bad.

I knwo this is a tad off topic but - hey yeah....me too! I offered half price full body massages during "Everybody Deserves a Massage" week last year and the only police officer who got a massage was already a client. *wry grin* What's that about I wonder?

I do have a couple fire fighters who found me for chronic pain issues from old injuries.

Anyway - I hereby return the thread to it's regularly scheduled program.

 

[theresad]

2% response on a direct mail piece is considered a massive success.

But that is also 2% average -- it takes several impressions for many messages to register.

 

[good guy]

I'm a cop's wife and my husband loves to talk about my services - very few takers. Some do it because they know me and can get past the issue that they are being touched by another officer's wife. It's not a money issue. In general, they don't like to be touched and are very uncomfortable being in a "vulnerable" position. They are very "cautious" in general and going to someone they don't know probably won't happen. However I have a LOT of cop's wives as clients. My husband is a sarge and each Christmas he buys small gifts for his officers. I always add a 30 minute gift certificate for their wives/significant others. The gift certificates always get redeemed and the large majority of them come back again and become regular clients.

So, if you're targeting officers, maybe go a step further and offer stress relief to officer's wives/significant others. Trust me, we need it and we're more than happy to respond to the offer when our husbands/wives don't!

 

[Art]

Just because they have money doesn't mean they are interested in a massage so it isn't very targeted marketing.

Targeted marketing is finding out who needs massage the most and marketing to them. It is also finding a niche or certain population of people that you want to work with like people with fibromyalgia, pregnant women or whatever and finding them.

This is really more just a direct mail campaign. You could try sending them a post card with your website address on it and keep sending them information until you get the response you need.

I think it is more effective to go after who you want to be your clients.

Julie

 

[Matt/16/Aus]

The most fun thing about very targeted marketing is you know exactly who you are talking to. This allows you to speak directly to them using words that mean something to them. I feel so much better when I can do this, rather than sending out a general broadcast. It makes me feel less like I'm advertising and more like I'm communicating.

As to cops, etc, I'm right there with Julie; you need to target the people you want to have as clients.

If cops/firefighters are your goal, then you have to meet them on their level.

The very best and most successful person I've ever seen do this was an Aveda spa owner in Whitehorse, YT. She targeted Mounties and surveyors and engineers. Her "in" was the fact that these fellows (they are mostly men) wear big, heavy, airless boots day in and day out, year after year and have pretty beat-up feet.

Whitehorse being a smallish town, most of these guys congregated at one or two known places. She packed up a mini-foot spa, pedicure tools and "manly" essential oils and went out to meet them.

She hung out with them, got to know the SO's and then basically challenged them to get their feet taken care of. I'm telling you, it was something to see. She met them on their level. As I recall, at first she bet them $10 they'd wimp out when she cleaned off their feet.

After a couple visits, she had guys with their shoes off lined up at the door. She got a few of them as massage clients. But got many more for regular foot reflexology and "foot sanding." And they did buy a lot of GCs for their significant others.

I'm not recommending this exact approach. At all. But the point is she knew how to talk to them (and was comfortable doing it) on their level and it paid off.

 

[Pooja]

That's a great post, Eileen R!

You are right. I've camped with a group of police, once a year, over many years. Looking back on it now, that was a hard one, just getting them to let me work on their necks around the campfire!

I never looked at it from perspective, until reading your post.

Thanks!