| It is commonly recognized that word-of-mouth | | | | killer. Offer to donate some of your proceeds to |
| marketing is an effective way to market and | | | | the foundation. |
| advertise your massage therapy practice. But did | | | | Evangelist, Evangelist, Evangelist Cultivating |
| you know that there is more than one type of | | | | advocates or volunteers that are "encouraged to |
| word-of-mouth (WOM) marketing that you can | | | | take a leadership role in actively spreading the |
| use? | | | | word on your behalf" is called evangelistic |
| According to the Word of Mouth Marketing | | | | marketing. Natural "evangelists" for massage |
| Association womma.org, there are approximately | | | | therapy are those clients who are so enthusiastic |
| eleven different types that could be classified as | | | | about your services that they have followed you |
| word-of-mouth marketing. Not everyone agrees | | | | through your educational hours to your own |
| with these categories but that is okay for us. | | | | massage therapy practice. Usually these individuals |
| Developing an effective word-of-mouth strategy | | | | feel that they have become part of your "team" |
| may include one or multiple WOM types, so which | | | | and are only too happy to help your business |
| types are useful for a massage therapist to | | | | grow. |
| utilize? Let's take a close at a seven of them as | | | | Other alternative health providers are also good |
| they are defined by the Word-of-Mouth | | | | candidates for this type of WOM, since they |
| Association and how we can use them to attract | | | | assist their own clients to seek other types of |
| and retain our clients. | | | | complementary and alternative medicine. |
| Buzz...Buzz...Did you hear the news? Buzz | | | | Checking In Wow! We've only gone through just |
| marketing creates a buzz by getting "high profile | | | | four types of word-of-mouth marketing. Are you |
| entertainment or new to get people to talk about | | | | getting some great ideas? Jot them on paper |
| your brand." | | | | while they are fresh in your mind now. Include a |
| You may not be able to afford a celebrity | | | | list of those individuals that may play an active |
| endorsement but you can certainly make noise by | | | | role in your WOM strategy. |
| sending a press release to your local news outlets | | | | Sampling the Service or Product Product seeding |
| to inform their constituents about the exciting | | | | is "placing the right product into the right hands at |
| grand opening of your massage therapy practice | | | | the right time, or providing information or samples |
| or what's so awesome about that new treatment | | | | to influential individuals." |
| you now offer. You can even celebrate the | | | | Offering chair massages provides clients a means |
| addition of a talented massage therapist on staff | | | | to sample your work without a big investment of |
| or your newer, better office location. Your | | | | time or money from the buyer. Don't offer chair |
| opportunities are almost endless and limited only | | | | massages? Provide discount rates on your lower |
| to your own creativity. | | | | time increment services, such as a 10-15% |
| Grassroots Outreach Utilizing this classic marketing | | | | discount on a thirty minute massage or a lesser |
| technique to get others involved, this WOM has | | | | extensive spa treatment, such as a sample |
| been defined as "organizing and motivating | | | | service of a body scrub or body wrap on an arm. |
| volunteers to engage in personal or local | | | | If you offer products, provide samples. |
| outreach." | | | | Conversation Starters Send out "interesting or fun |
| Organize a group of complementary and | | | | advertising, emails, catch phrases, entertainment, |
| alternative medicine personnel to participate in a | | | | or promotions designed to start word of mouth |
| local wellness awareness event (or another cause | | | | activity" is called conversation creation. |
| marketing effort) and take it to the street. | | | | Design and write an adverting campaign that |
| Create fliers that support your activity and | | | | stimulates interest, is fun or humorous, and |
| spread them around to interested individuals. | | | | creativity unique. Use it on all of your adverting |
| The key is to get others involved and active in | | | | materials for a specific period of time. For |
| your team effort - maybe even generating some | | | | example, you are implementing a new service. |
| buzz in the process! | | | | Create advanced interest with this type of WOM |
| In Search of a Cause Cause marketing is | | | | marketing. |
| "supporting social causes to earn respect and | | | | Referral Programs Yep, your referral program is a |
| support from people who feel strongly about the | | | | WOM marketing technique that you may have |
| cause." | | | | already set up. This is the most common |
| Choose a cause that is complementary to your | | | | word-of-mouth promotional method that massage |
| own efforts or something that has specific | | | | therapists utilize. |
| meaning for you. There are so many great ones | | | | Your referral program is easily implemented by |
| out there to pick from - even those locally. If you | | | | asking your current clients to talk about your |
| can't find one that you feel very strongly about, | | | | services to their friends, family and co-workers. |
| create your own. | | | | Offer free or reduced rates on specific services |
| Here are a couple of examples of organizations | | | | to award to your loyal client, while offering a |
| that are great ideas for cause marketing for | | | | sample service or regular discounted service to |
| massage therapists. | | | | his/her referred one. |
| ▪ "Go Green" for supporting a healthier, | | | | Pulling it Together Have you remembered to |
| cleaner environment for our children from the Go | | | | write down your thoughts? You may note that |
| Green Initiative organization. Implement a policy on | | | | several of these WOM marketing techniques will |
| only using environmentally safe products, cut | | | | neatly work together. Now you can write out |
| down on water usage, and begin a recycling | | | | your marketing strategy - with one or more of |
| program in your practice, and so on. | | | | these effective WOM marketing tactics. |
| ▪ Susan G. Komen for the Cure that | | | | Specifically identify goals that you want to |
| encourages active engagement in the breast | | | | accomplish with your strategy and you are on |
| cancer movement. Offer pink ribbons or pink rings | | | | your way of to a more successful massage |
| to bring recognition and awareness to this silent | | | | therapy practice! |