May 19, 2016
How to Easily Build a Powerful Client Following with Free Massages
In this post I want to highlight why giving free massages whether you are a newbie or an experienced therapist is a game changer!
Everyone loves free massages, especially when it is a high-quality massage. Giving away free massages should not only be reserved for new therapists though. While it is often understood that when you give away a free massage you may potentially gain a lifelong massage client, the reciprocity principle in marketing will show you that freebies go way deeper than that.
The research shows that when consumers get freebies they respond in a variety of ways. The way people respond is often unconsciously, but your generosity as a massage therapist will be well-rewarded, to say the least. Here are some of the ways your freebie clients will respond:
People feel obligated to buy more.
In a much-cited 2005 study, Randy Garner, a professor of behavioral science at Sam Houston State University, wrote that feeling obligated to reciprocate a favor “can occur despite the fact that we may never have requested the favor in the first place.” Logic would tell you that on a freebie day, people will come in and get their freebie and walk out, but what actually happens is, consumers will often times come to get their freebie and purchase the entire product or in our case they re-book automatically for a "paid" session.
People talk more about freebies.
The rise of social media has some of us concerned with “word of mouth” marketing and reputation. Getting your customers to say nice things about you is, according to some research, as effective as traditional advertising, and it’s almost always cheaper. And companies like Procter & Gamble are figuring that one of the easiest and best ways to get people talking about their products is to simply give them away. An article in the Journal of Marketing found that people who got a product for free talked about it 20% more. Getting a freebie related to the product prompted them to talk about it 15% more, while coupons and rebates didn’t make a difference.
So there you have it! If you are a massage practice owner needing a boost in sales -- promote a freebie massage day, my advice is to schedule a weekend of freebie massages and strategically setup your office to be sure that all freebie clients have an opportunity to schedule another session. You can certainly get creative about this, offering anything for free has also been shown to increase sales dramatically.
If you are not a massage therapy business owner, that's okay! You can still employ the power of reciprocity by giving free massages.Here are some ideas to get you started:
- Offer to give free chair massages on a specific day
-Put together a freebie massage day in your home or in the home of a friend that is near your job.
always offer your friends an opportunity to book with you and potentially have your book open and ready to schedule them.
Send me your thoughts and questions on this topic!