Marketing at Events for Massage Business Owners
You’ve received an email about a new trade show and you want to know if it’s worth the investment. As a Massage Therapist, we make our greatest impression when we meet people face to face. When they feel our touch, the likelihood of scheduling an appointment on the spot is very high. However, being a vendor at an event can be expensive and it’s wise to review a few factors before you sign up for each event, trade show or conference that seems appealing.
Check Your Books
Whether you’re running your business or managing another facility, numbers are a crucial factor when leaping into “business opportunities” and trade shows are no different. If you’re not comfortable with numbers, hire a bookkeeper to help you sort out what you might find confusing. The goal is to see if there are any funds to purchase the equipment needed for a proper display at a show. Even Farmer’s Markets with all their casualness, ,still require a good representation of your brand.
What You’ll Need
This is a basic starter list. As time passes you’ll learn what other small items you’ll need to complete your set up.
10×10 tent $100-$200
Massage Table (new) $250-500
Banner : $75-150
Table cover with logo: $100-150
Business cards (500-1000) : $50-120 (depending on quality)
payment processing device $0-40
Location
The best shows and events to participate are local and within a five to ten mile radius from your physical location or home. If you have a mobile business, the closer the distance, the better it is for you to reduce gas, mileage and stress on the road. If you’re a local spa or office, participating in a local event is almost the best choice when it comes to investing. If the funds are there, events and trade shows are excellent ways for locals to meet you. Your neighbors will love the fact that there is a local massage therapist close to their home. Much like health and beauty services most people seek out distances that are reasonable for them and close to their home or their work.
Niche Market
The only time that location is not much of an issue is if you are mobile or the event is specific to your target audience. If you market yourself as a niche practitioner then your ideal clientele will be at these events. If funds permit, these are wonderful places to make your greatest impression to new faces and establish yourself as an authority in your specified modality. People that attend these events will be in a frame of mind to receive your services. Compare this to a chair massage at the mall. Yes, you might have a few clients but people are there to shop and you might be seen as an additional stop but not the main goal. For example, if you choose to target a fitness event, the fact that you are a massage therapist as well as a fitness enthusiast will gain the interest of an audience you already have something in common with.
Conclusion
Choosing to invest in an event must be a marketing strategy, if fact marketing itself is glorified to be artistic and creative. It’s true to design a campaign that will capture the hearts of potential clients takes intuition but you must also be realistic about what works and what doesn’t. Make careful notes and create a file on the event. What was the total cost of the event? How many people did you service with massage? How many potential leads did you get? Names and numbers must all be documented. In short, the event has to be worth your time and effort to justify the cost. That is the world of business and a massage therapist you must care for your financial health as well as your physical one. Some events will incur a risk and it’s true that at times you must spend money to make money, but you can still pace yourself and be wise about that spending. Not every opportunity will be the right one for you. Some events are worth investing in because they fit the criteria to help your business grow. There must be a balance of wisdom and risk. You cannot create a thriving company based on fear. You must also be patient, participating in events takes one week to thirty days for direct results.
