Help in a "resort" town

[groovybug]

I work in a resort-like town where there are two major competitors (hotels w/ therapists).   Our office volume is down considerably which is unusual for this time of year.  However, my question is how do you attract the locals into your business?  Most locals work in retail jobs; there is not a big employer here.   Only have one small school district.  The county is the other major employer.    Seems like we do better biz in "high" season but its not enough to carry us thru the whole year.    Any ideas on this?    We charge $55 for an 1.25 hr massage.   That is still considered a luxury to most locals.Thanks!

 

[spaghetti arms]

Hi Gayle,    I don't what techniques or style of massage you do (i.e. relaxation oriented, pain relief, stress-relief) so I'll have to give you a little more general advice.    You need to educate the community on how beneficial massage can be.  Since many of them are working in retail (from your post), stress relief would be important to them.  If you have a local Chamber of Commerce, joining it could be a good idea.    Offer the local merchants some type of incentive to use you vs. the hotels.  Something basic like a 10% professional discount may work.  Or start with offering them a free one-hour of chair massage on their staff.    In a resort town, the locals may not have a lot of discretionary income...that is extra money to pay for things besides the normal food, clothing, shelter, etc.  So you may have more success with promoting half hour or 45 minute sessions to them to get them into the office.  From there, you have the ability to explain to them how getting a longer massage can be even more beneficial.                 Best of luck,                               Michael

 

[Yamilea?]

Gayle, I too am in a small city (resort area) and have had the same problems.One thing that did help with bringing in the local clientele is getting referrals from other businesses in town. More than once I found my new client heard my name through the Jaycee's or the Chamber... though I do NOT belong to either organization.I always say it is not always what you know... it's usually who... or a bit of both.